Comunicação da marca Wines of Portugal: um estudo de caso

As perspectivas de um mercado cada vez mais global, impostas pela intensificação da concorrência, aumento da competitividade e surgimento de economias de escala, têm desafiado os países a construírem identidades nacionais cada vez mais fortes e diferenciadoras, procurando alcançar uma vantagem competitiva que permita, não só um desempenho positivo nas relações comerciais, mas, igualmente, a valorização dos produtos nos mercados internacionais. Procura-se com o presente trabalho analisar o modo como Portugal se tem vindo a posicionar no panorama internacional, no âmbito do sector vitivinícola. Este é um sector que tem vindo a dar provas do seu forte potencial estratégico e, com recurso à construção da marca Wines of Portugal, os vinhos portugueses usufruem, actualmente, de mecanismos para a expressão da sua identidade nos mercados externos, permitindo um reforço do seu posicionamento estratégico. As noções de “marca país” e “comunicação institucional” surgem como ponto de partida para a análise do plano de comunicação proposto pela ViniPortugal para a marca Wines of Portugal, procurando compreender quais os contributos das relações públicas na construção e expressão da identidade dos vinhos portugueses num contexto internacional.

Representations of Portugal in Herman Hesse

The aim of my research is to answer the question: How is Portugal seen by non-Portuguese fictionists? The main reason why I chose this research line is the following: Portuguese essayists like Eduardo Lourenço and José Gil (2005) focus their attention on the image or representation of Portugal as conceived by the Portuguese; indeed there is a tendency in Portuguese cultural studies (and, to a certain extent, also in Portuguese philosophical studies) to focus on studying the so-called ‗portugalidade‘ (portugueseness), i.e., the essence of being Portuguese. In my view, the problem with the studies I have been referring to is that everything is self-referential, and if ‗portugueseness‘ is an issue, then it might be useful, when dealing with it, to separate subject from object of observation. That is the reason why we, in the CEI (Centro de Estudos Interculturais), decided to start this research line, which is an inversion in the current tendency of the studies about ‗portugueseness‘: instead of studying the image or representation of Portugal by the Portuguese, my task is to study the image or representation of Portugal by the non-Portuguese, in this case, in non-Portuguese fiction. For the present paper I selected three writers of the 20th century: the German Hermann Hesse and the North-Americans Philip Roth and Paul Auster

Do the most productive firms become exporters? Application of a test for the case of Portugal

Using a longitudinal database (1996-2003) at the plant level, this article aims to shed light on the proposition that most productive domestic firms self-select to export markets. Self-selection and learning by exporting are two non-mutually-exclusive theses that attempt to explain the high correlation between firms’ international trade involvement and their superior performance relative to domestic firms. In general, we find evidence of a self-selection to exports. However, there is significant heterogeneity of sales destinations, firm import status before exporting,and the specificities of the sectors firms belong to.

Pilot monitoring study of ibuprofen in surface waters of north of Portugal

Ibuprofen is amongst the most worldwide consumed pharmaceuticals. The present work presents the first data in the occurrence of ibuprofen in Portuguese surface waters, focusing in the north area of the country, which is one of the most densely populated areas of Portugal. Analysis of ibuprofen is based on pre-concentration of the analyte with solid phase extraction and subsequent determination with liquid chromatography coupled to fluorescence detection. A total of 42 water samples, including surface waters, landfill leachates,Wastewater Treatment Plant (WWTP), and hospital effluents, were analyzed in order to evaluate the occurrence of ibuprofen in the north of Portugal. In general, the highest concentrations were found in the river mouths and in the estuarine zone. The maximum concentrations found were 48,720 ngL−1 in the landfill leachate, 3,868 ngL−1 in hospital effluent, 616 ngL−1 in WWTP effluent, and 723 ngL−1 in surface waters (Lima river). Environmental risk assessment was evaluated and at the measured concentrations only landfill leachates reveal potential ecotoxicological risk for aquatic organisms. Owing to a high consumption rate of ibuprofen among Portuguese population, as prescribed and nonprescribed medicine, the importance of hospitals, WWTPs, and landfills as sources of entrance of pharmaceuticals in the environment was pointed out. Landfill leachates showed the highest contribution for ibuprofen mass loading into surface waters. On the basis of our findings, more studies are needed as an attempt to assess more vulnerable areas.

Forest fires in Northern region of Portugal: impact on PM levels

Every year European citizens become victims of devastating fires, which are especially disastrous for Southern European countries. Apart from the numerous health and economic consequences, fires generate hazardous pollutants that are introduced into the environment, thus representing serious risks for public health. In that regard, particulate matter (PM) is of amajor concern. Thus, the objectives of thisworkwere to characterize the trend of forest fire occurrences and burnt area during the period of 2005 and 2010 and to study the influence of forest fires on levels of particulatematter PM10 and PM2.5. In 2010, 22,026 forest fires occurred in Portugal. The northern region was the most affected by forest fires, with 27% of occurrences in Oporto district. The annual means of PM10 and PM2.5 concentrations at two urban background sites were 25±14 μg m−3 and 8.2±4.9 μg m−3, and 17±13 μg m−3 and 7.3±5.9 μg m−3, respectively. At both sites the highest levels of PMfractionswere observed during July and August of 2010, corresponding to the periods when majority (66%) of forest fires occurred. Furthermore, PM10 daily limit at the two sites was exceeded during 20 and 5 days, respectively; 56%, and respectively 60% of those exceedances occurred during the forest fire season. Considering that the risks of forest fire ignition and severity are enhanced with elevated temperatures, the climate change might increase the environmental impacts of forest fires.

A new wader, Recurvirostridae (Charadriiformes), from the early Eocene of Portugal

A new wader (Aves, Charadriiformes, Recurvirostridae) from the Early Eocene site of Silveirinha, in Lower Mondego region, Central Portugal, is described. Comparisons have been made with other forms, both extant and fossil; its affmities are discussed. Silveirinha wader is ascribed to Fluviatilavis antunesi, n. gen. n. sp.

A gestão do conhecimento como estratégia de internacionalização da marca wines of Portugal

Mestrado em Gestão e Empreendedorismo

Origin and evolution of Upper Triassic to Miocene clay-mineral associations from the eastern Algarve of Portugal

XRD-analyses of pelitic deposits of Upper Jurassic to Miocene age occuring in the eastern Algarve (Portugal), give evidence of the occurrence of detrital clay minerals of continental origin as well as of conspicuous neoformations of marine provenance. The vertical succession of clay-mineral associations indicates the existence of three distinctive evolutionary cycles which are thought to reflect tectonically controlled transgressive-regressive events.

Rupicapra rupicapra (Mammalia) in the Late Pleistocene of Portugal

The presence of the genus Rupicapra in Portugal is shown for the first time, on some dental and skeletal remains from the upper Pleistocene (Solutrean) of Salemas cave. The fossil material may be ascribed to R. rupicapra pyrenaica.

The Neogene of Portugal

After a briefhistorical introduction, this paper deals with the main concerned geotectonic units: the Lower Tagus and Alvalade basins, the Western and Southern borders, and their infillings. Most of the Neogene events and record concern areas South of the Iberian Central Chain, a nearly inverse situation as that of Paleogene times. In the most important of these units, the Lower Tagus basin, there are quite thick detrital series, mostly marine in its distal part near Lisboa (albeit with several continental intercalations), and mainly continental in its inner part. Sedimentological record is almost complete since Lowermost to Upper Miocene. The richness ofdata (paleontology, isotope chronology, paleoclimate, etc.) it gives and the possibility of direct marine-continental correlations render this basin one of the more interesting ones in Western Europe. Alvalade basin is separated from the previous one by a barrier ofPaleozoic rocks. Two transgressions events (Upper Tortonian and Messinian in age) are recorded. Active sedimentation may be correlated to Late Miocene tectonics events. In Algarve, chiefly marine units from Lower to Upper Miocene are well developped. The Lower unit (Lagos-Portimao Formation) is best exposed in Western Algarve, but desappears eastwards. Middle Miocene is not as well known, whereas Upper Miocene main outcrops are in Eastern Algarve. Cacela Formation is remarquable for its beautiful fossils. Sedimentation as a whole refletcts the tectonic activity and in special the evolution of the Algarve flexures. There is scant evidence of post-Lower Miocene volcanism, the latest known in Portugal. Pliocene has not been recognized there beyond doubt. . Miocene sediments are much less important to the North of the Central Iberian Chain. Continental beds near Leiria that yielded the well-known "Hisp anotherium fauna" are lower Middle Miocene. Pliocene corresponds to dramatic changes in paleogeography. At Setiibal Peninsula there is some evidence of a minor Lower Pliocene transgression. Continental detrital sediments, often coarse, occupy rather large areas. In Western Portugal between the Seta hal Peninsula and Pombal there is good evidence of a marine Upper Pliocene transgression, followed up by dune sands overlain by marsh clays, diatomites, lignites and boghead levels that can be partly Pleistocene in age.

Soil erosion after forest fires: evaluation of mitigation measures applied to drainage channels in the northwest of Portugal

The development and implementation of measures which promote the reduction of the impacts of forest fires on soils is imperative and should be part of any strategy for forest and soil preservation and recovery, especially considering the actual scenario of continuous growth in the number of fires and burnt area. Consequently, with the dendrocaustologic reality that has characterized the Portuguese mainland in recent decades, a research project promoted by the Center for the Study of Geography and Spatial Planning (CEGOT) was implemented with the objective of applying several erosion mitigation measures in a burned area of the Peneda-Geres National Park in NW Portugal. This paper therefore seeks to present the measures applied in the study area within the project Soil Protec, relating to triggered channel processes and the results of preliminary observations concerning the evaluation of the effectiveness of erosion mitigation measures implemented, as well as their cost/benefit ratio.

Rupicapra rupicapra (Mammalia) In the Late Pleistocene of Portugal

The presence of the genus Rupicapra in Portugal is shown for the first time, on some dental and skeletal remains from the upper Pleistocene (Solutrean) of Salemas cave. The fossil material may be ascribed to R. rupicapra pyrenaica.

The Neogene of Portugal

After a brief historical introduction, this paper deals with the main concerned geotectonic units: the Lower Tagus and Alvalade basins, the Western and Southern borders, and their infillings. Most of the Neogene events and record concern areas South of the Iberian Central Chain, a nearly inverse situation as that of Paleogene times. In the most important of these units, the Lower Tagus basin, there are quite thick detrital series, mostly marine in its distal part near Lisboa (albeit with several continental intercalations), and mainly continental in its inner part. Sedimentological record is almost complete since Lowermost to Upper Miocene. The richness ofdata (paleontology, isotope chronology, paleoclimate, etc.) it gives and the possibility of direct marine-continental correlations render this basin one of the more interesting ones in Western Europe. Alvalade basin is separated from the previous one by a barrier of Paleozoic rocks. Two transgressions events (Upper Tortonian and Messinian in age) are recorded. Active sedimentation may be correlated to Late Miocene tectonics events. In Algarve, chiefly marine units from Lower to Upper Miocene are well developped. The Lower unit (Lagos-Portimão Formation) is best exposed in Western Algarve, but desappears eastwards. Middle Miocene is not as well known, whereas Upper Miocene main outcrops are in Eastern Algarve. Cacela Formation is remarquable for its beautiful fossils. Sedimentation as a whole refletcts the tectonic activity and in special the evolution of the Algarve flexures. There is scant evidence of post-Lower Miocene volcanism, the latest known in Portugal. Pliocene has not been recognized there beyond doubt. Miocene sediments are much less important to the North of the Central Iberian Chain. Continental beds near Leiria that yielded the well-known "Hisp anotherium fauna" are lower Middle Miocene. Pliocene corresponds to dramatic changes in paleogeography. At Setiibal Peninsula there is some evidence of a minor Lower Pliocene transgression. Continental detrital sediments, often coarse, occupy rather large areas. In Western Portugal between the Setúbal Peninsula and Pombal there is good evidence of a marine Upper Pliocene transgression, followed up by dune sands overlain by marsh clays, diatomites, lignites and boghead levels that can be partly Pleistocene in age.

The three main marine depositional cycles of the Neogene of Portugal

The present work follows a stratigraphic model for the marine Neogene of Portugal based on the definition of three main marine sedimentary cycles. Conceptually the I, II and III Neogene Cycles can be defined as 2nd order sedimentary sequences with duration ranging from 5 to 8 Ma. The I Neogene Cycle is fully represented only in the Lower Tagus Basin. Ranging from the Early Aquitanian to the Late Burdigalian the I Neogene Cycle testify a transgressive episode in the region of Lisbon and Setúbal Peninsula. Rapid lateral facies variations suggest a shallowmarine basin. This cycle ends with an important Late Burdigalian tectonic compressive event expressed by uplift of the surrounding areas and deformation affecting the Early Miocene deposits of the Arrábida Chain. The II Neogene Cycle includes thick sedimentary sequences covering Paleozoic and Mesozoic formations in the Algarve and Alvalade-Melides regions and it extends as far north as Santarém in the Lower Tagus Basin. Mainly controlled by global eustasy, it was generated by the important positive eustatic trend that characterized the Middle Miocene worldwide to which the Portuguese continental margin acted more or less passively. This cycle ended with a second and the most important compression event starting after the end of the Serravallian affecting the entire Portuguese onshore and shelf areas. This led to an important depositional hiatus of marine sediments for more than 2.5 Ma. During the Early and the Middle Tortonian occurred the clockwise rotation of the Guadalquivir Basin. The thickmarine units deposited afterwards in this basin produced a litostatic load, which seems to have induced subsidence farther west resuming the Neogene marine sedimentation in the Cacela region (Eastern Algarve), during the Late Tortonian. This marks the beginning of the III Neogene Cycle. To the north, in the Sado Basin (Alvalade-Melides region), a similar depositional sequence starts its sedimentation during the Messinian. Further north, in the Pombal-Caldas da Rainha region, marine sedimentation started during the Late Pliocene (Piacenzian). The migration in time, from south to north for the beginning of the marine sedimentation of this cycle is interpreted as reflecting a visco-elastic propagation of the deformation from the Betic chain northwards.

The snakes (Reptilia, Serpentes) of the Miocene of Portugal

The ophidian fauna coming from the Miocene of Amor (MN 5), Quinta das Pedreiras and Quinta do Pombeiro (both MN4) (Portugal) consists of the following taxa: cf. Bavarioboa sp. (Boidae); cf. Coluber sp. (Coluhridae); two unidentified Colubridae; Vipera sp. ("Oriental vipers" complex) (Viperidae). The assemblage is characteristic for the lower/middle Miocene transition and it resembles snake faunas known from other European localities of similar age.