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.

Aprender a viver juntos: intervenção junto de um aluno de 1º ciclo e da sua turma

Neste trabalho dá-se conta de uma intervenção pedagógica realizada junto de um aluno e da sua turma. A intervenção foi implementado em parceria com o professor titular de turma e teve como objectivo a melhoria do comportamento dos alunos e o processo de ensino aprendizagem. Fizemos uma breve revisão bibliográfica sobre problemas emocionais, comporta-mentais e de aprendizagem, ensino de competências sociais e aprendizagem cooperativa, a qual constituiu o suporte teórico da intervenção. Para esta desencadeámos metodologias de investigação em educação, identificando a problemática de relacionamento social vivido pela turma e a situação particular de um dos alunos que evidenciava problemas emocionais, comportamentais e dificuldades cognitivas. A partir do conhecimento adquirido, definimos uma estratégia global, elaborámos a planificação e implementámos a intervenção pedagógica. A reflexão sobre cada sessão e no final da intervenção evidenciaram a mudança que se foi operando nos comportamentos individuais e do grupo/turma. A mudança contribuiu para o sucesso educativo e o desenvolvimento integral de todos e de cada um.

Africa aviation growth : Boeing

- Market Outlook Global Observations Regulatory Environment Product Strategies Africa Regional Perspective - Strategy vs. Tactics - Final Thoughts

Connecta TV : modelos de comunicação organizacional : Desenvolvimento, implementação e análise de uma solução integrada aplicada ao mercado do telemarketing nacional

Esta dissertação é um trabalho de projeto que pretende contribuir para o desenvolvimento dos estudos da comunicação organizacional. Devem ou não ser utilizadas soluções digitais em modelos de comunicação organizacional e quaisosbenefíciosdo uso de soluções digitais no âmbito da comunicação organizacional de uma empresa? No corpo de texto deste trabalho surge a resposta a estas questões com base na análise prática da investigação desenvolvida. A investigação desenvolvida tem como objetivo encontrar um modelo de comunicação eficaz baseado no uso de soluções digitais. A solução digital criada, que é o objeto de estudo deste trabalho de projeto, foi desenhada e concebida com a finalidade de ser implementada e testada numa empresa de telemarketing parceira, que atua, essencialmente, em Outbound (venda direta ao consumidor).A solução tem como intenção global envolver e motivar os teleoperadores da empresa, no intuito de aumentara sua produtividade.É descortinada a estratégia e o desenvolvimento da solução criada,assim como a sua avaliação pelos utilizadores, concluindo com uma análise detalhada dos resultados obtidos através daavaliação dos utilizadores.

The Influence of Summer Climate on Avian Community Composition in the Eastern Boreal Forest of Canada

Understanding the relative influence of environmental variables, especially climate, in driving variation in species diversity is becoming increasingly important for the conservation of biodiversity. The objective of this study was to determine to what extent climate can explain the structure and diversity of forest bird communities by sampling bird abundance in homogenous mature spruce stands in the boreal forest of the Québec-Labrador peninsula using variance partitioning techniques. We also quantified the relationship among two climatic gradients, summer temperature and precipitation, and bird species richness, migratory strategy, and spring arrival phenology. For the bird community, climate factors appear to be most important in explaining species distribution and abundance because nearly 15% of the variation in the distribution of the 44 breeding birds selected for the analysis can be explained by climate. The vegetation variables we selected were responsible for a much smaller amount of the explained variation (4%). Breeding season temperature seems to be more important than precipitation in driving variation in bird species diversity at the scale of our analysis. Partial correlation analysis indicated that bird species richness distribution was determined by the temperature gradient, because the number of species increased with increasing breeding season temperature. Similar results were observed between breeding season temperature and the number of residents, short-distance and long-distance migrants, and early and late spring migrants. Our results suggest that the northern and southern range boundaries of species are not equally sensitive to the temperature gradient across the region.

The accuracy of digital elevation models derived from digitised contour data

Although accuracy of digital elevation models (DEMs) can be quantified and measured in different ways, each is influenced by three main factors: terrain character, sampling strategy and interpolation method. These parameters, and their interaction, are discussed. The generation of DEMs from digitised contours is emphasised because this is the major source of DEMs, particularly within member countries of OEEPE. Such DEMs often exhibit unwelcome artifacts, depending on the interpolation method employed. The origin and magnitude of these effects and how they can be reduced to improve the accuracy of the DEMs are also discussed.

Intellectual property management in M&A transactions

Purpose – The purpose of this paper is to focus on the intellectual property (IP) aspects of mergers and acquisitions (M&A) transactions. Design/methodology/approach – A holistic approach is proposed that embraces IP as an integral part of the M&A process in the form of a roadmap for the strategic and purposeful management of IP assets in M&A deals. Findings – Addressing IP issues in transactions in isolation can lead to undesirable consequences (e.g. considerable costs for unplanned purchases of rights). IP due diligence and IP integration project processes can be automated using collaborative software solutions. Thereby, risk can be reduced through the creation of a high level of transparency and predefined responsibilities. Practical implications – Although the proposed IP management framework is based on intellectual property matters relevant to German jurisdiction, conclusions derived and the proposed roadmap are transferable to other jurisdictions and hence have a broader relevance. Evidence for this is provided by the successful application of the roadmap in the context of the multinational transaction stated above. Originality/value – This paper is based on the authors' collective experience, insight and reflected observation of M&A practice gained in advisory M&A roles in management consultancies over a period of more than a decade. The paper summarizes the authors' reflections and observations and brings these into the context of the current management literature. Moreover, this paper builds on earlier published research.

A review of growth for construction service companies in global markets

Throughout the developed world, professional services play an increasingly important part in an economy, with many countries showing a substantial positive trade balance for services. Yet, there has been relatively little research on construction services (CS) and, in particular, how well professional service companies (PSFs) perform in the international arena. The method for collecting services export information differs to the way in which goods and products exports data are gathered because of the intangible nature of services. Organisational growth of companies aims to share risks across different regions and sectors, however, the rapidly changing business environment challenges companies with the increasing foreign ownership and changes in procurement. The complexity of today’s international construction services organisations raises two questions: how the organisations can successfully manage growth and what are their motives for international trade. The research focuses on top UK consulting engineering companies to understand their organisational strategy, their export strategy, and drivers for overseas activities. The data will feed a model of professional services exports, which can help to inform the way services export data could be collected to better reflect the industry’s performance.

Proceedings of the West Africa Built Environment Research (WABER) Conference 2010

FOREWORD Welcome to this West Africa Built Environment Research (WABER) conference taking place here in Ghana. Thank you for coming and welcome to Accra. The main aims of the WABER conference are: to help young researchers and early-career scholars in West Africa to develop their research work and skills through constructive face-to-face interaction with experienced academics; to provide a platform for networking and collaborative work among senior built environment academics in West Africa; and to serve as a vehicle for developing the field of construction management and economics in Africa. Waber 2009 The WABER event in 2009 was held at the British Council in Accra, Ghana on 2-3 June. The event was a resounding success. It attracted participation from 32 researchers, from 12 different institutions, who presented their work to an audience of approximately 100 people. Each presenter received immediate and constructive feedback from an international panel. The event was opened by Professor K.K. Adarkwa, Vice Chancellor of KNUST, Kumasi, Ghana, with several senior academics and researchers from universities, polytechnics, and other institutions in Ghana and Nigeria in attendance. There was also a significant level of attendance by senior construction practitioners in Ghana. Thank you to the School of Construction Management and Engineering, University of Reading, UK for funding the inaugural event in 2009. We are also grateful to all of you who helped to make the event a success and to those of you who have joined us here today to build upon the success and legacy of WABER 2009. Waber 2010 This year, we have 60+ peer-reviewed papers and presentations on topics relating to Building services and maintenance, Construction costs, Construction design and technology, Construction education, Construction finance, Construction procurement, Contract administration, Contract management, Contractor development, Decision support systems, Dispute resolution, Economic development, Energy efficiency, Environment and sustainability, Health and safety, Human resources, Information technology, Marketing, Materials science, Organisation strategy and business performance, Productivity, Project management, Quantity surveying, Real estate and planning, Solar energy systems, Supply chain management and Urban development. We hope that these papers will generate interest among delagates and stimulate discussion here and beyond the conference into the wider community of academia and industry. The delegates at this conference come from 10 different countries. This provides a rich international and multicultural blend and a perfect platform for networking and developing collaborations. This year we are blessed to have three high profile keynote speakers in the persons of Professor George Ofori (National University of Singapore), Dr Roine Leiringer (University of Reading, UK) and Professor Will Hughes (University of Reading, UK). We are also thankful to Dr Chris Harty (University of Reading, UK) who is facilitating the Research Skills Workshop on ‘Writing a scientific article’. Thank you to Dr Sena Agyepong of our conference organising team for her capable management of local organising arrangements. And above all, thank you to all of you for coming to this conference. Enjoy and have a safe journey back home. Dr Samuel Laryea School of Construction Management and Engineering University of Reading, July 2010

A model for the evolution of pathogen-induced leaf shedding

A size-structured plant population model is developed to study the evolution of pathogen-induced leaf shedding under various environmental conditions. The evolutionary stable strategy (ESS) of the leaf shedding rate is determined for two scenarios: i) a constant leaf shedding strategy and ii) an infection load driven leaf shedding strategy. The model predicts that ESS leaf shedding rates increase with nutrient availability. No effect of plant density on the ESS leaf shedding rate is found even though disease severity increases with plant density. When auto-infection, that is increased infection due to spores produced on the plant itself, plays a key role in further disease increase on the plant, shedding leaves removes disease that would otherwise contribute to disease increase on the plant itself. Consequently leaf shedding responses to infections may evolve. When external infection, that is infection due to immigrant spores, is the key determinant, shedding a leaf does not reduce the force of infection on the leaf shedding plant. In this case leaf shedding will not evolve. Under a low external disease pressure adopting an infection driven leaf shedding strategy is more efficient than adopting a constant leaf shedding strategy, since a plant adopting an infection driven leaf shedding strategy does not shed any leaves in the absence of infection, even when leaf shedding rates are high. A plant adopting a constant leaf shedding rate sheds the same amount of leaves regardless of the presence of infection. Based on the results we develop two hypotheses that can be tested if the appropriate plant material is available.

A model for the evolution of pathogen-induced leaf shedding

A size-structured plant population model is developed to study the evolution of pathogen-induced leaf shedding under various environmental conditions. The evolutionary stable strategy (ESS) of the leaf shedding rate is determined for two scenarios: i) a constant leaf shedding strategy and ii) an infection load driven leaf shedding strategy. The model predicts that ESS leaf shedding rates increase with nutrient availability. No effect of plant density on the ESS leaf shedding rate is found even though disease severity increases with plant density. When auto-infection, that is increased infection due to spores produced on the plant itself, plays a key role in further disease increase on the plant, shedding leaves removes disease that would otherwise contribute to disease increase on the plant itself. Consequently leaf shedding responses to infections may evolve. When external infection, that is infection due to immigrant spores, is the key determinant, shedding a leaf does not reduce the force of infection on the leaf shedding plant. In this case leaf shedding will not evolve. Under a low external disease pressure adopting an infection driven leaf shedding strategy is more efficient than adopting a constant leaf shedding strategy, since a plant adopting an infection driven leaf shedding strategy does not shed any leaves in the absence of infection, even when leaf shedding rates are high. A plant adopting a constant leaf shedding rate sheds the same amount of leaves regardless of the presence of infection. Based on the results we develop two hypotheses that can be tested if the appropriate plant material is available.

Conceptualisation of an application of adaptive synthetic socioeconomic agents for intelligent network control

The deployment of Quality of Service (QoS) techniques involves careful analysis of area including: those business requirements; corporate strategy; and technical implementation process, which can lead to conflict or contradiction between those goals of various user groups involved in that policy definition. In addition long-term change management provides a challenge as these implementations typically require a high-skill set and experience level, which expose organisations to effects such as “hyperthymestria” [1] and “The Seven Sins of Memory”, defined by Schacter and discussed further within this paper. It is proposed that, given the information embedded within the packets of IP traffic, an opportunity exists to augment the traffic management with a machine-learning agent-based mechanism. This paper describes the process by which current policies are defined and that research required to support the development of an application which enables adaptive intelligent Quality of Service controls to augment or replace those policy-based mechanisms currently in use.

Quantifying the impact of land-use change on European farmland bird populations

The EU has adopted the European Farmland Bird Index (EFBI) as a Structural and Sustainable Development Indicator and a proxy for wider biodiversity health on farmland. Changes in the EFBI over coming years are likely to reflect how well agri-environment schemes (AES), funded under Pillar 2 (Axis 2) of the Common Agricultural Policy, have been able to offset the detrimental impacts of past agricultural changes and deliver appropriate hazard prevention or risk mitigation strategies alongside current and future agricultural change. The delivery of a stable or positive trend in the EFBI will depend on the provision of sufficient funding to appropriately designed and implemented AES. We present a trait-based framework which can be used to quantify the detrimental impact of land-use change on farmland bird populations across Europe. We use the framework to show that changes in resource availability within the cropped area of agricultural landscapes have been the key driver of current declines in farmland bird populations. We assess the relative contribution of each Member State to the level of the EFBI and explore the relationship between risk contribution and Axis 2 funding allocation. Our results suggest that agricultural changes in each Member State do not have an equal impact on the EFBI, with land-use and management change in Spain having a particularly large influence on its level, and that funding is poorly targeted with respect to biodiversity conservation needs. We also use the framework to predict the EFBI in 2020 for a number of land-use change scenarios. This approach can be used to guide both the development and implementation of targeted AES and the objective distribution of Pillar 2 funds between and within Member States. We hope that this will contribute to the cost-effective and efficient delivery of Rural Development strategy and biodiversity conservation targets.

Modelling bi-directional research: a fresh approach to stakeholder theory

Purpose – While Freeman's stakeholder management approach has attracted much attention from both scholars and practitioners, little empirical work has considered the interconnectedness of organisational perspectives and stakeholder perspectives. The purpose of this paper is to respond to this gap by developing and empirically testing a bi-directional model of organisation/stakeholder relationships. Design/methodology/approach – A conceptual framework is developed that integrates how stakeholders are affected by organisations with how they affect organisations. Quantitative data relating to both sides of the relationship are obtained from 700 customers of a European service organisation and analysed using partial least squares structural equation modelling technique. Findings – The findings provide empirical support for the notion of mutual dependency between organisations and stakeholders as advocated by stakeholder theorists. The results suggest that the way stakeholders relate to organisations is dependent on how organisations relate to stakeholders. Originality/value – The study is original on two fronts: first, it provides a framework and process that can be used by researchers to model bi-directional research with other stakeholder groups and in different contexts. Second, the study presents an example application of bi-directional research by empirically linking organisational and stakeholder expectations in the case of customers of a UK service organisation.