Strategic Drivers for Implementing Sustainability Programs in Portuguese Organizations– Let’s Listen to Aristotle: From Triple to Quadruple Bottom Line

This article describes a study that investigated the main strategic drivers that influence the implementation of sustainability/social responsibility programs. An online survey was administered to managers of Portuguese organizations with certified management systems. The findings suggest that the implementation of such programs is mainly correlated to: 1.) the approach to understanding and working toward the satisfaction of the community’s needs (in the broad sense of social responsibility); 2.) how systematically sustainability within the organization is identified and managed (e.g., pollution prevention, improved environmental performance, and compliance with the applicable environmental laws); and 3.) the degree to which the organization tries to understand the needs of the employees and works toward satisfying them. In addition to the survey, five interviews with top managers of the surveyed organizations provided some useful insights. There was no consensus on the meaning of sustainability and social responsibility: some described it as an instrumental approach for obtaining better organizational results, while others regarded it as the right thing to do (i.e., it is values driven). In all cases, however, the managers supported a kind of umbrella construct under which different size corporations use different models (for example, the Dow Jones Sustainability Index (DJSI), Global Reporting Initiative (GRI), ISO 14001 environmental management systems), although some managers reported that they simply do not know what to do. All of those surveyed agreed that the lack of a systematic approach could represent a major threat to their organization, making them willing to pay more attention and take more action on the issue of sustainability. An additional suggestion made by managers was to change from a triple bottom line (economic dimension, environmental dimension, social equity dimension) to a quadruple bottom line by adding another dimension: personal and family happiness. This fourth dimension was recognized by the Greek philosopher/thinker Aristotle (384-322 BCE) who thought of happiness as the highest good (virtue) and ultimate goal and purpose of life, achieved through living well, in harmony. Such harmony suggests a balance and a lack of excess—in other words a sustainable existence.

Marketing experiencial, emoções, satisfação e lealdade

O marketing transacional apresenta-se nos dias de hoje insuficiente para fazer face às exigências de um consumidor mais participativo, seletivo e crítico. No mercado global, industrializado e em constante evolução tecnológica, é, cada vez mais, difícil obter um grau de diferenciação assente apenas nos benefícios funcionais e racionais. O marketing transacional evoluiu para o marketing relacional, constituindo o cliente o centro do processo de trocas. A economia das experiências alterou a forma como as marcas trabalham o mercado, introduzindo o conceito de experiências, o que por sua vez conceptualizou o marketing experiencial, orientado para a gestão da experiência do cliente, transformando o ato de consumo em algo memorável, cheio de estímulos sensoriais e emocionais, convertendo-se, por vezes, no próprio produto, seja ele de âmbito industrial, desportivo ou mesmo cultural. Este grau de envolvimento do cliente com a marca é elemento gerador de emoção, de satisfação, de lealdade e de valor. Este trabalho pretendeu analisar a importância e os componentes estimuladores do marketing experiencial e a sua relação com as emoções, satisfação e a lealdade dos consumidores no evento cultural “Serralves em festa 2013”. Para tal, utilizamos uma metodologia de investigação quantitativa, com recurso a análise de equações estruturais, suportada por uma pesquisa teórica. O estudo empírico realizado, baseado num inquérito por questionário, possibilitou obter uma amostra de 264 respostas válidas. Após a validação e melhoria das escalas de medida dos conceitos, os resultados destas e do modelo estrutural demonstraram valores adequados. Estudaram-se e comprovaram-se as relações previstas nas hipóteses, nomeadamente, a relação positiva do impacto das experiências no comportamento do consumidor, designadamente, na sua emoção e satisfação e o impacto destas na sua lealdade. Entre as variáveis estudadas foram obtidos interessantes níveis de correlação e capacidades preditivas.

O perfil do profissional de marketing em Portugal: uma abordagem baseada no estudo das ofertas de trabalho

Neste artigo empreende-se uma digressão sobre o conceito de marketing e a evolução da profissão de marketeer em Portugal. Apresentam-se, igualmente, os resultados obtidos da análise das ofertas de emprego nesta área, publicadas no Jornal Expresso, durante 5 anos (1997 /2001). Os resultados obtidos permitem traçar o perfil do profissional de marketing do ponto de vista das entidades empregadoras, elemento essencial para melhorar o desenvolvimento curricular e acompanhar o mercado de trabalho.

Movie Marketing: o caso português

Dissertação apresentada para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Cinema e Televisão

Determining the receptivity to the bluetooth marketing by the portuguese consumer

With increasing technological innovation, the concept of marketing and its applications become more functional and wide. Today, we witness a steady growth in the development of mobile marketing campaigns, i.e., marketing campaigns targeting mobile devices (mobile phones, Smartphones, PDAs, tablets). Among the several mobile technologies available (Bluetooth networks, Wi-Fi, WAP, SMS service, MMS), Bluetooth seems to have the biggest potential for the least invasive consumer mobile marketing strategy. This study seeks to answer the question "what factors may motivate the Portuguese consumer to accept Bluetooth marketing?.“ We propose a conceptual model capable of investigating the relationships between the several responsiveness factors to Bluetooth marketing. The development of a set of hypotheses supported by an online questionnaire to a valid sample of 755 participants, demonstrates that there is a relationship between factors such as expanded knowledge of the technology, and Bluetooth marketing receptivity. Additionally, we find that the information value of mobile advertising messages, such as entertainment value and personalization, relates well to responsiveness. The ability to accept/dismiss promotional messages sent to mobile phones and other safety features also correlated well with Bluetooth marketing receptivity.

Análise das determinantes à receptividade ao bluetooth marketing pelo consumidor português – um estudo empírico

With the increasing technological innovation, the concept of marketing and its applications become more functional and wide. Today is visible the development of mobile marketing campaigns, ie marketing campaigns for mobile devices (mobile phones, smartphones, PDAs, tablets). Taking advantage of mobile devices services (bluetooth networks, Wi-Fi, WAP, SMS service, MMS) as a vehicle to approach and communicate with consumers, bluetooth technology is a potential way of mobile marketing to become increasingly less invasive to consumers. This study seeks to answer the question "what factors may motivate the Portuguese consumer to adopt the bluetooth marketing?". According to the literature review on the concept of mobile marketing, bluetooth marketing and consumer behaviour theories, we propose a conceptual model capable of investigating the relationships between the determinants of responsiveness to bluetooth marketing. The empirical study developed from a set of hypotheses and implementation of an online questionnaire to a sample of 755 respondents, demonstrated that there is a relationship between factors such as, technology ease of use, file exchanging and influence of peers, and the receptivity to bluetooth marketing. Also information value of mobile advertising messages, such as entertainment and personalization relates to responsiveness. The consumer’s perceived control over mobile promotional messages and the safety features of the technology, also showed a positive relationship with the receptivity to bluetooth marketing.

Complementaridade da publicidade nos media tradicionais e o marketing online

Trabalho de Projecto apresentado para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Novos Media e Práticas Web

Impact of Supplier Management Strategies on the Organizational Performance of ISO 9001 Certified Organizations

Purpose: The purpose of this article is to discuss the impact of Supplier orientation and the resulting Supply Chain Management (SCM) approach, on the organizational performance of ISO 9001 Quality Management Systems certified organizations. Methodology/Approach: Following a literature review, a full structural conceptual model was proposed. An online survey was administered to managers of Portuguese organizations with certified ISO 9001 Quality Management Systems. Descriptive Statistics and Structural Model Equations were used to validate the proposed conceptual model. Findings: There are positive relationships between Organization Strategy and Supplier Orientation, between Supplier Orientation and Stakeholders Satisfaction, and between Stakeholders Satisfaction and Organizational Performance Orientation, supporting ISO 9001:2015. These findings provide insights that supplier orientation, mediated by stakeholder satisfaction, is an essential tool for organizational competitive sustainable advantage. Research Limitation/implication: The analysis was based on managers of ISO 9001 certified organizations perceptions, so additional studies with actual data and longitudinal studies should be useful for further validation. Originality/Value of paper: The importance of the overall organizational ecosystem is highlighted with potential impact on the more than 1 Million ISO 9001 organizations certified worldwide and in their suppliers.

Que farei com este perfil? Uma aplicação da análise multivariada ao marketing

Neste trabalho esboça-se o perfil de um candidato a Presidente da Câmara Municipal de Lisboa, na perspetiva dos eleitores do segmento de jovens universitários. A polémica nascente em tomo das eleições autárquicas que se aproximavam, abriu caminho à realização deste estudo de interesse imediato. A sua análise sai enriquecida pelo relativo conhecimento dos autores, acerca do ambiente social e político que a enquadra. Os autores simulam a posição de consultores de imagem de um candidato, cujos principais objetivos são: a)Preparar um discurso de campanha CML-93 no Campus da Universidade Nova de Lisboa b)Descobrir aspirações e necessidades dos eleitores potenciais.

Marketing ecológico

O presente documento resulta de um trabalho realizado no âmbito da cadeira de mestrado de “Estratégias de Marketing e Comportamento do Consumidor”. Neste trabalho, discutem-se algumas questões relacionadas com o marketing ecológico e a sua segmentação específica. Procura-se analisar o modo se definem e quais são as forças que estiveram na origem do marketing ecológico.

Crowdsourcing innovation intermediaries functions

Open innovation is a hot topic in innovation management. Its basic premise is open up the innovation process. The innovation process, in general sense, may be seen as the process of designing, developing and commercializing a novel product or service to improve the value added of a company. The development of Web 2.0 tools facilitates this kind of contributions, opening space to the emergence of crowdsourcing innovation initiatives. Crowdsourcing is a form of outsourcing not directed to other companies but to the crowd by means of an open call mostly through an Internet platform. Innovation intermediaries, in general sense, are organizations that work to enable innovation, that just act as brokers or agents between two or more parties. Usually, they are also engaged in other activities like inter-organizational networking and technology development and related activities. A crowdsourcing innovation intermediary is an organization that mediates the communication and relationship between the seekers – companies that aspire to solve some problem or to take advantage of any business opportunity – with a crowd that is prone to give ideas based on their knowledge, experience and wisdom. This paper identifies and analyses the functions to be performed by an intermediary of crowdsourcing innovation through grounded theory analyses from literature. The resulting model is presented and explained. The resulting model summarizes eight main functions that can be performed by a crowdsourcing process, namely, diagnoses, mediation, linking knowledge, community, evaluation, project management, intellectual property governance and marketing and support. These functions are associated with a learning cycle process which covers all the crowdsourcing activities that can be realized by the broker.

Marketing educacional: perceções e promoção da imagem de uma escola privada

A presente investigação incide sobre as perceções que alunos, pais, professores e público em geral têm sobre uma escola privada quanto à sua imagem e qualidade do serviço prestado. Traçando fronteiras, marcando distâncias ou assinalando caminhos comuns, pretende-se articular conceitos e ferramentas intrínsecas à área do marketing com a esfera do âmbito educacional. A pesquisa centrou-se num estudo de caso, tendo-se optado por uma análise dentro do paradigma qualitativo-interpretativo.

Plano de marketing

Trabalho elaborado no âmbito das provas para obtenção do título de especialista INSTITUTO POLITÉCNICO do PORTO 2015

Location-based Marketing: the academic framework

Dissertation submitted in partial fulfillment of the requirements for the Degree of Master of Science in Geospatial Technologies.

Estratégias de diagnóstico e planeamento de marketing na área editorial - estudo de caso no mercado de formação profissional

Dissertação apresentada como requisito parcial para obtenção do grau de Mestre em Estatística e Gestão de Informação.