Reposicionamento da marca Portugal

RESUMO: A Marca de um País também vende. A imagem de um País é nos dias de hoje um activo muito importante para a sua economia. Uma marca é uma promessa feita ao consumidor, é o ponto de referência de todas as impressões, positivas e negativas adquiridas ao longo do tempo. O Marketing é a ferramenta que deverá percepcionar, estudar e apresentar factores de diferenciação, mostrar e convencer os consumidores das qualidades de um produto ou serviço. A realidade impõe uma atenção especial ao tema e a Marca Portugal teve um boom de programas de desenvolvimento e de promoção a partir dos anos 90 do séc. XX. O responsável pela gestão da Marca Portugal é o Governo, através da AICEP, Agência para o Investimento e Comércio Externo de Portugal, que tem como missão aumentar a notoriedade de Portugal, dinamizando o investimento estruturante e a internacionalização das empresas, criando condições competitivas e estimulando a exportação no Mercado Global, diversificando a oferta dos produtos e os Países de Destino. A falta de estratégia e os planos mal sucedidos, são alguns dos erros apontados à gestão da Marca Portugal, mas é determinante assumir claramente que a assumpção da Marca e o seu Reposicionamento é um vector estratégico para o desenvolvimento do País. Portugal tem boas referências, na indústria, nos serviços, tem produto, que podem ajudar a promover a imagem global de Portugal e contribuir para o aumento das receitas, seja das exportações, do Turismo ou do Investimento Estrangeiro. Portugal precisa de um Plano de Marketing e de uma entidade gestora de Marca, que garanta uma gestão eficaz da Marca Portugal, integrada e articulada com todos os produtos e serviços estratégicos para a exportação ou para o consumo interno. Esta dissertação apresenta um Modelo de Reposicionamento da Marca Portugal que agrega todos os pontos positivos que Portugal possui, como, a sua capacidade de vendas, o seu potencial para se investir, o que há para ser visitado, e desenvolve um programa sério e transversal que promova Portugal no estrangeiro e que atraia investidores e visitantes. ABSTRACT: The Brand of a Nation also sells. The image of a country is, nowadays, an important asset for its economy. A brand is a promise made to the consumer; it is the reference point for all impressions, positive and negative acquired over time. Marketing is the tool that must perceive, study and present differentiation factors, must show and convince consumers about the qualities of a product or service. Reality demands a special attention to this topic and the Portugal Brand experienced a development and promotion program boom since the 20th Century 90’s. Currently, the figure in charge of the management of the Portugal Brand is the Government, through AICEP, whose mission is to increase the notoriety of Portugal, captivating structural investment and the internationalization of enterprises, mainly small and medium businesses, creating competitive conditions and stimulating exports to the Global Market, diversifying product offer and Destination Countries. Some errors have been pointed out in the management of the Portugal Brand, such as lack of strategy and unsuccessful plans, but it is imperative to irrevocably understand that Brand assumption and its Repositioning is a strategic vector for the development of the Country. Portugal has good references, either in industry, or services, has product, that help promoting Portugal’s global image and contributing to an increase in revenues, either in exports, Tourism or Direct Investment. Portugal needs a Marketing Plan and a Brand management entity, such as a Brand strategic executive council, to ensure an effective management of the Portugal Brand, integrated and articulated with all the products and services flagged as strategic assets for exportation or domestic use. This thesis presents a Repositioning Model of the Portugal Brand that aggregates all positive aspects that Portugal has, such as sale capacity, potential for investment, lots of places to visit, and develops a serious and transversal program to promote Portugal abroad and to attract investors and visitors alike.

Blood transfusion in birds

Birds, both companion and wild, have become frequent patients in veterinary clinics and hospitals as well in wildlife rehabilitation centers in the last two decades. In emergency situations, it is imperative to give the best critical care to these patients, which frequently implies reversing shock and re-establishing homeostasis. In order to do so, a blood transfusion can be life-saving. It is important to the clinician to properly evaluate these critical patients and decide when to administer blood or blood products.

Aprendizagem de aluno com deficiência intelectual e desenvolvimental em contexto de sala de aula

O presente estudo propôs-se estudar a temática da aprendizagem de um aluno com deficiência intelectual e desenvolvimental em contexto de sala de aula e as implicações no desenvolvimento de processo educativo. Foi realizado com um jovem que atingiu este ano a maioridade e que esteve a frequentar o 9º ano de escolaridade. Este jovem apresenta características que o definem como portador de Deficiência Intelectual e Desenvolvimental (DID). Realizou-se a análise documental através das informações que constam do processo educativo do jovem, das entrevistas efectuadas aos professores que o acompanharam no seu percurso escolar e dos registos de observação de aulas. Procedeu-se à discussão dos resultados, onde se aferiu que as escolas regulares apresentam, actualmente condições para responder às necessidades académicas, pessoais e sociais destes jovens, contudo o processo de aprendizagem destes alunos deveria passar por uma preparação para a vida ativa através do estabelecimento de protocolos com Entidades formadoras, que visam formação a nível técnico e que proporcionam a inclusão em mercado laboral. É imperioso compreender que o processo de aprendizagem destes jovens com Necessidades Edicativas Especiais (NEE) implica uma multiplicidade de aspetos, sendo o direito à igualdade de oportunidades primordial, considerando que todos têm direito a ser diferentes quando a igualdade os descaracteriza.

A centralidade do poder político na emergência da aviação comercial portuguesa

A aviação civil de transporte aéreo regular, em Portugal, emergiu por necessidade política do Estado Corres+pondendo à política colonial internacional. Se bem que tivessem surgido algumas companhias de aviação, anteriores ao serviço aéreo dos TAP, pertencente ao SAC, a maioria com capital estrangeiro, todas tiveram por objetivo a sustentabilidade as «subverções» do Governo português. Contudo, a emergência de portugueses como pioneiros e inventores da aviação acompanhou a história internacional, mas as ações tiveram um cariz individual e não empresarial. A construção da aviação com ligação às colónias impunha-se dentro da política internacional e a «linha aérea imperial», que fora uma proposta anterior à constituição dos TAP, apareceu por vontade do Governo estabelendo essa ligação aérea e terminando com alguma apetência estrangeira na sua exploração.

Planeamento estratégico de sistemas de informação em empresa de construção

Os Sistemas de Informação têm influenciado a vida quotidiana a um ritmo inesperado e com mudanças significativas na setor da construção, cuja importância é crucial para a economia de qualquer país. Sendo Angola, um país de economia emergente, caracterizado por um mercado em expansão e reestruturação, onde as decisões de Sistema Informação ainda são tomadas de forma isolada, e cada vez mais investidores estão a atuar no país, impulsionando o crescimento, é imperioso para o sector a identificação e exploração de Sistemas de Informação flexíveis e adaptáveis para fazer face as forças competitivas do setor. Partindo desta envolvente a presente dissertação visa ressaltar o reconhecimento da importância do Planeamento Estratégico de Sistemas de Informação-PESI para as organizações atuais. Neste contexto realizou-se o estudo de PESI em torno de um caso concreto numa Pequena Media Empresa, Angolana, a Terponte,SA, cujo objectivo é fornecer a construtora um plano em termos de SI para futuro. Os dados foram recolhidos através da utilização dos métodos qualitativos e quantitativos, sendo os mais pertinentes a análise documental, observação direta, entrevistas, questionários aos órgãos da empresa em estudo e demais intuições. A análise dos dados demonstrou uma deficiente gestão da informação, bem como inexistência de integração aplicacional. A presente dissertação pretende contribuir para o avanço do conhecimento científico no domínio do Planeamento Estratégico dos Sistemas de Informação e para a resolução de problemas específicos nomeadamente nas empresas do setor da construção civil.

All Hands on Deck: Transdisciplinary Approaches to Emerging Infectious Disease

The increasing burden of emerging infectious diseases worldwide confronts us with numerous challenges, including the imperative to design research and responses that are commensurate to understanding the complex social and ecological contexts in which infectious diseases occur. A diverse group of scientists met in Hawaii in March 2005 to discuss the linked social and ecological contexts in which infectious diseases emerge. A subset of the meeting was a group that focused on ‘‘transdisciplinary approaches’’ to integrating knowledge across and beyond academic disciplines in order to improve prevention and control of emerging infections. This article is based on the discussions of that group. Here, we outline the epidemiological legacy that has dominated infectious disease research and control up until now, and introduce the role of new, transdisciplinary and systems-based approaches to emerging infectious diseases.Wedescribe four cases of transboundary health issues and use them to discuss the potential benefits, as well as the inherent difficulties, in understanding the social–ecological contexts in which infectious diseases occur and of using transdisciplinary approaches to deal with them.

Chronicles of a disagreement foretold. CEPS Commentary, 28 November 2012

In the wake of the collapsed talks on a new EU budget for 2014-20, a new CEPS Commentary by Jorge Núñez Ferrer allows that there is a good chance that agreement will be reached before the summer but that the instrument will remain largely disconnected from the fundamental needs of the EU, foremost of which is the imperative to address imbalances in the eurozone.

Incorporating Legacy Soil pH Databases into Digital Soil Maps

Soil data and reliable soil maps are imperative for environmental management. conservation and policy. Data from historical point surveys, e.g. experiment site data and farmers fields can serve this purpose. However, legacy soil information is not necessarily collected for spatial analysis and mapping such that the data may not have immediately useful geo-references. Methods are required to utilise these historical soil databases so that we can produce quantitative maps of soil propel-ties to assess spatial and temporal trends but also to assess where future sampling is required. This paper discusses two such databases: the Representative Soil Sampling Scheme which has monitored the agricultural soil in England and Wales from 1969 to 2003 (between 400 and 900 bulked soil samples were taken annually from different agricultural fields); and the former State Chemistry Laboratory, Victoria, Australia where between 1973 and 1994 approximately 80,000 soil samples were submitted for analysis by farmers. Previous statistical analyses have been performed using administrative regions (with sharp boundaries) for both databases, which are largely unrelated to natural features. For a more detailed spatial analysis that call be linked to climate and terrain attributes, gradual variation of these soil properties should be described. Geostatistical techniques such as ordinary kriging are suited to this. This paper describes the format of the databases and initial approaches as to how they can be used for digital soil mapping. For this paper we have selected soil pH to illustrate the analyses for both databases.

Making 'dirty' nations look clean? The nation state and the problem of selecting and weighting indices as tools for measuring progress towards sustainability

Pressing global environmental problems highlight the need to develop tools to measure progress towards "sustainability." However, some argue that any such attempt inevitably reflects the views of those creating such tools and only produce highly contested notions of "reality." To explore this tension, we critically assesses the Environmental Sustainability Index (ESI), a well-publicized product of the World Economic Forum that is designed to measure 'sustainability' by ranking nations on league tables based on extensive databases of environmental indicators. By recreating this index, and then using statistical tools (principal components analysis) to test relations between various components of the index, we challenge ways in which countries are ranked in the ESI. Based on this analysis, we suggest (1) that the approach taken to aggregate, interpret and present the ESI creates a misleading impression that Western countries are more sustainable than the developing world; (2) that unaccounted methodological biases allowed the authors of the ESI to over-generalize the relative 'sustainability' of different countries; and, (3) that this has resulted in simplistic conclusions on the relation between economic growth and environmental sustainability. This criticism should not be interpreted as a call for the abandonment of efforts to create standardized comparable data. Instead, this paper proposes that indicator selection and data collection should draw on a range of voices, including local stakeholders as well as international experts. We also propose that aggregating data into final league ranking tables is too prone to error and creates the illusion of absolute and categorical interpretations. (c) 2004 Elsevier Ltd. All rights reserved.

Translating climate forecasts into agricultural terms: advances and challenges

Seasonal climate prediction offers the potential to anticipate variations in crop production early enough to adjust critical decisions. Until recently, interest in exploiting seasonal forecasts from dynamic climate models (e.g. general circulation models, GCMs) for applications that involve crop simulation models has been hampered by the difference in spatial and temporal scale of GCMs and crop models, and by the dynamic, nonlinear relationship between meteorological variables and crop response. Although GCMs simulate the atmosphere on a sub-daily time step, their coarse spatial resolution and resulting distortion of day-to-day variability limits the use of their daily output. Crop models have used daily GCM output with some success by either calibrating simulated yields or correcting the daily rainfall output of the GCM to approximate the statistical properties of historic observations. Stochastic weather generators are used to disaggregate seasonal forecasts either by adjusting input parameters in a manner that captures the predictable components of climate, or by constraining synthetic weather sequences to match predicted values. Predicting crop yields, simulated with historic weather data, as a statistical function of seasonal climatic predictors, eliminates the need for daily weather data conditioned on the forecast, but must often address poor statistical properties of the crop-climate relationship. Most of the work on using crop simulation with seasonal climate forecasts has employed historic analogs based on categorical ENSO indices. Other methods based on classification of predictors or weather types can provide daily weather inputs to crop models conditioned on forecasts. Advances in climate-based crop forecasting in the coming decade are likely to include more robust evaluation of the methods reviewed here, dynamically embedding crop models within climate models to account for crop influence on regional climate, enhanced use of remote sensing, and research in the emerging area of 'weather within climate'.

Translating climate forecasts into agricultural terms: advances and challenges

Seasonal climate prediction offers the potential to anticipate variations in crop production early enough to adjust critical decisions. Until recently, interest in exploiting seasonal forecasts from dynamic climate models (e.g. general circulation models, GCMs) for applications that involve crop simulation models has been hampered by the difference in spatial and temporal scale of GCMs and crop models, and by the dynamic, nonlinear relationship between meteorological variables and crop response. Although GCMs simulate the atmosphere on a sub-daily time step, their coarse spatial resolution and resulting distortion of day-to-day variability limits the use of their daily output. Crop models have used daily GCM output with some success by either calibrating simulated yields or correcting the daily rainfall output of the GCM to approximate the statistical properties of historic observations. Stochastic weather generators are used to disaggregate seasonal forecasts either by adjusting input parameters in a manner that captures the predictable components of climate, or by constraining synthetic weather sequences to match predicted values. Predicting crop yields, simulated with historic weather data, as a statistical function of seasonal climatic predictors, eliminates the need for daily weather data conditioned on the forecast, but must often address poor statistical properties of the crop-climate relationship. Most of the work on using crop simulation with seasonal climate forecasts has employed historic analogs based on categorical ENSO indices. Other methods based on classification of predictors or weather types can provide daily weather inputs to crop models conditioned on forecasts. Advances in climate-based crop forecasting in the coming decade are likely to include more robust evaluation of the methods reviewed here, dynamically embedding crop models within climate models to account for crop influence on regional climate, enhanced use of remote sensing, and research in the emerging area of 'weather within climate'.

Gold mining in Ghana's forest reserves: a report on the current debate

This paper examines the debate surrounding a recent decision made by the Ghanaian government to permit gold exploration - and potentially, mining - in 'protected' forest reserves. In 2001, four mining companies were awarded mineral exploration concessions in forested regions of the country, and have since put forward applications to mine for gold. Notwithstanding the sharp divide in opinion on the issue, the continued uncertainty surrounding the implications of the proposed activities makes further research on the ground imperative in the short term. Work aiming to elicit indigenous perspectives on the projects, as well as research that facilitates dialogue between and/or among stakeholder parties, should be prioritized.

Evaluation of NRC, UC Davis and ADAS approaches to estimate the metabolizable energy values of feeds at maintenance energy intake from equations utilizing chemical assays and in vitro determinations

Feed samples received by commercial analytical laboratories are often undefined or mixed varieties of forages, originate from various agronomic or geographical areas of the world, are mixtures (e.g., total mixed rations) and are often described incompletely or not at all. Six unified single equation approaches to predict the metabolizable energy (ME) value of feeds determined in sheep fed at maintenance ME intake were evaluated utilizing 78 individual feeds representing 17 different forages, grains, protein meals and by-product feedstuffs. The predictive approaches evaluated were two each from National Research Council [National Research Council (NRC), Nutrient Requirements of Dairy Cattle, seventh revised ed. National Academy Press, Washington, DC, USA, 2001], University of California at Davis (UC Davis) and ADAS (Stratford, UK). Slopes and intercepts for the two ADAS approaches that utilized in vitro digestibility of organic matter and either measured gross energy (GE), or a prediction of GE from component assays, and one UC Davis approach, based upon in vitro gas production and some component assays, differed from both unity and zero, respectively, while this was not the case for the two NRC and one UC Davis approach. However, within these latter three approaches, the goodness of fit (r(2)) increased from the NRC approach utilizing lignin (0.61) to the NRC approach utilizing 48 h in vitro digestion of neutral detergent fibre (NDF:0.72) and to the UC Davis approach utilizing a 30 h in vitro digestion of NDF (0.84). The reason for the difference between the precision of the NRC procedures was the failure of assayed lignin values to accurately predict 48 h in vitro digestion of NDF. However, differences among the six predictive approaches in the number of supporting assays, and their costs, as well as that the NRC approach is actually three related equations requiring categorical description of feeds (making them unsuitable for mixed feeds) while the ADAS and UC Davis approaches are single equations, suggests that the procedure of choice will vary dependent Upon local conditions, specific objectives and the feedstuffs to be evaluated. In contrast to the evaluation of the procedures among feedstuffs, no procedure was able to consistently discriminate the ME values of individual feeds within feedstuffs determined in vivo, suggesting that the quest for an accurate and precise ME predictive approach among and within feeds, may remain to be identified. (C) 2004 Elsevier B.V. All rights reserved.

Learning across business sectors: Knowledge sharing between aerospace and construction

This report addresses the extent that managerial practices can be shared between the aerospace and construction sectors. Current recipes for learning from other industries tend to be oversimplistic and often fail to recognise the embedded and contextual nature of managerial knowledge. Knowledge sharing between business sectors is best understood as an essential source of innovation. The process of comparison challenges assumptions and better equips managers to cope with future change. Comparisons between the aerospace and construction sectors are especially useful because they are so different. The two sectors differ hugely in terms of their institutional context, structure and technological intensity. The aerospace sector has experienced extensive consolidation and is dominated by a small number of global companies. Aerospace companies operate within complex networks of global interdependency such that collaborative working is a commercial imperative. In contrast, the construction sector remains highly fragmented and is characterised by a continued reliance on small firms. The vast majority of construction firms compete within localised markets that are too often characterised by opportunistic behaviour. Comparing construction to aerospace highlights the unique characteristics of both sectors and helps explain how managerial practices are mediated by context. Detailed comparisons between the two sectors are made in a range of areas and guidance is provided for the implementation of knowledge sharing strategies within and across organisations. The commonly accepted notion of ‘best practice’ is exposed as a myth. Indeed, universal models of best practice can be detrimental to performance by deflecting from the need to adapt continuously to changing circumstances. Competitiveness in the construction sector too often rests on efficiency in managing contracts, with a particular emphasis on the allocation of risk. Innovation in construction tends to be problem-driven and is rarely shared from project to project. In aerospace, the dominant model of competitiveness means that firms have little choice other than to invest in continuous innovation, despite difficult trading conditions. Research and development (R&D) expenditure in aerospace continues to rise as a percentage of turnovers. A sustained capacity for innovation within the aerospace sector depends crucially upon stability and continuity of work. In the construction sector, the emergence of the ‘hollowed-out’ firm has undermined the industry’s capacity for innovation. Integrated procurement contexts such as prime contracting in construction potentially provide a more supportive climate for an innovation-based model of competitiveness. However, investment in new ways of working depends upon a shift in thinking not only amongst construction contractors, but also amongst the industry’s major clients.

The use of proteomics to identify novel therapeutic targets for the treatment of disease

The completion of the Human Genome Project has revealed a multitude of potential avenues for the identification of therapeutic targets. Extensive sequence information enables the identification of novel genes but does not facilitate a thorough understanding of how changes in gene expression control the molecular mechanisms underlying the development and regulation of a cell or the progression of disease. Proteomics encompasses the study of proteins expressed by a population of cells, and evaluates changes in protein expression, post-translational modifications, protein interactions, protein structure and splice variants, all of which are imperative for a complete understanding of protein function within the cell. From the outset, proteomics has been used to compare the protein profiles of cells in healthy and diseased states and as such can be used to identify proteins associated with disease development and progression. These candidate proteins might provide novel targets for new therapeutic agents or aid the development of assays for disease biomarkers. This review provides an overview of the current proteomic techniques available and focuses on their application in the search for novel therapeutic targets for the treatment of disease.