How to engage low category users through social media- The case of the make-up sector in Portugal

Purpose: This work project should be inevitably deemed as a practical approach to a marketing problem; “How to engage low category users through the social media – the case of the make-up sector in Portugal”. Design/methodology/approach: Online structured questionnaires and in-depth interviews were used. The questionnaire was answered by 110 women aged from 15 to 45 years old and the interviews were conducted with 14 women of the same age. The interviews provided key insights for the questionnaire formulation. Findings: Women are poorly informed on make-up properties and characteristics, feeling a genuine concern in regard to this subject. Lack of time, occasional usage and skin damage are the main barriers for make-up usage by low category users. Overcoming these aspects pass by demystifying the association of make-up with skin damage and emphasise the functional and emotional benefits of make-up. Further, brands need to create contents more consumer-oriented and ask directly to fans/followers suggestions and other insights. Resort to Portuguese “common” women for greater empathy in campaigns, promote online meetings between followers and make-up professionals on social media; and finally take advantage of the hybrid condition of Facebook, which incorporates multiple forms of content presentation, including videos, the most appealing format of make-up presentation for women. Research limitations/implications: Further studies addressing this topic, by using larger samples and study of specific make-up brands and campaign programs, over social media to reach a solid growth potential of make-up market evidences in Portugal. Originality/ value: Make-up brands are emphasising their interest in linking social media and marketing their promotional mix around social marketing.

Estimating demand for primary health care services

Primary health services exist with the purpose of providing basic health care to every person at a cost they can afford. But is it fully available to everyone? The objective of this work project is to estimate the demand for primary health care services having into account that in some regions the citizens are not using as much health care as they would like due to supply side constraints. Using the number of consultations as proxy for demand, and applying an econometric tool called switching regression, the demand for primary health care services will be estimated.

Future lending income and security value

I test the Duffie, Gârleanu, and Pedersen hypothesis that security prices incorporate expected future securities lending income. To determine whether institutional investors anticipate gains from future lending of securities, I examine their trading behavior around loan-fee increases. The evidence suggests that institutions buy shares in response to an increase in lending fees, and that this could explain the premium associated with high- lending-fee stocks. Expected future lending income affects stock prices, although the effect seems to be attenuated by the negative information that arises from short selling.

A decision- theoretic model for M&A sale processes

A Work Project, presented as part of the requirements for the Award of a Masters Double Degree in Economics and International Business from the NOVA – School of Business and Economics and Insper Instituto de Ensino e Pesquisa

Dispondo de si : autonomia, género e envelhecimento nos quotidianos de saúde

Esta tese de doutoramento tem como objectivo geral compreender as experiências de autonomia individual na actual geração de adultos mais velhos, enquadrados pelas construções identitárias de género e assumindo como plataforma de observação as vivências quotidianas de saúde. Para tanto, justifica-se a centralidade do valor da autonomia individual na contemporaneidade, para depois se problematizar o conceito a partir de uma perspectiva feminista, com base na conceptualização proposta por este corpo teórico. O feminismo propõe a adopção do conceito de autonomia relacional, que ao reconhecer a natureza social do self e das identidades, é capaz de proporcionar uma leitura crítica e contextualizada da autonomia de cada sujeito, por integrar não só as especificidades, estímulos, oportunidades e contingências de um tempo e de um espaço social, como também o poder resolutivo, transformador e de resistência da agência individual. A vivência da velhice constitui, cada vez mais, um exercício de individualidade. No envelhecer, a vivência da saúde ganha especiais contornos. Não só porque o cuidar de si se tornou um aspecto biográfico de progressiva acentuação, como também por ser este um tempo da vida em que os dilemas, inquietações e exigências com o corpo se acentuam. A individualização dos trajectos biográficos que nas sociedades contemporâneas surge com cada vez maior expressão sugere a importância do estudo das diferentes ecologias sociais, com base na precisão e no detalhe. A tese adoptou uma estratégia metodológica de estudos de casos, concretizada num estudo de caso múltiplo, de tipo qualitativo. Os sentidos conferidos às experiências da autonomia individual pela actual geração de adultos mais velhos, nos seus quotidianos de saúde, mobilizam e matizam diferentes modelos culturais, iluminando a ideia de uma transição sociocultural que abandona parcialmente certos aspectos, mas que mantém tantos outros. No envelhecer, a vivência da autonomia individual é mediatizada por diferentes performatividades femininas e masculinas, tendo sido três os espaços principais de expressão social da autonomia, resultantes do seu cruzamento com o género, enquanto dimensão de análise principal. Tem-se que estas diferenças entre espaços factoriais vêm demonstrar o hibridismo dos posicionamentos resultante da crescente individualidade das trajectórias de vida. Face à saúde, a capacidade de adaptação e de auto-gestão mais positivos relacionam-se, face às mulheres, com a expressão singular de uma maior individualidade e, face aos homens, com o valor social conferido a diferentes masculinidades.

A type system for value-dependent information flow analysis

Information systems are widespread and used by anyone with computing devices as well as corporations and governments. It is often the case that security leaks are introduced during the development of an application. Reasons for these security bugs are multiple but among them one can easily identify that it is very hard to define and enforce relevant security policies in modern software. This is because modern applications often rely on container sharing and multi-tenancy where, for instance, data can be stored in the same physical space but is logically mapped into different security compartments or data structures. In turn, these security compartments, to which data is classified into in security policies, can also be dynamic and depend on runtime data. In this thesis we introduce and develop the novel notion of dependent information flow types, and focus on the problem of ensuring data confidentiality in data-centric software. Dependent information flow types fit within the standard framework of dependent type theory, but, unlike usual dependent types, crucially allow the security level of a type, rather than just the structural data type itself, to depend on runtime values. Our dependent function and dependent sum information flow types provide a direct, natural and elegant way to express and enforce fine grained security policies on programs. Namely programs that manipulate structured data types in which the security level of a structure field may depend on values dynamically stored in other fields The main contribution of this work is an efficient analysis that allows programmers to verify, during the development phase, whether programs have information leaks, that is, it verifies whether programs protect the confidentiality of the information they manipulate. As such, we also implemented a prototype typechecker that can be found at http://ctp.di.fct.unl.pt/DIFTprototype/.

How to increase brand value expanding the category and brand presence to the main meal occasion for Sumol- Compal

Having registered negative retail value growth of 4% in Portugal in 2014, the juice category is set to decline further by 5,5% until 2019. Manufacturers of juices and nectars are therefore increasingly looking for new categories in order to balance this negative forecast in their home territory. One apparent growth opportunity for Compal, the leading producer of juices and nectars, is to expand its commercial reach to new occasions of consumption. This report carefully analyzes the opportunities related to an expansion to the main meal occasion and introduces a complete marketing and communications plan for a possible new main meal juice, Compal à Mesa. The product concept represents a rather premium positioning for the main meal occasion, including new flavor mixes that are targeted at different occasions of meals. The justification of the introduced concept includes a discussion of the primary and secondary research that was performed

The value creation radar applied to the space engineering sector

This case study illustrates the application of the Value Creation Radar (VCR) to SenSyF, an Earth Observation (EO) system which was developed by Deimos Engenharia S.A. (DME), the Portuguese affiliate of Elecnor Deimos. It describes how a team of consultants adopted the VCR in order to find new market applications for SenSyF, selected the one with the highest potential, and defined a path to guarantee a sustainable market launch. This case study highlights the main challenges of bringing a technology-driven company closer to the market in the pursuit of long-term sustainability, while not compromising its technological capabilities

Assessing fraud risk of selecção, contratação e manutenção de fornecedores process of Sonae Investimentos

The present Work Project (WP) is the result of Sonae’s concern with fraud risk, seeking to implement a method that formally describes and evaluates it in its various forms. In a context of limited human, capital, time and tools’ resources, the Internal Audit (IA) department of the company developed a framework to raise the awareness of top management and identify which processes of its value chain present a higher level of exposure to fraud, with the purpose of redirecting attention to those and prioritizing the creation of new mechanisms to monitor its KPIs’ dynamics.

Leading with purpose

The growing importance of employees’ mentality towards organizations raises the question of what management methods would be better to be applied by leaders. Recently academics and psychologists have found strong positive results from the appliance of purpose inside organizations. These studies have proven that there is a lack of purpose inside organizations and more precisely inside the leader’s visions. This paper aims at outlining what purpose is to academics and how leaders perceive it. Then the goal is to understand how leaders try to channel their view of purpose to employees’ and what are the difficulties facing this process. Results obtained from a group of international leaders in different organizations and industries are compared to the theoretical perspective of academics extracted from a review of the existing literature. The findings suggest that leaders often do not understand the terminology of purpose and do not apply it in their day-to-day activities. It is further highlighted that they use different methods to motivate and direct employees in their teams and organizations.

Developing a gamification system to increase customer lifetime value at MyGon

There have never been so many touch points between companies and consumers as there are today, which paradoxically makes it very challenging for companies to be able to retain and engage customers. Gamification is a strategy used by a large number of companies to increase customer engagement and customer lifetime value. This work aims at developing a gamification system for MyGon, a Portuguese startup working in the market of discounts and experiences. In addition to examining the literature concerning gamification, its elements and characteristics, recommendations were developed for addressing MyGon’s business goals of increasing conversion and customer engagement. The gamification mechanisms suggested include badges, missions, points, leaderboards and levels.