Generic brands and product differentiation strategies

Generic or own brand products were initially only lesser expensive copies of the branded label alternative, but nowadays, pricing alone is not enough in order to survive in the Fast Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG)markets. With this in mind manufacturers of generic brands have adapted to this rapidlygrowing niche by investing in design and marketing during the initial phase in order to be perceived as having a quality product comparable to that of the branded products. In addition, they have gone further ahead with a second phase and resorted to innovativeproduct differentiation strategies and even pure innovation in many cases. These strategies have granted generic brands constantly increasing market shares and a position of equals relative to national brands.Using previous analyses and case studies, this paper will provide conceptual and empirical evidence to explain the surprisingly fast growth and penetration of generic supermarket brands, which in their relatively short lifespan, have grown to rival the historical market leaders, the branded products. According to this analysis, the main conclusion is that the growth in generic brands can be explained not only by price competition, but also by the use of innovative product differentiation strategies.

Generic strategies and performance: evidence from manufacturing firms

Purpose – The purpose of this study is to examine the relationship between business-level strategy and organisational performance and to test the applicability of Porter's generic strategies in explaining differences in the performance of organisations. Design/methodology/approach – The study was focussed on manufacturing firms in the UK belonging to the electrical and mechanical engineering sectors. Data were collected through a postal survey using the survey instrument from 124 organisations and the respondents were all at CEO level. Both objective and subjective measures were used to assess performance. Non-response bias was assessed statistically and it was not found to be a major problem affecting this study. Appropriate measures were taken to ensure that common method variance (CMV) does not affect the results of this study. Statistical tests indicated that CMV problem does not affect the results of this study. Findings – The results of this study indicate that firms adopting one of the strategies, namely cost-leadership or differentiation, perform better than “stuck-in-the-middle” firms which do not have a dominant strategic orientation. The integrated strategy group has lower performance compared with cost-leaders and differentiators in terms of financial performance measures. This provides support for Porter's view that combination strategies are unlikely to be effective in organisations. However, the cost-leadership and differentiation strategies were not strongly correlated with the financial performance measures indicating the limitations of Porter's generic strategies in explaining performance heterogeneity in organisations. Originality/value – This study makes an important contribution to the literature by identifying some of the gaps in the literature through a systematic literature review and addressing those gaps.

Differentiation in the Content-Area Classroom for English Language Learners

This paper explores the idea of using differentiation strategies in the content-area classroom to improve reading skills and comprehension. In particular, this thesis explores methods and strategies that can be used in the classroom to help address the individual needs of English language learners (ELLs). A broad range of experts in curriculum, differentiation, and English language acquisition were consulted in the development of this review, which synthesizes the research on ELLs’ needs, differentiation, and differentiation strategies for ELL readers. The models for best teaching practices are then placed within a ninth grade language arts unit.

Diferenciação curricular para a inclusão de alunos com necessidade educativas especiais no 1º Ciclo do Ensino Básico

Um dos grandes desafios da atualidade reside em construir uma escola inclusiva para todos, respeitando as diferenças entre os alunos e procurando dar resposta a todas as suas necessidades educativas, através do acesso igualitário a uma educação de qualidade, no sentido de uma preparação para a vida social e profissional ao longo da vida. Desta forma, é necessária uma mudança não só na maneira de pensar como também nas práticas dos agentes educativos, no sentido de adequarem o currículo às necessidades educativas especiais dos alunos. O presente estudo constitui, pois, uma tentativa de conhecer não apenas as conceções dos professores do 1º Ciclo do Ensino Básico sobre a inclusão e as adaptações curriculares para alunos com NEE, mas também as práticas curriculares que desenvolvem quando têm estes alunos nas suas turmas. O trabalho desenvolveu-se através de um estudo de caso, incidindo sobre 6 professores do 1º CEB e respetivas turmas com alunos com NEE incluídos. Como metodologia de recolha de dados utilizámos as técnicas da entrevista, da análise documental e da observação naturalista em contexto de sala de aula. Articulando os resultados das entrevistas com os das observações em sala de aula, podemos concluir que, para que a escola seja efetivamente inclusiva, não basta que os professores adotem este conceito. Algumas das maiores dificuldades que se colocaram aos professores foram a gestão do tempo e a adequação de estratégias no atendimento a todos os alunos, o que decorre da forma de organização do ensino, uma vez que os professores continuam a percecionar o seu papel como transmissores de conteúdos e executores de programas, apostando num ensino unilateral e homogéneo. No entanto, foi possível também verificar algumas formas de diferenciação pedagógica, sobretudo através da adequação da estrutura dos trabalhos individuais, do apoio individualizado do professor aos alunos com mais dificuldades ou da tutoria interpares e da realização de diferentes atividades consoante as necessidades específicas de cada aluno.- ABSTRACT One of today´s main challenges lies on building an inclusive school for everyone, respecting students’ differences, giving an answer to their educational needs through equal access to qualified education, preparing them to their professional future and social life. Consequently, a change is necessary, not only in the way of thinking but also in the practices of the educational agents, to adequate the curriculum to the special educational students’ needs. The present study is an attempt to understand not only the conceptions of the elementary school teachers about the inclusion and the curricular adjustments for students with special educational needs, but also the curricular practices they develop when those students are included in their classes. This work was developed through a study case focused on six elementary school teachers and their respective classes with students with special educational needs included. The data collection methods used were interview techniques, documental analysis and context observation in classroom. Articulating the interview results with the classroom observations we can conclude that for a school to be effectively inclusive, the adoption of those conceptions are not enough. Some of the major difficulties that appear to the teachers were time management and adequate strategies on attending all students, which follows from their teaching organization, since teachers are still carrying their role as pure contents transmitters and programs implementers, investing in a unilateral and homogeneous education. However, it was also possible to ascertain some pedagogical differentiation strategies, mainly through individual work adaptation, direct and individualized teacher’s support to students with more difficulties or by peer tutoring as well as carrying out different activities depending on the specific needs of each student.

Desafios de um grupo heterogéneo em Idades: Gestão dos momentos em pequeno grupo na metodologia High/Scope

Relatório da Prática Profissional Supervisionada Mestrado em Educação Pré-Escolar

Avaliação Diagnóstica e Diferenciação Pedagógica: dispositivos orientadores da aprendizagem

Este estudo teve como objetivo geral conhecer as representações de encarregados de educação e alunos sobre os contributos da avaliação diagnóstica para a implementação de estratégias de diferenciação pedagógica, nas aulas de Inglês das Atividades de Enriquecimento Curricular, as quais contribuíram para compreender a relação existente entre estes dois conceitos e a aquisição de aprendizagens por parte dos alunos Tratou-se de um projeto de investigação-ação que recorreu a uma metodologia de natureza qualitativa em que os dados foram recolhidos através de inquéritos por questionário e por entrevista, bem como através de observações realizadas antes e durante a intervenção na turma. O projeto teve como principais referentes teórico-conceptuais a literatura científica, produzida tanto em Portugal como no estrangeiro, que aborda as temáticas em estudo e o quadro legislativo em vigor no sistema educativo português. A componente empírica do estudo desenvolveu-se com uma turma de vinte e três alunos e no contexto específico de ensino e aprendizagem de Inglês precoce, nas Atividades de Enriquecimento Curricular. O presente estudo contribuiu para se perceber a relação existente entre a avaliação diagnóstica e a diferenciação pedagógica, bem como a sua influência positiva no processo de ensino e aprendizagem.

Comportamento do consumidor no retalho : o impacto dos aromas

Mestrado em Marketing

Quantitative analysis of image factors in a cultural heritage tourist destination

The tourism consumer’s purchase decision process is, to a great extent, conditioned by the image the tourist has of the different destinations that make up his or her choice set. In a highly competitive international tourist market, those responsible for destinations’ promotion and development policies seek differentiation strategies so that they may position the destinations in the most suitable market segments for their product in order to improve their attractiveness to visitors and increase or consolidate the economic benefits that tourism activity generates in their territory. To this end, the main objective we set ourselves in this paper is the empirical analysis of the factors that determine the image formation of Tarragona city as a cultural heritage destination. Without a doubt, UNESCO’s declaration of Tarragona’s artistic and monumental legacies as World Heritage site in the year 2000 meant important international recognition of the quality of the cultural and patrimonial elements offered by the city to the visitors who choose it as a tourist destination. It also represents a strategic opportunity to boost the city’s promotion of tourism and its consolidation as a unique destination given its cultural and patrimonial characteristics. Our work is based on the use of structured and unstructured techniques to identify the factors that determine Tarragona’s tourist destination image and that have a decisive influence on visitors’ process of choice of destination. In addition to being able to ascertain Tarragona’s global tourist image, we consider that the heterogeneity of its visitors requires a more detailed study that enables us to segment visitor typology. We consider that the information provided by these results may prove of great interest to those responsible for local tourism policy, both when designing products and when promoting the destination.

Aplicación de la metodología “policy deployment” planificación estratégica a un departamento de suministro de materiales para aerogeneradores para reducir inventarios

Debido a la necesidad de diferenciarse y hacer frente a la competencia, las empresas han apostado por desarrollar operaciones que den valor al cliente, por eso muchas de ellas han visto en las herramientas lean la oportunidad para mejorar sus operaciones. Esta mejora implica la reducción de dinero, personas, equipos grandes, inventario y espacio, con dos objetivos: eliminar despilfarro y reducir la variabilidad. Para conseguir los objetivos estratégicos de la empresa es imprescindible qué éstos estén alineados con los planes de la gerencia a nivel medio y a su vez con el trabajo realizado por los empleados para asegurar que cada persona está alineada en la misma dirección y al mismo tiempo. Ésta es la filosofía de la planificación estratégica. Por ello uno de los objetivos de este proyecto será el desarrollar una herramienta que facilite la exposición de los objetivos de la empresa y la comunicación de los mismos a todos los niveles de la organización para a partir de ellos y tomando como referencia la necesidad de reducir inventarios en la cadena de suministro se realizará un estudio de la producción de un componente de control del aerogenerador para conseguir nivelarla y reducir su inventario de producto terminado. Los objetivos particulares en este apartado serán reducir el inventario en un 28%, nivelar la producción reduciendo la variabilidad del 31% al 24%, mantener un stock máximo de 24 unidades garantizando el suministro ante una demanda variable, incrementar la rotación del inventario en un 10% y establecer un plan de acción para reducir el lead time entre un 40-50%. Todo ello será posible gracias a la realización del mapa de valor presente y futuro para eliminar desperdicios y crear un flujo continuo y el cálculo de un supermercado que mantenga el stock en un nivel óptimo.

Evaluación y optimización de los servicios de un taller de mantenimiento mediante el software de simulación ARENA

Debido a la necesidad de diferenciarse y hacer frente a la competencia, las empresas han apostado por desarrollar operaciones que den valor al cliente, por eso muchas de ellas han visto en las herramientas lean la oportunidad para mejorar sus operaciones. Esta mejora implica la reducción de dinero, personas, equipos grandes, inventario y espacio, con dos objetivos: eliminar despilfarro y reducir la variabilidad. Para conseguir los objetivos estratégicos de la empresa es imprescindible qué éstos estén alineados con los planes de la gerencia a nivel medio y a su vez con el trabajo realizado por los empleados para asegurar que cada persona está alineada en la misma dirección y al mismo tiempo. Ésta es la filosofía de la planificación estratégica. Por ello uno de los objetivos de este proyecto será el desarrollar una herramienta que facilite la exposición de los objetivos de la empresa y la comunicación de los mismos a todos los niveles de la organización para a partir de ellos y tomando como referencia la necesidad de reducir inventarios en la cadena de suministro se realizará un estudio de la producción de un componente de control del aerogenerador para conseguir nivelarla y reducir su inventario de producto terminado. Los objetivos particulares en este apartado serán reducir el inventario en un 28%, nivelar la producción reduciendo la variabilidad del 31% al 24%, mantener un stock máximo de 24 unidades garantizando el suministro ante una demanda variable, incrementar la rotación del inventario en un 10% y establecer un plan de acción para reducir el lead time entre un 40-50%. Todo ello será posible gracias a la realización del mapa de valor presente y futuro para eliminar desperdicios y crear un flujo continuo y el cálculo de un supermercado que mantenga el stock en un nivel óptimo.

Las exportaciones de España a Cuba (1891-1913): pervivencias históricas en la demanda cubana de productos españoles

This article analyzes the structure of Spanish trade with Cuba during the period leading up to and immediately after Cuban independence in 1898. Although in overall terms, the loss of the colony meant the disappearance of major bilateral trade links, an analysis of certain groups shows that Spanish exports to Cuba of some of the latter were maintained or actually increased. The hypothesis for explaining this anomalous behavior is based on the presence of product differentiation strategies whose success is linked to the preference for Spanish goods of a certain sector of Cuban demand.

Procurement, Quality and Productivity Enhancements and Manufacturing Strategy Formulation Applying Product Life Cycle Method

The objective of the thesis was to create a framework that can be used to define a manufacturing strategy taking advantage of the product life cycle method, which enables PQP enhancements. The starting point was to study synkron implementation of cost leadership and differentiation strategies in different stages of the life cycles. It was soon observed that Porter’s strategies were too generic for the complex and dynamic environment where customer needs deviate market and product specifically. Therefore, the strategy formulation process is based on the Terry Hill’s order-winner and qualifier concepts. The manufacturing strategy formulation is initiated with the definition of order-winning and qualifying criteria. From these criteria there can be shaped product specific proposals for action and production site specific key manufacturing tasks that they need to answer in order to meet customers and markets needs. As a future research it is suggested that the process of capturing order-winners and qualifiers should be developed so that the process would be simple and streamlined at Wallac Oy. In addition, defined strategy process should be integrated to the PerkinElmer’s SGS process. SGS (Strategic Goal Setting) is one of the PerkinElmer’s core management processes. Full Text: Null

Factors influencing the evolution of e-commerce : an empirical analysis in a developed market economy

Peer-reviewed

A proposed Model for Country Branding : an experimental Application on Nigeria

In the era of globalization, countries compete with each other for attention, respect and trust of potential consumers, investors, tourists, media and governments of other nations. Branding is the most powerful tool that a nation can utilize for effective differentiation strategies and for creating competitive advantage over other nations. Unfortunately, not every nations or destination marketers have a broad understanding of the concept of branding and how a country can be successfully branded. Hence, this study has proposed a model that could be used as a valuable guide for country branding. Also the model is recommended for countries struggling with image crisis; on the mission to improve the image internationally. Nigeria is a good example of countries with image crisis; it is one of the most populated countries in the world with a population of about 160 million inhabitants and growth rate of 2.553percent annually. Despite the abundant resources (e.g. coal, petroleum, natural gas etc.) that the nation is endowed with, it is quite disappointing that the population below poverty line is still at the alarming rate of 70percent of the total population. The mismanagement and poor leadership of the nation characterised by corruption, fraud, embezzlement of public fund etc. has culminated into serious image crisis that is slowing down the potential for investment and economic growth. However, there has been series of image rebranding campaigns but no tangible achievement has been recorded. It is quite questionable though, if image rebranding will provide the kind of future that Nigeria envisaged, considering the socio-political situation and the economic imbalance; compounded by the obvious fact that the nation has no known brand. Therefore, this paper argues that there is need to redirect the effort invested on image rebranding to the creation of a unique and competitive brand for the country. It was established from the study that a nation’s brand is capable of improving the reputation of the nation as well as stimulate the expectation of the target audience. However, it was also established from the study that a wrong approach to branding could mislead the target audience and attract negative publicity. Hence, as a contribution of the study to the field of branding, a model was proposed as a functional guide for country branding. Also, considering the abysmal performance of Nigeria’s image in the international community and to strengthen the argument that brand creation is required for the country; an experimental application of the proposed model was conducted using Nigeria as the case country. The first phase of the model suggested a major improvement in the society; this is required to further enhance the strengths of the country and to motivate the much needed community participation and confidence in the brand creation. It is the conclusion of the study that a strong nation brand can offset the image problem if it is built on something concrete, genuine, and uniquely identifiable with the country, capable of connecting to the cognitive psychology of the target audience.

Otimizações da transmissão de imagens em redes de sensores visuais sem fio explorando a relevância de monitoramento dos nós fontes e codificação DWT

The development of wireless sensor networks for control and monitoring functions has created a vibrant investigation scenario, covering since communication aspects to issues related with energy efficiency. When source sensors are endowed with cameras for visual monitoring, a new scope of challenges is raised, as transmission and monitoring requirements are considerably changed. Particularly, visual sensors collect data following a directional sensing model, altering the meaning of concepts as vicinity and redundancy but allowing the differentiation of source nodes by their sensing relevancies for the application. In such context, we propose the combined use of two differentiation strategies as a novel QoS parameter, exploring the sensing relevancies of source nodes and DWT image coding. This innovative approach supports a new scope of optimizations to improve the performance of visual sensor networks at the cost of a small reduction on the overall monitoring quality of the application. Besides definition of a new concept of relevance and the proposition of mechanisms to support its practical exploitation, we propose five different optimizations in the way images are transmitted in wireless visual sensor networks, aiming at energy saving, transmission with low delay and error recovery. Putting all these together, the proposed innovative differentiation strategies and the related optimizations open a relevant research trend, where the application monitoring requirements are used to guide a more efficient operation of sensor networks