Design e Marketing: uma relação de sinergia para a Sustentabilidade

Esta dissertação aborda os princípios do Design, os fundamentos do Marketing e as condições que ambas as atividades podem, em parceria, gerar ambientes criativos para a Sustentabilidade. Acredita-se que tanto Design quanto Marketing são campos de saber parceiros, complementares e transversais, tendo deste modo um natural potencial de sinergia para a construção de projetos consistentes e duráveis. A insistência nesta ideia se deve, em parte, à vivência profissional nesses setores de gestão de projeto, e também ao desenvolvimento de exames, através da pesquisa bibliográfica, sobre os sentidos de termos, conceitos e objetivos para a organização de dados, a análise e alinhamento conceitual e a verificação de tangências entre esses campos. Este trabalho objetiva contribuir para a interação e a integração de saberes, em cursos de nível superior, também com a sugestão de ferramenta criativo-analítica e criativo-gerativa para o desenvolvimento de soluções mais sustentáveis. A crescente necessidade de atuações adequadas e eficazes dos campos estudados nos setores produtivos, a necessidade de profissionais capazes de se adequarem estas demandas, e a oferta deficitária de pesquisas com esta abordagem reforçam a crença na utilidade desta investigação. Os saberes em foco têm em comum relações multidisciplinares, sistêmicas e interdependentes.

Marketing of value-added products from silver carp and involvement of rural people in the production and marketing chain

Cost-profit analysis and market testing of some value-added products from silver carp such as fish mince block, fish sausage, fish ball, fish stick and fish burger were analyzed during April 2001 to March 2002. The study also explored the possibility to involve rural low-income people in the production and marketing of such products. The production of silver carp was higher in greater Jessore and Mymensingh districts but the price remained low during the peak-harvesting season in October to November. The price varied with size of the fish, season, market characteristics and effective demand of the buyers. Price of about 500 g size fish was found to be Tk. 20-25/kg in the rural markets. The average size of fish in the rural markets was 3S0-550 g while that in the urban markets it was 700-1,200 g. The cost of production of the value added products and profit margin were assessed on the basis of market price of the raw material as well as that of the finished products, transportation, storage and marketing costs. The profit margins of 34%, 39%, 81% and 31% of their sales price were obtained for fish sausage, fish ball, fish stick and fish burger, respectively. Actual production cost could be minimized if the fish is purchased directly from the farmers. Consumer's acceptance and marketability tests showed that both rural and urban people preferred fish ball than fish sausage. However, response towards the taste, flavor and color of fish ball and fish sausage was found to vary with occupations and age of the consumers. A correlation was observed between age group and acceptance of new products. Fish ball, fish stick and fish burger were found to be the most preferable items to the farmers because of easy formulation process with common utensils. Good marketing linkage and requirement of capital had been identified as the prerequisites for operating small-scale business on value-added fish products.

Final report of the baseline data reconstruction for the Quality Assurance for Fish Marketing Project

A baseline survey for the project which had been conducted in 2009 had gaps that could not allow assessment of project performance in the outcome and impact indicators to be made. This study was, therefore, commissioned to reconstruct the baseline data, aligned to the impact and outcome indicators on the project logframe and results framework, against which project achievements could be assessed. The purpose and scope of the study was to reconstruct the baseline data and analysis describing the situation prior to QAFM Project inception, taking 2008 as the baseline year, which was aligned to the project logframe outcome and impact indicators; to collect data on current status to compare project outcome (and where possible impact) in improved fish handling sites in comparison with the baseline as well as with comparable non-improved fish landing sites as control group. The study was conducted through secondary data search from sources at NaFIRRI, DFR and ICEIDA. Field data collection was carried out using a sample survey covering 312 respondents including boat and gear owners, crew members, processors and traders at eight project and two control landing sites. Key Informant Interviews were conducted with DFOs and BMU leaders in the study districts and landing sites respectively.

Analysis of competition in the wholesale and retail markets for fish in Kisumu, Kenya

This study analyses competition in the wholesale and retail fish marketing system in Kisumu, which is Kenya's largest fish market. It is based on cross sectional and time series primary data collected in a survey involving 88 retailers and 47 wholesale traders of fish in the town. Stratified random sampling method was used in selecting the respondents, Concentration ratios, Lorenz curves and Gini coefficients are derived and evaluated for both markets. They demonstrate that market shares are unequally distributed among the wholesalers and retailers. The Gini coefficients are 0.37 and 0.45 for the whole and retail markets respectively. Based on a Gini coefficient cut-off level of 0.4, it is concluded that the wholesale fish market exhibits effective competition while the retail outlet has oligopolistic tendencies. The implication of this level of competition to price efficiency is discussed. Intervention measures to enhance competition in the market are recommended.

Product?market positioning and prospector strategy : An analysis of strategic patterns from the resource?based perspective

Morgan, R.; Strong, C.; and McGuinness, T. (2003). Product-market positioning and prospector strategy: An analysis of strategic patterns from the resource-based perspective. European Journal of Marketing. 37(10), pp.1409-1439 RAE2008

A força do marketing na distribuição

Projeto de Pós-Graduação/Dissertação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Ciências Farmacêuticas

Drivers of sales performance: a contemporary meta-analysis. Have salespeople become knowledge brokers?

It has been 25 years since the publication of a comprehensive review of the full spectrum of salesperformance drivers. This study takes stock of the contemporary field and synthesizes empirical evidence from the period 1982–2008. The authors revise the classification scheme for sales performance determinants devised by Walker et al. (1977) and estimate both the predictive validity of its sub-categories and the impact of a range of moderators on determinant-sales performance relationships. Based on multivariate causal model analysis, the results make two major observations: (1) Five sub-categories demonstrate significant relationships with sales performance: selling-related knowledge (ß=.28), degree of adaptiveness (ß=.27), role ambiguity (ß=-.25), cognitive aptitude (ß=.23) and work engagement (ß=.23). (2) These sub-categories are moderated by measurement method, research context, and salestype variables. The authors identify managerial implications of the results and offer suggestions for further research, including the conjecture that as the world is moving toward a knowledge-intensive economy, salespeople could be functioning as knowledge-brokers. The results seem to back this supposition and indicate how it might inspire future research in the field of personal selling.

Spirituality and Basketball Fanship: An Interpretative Phenomenological Analysis and Synthesis

The world of competitive sport affords an individual the opportunity to enter a spiritual community adding meaning that transcends one’s current understanding of life (Parry et al. 2007). Previously established dimensions of sports fanship (group affiliation, psychological commitment and team identification) share characteristics commonly associated with religious or spiritual affiliation indicating that fans may generate substantial life meaning from observing sporting encounters. In the present study, 12 male basketball fans (M=32.42; SD=7.97) completed semi-structured interviews immediately prior to viewing a competitive match at the 2011 European Basketball Championships (Vilnius, Lithuania). Interviews were structured under four headings; 1) the most memorable moment as a basketball fan, 2) thoughts, feelings and emotions attached to their team, 3) affiliation to the team in the context of the fan’s meaning of life, 4) connection with members of the fan’s sporting community. Interpretative Phenomenological Analysis was employed to analyse interview transcripts. Raw data clustered into four dimensions; 1) devotion, 2) obscure emotions, 3) connectedness, and 4) universal values. The results indicate that sports fanship is characterised by, and synonymous with, an established understanding of spirituality derived from membership of wider spiritual and/or religious communities. The findings hold implications for the marketing and membership of local, amateur and professional sports clubs and brands, as well as community development, health and welfare.

Marketing social : estratégia de promoção da inclusão social e da educação intercultural

Relatório de estágio de mestrado, Ciências da Educação (Educação Intercultural), Universidade de Lisboa, Instituto de Educação, 2011

Transforming relationship marketing via subversive readings

Where is the consumer represented within the discourses of Relationship Marketing? In our paper we deconstruct and critically (but productively) interrogate current Relationship Marketing discourse; and we argue for reconceptualising RM as a field of study through a transformatory process which involves the subversive reading of its academic texts. We argue that the consumer is silenced within relationship marketing discourse in a way that is fundamentally analogous with the gynopia (absence of women) in early sociological enquiry. Given that the means of transformation can potentially be found within contemporary feminist research, one of the main aims of this paper is to examine the parameters of feminist research and theory by presenting and explaining three representative frameworks (Fonow & Cook 1991, Maynard & Purvis 1994 and Harding 1988). The interrogative questions generated from the reading of feminist texts provide a framework to enable a close reading of RM ‘texts’. Using a form of discourse analysis, we read both ‘with the text’ and ‘against the grain’ (Tonkiss 1998:258) looking for ‘silences and gaps’ and making ‘conjectures about alternative accounts which are excluded by omission’ as well as those deliberately ‘countered by rhetoric’ (Tonkiss 1998:258). By striking together feminist methodology and a selected Relationship Marketing text to see if they spark (Brown 1999) our stance is activist and our purpose is to accelerate a restoration of the consumer’s voice as a central theoretical concern of this branch of Marketing.

Revisiting the relationship between marketing capabilities and firm performance: The moderating role of market orientation, marketing strategy and organisational power

This paper extends original insights of resource-advantage theory (Hunt & Morgan, 1995) to a specific analysis of the moderators of the capabilities-performance relationship such as market orientation, marketing strategy and organizational power. Using established measures and a representative sample of UK firms drawn from Verhoef and Leeflang’s data (2009), our study tests new hypotheses to explain how different types of marketing capabilities contribute to firm performance. The application of resource-advantage theory advances theorising on both marketing and organisational antecedents of firm performance and the causal mechanisms by which competitive advantage is generated.

Motivation among Hospital volunteers: an empirical analysis in Portugal

The purpose of this paper is to identify the different types of motivations in hospital volunteers. We present a literature review about different types of motivation and we collect data from hospital volunteers through a questionnaire. Four different motivation categories are identified: development and learning, altruism, career recognition and belonging and protection. The main motivations expressed are development and learning, followed by altruism. Belonging and protection, followed by career recognition are the least cited motivations. Career recognition is negatively correlated with age, and belonging/ protection is negatively correlated with education. That is, younger volunteers present more career recognition motives and less educated volunteers have more from protection and belonging. This study encompasses hospital volunteers and their motivations. The paper is useful to policy makers aiming to develop targeted approaches to attracting and retaining volunteers.

A contribuição do marketing interno para o sucesso das empresas

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

Estratégia de internacionalização da Grande Porto: seleção, modos de entrada e marketing-mix na abordagem dos mercados internacionais

Dissertação apresentada ao Instituto Politécnico do Porto para obtenção do Grau de Mestre em Gestão das Organizações, Ramo de Gestão de Empresas Orientada pelo Professor Doutor José Freitas Santos