Marketing e imagem: o caso do Hospital de Santa Maria - Porto

O sector da saúde ocupa, actualmente, um espaço muito visível na nossa sociedade, quer seja em termos económicos como sociais. Os utentes têm alterado as suas atitudes, tendo vindo a preocupar-se e a exigir cada vez mais dos serviços de saúde. Estas mudanças têm conduzido as Organizações a desenvolver serviços mais orientados para o marketing. Desta forma, reconhece-se a importância dessa avaliação como forma de aumentar os níveis de satisfação dos utentes e da eficiência organizacional. A estratégia de Marketing, passa pela escolha dos mercados alvo, da sua posição competitiva face aos seus concorrentes, que permita atender os seus utentes. Neste contexto, o Marketing poderá desempenhar um papel preponderante na rentabilidade e competitividade das Organizações, pelo que se achou pertinente desenvolver as estratégias de Marketing numa Instituição Privada de Saúde. Assim, no âmbito do 2º. Ano de Mestrado de Gestão das Organizações, ramo Unidades de Saúde, foi realizado um estágio na área do Marketing e Imagem, que teve lugar no Hospital de Santa Maria – Porto. Assim, com este relatório pretende-se reflectir sobre as actividades desenvolvidas, desde a conceptualização à realização das mesmas, e o seu impacto na Organização e, simultaneamente, disponibilizar um instrumento de avaliação da Unidade Curricular.

Comparative study of power converter topologies and control strategies for the harmonic performance of variable-speed wind turbine generator systems

Power converters play a vital role in the integration of wind power into the electrical grid. Variable-speed wind turbine generator systems have a considerable interest of application for grid connection at constant frequency. In this paper, comprehensive simulation studies are carried out with three power converter topologies: matrix, two-level and multilevel. A fractional-order control strategy is studied for the variable-speed operation of wind turbine generator systems. The studies are in order to compare power converter topologies and control strategies. The studies reveal that the multilevel converter and the proposed fractional-order control strategy enable an improvement in the power quality, in comparison with the other power converters using a classical integer-order control strategy. (C) 2010 Elsevier Ltd. All rights reserved.

Comparative analysis of the ground reaction forces, during the support phase, in a group of pregnant women on their 3rd trimester of pregnancy and in a group of not pregnant women

PURPOSE: To analyze and compare the Ground Reaction Forces (GRF), during the stance phase of walking in pregnant women in the 3rd trimester of pregnancy, and non pregnant women. METHODS: 20 women, 10 pregnant and 10 non pregnant, voluntarily took part in this study. GRF were measured (1000 Hz) using a force platform (BERTEC 4060-15), an amplifier (BERTEC AM 6300) and an analogical-digital converter of 16 Bits (Biopac). RESULTS: The study showed that there were significant differences among the two groups concerning absolute values of time of the stance phase. In what concerns to the normalized values the most significant differences were verified in the maximums values of vertical force (Fz3, Fz1) and in the impulse of the antero-posterior force (Fy2), taxes of growth of the vertical force, and in the period of time for the antero-posterior force (Fy) be null. CONCLUSIONS: It is easier for the pregnant to continue forward movement (push-off phase). O smaller growth rates in what concerns to the maximum of the vertical force (Fz1) for the pregnant, can be associated with a slower speed of gait, as an adaptation strategy to maintain the balance, to compensate the alterations in the position of her center of gravity due to the load increase. The data related to the antero-posterior component of the force (Fy), shows that there is a significant difference between the pregnant woman’s left foot and right foot, which accuses a different functional behavior in each one of the feet, during the propulsion phase (TS).

A importância e o contributo do marketing de guerrilha no sucesso das marcas

Dissertação apresentada à Escola Superior de Comunicação Social para obtenção de grau de mestre em Publicidade e Marketing.

Transmission cost allocation using cooperative game theory: a comparative study

In this paper is presented a Game Theory based methodology to allocate transmission costs, considering cooperation and competition between producers. As original contribution, it finds the degree of participation on the additional costs according to the demand behavior. A comparative study was carried out between the obtained results using Nucleolus balance and Shapley Value, with other techniques such as Averages Allocation method and the Generalized Generation Distribution Factors method (GGDF). As example, a six nodes network was used for the simulations. The results demonstrate the ability to find adequate solutions on open access environment to the networks.

Optimization techniques for power distribution planning with uncertainties: a comparative study

Important research effort has been devoted to the topic of optimal planning of distribution systems. The non linear nature of the system, the need to consider a large number of scenarios and the increasing necessity to deal with uncertainties make optimal planning in distribution systems a difficult task. Heuristic techniques approaches have been proposed to deal with these issues, overcoming some of the inherent difficulties of classic methodologies. This paper considers several methodologies used to address planning problems of electrical power distribution networks, namely mixedinteger linear programming (MILP), ant colony algorithms (AC), genetic algorithms (GA), tabu search (TS), branch exchange (BE), simulated annealing (SA) and the Bender´s decomposition deterministic non-linear optimization technique (BD). Adequacy of theses techniques to deal with uncertainties is discussed. The behaviour of each optimization technique is compared from the point of view of the obtained solution and of the methodology performance. The paper presents results of the application of these optimization techniques to a real case of a 10-kV electrical distribution system with 201 nodes that feeds an urban area.

Influência das redes sociais no marketing e na relação com os consumidores das empresas de cosmética B2C: O caso português

Mestrado em Controlo e Gestão dos Negócios

European information users: topics from a comparative analysis within the European Union

Purpose – The aim of this article is to present some results from research undertaken into the information behaviour of European Documentation Centre (EDC) users. It will reflect on the practices of a group of 234 users of 55 EDCs covering 21 Member States of the European Union (EU), used to access European information. Design/methodology/approach – In order to collect the data presented here, five questionnaires were sent to users in all the EDCs in Finland, Ireland, Hungary and Portugal. In the remaining EU countries, five questionnaires were sent to two EDCs chosen at random. The questionnaires were sent by post, following telephone contact with the EDC managers. Findings – Factors determining access to information on the European Union and the frequency of this access are identified. The information providers most commonly used to access European information and the information sources considered the most reliable by respondents will also be analysed. Another area of analysis concerns the factors cited by respondents as facilitating access to information on Europe or, conversely, making it more difficult to access. Parallel to this, the aspects of accessing information on EU that are valued most by users will also be assessed. Research limitations/implications – Questionnaires had to be used, as the intention was to cover a very extensive geographical area. However, in opting for closed questions, it is acknowledged that standard responses have been obtained with no scope for capturing the individual circumstances of each respondent, thus making a qualitative approach difficult. Practical implications – The results provide an overall picture of certain aspects of the information behaviour of EDC users. They may serve as a starting point for planning training sessions designed to develop the skills required to search, access, evaluate and apply European information within an academic context. From a broader perspective, they also constitute factors which the European Commission should take into consideration when formulating its information and communication policy. Originality/value – This is the first piece of academic research into the EDCs and their users, which aimed to cover all Members State of the EU.

Implementação da estratégia de marketing sensorial: uma abordagem empírica

Dissertação de Mestrado, Ciências Económicas e Empresariais, 16 de Dezembro 2013, Universidade dos Açores.

Motivations and management factors of volunteer work in nonprofit organisations: a literature review

The objective of this paper is to review and discuss the literature about volunteers’ motivations to donate their time to NPOs and the management factors that can influence volunteer work. Firstly, the paper illustrates and compares the different types of motivation followed by a presentation of a typology that organises the volunteers’ motivations into four types: (i) altruism, (ii) belonging, (iii) ego and social recognition and (iv) development and learning. Secondly we discuss the key management factors in volunteering: recruitment, training and rewarding. Finally, we present four gaps in the literature that justify the scope for further research: (i) omission of differences between motivations related to volunteers’ "Attraction" versus "Retention"; (ii) focus of the research on the USA, UK and Australia context; (iii) absence of comparative analyses that relate motivations by NPO types and (iv) comprehension of how management factors (recruitment, training and rewarding) influence volunteers’ satisfaction and retention.

Marketing social e gestão de voluntários em ONG's

Este trabalho apresenta um projecto de investigação que relaciona a área do marketing social com a gestão do voluntariado em ONG’s. Trata-se de uma primeira reflexão que contextualiza a problemática da gestão de pessoas não remuneradas nessas organizações e introduz diversas questões sobre a gestão das ONG’s e do voluntariado. Nomeadamente, qual o papel do voluntariado nas ONG’s e quais as principais motivações associadas ao voluntariado? Como é que as ONG’s podem recrutar e seduzir de forma eficaz o voluntariado? Qual a particularidade do comportamento organizacional nestas organizações, como, por exemplo, que conflitos surgem entre os corpos profissionalizados e os voluntários nessas organizações?

Causa Maior – um modelo a seguir? Marketing e responsabilidade social

O presente artigo debruça-se sobre os conceitos de responsabilidade social e marketing, dando especial enfoque ao marketing relacionado a causas, servindo o sector lucrativo e não lucrativo. Focaliza-se a análise na campanha e projecto CAUSA MAIOR uma iniciativa do Modelo e Cruz Vermelha Portuguesa, com três anos de existência, dirigido a diversas franjas da população. Este é um projecto socialmente responsável por visar combater o isolamento e a exclusão social numa categoria demográfica especialmente frágil - os seniores, materializando-se em cirurgias, equipamentos ortopédicos de apoio, entre outros. O CAUSA MAIOR teve acções de marketing fortíssimas com vista à promoção do seu produto solidário, para isso recorreu à associação a figuras públicas, parceria com uma estação televisiva, surgimento em programas televisivos, de tal forma que o projecto per si garantiu a continuidade do mesmo e inputs muito importantes para a Cruz Vermelha Portuguesa.

GenERATIONS of Azoreans and Renewable Energy: a comparative study

Avança dados das perspetivas de diferentes gerações sobre questões ambientais e consumo energético.

Objeto de desejo e estratégia de marketing: um estudo do valor de uso da natureza na publicidade televisiva de dois canais portugueses

Dissertação de Mestrado, Gestão e Conservação da Natureza, 12 de Junho de 2014, Universidade dos Açores.

Teas, dietary supplements and fruit juices: a comparative study regarding antioxidant activity and bioactive compounds

Nowadays, new emerging products claiming antioxidant properties are becoming more frequent. However, information about this topic in their labels is usually scarce. In this paper, we analyzed total phenolics, total flavonoids and ascorbic acid contents, as well as DPPH scavenging activity of several commercial samples, namely green tea and other herbal infusions, dietary supplements, and fruit juices, available in the Portuguese market. In general, beverages containing green tea and hibiscus showed higher phenolics contents (including flavonoids) and antioxidant activity than those without these ingredients. A borututu infusion presented the lowest concentrations of bioactive compounds and scavenging activity, due to the low recommended amount of plant to prepare the beverage. Some juices without antioxidant claims in the label presented similar values to those with it.