Corporate social responsibility and its effect on image and reputation: The case of L’Oréal and its acquisition of The Body Shop

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Evaluating a co-creation model for social businesses: The case of ‘Linhas sobre rodas’

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Social networks as glocal products: The case of Facebook

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Ben & Jerry’s: Case study on children’s social awareness and its impact on corporate strategy

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

A conceptual model to approach the scaling process of social entreprises: The case of Cozinha com Alma

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

How to bring equity investors to the social sector? A quasi-equity approach through the case study of SPEAK

As nonprofits do not have access to the same capital markets as for-profit enterprises, organizations usually scramble for funding to keep up with their mission. This scenario can be changed through the use of the right financial engineering. This Work Project aims at studying an innovative financing mechanism based on the concept of quasi-equity for organizations devoted to social ends to cope with their capital needs. A quasi-equity investment model is built for the Portuguese social business SPEAK, and an in-depth assessment of its current financial, organizational and impact situations is conducted. This is a pioneer case study in Portugal.

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.

Measuring impact with the social return on investment: the case of the social innovation hub

There is a growing interest in social impact assessment across the private, the public and the nonprofit sector. However, there is still limited academic research produced in this area, particularly in what concerns to the application of the Social Return of Investment (SROI) methodology. The goal of this Work Project is to give an overview of the social impact measurement literature and apply the Social Return on Investment, a flagship methodology to measure impact, to the specific case of the Social Innovation Hub (SIH). The findings suggest that each 1€ invested on the SIH generates 1,21€ in terms of social value. While this value seems very appealing to use, there are some risks in monetizing impact in such way, mainly due to the lack of reliable data available for benchmarking purposes.

Federalism and Welfare to Work in Switzerland: The Development of Active Social Policies in a Fragmented Welfare State

This article is concerned with the impact that federal structures have on the development of welfare to work or activation policies. More precisely, it argues that the incentives and the risks associated with a division of responsibilities among different jurisdictions may constitute an obstacle to broad reforms that promote labor market participation of nonworking benefit recipients. This argument is illustrated with a case study discussing policy responses to a massive rise in caseloads among social assistance recipients in Switzerland. We conclude that the lack of a fundamental reform was the consequence of the incentives provided by the federal structure of the program. These incentives have both encouraged cost shifting among jurisdictions and discouraged involvement of federal level policy makers in a bigger reform.

Social Dynamics in Paper Wasps: The case of nest-drifting in Polistes canadensis

Le passage de la vie solitaire à la vie sociale représente une des principales transitions évolutives. La socialité a évolué au sein de plusieurs taxons du règne animal et notamment chez les insectes sociaux qui ont atteint son niveau le plus élevé : l'eusocialité. Les colonies d'insectes sociaux se composent d'une reine, qui monopolise la reproduction, et d'ouvrières, non-reproductrices ou parfois stériles, qui aident à élever la descendance de la reine. Selon la théorie de la sélection de parentèle, les ouvrières augmentent leur fitness (succès reproducteur) non pas à travers leur propre progéniture, mais en aidant des individus apparentés (leur reine) à produire davantage de descendants. Cette théorie prédit ainsi que les ouvrières ont un intérêt à rester fidèles à leur nid natal. Toutefois, chez la guêpe tropicale Polistes canadensis, de nombreuse ouvrières visitent d'autres nids que leur nid natal : un phénomène appelé « dérive des ouvrières ». Le but de ce doctorat est ainsi de mieux comprendre les mécanismes impliqués dans ce comportement particulier des ouvrières ainsi que ces implications pour la théorie de la sélection de parentèle. Nous avons examiné le comportement de dérive des ouvrières à travers une étude des dynamiques sociales chez la guêpe tropicale P. canadensis. Mes résultats montrent que les populations de P. canadensis se composent en différentes agrégations de nids. Malgré de précédentes suggestions, on n'observe qu'une faible viscosité génétique au sein des populations de P. canadensis étudiées. On retrouve toutefois un degré d'apparentement entre nids d'une même agrégation. Ceci suggère que les ouvrières dériveuses sont susceptibles de bénéficier de fitness indirect en aidant les nids proches géographiquement. De plus, ces échanges d'ouvrières ne semblent pas accidentels puisque l'on constate des variations de taux de dérive et puisque les déplacements observés entre nids persistent sur plusieurs périodes de temps. La charge de travail, qui correspond aux différences d'effort de fourragement entre nid visités et natals, est décrite dans notre étude comme potentiel facteur expliquant le comportement de dérive des ouvrières chez P. canadensis. Nos expériences de retrait d'ouvrières et de couvain ont révélées que les dériveuses ne semblent pas répondre aux changements de besoins en aide des nids visités. Les ouvrières dériveuses biaisent leur effort en aidant leur propre nid, par lequel elles bénéficient le plus en termes de fitness indirect, avant de se consacrer à tout autre nid. Dans l'ensemble, ces résultats sur la dérive des ouvrières chez P. canadensis sont cohérents et suggèrent que ce comportement est une importante stratégie de reproduction alternative chez cette espèce qui contribue à la fitness indirecte de ces ouvrières non-reproductrices. De plus, ce doctorat apporte des informations sur la structure génétique des populations de guêpes Polistes et décrit le rôle des ouvrières inactives. Celles-ci semblent servir de réserve en ouvrières apportant du support à la colonie dans l'éventualité d'une perte d'individus. Plus généralement, ce travail met l'accent sur l'organisation complexe et l'adaptabilité des individus dans les sociétés d'insectes. - One major transition in evolution is the shift from solitary to social life. Sociality has evolved in a few taxa of the animal kingdom, most notably in the social insects which have achieved the highest level of sociality: eusociality. Colonies of social insects are formed by a reproductive queen, and many non-reproductive or sterile workers who help raise their mother queen's offspring. Kin selection theory explains worker behaviour in terms of the indirect fitness they gain from raising non-offspring kin. It therefore predicts that workers should stay faithful to their natal nests, to which they are the more related. However, in the tropical paper wasps Polistes canadensis, high levels of nest-drifting, whereby workers spend time on other neighbouring nests, has been reported. This PhD aimed at understanding the mechanisms involved in this peculiar behaviour as well as its implications for kin selection theory. I examined nest-drifting through the study of the social dynamics of the tropical paper wasp P. canadensis. My results showed that populations of this species of paper wasps are composed of different aggregations of nests. The studied populations showed little limited dispersal (viscosity), despite previous suggestion, but nests within these aggregations were more related to each other than nests outside of aggregations. This suggested that drifters may benefit from indirect fitness when helping on neighbouring nests. Drifting was unlikely to be accidental since we found drifting patterns at various rates and consistently over several time periods during monitoring. Workload (differences in colony-level foraging effort) was also a potential factor explaining nest-drifting in P. canadensis. Worker and brood removal experiments revealed that drifters do not respond to any changes in the need for help in the non-natal nests they visit. Drifters thus bias their help in their natal nests, from which they may benefit the most in terms of indirect fitness, before investing in others. Altogether, these results on nest-drifting in P. canadensis are consistent and suggest that nest-drifting is an important alternative reproductive strategy, contributing to the indirect fitness benefits gained by non-reproductive wasps. Additionally, this PhD provides information on the genetic structure of paper wasps' populations and demonstrates the role of inactive or lazy wasps as a "reserve worker force", which provides resilience to the colony in the event of worker mortality. More generally, this work further highlights the complex organization and adaptability of individuals in insect societies.

An investment social network beside the Banco de Barcelona, an unusual case?

[cat] L’extensió de les activitats bancàries al segle XIX va ser liderat per alguns grups socials connectats amb el comerç, que van treure profit de la seva experiència i coneixement per estendre la seva influència al voltant del món del crèdit. A la historiografia espanyola, hi ha un conjunt de treballs que s’han centrat en aquesta gent, però en molts pocs casos s’ha fet una classificació que permeti detectar el conjunt de grups econòmics que han liderat el procés de modernització financera de l’Espanya de mitjans del segle XIX. El principal objectiu del treball és l’anàlisi dels grups socials que van formar el Banco de Barcelona entre 1844 i 1854. Aquesta institució va ser important per a la història financera i bancària d’Espanya per ser pionera en la seva activitat creditícia i d’emissió: a més, la seva experiència va servir com a base en la constitució d’un sistema financer modern a Espanya. En una societat com la catalana de mitjans del segle XIX, la confiança era un factor important per explicar la decisió d’invertir. L’aparició de noves companyies i les seves necessitats d’inversió van transformar el comportaments previs. Quin va ser el comportament dels inversors potencials? Va ser el grup que hi havia al voltant del banc el que va ascendir econòmicament en els anys centrals del segle XIX? La resposta és prou clara, els membres del consell d’administració del Banc de Barcelona formaven un grup apart dins dels grups que sorgeixen a l’economia catalana en el seu conjunt.

An investment social network beside the Banco de Barcelona, an unusual case?

[cat] L’extensió de les activitats bancàries al segle XIX va ser liderat per alguns grups socials connectats amb el comerç, que van treure profit de la seva experiència i coneixement per estendre la seva influència al voltant del món del crèdit. A la historiografia espanyola, hi ha un conjunt de treballs que s’han centrat en aquesta gent, però en molts pocs casos s’ha fet una classificació que permeti detectar el conjunt de grups econòmics que han liderat el procés de modernització financera de l’Espanya de mitjans del segle XIX. El principal objectiu del treball és l’anàlisi dels grups socials que van formar el Banco de Barcelona entre 1844 i 1854. Aquesta institució va ser important per a la història financera i bancària d’Espanya per ser pionera en la seva activitat creditícia i d’emissió: a més, la seva experiència va servir com a base en la constitució d’un sistema financer modern a Espanya. En una societat com la catalana de mitjans del segle XIX, la confiança era un factor important per explicar la decisió d’invertir. L’aparició de noves companyies i les seves necessitats d’inversió van transformar el comportaments previs. Quin va ser el comportament dels inversors potencials? Va ser el grup que hi havia al voltant del banc el que va ascendir econòmicament en els anys centrals del segle XIX? La resposta és prou clara, els membres del consell d’administració del Banc de Barcelona formaven un grup apart dins dels grups que sorgeixen a l’economia catalana en el seu conjunt.

Measuring effects of strategic utilization of social media in business-to-business marketing: Case Greenlux Finland Oy

Utilization of social media is increasingly common in B2B marketing. Social media is an efficient and cheap marketing and communication channel available for everyone, and thus extremely attractive marketing medium. The more companies get involved in social media the more failures are reported. It is not enough for a company to just be present in social media. Succeeding on it requires hard work, investing time and money, and ability to measure and to monitor performance. With an increasing number of companies failing in utilizing social media, together with lack of research on strategic utilization of social media focusing on B2B marketing, measuring, and monitoring create a purpose for this research. The aim of this research is to discover methods for measuring and monitoring effects of strategic utilization of social media in B2B marketing. Most relevant financial and non-financial indicators are discussed, and the methods by which these can be monitored and measured. In addition, effects of strategic utilization of social media on the case company are measured and analyzed. The research methodology used in this research is a participatory action research, which includes elements of both qualitative and quantitative research methods. The case company examined in the research provides a unique opportunity to follow through all phases of strategic utilization of social media for B2B marketing purposes concluding real effects of social media to the case company, and thus gain a deep understanding about this new marketing medium in the perspective of B2B marketing. Duration of the research period is seven months. During this time, information is collected, measured, and analyzed. Case company does not have any other marketing activities simultaneously which makes it possible to examine social media apart from effects of other visible marketing activities. Effects of strategic utilization of social media can be monitored and measured in many ways. Methods that should be used depend on goals set for social media. Fundamental nature of social media requires multidimensional assessment, and thus effects should be measured, and monitored considering both financial and non-financial indicators. The results implicates that effects of strategic utilization of social media are relatively wide ranged. According to the findings, social media affects positively on brand, number of web page visitors, visitor behavior, and on distribution of awareness. According to investment calculations social media is a legitimate investment for case company. Results also implicate that by using social media case company gains conversation, arouses interest, gets attention, and creates interactivity. In addition and as a side note, winter holiday season appears to have a great effect on social media activity of B2B companies’ representatives.

The Centre of Memories: work in progress. Case of the Michel Giacometti Labour Museum, Setúbal, Portugal

The work on Social Memory, focused on the biographic method and the paths of immaterial Heritage, are the fabric that we have chosen to substantiate the idea of museum. The social dimensions of memory, its construction and representation, are the thickness of the exhibition fabric. The specificity of museological work in contemporary times resembles a fine lace, a meticulous weaving of threads that flow from time, admirable lace, painstaking and complex, created with many needles, made up of hollow spots and stitches (of memories and things forgotten). Repetitions and symmetries are the pace that perpetuates it, the rhythmic grammar that gives it body. A fluid body, a single piece, circumstantial. It is always possible to create new patterns, new compositions, with the same threads. Accurately made, properly made, this lace of memories and things forgotten is always an extraordinary creation, a web of wonder that expands fantasy, generates value and feeds the endless reserve of the community’s knowledge, values and beliefs.