Dissertations / Theses on the topic 'Brand competitiveness'

Předložená diplomová práce je zaměřena na aplikaci konceptů značky sloužící k rozvoji konkurenceschopnosti produktu instituce vysokoškolského vzdělávání, konkrétně studijního oboru “Entrepreneurship and Small Business Development”. Na základě teoretických poznatků, metodiky dle Ko Floora a konceptu Brand Prismu je zhodnocena stávající situace studijního oboru. Zároveň jsou provedeny analýzy konkurentů a požadavků zákazníků, společně s analýzou odvětví k určení pozice značky studijního oboru na trhu. Na základě výsledků ze všech provedených analýz jsou následně stanoveny návrhy řešení konceptu značky na podporu rozvoje konkurenceschopnosti studijního oboru.

The main aim of thesis is to design a viable branding strategy for a company. The theoretical part consists of interpretation of branding and strategic brand management. The analytical part examines brand building strategy and position of the company in the market as well as its competitors and potential clients. Based on analysis, a branding strategy proposal is suggested in order to create a competitive and successful brand of the company.

The globalization become a current tendency, and China as one of the biggest parts in the international market, plays the important role. Considering the SMEs in China occupy the main amount, Chinese SMEs are the key factors in Chinese economy. At the same time, they are also faced with fierce competition from global company that compared with other developed countries’ SMEs, Chinese SMEs are not competitive enough. One of the reasons is that their brands are lack of competitiveness. It is known to all, brand is a key strategic asset to long-term performance and it should be managed. Therefore this study is focused on how Chinese SMEs perceive brand as crucial factor for establishing competitiveness. This study is based on qualitative research, and case study research design is chosen. The semi-structured interview is conducted in the Chinese SME called CSC, and two managers and three employees were interviewed. In conclusion, it can be found that the CSC pays attention to the brand, but their brand still need to be improved to be more powerful, unique and positiveness then to reach the loyalty of consumers, and the media channels should be paid more attention

Effective leadership is and will remain the cornerstone of business success. It is leadership that differentiates world class from mediocre performance. The objective of this study is to investigate how positive leadership brand can be developed in order to leverage human capital and enhance the competitive position of organisations. To achieve this objective a comprehensive literature study was performed to determine the extent of existing knowledge on branding, leadership and leadership branding. The study included an investigation into the attributes of effective leaders, leadership development activities, leadership styles and a formula for effective leadership was presented. Managers from selected organisations were requested to complete questionnaires in order to determine the views of South African managers on leadership branding. The questionnaire was developed in accordance with the findings from the literature research. The answers of the respondents were analysed and compared to the literature study. The information obtained from the literature study and from the respondents resulted in various recommendations and conclusions. In general, support was found for investing resources into developing leadership brand as respondents indicated that positive leadership brand could result in a source of competitive advantage. The major obstacles in developing positive leadership brands are: absence of a clear message of what makes an effective leader, lack of feedback that leaders receive on the behaviours they display and no (or an unknown) link between leadership behaviours and rewards.

The diploma thesis deals with development of the MAGGI brand communication in order to increase its trustworthiness among customers and to strengthen its competitiveness. The current situation of the brand is defined primarily by brand identity analyzes by Kapferer and Ko Floor and by defining the competitive position of the brand. Based on the knowledge gained in the analytical part, a set of recommendations on brand communication are developed.

The master´s thesis is focused on strengthening the competitiveness of the bank through the development of its brands. The current situation of the company is analyzed according to the theoretical knowledge and methodology Ko Floor. Subsequently, the company compared to selected competitors. Based on the comparison and further analysis for the firm set of measures involving their own proposals to support brand development.

As the world-economy becomes increasingly competitive, places adopt different methods to elevate their attractiveness. The paper examines how two medium-sized Swedish cities, Uppsala and Västerås, develop their own competitiveness, identities, and images in relation to the principles and concepts laid out by Simon Anholt in his book Competitive identity: The New Brand Management for Nations, Cities and Regions (2007). A qualitative approach to textual analysis is employed to gather the necessary research material to draw conclusions from, in addition to taking a theory-consuming perspective in order to limit the study’s generalization. The study adds to the field of city branding by analyzing real-life places using a conceptual framework, providing insight into the practical application of a theoretical model. The results show that Uppsala is trying to elevate itself to the international stage, while Västerås is remaking its identity almost completely. Uppsala must remember the city’s prerequisites and should look to Västerås for expertise regarding the railway sector. It is imperative that Västerås improves its innovative environments, while looking to Uppsala for knowledge of how to integrate innovative cultures in all sectors of society. Both cities are heavily dependent on their proximity to Stockholm, with Uppsala beginning to question their position.

This diploma thesis focuses on strengthening the company’s competitiveness through the use of online marketing tools. On the basis of theoretical knowledge from specialized literature and analysis of the company’s current state, proposals contributing to the brand’s promotion with the help of selected online marketing tools (SEO, PPC, social networks) are developed.

This thesis evolves around image and its significance while developing customers' loyalty and increasing company's competitiveness in a highly competitive market. The topic is studied in-depth from the organisational perspective and delves into the differing motivations of hotel operators towards shaping favourable image as well as examining how the hotel's image affects customer loyalty and helps the company to increase its competitiveness. Finally, it analyses and compares which public relations tools are the most effective in the process of image creation and developing customer loyalty. From this perspective image becomes a central issue impacting company's future growth, performance and finally success. The research was conducted on the Auckland international hotel chains. Auckland hosts numerous conferences and events that drives demand for accommodation and in a way, creates a conducive environment to hotel operators for future expansion. Thus, hotels compete strongly with one another constantly looking for a competitive advantage by growing their customer base. My thesis outlines the hotels' management efforts and analyses their strategies in the context of changing customers' demands and market trends.With respect to methodological issues, my thesis is based on a qualitative approach and follows an interpretivist paradigm. The research background has been delineated as have been my respondents' profile to provide additional information about the organisation they represent. The research findings described at the end of this thesis document how important image is for a modern hotel and what initiatives should be followed to ensure success. Image and loyalty are closely interrelated as positive image affects customers' loyalty. In order to achieve a balance between sustaining a competitive advantage and increasing loyal customer base a number of managerial implications have been discovered. Detailed analysis of these findings may help the companies to establish a more favourable position in the global market and create mutually beneficial relationships which further help the organisation to grow.Having aimed at exploring the importance of image as a medium that affects company's competitiveness and customers' loyalty towards brand, this study has provided some useful indications for hotel companies as to what should be undertaken to gain loyal customers and improve company's performance on the market.

The purpose of this study is to map out and analyse the competitiveness of the clothing-manufacturing sector in Rwanda on a local, regional and international level. The research was carried out as a case study of the Rwandan clothing-manufacturing sector through a two-months field study in Rwanda. Data were collected through semi-structured interviews with local fashion designers, clothing manufacturers and ministry representatives. Observations in manufacturing plants, local markets and tailoring studios were also carried out. The findings were analyzed through an analysis model based on Porter’s diamond model, enhanced with the notions of country of origin effect (COO), corporate social responsibility (CSR) and customer-based brand equity (CBBE). The findings show a sector that is struggling with its competitiveness on a local, regional and international level. Lack of relevant factor conditions such as cheap labour and energy as well as low local demand indicates that the country is not suitable for mass-production of clothes. The emerging fashion scene shows abundance in creativity and entrepreneurship, but there is a need for more developed tailoring skills, product quality level and knowledge in management and marketing. Rwanda is not competitive for mass-production of clothing, but the sector could profile itself on high-end fashion and products with craftsmanship qualities. Allocating resources to education and investments in supporting industries could help the Rwandan clothing-manufacturing sector to profile itself on a regional and international market. No studies on the Rwandan clothing-manufacturing sector and its competitiveness have been done since 1989. Due to the shifting focus towards East-Africa as a textile and clothing-manufacturing hub, an update of the situation in Rwanda was found relevant. The study contributes to the existing literature on competitiveness in the textile industry and forms a relevant stepping-stone for further research.
Program: Textilekonomutbildningen

Technological innovation with the advances in new media has increasingly become a focus as a strategy to gain competitive advantages for a holiday destination. Yet, there is a lack of understanding about to what extent new media such as social media effects a destination branding from the consumers' perspective. By utilising a mixed method approach and testing the proposed model with multiple destinations, this study provides a more complete and comprehensive understanding of the consumers' engagement with social media in the context of travel planning and its subsequent impacts on the destination brand performance. This study is part of a growing body of research on new media's effects in marketing area and thus will contribute to future research on similar topic.

The diploma thesis is focused on utilization of development concepts of the brand of Air Bank for strengthening the competitiveness. Based on the theoretical knowledge and methodology according to Ko Floor, the current situation of the company is assessed. Subsequently, analyzes are made to determine the brand position on the market. Results of these analyzes set out proposals for solutions to support brand development.

Diplomová práce je zaměřena vstupní strategii značky Virtika na český trh. Za účelem dosažení tohoto cíle author zkoumal literaturu zaměřenou na metodiku značky od Ko Floora a koncept Brand Prizm. V analytické části byly provedeny analýzy prostředí Českého trhu, analýza odvětví, klíčových konkurentů a vnímání značky zakazníky. Tyto analýzy pomohly autorovi identifikova budoucí pozici značky na Českém trhu. Na základě výsledků analýz, autor vytvořil návrh řešení vstupní strategie značky and zvýšení její konkurence schopnosti na Českém trhu.

Diploma thesis is focused on the brand building proces of the retail chain with sports equipment Decathlon. Appropriate theoretical concepts for brand development and for identification of competition are identified in the thesis. On the basis of this knowledge and using the methodology of market and competition analysis, the next part of the thesis analyzes the brand and its position towards competition, the market, as well as the survey of customer perception. The final step is to formulate suitable measures for brand development in the chosen market, which are based on the previous parts of the work.

У тезах досліджується етимологія терміну "бренд". Аналізується сутність брендингу та його значення у підвищенні конкурентоспроможності продукції. Розглядаються основні функції брендингу.
В тезисах исследуется этимология термина "бренд". Анализируется сущность брендинга и его значение в повышении конкурентоспобности продукции. Рассматриваются основные функции брендинга.
Etymology of the term "brand" is explored in the theses. Authors analyze the essence of branding and its importance in enhancing the competitiveness of products. The main functions of branding are investigated.

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Este estudo visa munir gestores de marca de informações que apoiem o processo de escolha de influenciadores digitais, co-criação de conteúdo patrocinado e avaliação de resultados. Através de um processo de coleta de dados com abordagem netnográfica, codificação e comparação de conteúdo, foi possível identificar quais elementos dos discursos dos YouTubers são mais recorrentes em vídeos com engajamento de maior qualidade. Nos canais analisados, ficou claro que um engajamento positivo está relacionado a conteúdos que tenham aderência ao propósito e à reputação do canal, ao passo que conteúdos desalinhados com a reputação do YouTuber geram reações de rejeição à marca. A metodologia deste estudo, por sua simplicidade, pode ser quebrada em etapas que auxiliam o gestor de marca a ter mais assertividade no planejamento de Comunicação.
This study aims to provide brand managers with information that supports the process of selecting digital influences, co-creating branded content and evaluating results. Through a process of data collection with a netnographic approach, content codification and comparison, the author was able to identify wich elements of the YouTuber´s speech are more often present in videos with a better engagement. In the analyzed channels, it was clear that a positive engagement is related to content that adheres to the purpose and reputation of the channel, while content out of alignment with YouTuber's reputation generates brand rejection. The methodology of this study, for its simplicity, can be broken in steps that help the brand manager be more assertive during the communication planning.

Пазюк, В. Л. Брендинг в управлінні розвитком підприємств виноробної промисловості : дис. ... канд. екон. наук : 08.00.04 / В. Л. Пазюк. - Чернігів, 2016. - 268 с.
Дисертація присвячена розробленню теоретичних, науково-методичних підходів та практичних рекомендацій щодо застосування брендингу в управлінні розвитком підприємств виноробної промисловості, використання брендингових технологій просування продукції українських виробників на вітчизняний та зарубіжний ринки. Уточнено понятійний апарат за дослідженою темою, розкрито економічну сутність та запропоновані авторські визначення змісту понять «бренд», «функціональна сутність бренда», «ринкова цінність бренда», визначена система принципів брендингових технологій, які позиціонуються на етапах формування і використання нового бренда виноробної продукції. Розроблено: методичні підходи для створення механізмів формування та державної підтримки просування нових брендів виноробної продукції, теоретичні положення щодо визначення варіантів маркетингової стратегії брендингових технологій, методичний підхід до оцінювання конкурентоспроможності нового бренда виноробної продукції та визначення його економічної ефективності.
Диссертация посвящена разработке теоретических, научно-методических подходов и практических рекомендаций по применению брендинга в управлении развитием предприятий винодельческой промышленности, использования брендинговых технологий при продвижении продукции украинских производителей на отечественный и зарубежный рынки. В работе раскрыта экономическая сущность и предложены авторские определения таких понятий, как «бренд», «функциональная сущность бренда», «рыночная ценность бренда», разработана система принципов брендинговых технологий. Выделены особенности методических подходов для создания механизмов формирования и государственной поддержки продвижения новых брендов винодельческой продукции, теоретические положения по определению вариантов маркетинговой стратегии брендинговых технологий, методический подход к оценке конкурентоспособности нового бренда винодельческой продукции. Усовершенствован методический подход к использованию брендинга в управлении развитием предприятий винодельческой промышленности, основанный на механизме формирования и продвижения новых брендов, как составляющих брендинговых технологий, что позволяет реализовать долгосрочные цели по повышению конкурентоспособности винодельческой продукции, наращиванию производственных мощностей винодельческих предприятий, выхода их на новые рынки сбыта с целью реализации траектории устойчивого экономического роста в жестких конкурентных условиях производственно-коммерческой деятельности. Предложен и реализован научно-методический подход к оценке экономической эффективности нового бренда винодельческой продукции, который в отличие от существующих учитывает расширенный перечень обоснованных составляющих, определяющих расходы, связанные с формированием нового бренда винодельческой продукции, его продвижением и обслуживанием.
The thesis is devoted to the development of theoretical, scientific, methodological approaches and practical recommendations on the use of branding in managing the development of the wine industry companies, the use of branding technologies in promoting Ukrainian products on the domestic and foreign markets. The conceptual apparatus for the studied subjects has been clarified, the economic substance has been revealed and the authorized determining of the content of the concepts of “brand”, “functional essence of the brand”, “market value of the brand” has been proposed, the system of principles of branding technologies positioned on the stages of formation and use of a new brand of wine production has been defined. Methodological approaches to create mechanisms of formation of state support and promotion of new brands of wine production, theoretical regulations to determine options for branding technologies of marketing strategy, methodical approach to the evaluation of the competitiveness of a new brand of wine production and determination of its economic efficiency have been developed.

By the later decades of the twentieth century, retail internationalization was no longer the activity of a few multi-national retailers; revising the traditional view of retailing as a national business and the need to understand the process of internationalization. Academic research enriched the understanding of this activity, moving away from the early use of surveys to delve into the specific processes of the retailers in order to properly analyze foreign expansion activity. Initial research focused on the perspective of the firm, contributing to knowledge of the why, where, and how of the internationalization process. As this research expanded its scope, it became necessary for researchers to explore when internationalization occurs and to document what was the impact of internationalization on the host country. This call for research was made by Dawson (2003), who proposed a framework for the study of foreign impact on the domestic retailers of a host country. This study utilizes the Dawson model to measure, analyze, and explain the when and what of the retail internationalization process. In recognition of the complexity of the retail internationalization process, it was determined that the study would focus on one type of impact: changes in sectoral competitiveness. It was also determined that this study should be undertaken in a market and retail sector where substantial foreign entry had occurred and could potentially be measured, analyzed and explained. Therefore, the study is undertaken in the Canadian apparel sector between 1989 and 2007. The study was conducted as a mixed method research in two stages: an empirical study of market data and an interview study of industry experts. Since retail functions at the local level, the shopping centre was used as a microcosm of the market and provided empirical evidence to measure impacts in a temporal sense and by intensity. The interviews with industry experts were used to collaborate and explain the mall data, providing important first-hand context to explain the retail internationalization process. This study contributes to the validation of the Dawson model as a tool to measure and explain the impacts of foreign entry on a host country’s sectoral competitiveness, and through its methodology will provide the necessary modifications to the model for continued study of the retail internationalization process.

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The aim of this study was to analyze and compare the competitiveness of differentiation systems that use certification and brands as segmentation strategies in the bovine meat market in Brazil. It was developed a qualitative research in a multi case study including a bibliographic review and exploratory interviews. Five cases were identified and chosen to be analyzed: a case of public certification, two cases of private certification, one of publicprivate certification, and one about brand. The case analysis was conducted using an adapted methodology from agri-food chain studies with a model including competitive parameters from the original proposal as well as new parameters from economy of the transaction cost and propriety rights theories. The model for competitive analysis used thirteen parameters and grouped them in tree blocks: government controlled, firm controlled and quasi controlled parameters. These aspects made possible a better comprehension and knowledge about each case, allowing the competitive analysis among each strategy. Main conclusions are: government parameters had higher negative influence in the competitiveness; lack of institutions and good paper definitions on existent institutions involved in the certifications process are serious problems; the brand case presented better competitiveness parameters.
O presente estudo objetivou analisar e comparar a competitividade dos sistemas de diferenciação que utilizam a certificação e marcas como estratégias na segmentação de mercado de carne bovina no Brasil. A pesquisa proposta teve caráter qualitativo, com a condução de um estudo multicaso, no qual foram utilizadas duas etapas relativas a uma pesquisa bibliográfica e entrevistas exploratórias. Foram identificados os casos de certificação ou marcas coletivas realizados na pecuária de corte. Posteriormente foram escolhidos cinco casos para estudo, sendo selecionado um sistema de certificação público; um sistema de certificação privado coletivo (coordenado por uma associação); um sistema de certificação privado individual (coordenado por uma rede varejista); um sistema de certificação público/privado; e um sistema de desenvolvimento de marca. Para a análise dos casos foi adaptada uma metodologia de análise de cadeias produtivas agroindustriais. O modelo construído levou em consideração os direcionadores de competitividade utilizados na metodologia original, acrescidos dos direcionadores oriundos das teorias da Economia dos Custos de Transação, Direito de Propriedade. O modelo de análise da competitividade proposto analisou treze direcionadores e os agrupou em três blocos. O primeiro bloco continha fatores controláveis pelo governo; o segundo, fatores controláveis pela firma; e, o terceiro, fatores quase controláveis. Esses direcionadores proporcionaram melhor compreensão e conhecimento a respeito de cada caso estudado, permitindo que fossem encontradas diferenças estruturais e de funcionamento que diferenciaram as atividades e permitiram inferências sobre o desempenho competitivo de cada estratégia. As principais conclusões do trabalho são: os direcionadores controlados pelo governo apresentaram os maiores impactos negativos na competitividade dos casos estudados; são sérios os problemas devido à falta de instituições e de definições claras sobre o papel das instituições existentes no processo de certificação; e o caso de Marca é o que apresenta o melhor desempenho competitivo.

Дисертаційна робота присвячена розробленно теоретико-методологічних засад забезпечення макроекономічної стабільності національної економіки з урахуванням впливу соціальних, політичних і маркетингових детермінант у контексті їх урахування в процесі управління національним господарством, прогнозування та регулювання довгострокового розвитку, забезпечення стійких темпів економічного зростання. У дисертації запропонована типологізація підходів до визначення сутності та оцінювання рівня макроекономічної стабільності національної економіки, визначено її сутність та розроблено методологічне підґрунтя її інтегрального оцінювання, удосконалено теоретичні основи та методичний інструментарій вимірювання рівня соціального прогресу, перевірено гіпотезу про суб’єктно-об’єктний вплив рівня макроекономічної стабільності та соціального прогресу, розроблено стратегії проведення реформ у національній економіці для забезпечення макроекономічної стабільності та соціального прогресу, запропоновано методологію інтегрального оцінювання ефективності політичних інститутів із урахуванням сили та напряму їх впливу на макроекономічну стабільність, перевірено гіпотезу про існування зв’язку між сприйняттям бренда країни нерезидентами та результативністю його використання; обґрунтовано умови перетворення бренда країни на динамічну маркетингову детермінанту зростання макроекономічної стабільності національної економіки.
Диссертация посвящена разработке теоретико-методологических основ обеспечения макроэкономической стабильности национальной экономики с учетом влияния социальных, политических и маркетинговых детерминант в контексте их учета в процессе управления национальным хозяйством, прогнозирования и регулирования долгосрочного развития, обеспечения устойчивых темпов экономического роста. В диссертации предложена типологизация подходов к определению сущности и оценки уровня макроэкономической стабильности национальной экономики, определена ее сущность и разработаны методологические основы ее интегральной оценки, усовершенствованы теоретические основы и методический инструментарий измерения уровня социального прогресса, проверена гипотеза о субъектно-объектном влиянии уровня макроэкономической стабильности и социального прогресса, разработаны стратегии проведения реформ в национальной экономике для обеспечения макроэкономической стабильности и социального прогресса, предложено методологию интегральной оценки эффективности политических институтов с учетом силы и направления их влияния на макроэкономическую стабильность, проверено гипотезу о существовании связи между восприятием бренда страны нерезидентами и результативностью его использования, обоснованы условия преобразования бренда страны на динамическую маркетинговую детерминанту роста макроэкономической стабильности национальной экономики.
The thesis determines the classification system of approaches to defining the macroeconomic stability of the national economy. The author interprets of the essence of macroeconomic stability of the national economy as a development which characterized by the low level of the volatility of the main macroeconomic parameters in relation to the target trends, dynamically stable or progressive institutional, functional and resource capacity of the economy to avoid the negative effects of the endogenous and the exogenous transformations. The author develop the conceptual bases of the management system formation of the national economics which orient to achieve the macroeconomic stability of the national economy through the substantiating of the essence of its basic parameters and systematically-grounding determinants (economic, political and marketing), taking to account theirs mutual influence, as well as the considering its influence to forecast and regulate of long-term development of the national economy, ensuring stable rates of economic growth. On the results of the typology of approaches to estimate the level of the macroeconomic stability of the national economy, the author proposes the integrated approach to estimate macroeconomic stability which bases on the Pentagon concept, systematically combines the static and cyclical components of the macroeconomic stability of the national economy. This approach allows estimating the conversion of the state policy for achieving the macroeconomic stability of the national economy. On the basis of analysis of the drivers and range of impulses for accelerating the transformation processes of the national economy the author allocates social, political and marketing determinates of the macroeconomic stability which allows to extend the forecast horizon and to generate the scenarios for the macroeconomic processes’ development corresponds to the endogenous and the exogenous changes. The author determines the social determinants for growing the level of the macroeconomic stability of the national economy considering the vectors’ proximity of reforms in the Ukrainian social sector and countries – new EU members and base on the principals of σ-convergence and β-convergence. It allows identifying the drivers to indicate the Ukrainian social reforms’ trajectory for achieving the macroeconomic stability of the national economy. Under the research, the author checks the hypothesis about the subjective-object influence of macroeconomic stability level and social progress of the national economy. On the basis of the developed methodological principles and methodical tools for estimating the social progress of the national economy in the context of the macroeconomic stability growth, which, unlike the existing approaches, was carried out through the integrated indicator, allows to allocate strategies (quasi-integration growth, convergent diversification, progressive growth) for implementing reforms of the national economy to achieve the macroeconomic stability and social progress. Integral assessment of the political institutions effectiveness of the national economy, taking into account the power and impact’s direction of the political stability on the macroeconomic stability, the rule of law, corruption control, the efficiency of governance, the probability of the unconstitutional political destabilization, the ability of the government to openly pursue policies and regulatory measures, to take into account the people's opinion in the formation of the political institutions, accountability of the public authorities allowed to develop the dynamic panel model that considering the effect of the chain reaction “efficiency of the political institutions in the previous year, the level of the macroeconomic stability in the previous year, the level of the macroeconomic stability in the current year” and to check the hypothesis of convergent influence social and political determinants on the macroeconomic stability of the national economy. The existence of the linking between the perception of the country's brand by the non-residents and the macroeconomic indicators of the country's using of its brand allowed to allocate and empirically confirm the hypothesis that the requirements to transform the country's brand into a dynamic marketing determinant of the macroeconomic stability growth is dominant in the country's stabilizing social value behavioural models.

The main objectives of this thesis were to better understand the retailing market in Portugal, focusing on the specific case of Sonae’s Continente and their Private Label program, in order to assess its competitiveness. For that, it was needed to understand how the market was structured, who were the major players, what drove the consumers to purchase private label products and which were the pricing strategies adopted by the largest companies. Through this study, it was possible to find out that Sonae’s Continente and Jerónimo Martins’ Pingo Doce were the main retailers operating in Portugal and their actions had a clear impact in the rest of the competitors’ behavior and profits. Regarding the Private Labels, it was possible to verify that the brand Continente has been gaining and increasing importance at Sonae retailing over the past years, reinforced by the financial and economic downturn that led consumers to purchase cheaper products. When compared to its competitors and with Pingo Doce in particular, Continente distinguish themselves for having a segmented PL program with three different brands within the Continente name: Continente, Continente Seleção and Continente É. In order to fully understand the rivalry dynamic in the Portuguese market and the positioning of Sonae, there were studied the 4 variables of the marketing-mix, with special focus on the Pricing Model. The competition between the retailers relies essentially on the pricing. Thus, the price war started by Pingo Doce in May 2012 led to a general promotional era, in which all the retailers have regular promotional campaigns and significant price cuts. It was concluded that Continente acts as a price-taker, following the price changes, promotions and discounts made by Pingo Doce. Nevertheless, Sonae is still a major reference on the Portuguese retail and the Private Label Continente is growing at a pace that allowed Sonae to invest in its internationalization, through the expansion of the brand to foreign markets.

碩士
國立交通大學
高階主管管理碩士學程
100
Abstract Taiwan is a global information and data networking industry important production base, however, most IT venders have been in OEM/ODM business model. We need to face the fact that Taiwan networking industry future opportunity will be in brand promotion, in building customer service and channel building. Face the challenge of huge economies of scale advantages of mainland China, and the strong backing of numerous technological personnel resource, Taiwan networking industry’s low-cost advantage and leading technology advantage no longer exist. There is a urgent need to find a new niche and business model. The recent rise of cloud services could provide rapid information collection and analysis, also capable of global synchronization of effective resource sharing. Cloud service is a more direct interaction with customers that dramatically improves the efficiency of business operations. The networking industry should consider how to best use cloud services in order to strengthen the brand competitiveness, as well as improvements in resource efficiency. This article focuses on analysis of constructing the brand advantages through the cloud service, and explore the Taiwan based E brand network company’s cloud service infrastructure. E brand company’s 2011 annual review showed most urgent problems as below : (1) Slow response to customer complaints (2) Product design does not meet the market demand (3) Technical support database not available (4) Brand image not good (5)Website architecture and design in urgent need to update. E brand planned to use cloud service to solve those problems and hopefully to boost its brand awareness and to improve the communication process among all branches. The brand's blueprint for cloud architecture is divided into two parts: CDN technology for cloud website services; and CRM cloud service system to improve customer service and strengthen customer relationships. According to E brand marketing and technical support survey after deployment, it shows the cloud services contribute to the effectiveness of the following: (1) Customer complaints decrease 50% within six months (2) Customer issue resolving time reduces 30-50% (3) 20% reduction of original planned global technology support staff (4) New products could be planned and released in 3 months This research confirms cloud services can contribute to Taiwan networking brand competitiveness through technology trend analysis, case study, questionnaire survey and value chain analysis.

碩士
義守大學
企業管理學系
102
Vietnam is Transiting into the operation in market mechanism with the severely competitive laws, At present, there is a problem for Vietnamese businesses resulting from the Vietnam – US Bilateral Trade Agreement (BTA) signed on 14 July 2000 and the committed route to the AFTA in which imported tariffs will be reduced from 40% to 0-5% in 2006 Facing the economic internationalization trend, the Vietnam economy has made a good move, developed and integrated. There is an urgent question “Do domestic products have more competitiveness’s than the same products imported from Asean countries in particular and the same products imported from the world economy in general?” “How to increase domestic businesses’ competitiveness in the present period and in the coming years?” That is the reason to chosen this topic: Factors In The Competitiveness Of Vietnam Brand Lighting Strategic Plan Project to provide equipment manufacturers lighting industry a comprehensive picture of consumer trends in Vietnam, the taste in the use of products, from color, style, brand, price, features, longevity. . . of the product. This project has also shown that, in terms of economic integration, while the products, high technology from abroad to enter the market, traders, distributors, manufacturers need to for their next strategy reasonable competition to improve their competitiveness.

Thesis (Ph.D.)--University of the Witwatersrand, Faculty of Commerce, Law and Management, Graduate School of Business Administration, 2014.
International competitiveness is the ability of a firm to sustain its international performance relative to competitors over time and in the future. This research examined the firm level factors that contribute to competitiveness of international new ventures (INVs). Specifically, the study investigated whether entrepreneurial and branding resources and capabilities greatly contribute to competitiveness of INVs. The study followed a positivist and quantitative methodological approach to establish the causalities and social order of competitiveness of INVs in Uganda. The purpose of the study was actualized through adopting a cross-sectional survey design. The study focused on INVs which are firms that internationalized their operations within the first ten (10) years of their establishment. These firms were drawn from the three major business sectors in Uganda including agribusiness, manufacturing and service firms involved in international activities ranging from exports, input sourcing (imports), foreign subsidiaries, franchises to international subcontracting. The survey instrument was delivered to 405 firms and information required was provided by three different groups of respondents in each firm. Owners-managers and employees assessed their firm’s entrepreneurial and branding resources and capabilities and international competitiveness in the last five (5) years and for the next three (3) years whereas customers evaluated brand advantage of firms and their products or services. The data collection process achieved a 77 percent response rate to the study. The study was non-experimental and adopted structural equation modelling and Average Moments of Structures (AMOS) to establish the causal relationships between the study variables. The study results reveal that brand orientation greatly contributes to international competitiveness whereas the interaction between entrepreneurial and branding resources and capabilities significantly enhances brand advantage of INVs. In addition, the study indicates that in the short run, brand advantage constrains the contribution of entrepreneurial and branding capabilities to competitiveness of INVs. The findings of this research provide knowledge on building and sustaining international competitiveness with specific implications for improving marketing and/or branding capabilities and utilization of entrepreneurial resources. The findings further support the dynamic capabilities theory in explaining competitiveness of INVs in Uganda. Keywords: Competitiveness, Entrepreneurial Capital, Entrepreneurial orientation, Brand orientation, Brand Advantage, International New Ventures, Uganda

碩士
國立高雄第一科技大學
國際管理碩士學位學程
99
Co-branding is an increasingly popular method retailers use in an attempt to transfer the positive associations of the partner (national) brands to their private label products. This study examines the effects of brand equity and store image from the constituent brands that comprise the co-brand, by measuring both consumer quality perception and purchase intention of private brands. We find that store image and brand equity of national brands affect quality perception and purchase intention of co-brand product. Effects of store image on purchase intention are partially mediated by quality perception, while brand equity and purchase intention is fully mediated by quality perception. Further, merchandise quality of the store and perceived quality of the national brands seem to surpass other store image and brand equity dimensions in consumers’ evaluation of co-branded products. Co-branding may be effective for retailers in reinforcing their private brands with aids of national brands or in introducing new private labels.

碩士
輔仁大學
織品服裝學系碩士在職專班
106
Jewelery-its noble worth and heart-beating beauty has always been a symbol of status and taste. Nowadays, the jewelery industry become more diversify than before. In order to obtain more contact of customers and their agreement, jewelery merchandises develop a variety of different public channels to establish distinctive brand features. Thus, jewelery merchandises can gain more markets, and develop consumer brand cognition and loyalty. In the highly competitive jewelry sales market, design and good quality of jewelry products, are basic requirements of customers. However, the brand of jewelry channel has become more and more important in the jewelry industry. The study is a qualitative and quantitative research that takes the consumers of seven brands as examples in Taiwan. The researcher interviewed 5 experienced consumers and then collected 109 effective questionnaires. This research surveys the cognition of consumers in various dimensions of the jewelry brand. (over-all environment, customer satisfaction, service quality, content of the product and sence of value). It provides the perceptual positioning map to inspect difference positioning of the jewelry channel from other competitors. Benchmarking analysis, analysis of competitive situation and strategic analysis by multi-dimensional scaling analysis are analized in the study. It investigates consumers’ cognitive positioning and demand of the jewelry brands and beening adjusted the strategies helping the jewelry brand to grow up and increase the brand value added.

碩士
國立交通大學
管理學院管理科學學程
107
The automobile industry, also known as the leading industry, drives not only its own economy but also other attached industrial chain, such as car components manufacturing, vehicle assembling, car retail business and customer services. In recent years, automobile industry is facing industry chain transitions, which transits from fossil fuel vehicle to electric vehicle even unmanned vehicle. Hence, the new era of car revolution is inevitable. Although it is challenging to find a profitable way from the fiercely competitive industry, electric vehicle will be a beneficial product for Taiwan's semiconductor and automobile industries if we make good use of industrial advantages, such as local vehicle key components manufactures which recognized by international manufactures, ICT information and technology communication industry. This research shows that product features, price marketing, electricity and, most importantly, goodwill value are the key success factors for automobile industries which develop electric vehicles.

碩士
國立臺灣科技大學
管理研究所
98
With the recent rise of the orientalism, Taiwan’s companies want to create more industry value, the development of brand and design cannot be ignored. In fashion industry, design and branding is the core factor when company expend s its territory. When Taiwan's fashion designers get onto the world stage, how to do the combination of culture and brand according layout with careful strategy is the key to be success in the mature and competitive market. This research takes Shiatzy Chen as study case, uses literature discussion, industrial development history and tendency to analyze the situation and the change of global fashionable industry. Shiatzy Chen is the first fashion design company which successfully set its store in Europe. According research Shiztzy Chen’s strategy layout and the business model to know how to proceed from the customer value proposition, through the combination of Chinese culture and western apparel clothing design elements, makes the integration of product design, brand positioning and marketing promotion and provides consumers with a unique style and service. Finally, through the comparison of success foreign luxury goods maker's strategy and product to summarized the development of conditions for domestic and international boutique brand differences to open up new market space. When Taiwan’s brands get into the international market, the research would be the reference to create aesthetic innovation and competitiveness.

碩士
輔仁大學
管理學研究所
98
A case study that focuses on the business development of an apparel company in China.To take “Impact of market position and channel strategy on brand competitiveness- Based on Chinese women’s apparel industry”as the topic of this research. Research will be centered on the strategy a Japanese apparel firm utilized to build brand equity and market influence. The goal of the case study is to develop hypothesis based on actual business operation. 1. The methods that a firm employ to position and segment the market based on existing conditions and market peculiarities. How the firm builds brand equity and extend market influences starting from single store operation to different territories. 2. How the selected builds brand competitiveness based on market positioning and different distribution strategies. This is a case study of Taiwanese/Japanese joint venture holding company operating Japanese labeled female apparel (including shoes and cosmetics). The company specializes in brand marketing and management within the greater China market with the core business of operating multiple brands across different channel and market segments. The company emphasizes international brand building and channel distribution strategy. The core strength of the company is building brand equity and influence through development of appropriate product mix for different distribution channel based on market differentiation and segmentation across multiple territories. Company operation is based on the above requirements, further supported through leveraging multiple channel resources and minimizing investment risks in order to rapidly adjust to changing market conditions.Research data obtained through multiple sources a. Interviews with key decision makers and business planners from subject company b. Insider information from company c. Official government data and unofficial business information in supplement Research finding contains as below:Brand competitiveness equals brand equity and can be measured by the power a brand wields. Through research, we have confirmed that brand competitiveness can be reflected by the influence exerted by the brand’s retail strategy. Through in depth research as well as actual operation, we discovered that during brand development, you can systematically and scientifically position the brand with an effective retail strategy. An appropriate retail strategy will allow the company to decide order of brand entry, prepare better business expansion plan, more efficient allocation of resource, and proper operational method (director retail or through distributor). It is crucial for a company to evaluate the competitiveness of its brand and product mix versus its distribution channel. The company needs to develop an in depth knowledge of where the power lies between a company brand and the brand of distribution channel. With this understanding, the company will then analyze and decide between three core strategies to build brand equity. After selecting its market position and real estate strategy, the company can choose between using the corporate brand, distribution brand, or combination of the two to establish and build its brand. The heart of the three mode of operation lies in using the brand as the mean, channel as the way. The company brand is based on the image and influence of its distributor, therefore the firm needs to grasp the strengths and weaknesses of different channels to meet its goals. Brand equity will be accumulated as the company establishes the correct perception of the brand in front of not only the consumer, but channels and distributors. This research is based on the case study of a firm’s successful entry into the Chinese market. For any person interested in entering the Chinese market, feel free to research the actual operation method of subject firm, and evaluate your own brand competencies. It is my belief that with thorough evaluation of market forces and a strong understanding of distribution channel, the three different brand operation strategies stated above should be beneficial in the establishment of brands across different industries and territories in China. The key is whether the entry firm has spent enough time evaluating its distribution and operational strategy beforehand. In addition, the strategy of operating concept stores needs to be adjusted before the concepts from this research can be applied.

Air travel has contributed significantly to economic growth, tourism, world trade and international investment over the years. In addition, airlines have played an important part in bringing families together, growing friendships, allowing businesses to go over and across borders and transport goods in a timely manner. The landmark changes in the economic environment have led to ever-stronger competition in the airline industry. Low-cost carriers (LCCs) have entered the market and established themselves by penetrating significant parts of that market. This has led to dramatic changes in the competitive landscape and, in this new setting, it is imperative to take a market-oriented approach. However, little research has been conducted on factors associated with achieving competitiveness in full service carriers (FSCs) and low cost carriers (LCCs), particularly in the context of Australian domestic airlines. The aims of this study therefore were to gain a better understanding of passenger travel preferences, travel patterns and the demographic characteristics of FSC and LCC passengers in Australia, and the impacts of their experience quality, brand image and perceived values on behavioural intention. Comparisons were made between the two groups of airlines (FSCs and LCCs) in regard to these aspects. In addition, this study examined the factors influencing passengers’ behavioural intention, as perceived by both airline management and passengers in the context of Australia’s domestic airline industry. A research framework was developed based on an extensive and critical review of the relevant literature. This conceptual framework aimed to investigate the relationships between key constructs. In order to test the conceptual framework, a mixed methods approach involving a sequential design was used, comprised of a qualitative (Part 1) and a quantitative study (Part 2). Part 1 included semi-structured interviews with eight informants to seek deeper insights into airline management perceptions of the factors contributing positively to airline passengers’ future behaviour. Part 2 involved a questionnaire-based survey of 316 passengers who had travelled domestically within Australia in the previous 12 months. This was designed to examine and compare the extent to which the factors of experience quality, brand image and perceived value had an impact on the behavioural intention of FSC and LCC customers. The findings from the qualitative stage identified cost/price, products, innovation, technology, service and brand image as the main factors that airline management considered important in terms of getting future patronage from customers. Findings from the quantitative stage showed that there were statistically significant differences in passengers’ demographics between the two groups (FSCs and LCCs) on their travel preferences and travel choices. It was also found that there were statistically significant differences of experience quality, brand image and perceived value between FSC and LCC passengers. The findings also indicated that experience quality, brand image and perceived value had a positive effect on customers’ behavioural intentions for both FSCs and LCCs. Based on the findings, suggestions for refined strategies have been made. It is recommended that airline marketers focus on achieving the goals that make customers purchase, by being distinctive. In addition, in order to ensure that consumers keep buying a particular brand, airlines need to stand out from their competitors so that buyers can easily identify them. The next strategy recommendation for airline marketers is to adopt a passenger-centric approach, putting passengers at the centre of future solutions, so that their evolving needs, desires, and values are used to guide enhancements to existing core service/product functionality. It is also advised that offering low fares only is not sufficient, low cost needs to be augmented by good service levels. Lastly, it was recommended that airlines keep in mind what made them successful in the first place (service for FSCs and low fares for a LCCs) and that they continue building on this in the long-term. FSC customers voiced their willingness to repurchase and recommend airlines for the following reasons: peace of mind, positive experiences, sharing experiences with others, trust, safety, helpful staff, a smooth check in process, good image, and peer influence. LCC customers were willing to repurchase and recommend airlines to others based on such factors as: enjoyment, relaxation, sharing experiences with others, a colourful logo, kind and knowledgeable staff, a smooth check in process, and value for money. Several limitations were identified and acknowledged in this study. The data collected from an online platform for Part 2 may not represent the vast geographical region of Australia. The interviews were conducted only with the managers of Jetstar/Qantas and their views may not represent the management of other airlines. Further research could be conducted with more representative data using random stratified sampling techniques for the survey, and input from Virgin and Tiger management. A longitudinal research design could be conducted to verify behavioural intentions against actual future behaviours.

Classificação: F59; L83; M31
Este trabalho é uma resposta à crise económica nacional, sendo o seu objectivo primordial reforçar a marca Portugal. Efectivamente, a marca de um país é uma poderosa ferramenta económica se capaz de traduzir uma ideia clara e única, contudo, ao tentar encontrar esse conceito Português, foi necessária tanto uma avaliação da cultura nacional como dos estereótipos que os estrangeiros detèm sobre o país. Quanto a literatura, ambos os valores de Hofstede como o hexágono das marcas de Anholt foram estudados, com a falta de dados sobre Portugal no imaginário estrangeiro a revelar uma lacuna que se traduziu no problema de pesquisa desta dissertação. Já o processo de investigação usado foi qualitativo, com questionários e entrevistas, sendo que nestas últimas foi utilizado o método de Foto-Elicitação. Nos resultados, as referências de topo consideram os Portugueses como seres sociais, extremamente ligados ao mar. Existem também associações a uma atmosfera antiga e não moderna, com algumas referências a factos históricos - especialmente às descobertas. Em suma, o conceito Português precisa de combinar uma aura antiga com uma abordagem familiar e oceanos. No entanto, este trabalho não visava apenas descobrir o conceito da marca Portugal, como também, aplicá-lo a um sector nacional - o turismo! Uma indústria estratégica e intrinsecamente ligada à construção de qualquer imagem nacional, que se revelou descurada aquando da última campanha – “Europa West Coast” – cujo mote de país inovador é oposto às conclusões deste trabalho, revelando um abismo entre a realidade e a imagem que o país pretendia transmitir.
As an answer to the national economic crisis, this paper aims to enhance the Portuguese brand. Indeed, a country brand is a powerful driver of economy when translating a clear and unique idea. However, while trying to find the Portuguese concept, an assessment of its culture and foreigners' perceptions was required. On literature review both Hofstede values as Anholt brand hexagon were used, with the lack of data on the foreigners' imaginary of the country becoming the research problem this paper aimed to solve. The investigation process was mainly qualitative, with questionnaires and interviews. This last technique required the use of Photo-Elicitation. Considering the results, top associations regard the Portuguese as social beings, extremely attached to the sea. Simultaneously, there was a connection with an old and not modern atmosphere, plus, some references to historic facts – particularly the age of discoveries. To sum up, a truthful Portuguese concept needs to combine an old atmosphere with a familiar approach and oceans. Nevertheless, this paper intention was not only to discover the Portuguese brand concept, as well as to apply it to a national sector. The tourism trademark was then chosen, both due to its strategic importance as to its intrinsic link with image's constructions. A choice which was proved to be meaningful, as the last tourism campaign - “Europe's West Coast” - while aiming to display an innovative state, ended up completely lost of the insights of this paper, revealing an abyss between reality and the image intended by the country.

É hoje comum a ideia de que o processo da globalização levanta novos desafios. No campo da política pública, a globalização surge como pano de fundo para a análise da cultura e identidade nacionais como importantes elementos diferenciadores da economia nacional/regional no mercado global. Nesta dissertação incidimos a nossa atenção na questão da marca país (territorial) enquanto veículo promotor da competitividade económica portuguesa, procurando na mesma uma permeabilidade cultural, enquanto via de diferenciação e identificação económica internacional. Estudando os três principais vectores pelos quais uma estratégia do tipo marca país actua, Investimento Directo Externo, Exportações e Turismo, é sobre este último que privilegiámos a nossa abordagem. No contexto do lançamento da mais recente iniciativa de “Marca Portugal”, procedemos à realização de uma série de entrevistas com o intuito de integrar esta(s) iniciativa(s) no contexto da nossa pesquisa.
It is nowadays accepted the idea that globalization presents new challenges. In what concerns public policies, globalization emerges as a background to the analysis of national culture and identity as important elements of national and regional differentiation in the global economy. In this dissertation we focus on country (place) branding as a vehicle to promote Portuguese economic competitiveness, searching at the same time for a cultural nature in these strategies. Studying the three main vectors from which a country branding strategy intervenes, Foreign Direct Investment, Exports and Tourism, we place our main attention in the last one. In the context of the release of a new “Brand Portugal” initiative, we did some interviews, trying to integrate this particular initiative in our research.

碩士
長榮大學
經營管理研究所
99
Challenged by increasingly accelerating rates of consumers’ environmental concerns and practice of new environmental protection laws set by the government, a great number of enterprises devote themselves in green industries. To effectively expand market shares, green marking has become one of critically significant strategies applied by firms that seek to have steady market growth. Most of academic literature has reached a consensus that proves the advantage green marketing has brought to companies. However, despite of these academic supports, some firms still remain skeptical to the benefits of developing environmentally friendly products and the complexity of integrating green products into existing marketing, which causes a dispute of whether it is worth being “green.” Therefore, this study presents each phase of green marketing through explicitly discussing its origin, evolutions and its development in recent years. Furthermore, this paper investigates the relationship between green marketing and three selected main factors: customer satisfaction, brand image and enterprises competitiveness. A case study targeted in the customers of Starbucks Coffee is performed through questionnaires and analyzed by SEM with an aim to understand how the green marketing of Starbucks Coffee has attracted consumers. Through exploring issues in green marketing and performing a case study, this article seeks to provide more findings of the relationship between green marketing, customer satisfaction, brand image and enterprises competitiveness for future studies and the firms that are about to invest themselves in environmental sustainability.

碩士
國立交通大學
管理學院財務金融學程
101
In view of recent years, our country enterprises spate listed (OTC) poor management of well-known enterprises, resulting in the investor's direct or indirect significant loss of part of company stock to new lows phenomenon, this study is based on Wowprime Corp, and Ttfb Company Limited, An-shin Food Service Co., Ltd and Gourmet Master Co. Ltd. (85 ° c), excellent enterprise for cases, the pooled analysis the characteristics of the industry, a case-by-case view of corporate governance and social responsibility practices case, our current company regulations on enterprise operating has been quite the laws and regulations which have norms, but the pros and cons of business performance, really close relationship with the corporate culture character and operators. Looking at today's investment environment, such as only a simple decree specification of the operations of the enterprise, and cannot be fully encouraged companies to sustainable development, only the business of the business philosophy, core values for the venture industry trends to carefully study and grasp the timely industry growth and profit opportunity. Sound corporate governance can prevent the operators unlawful abuse of power, safeguard the interests of investors, but the good business performance depends on the operator's ability and excellent leadership skills capacity. Finally, based on the results of this study industrial core competitiveness SWOT analysis discussed, combined with the corporate culture of corporate governance research, brand marketing, organizational strategy and social responsibility multifaceted to explore the business would be successful term as business managers know ourselves fierce competition in the operating reference.

碩士
國立成功大學
高階管理碩士在職專班
95
This study examined how to integrate lean production and transaction cost theory to improve cost competitiveness of Taiwan’s company. From the view point of transaction cost, we examine the effects of organizational culture, organizational structure, supply chain relationship and information technology on the performance of a lean company. We adopt case study research method, which is attributed to single-case, holistic and explanatory case study. We use deductive method to get some propositions and test them with the data collected by participant-observation. The following list some of my findings: Organizational culture do influence the competitive advantage of a lean company. Organizational culture as a shared value and norm system of a company, could control the interactivity between colleaques, between colleaques and vendors or customers. An effective manager could improve the performance of a company by way of the emphasis of organizational culture. A flat organizational structure could improve the efficiency of a lean company. Since for a flat organization, it will reduce the problem of communication, incentive, and hierarchy in a company. To face the variety of the market, it will help a company easier to adapt to the change of environment. Working as a task force, it is beneficial for communication problem of design issues and for faster problem solving and growing up as a learning organization. Supply chain management will make it an efficient supplier networks for a lean company. Japanese company use keiretsu as a formal linkage with their suppliers to smooth the business process. But cooperation, strategic alliance or outsourcing also facilitate to make it as an efficient JIT supplier networks by sharing their production information. Information technology will enhance all these effects for a lean company. Using information technology, a company could reduce the outside coordination cost, operating risk and opportunity risk, ie. transaction risk. The issue in the near future will be how to use information technology as efficient as possible to gain its competitive advantage of a lean company.

The Council for Geoscience (CGS) is one of the National Science Councils of South Africa and is the legal successor to the Geological Survey of South Africa. The total staff complements numbered 291 as of March 2006, consisting of four executive managers, 18 unit managers, 124 professionals, 84 technicians, 41 administrative personnel, 17 unskilled labourers 3 skilled workers. The strength of the CGS is manifested in its core of competent geoscience and technical staff. The primary business of the CGS is science; therefore scientists, apart from human resources, finance and procurement, are appointed to senior positions in the organisation. The criteria for scientists to qualify for managerial positions are either a masters or doctorate degree in science. Although a sound knowledge of science is needed for these positions, the necessary managerial and leadership characteristics have never played a significant role in the appointment of unit leaders. Therefore, it is the aim of this study to determine the leadership style of the scientists that were appointed as unit leaders. Theories on leadership provide for a variety of potential explanations regarding effective leadership, including personal attributes, contingencies, and the role of subordinates. By analysing managerial leadership, it becomes important to consider and recognise the complex interplay among the structure of organisational life, patterns of behaviour, varied beliefs, values, interests, and initiatives of the individuals who create and work within this structure. Research on organisational leadership has grown systematically with the advance of industrialisation. Large work organisations are associated with bureaucratic and technological complexity that affects the demand for managers and the need for coordination and leadership roles. Leadership theories have evolved over time, becoming more sophisticated and even more applicable for their “innovation”. Different perspectives have featured throughout history. Theories of leadership are primarily analytical, directed at better understanding of the leadership process and the variations among them. The most up- to- date concept within leadership is the theory of transformational and transactional leadership. Transformational leadership comprises five factors — (1) idealised influence: attributed; (2) idealised influence: behaviour; (3) inspirational motivation; (4) intellectual simulation; and (5) individualised consideration — of which the first two factors refer to the concern, power, personal morality, and sacrifice of the leader, as well as his or her ability to instil collective pride in the group’s mission. The third factor relates to motivating the group to accomplish missions through challenging goals and by indicating certainty in areas of uncertainty, which, in turn, arouse individual and team spirit. The fourth factor refers to the leaders’ ability to relate at an individual level to the follower and the fifth factor to intellectual stimulation. Transactional leadership display behaviours associated with constructive and corrective transactions, and comprises three factors— (1) contingent reward leadership; (2) management-by-exception: active; and (3) management-by-exception: passive — of which relates to leaders who involve themselves only when things go wrong, i.e. the constructive style. Their interventions are associated with failure and punishment. The corrective style is labelled management-by-expectation: active, which refers to the closer involvement in monitoring the subordinates’ actions. Contingent reward leadership relates to rewards for work performance. The Multifactor Leadership Questionnaire (MLQ) has become a standard instrument for assessing a variety of transformational, transactional and non-leadership scales and was used to assess the leadership style of scientists of the Council for Geoscience. The instrument measures a broad range of leadership types: passive leaders, leaders who give contingent rewards to subordinates and leaders who transform their subordinates into leaders themselves. The objectives of the study were to (1) determine the leadership style of scientists in positions of unit leaders; (2) how their supervisors, peers and subordinates perceive their leadership style; and (3) whether scientists as unit leaders, perceive their own leadership style differently than do their supervisors, peers and subordinates. The MLQ instrument contains 45 items that identify and measure key leadership and effectiveness behaviours. A five point rating scale (0: 1: 2: 3: 4) is used for rating the frequency of observed leader behaviour where 0=not at all, and 4=frequently, if not always. The average scores of the MLQ questionnaire for the Council for Geoscience ranged from 2 to 3 on the transformational leadership factors. Participants in general perceive scientists in unit leader positions more as transformational leaders as apposed to transactional leaders. The 2.5 rating on transformational leadership indicates that the unit leaders are often influential in the awareness of what is important. The ratings of scientists as unit leaders were similar to the ratings of their peers and 'others'. Supervisors and subordinates, however, rated them lower. Transactional leadership ratings for the majority of leaders were between 2.0–3.0 on CR, and MBEA and 1.0–2.0 on MBEP. The ratings obtained, indicate that unit leaders would be seen as people wwho prefer to monitor and take action before failures occur. Supervisors, peers and others rated the scientists as unit leaders higher on transactional leadership, except for subordinates who rated them lower. Leaders are rated 0–1 on laissez-faire leadership style. Supervisors, peers and subordinates rated scientists as unit leaders higher on laissez-faire leadership style than the rating they gave themselves (self-rating). The low rating on the laissez-faire leadership style confirms that leaders do get involved in important issues and have a need to be involved in the decision-making process. Scientists as unit leaders, however, perceive themselves to be more involved than do supervisors and subordinates. Attribution ratings (extra-effort, effectiveness and satisfaction) varied from 2.0–3.0. For attribution dimensions, supervisors and subordinates rated the scientists as unit leaders lower on extra-effort, effectiveness and satisfaction, whereas peers rated them higher. The satisfaction dimension indicates that unit leaders often work with others in a satisfactory way. For attribution dimensions, supervisors and subordinates rated the scientists as unit leaders lower on extra-effort, effectiveness and satisfaction, whereas peers rated them higher. Supervisors are less satisfied with the leaders than subordinates are. The results obtained from the MLQ questionnaire for the leadership style of scientists in the Council for Geoscience are slightly different from those of United States companies. The Council for Geoscience, compared with United States (US) companies, rated lower on both transformational leadership and attribution dimensions (extra-effort, effectiveness and satisfaction) and higher on both transactional and laissez-faire leadership styles. This seems to indicate that the Council for Geoscience tends to follow a less inspirational and influential leadership style with more objective setting and less satisfying methods of leadership, compared with US companies. Transformational leadership development is recommended for the scientists as unit leaders of the Council for Geoscience. It is important to note that false transformational leaders (seemingly transformational leaders with a self-absorbed tendency) should be distinguished from the genuine ones. Optimism and employee frustration can be used in future surveys by the Council for Geoscience to determine the progress of transformational leadership development in the organisation. The leadership of an organisation influences the organisational culture. Upper management is responsible for the implementation of the necessary changes to promote transformational leadership. The culture of an organisation is a reflection of upper management. If upper management does not realise the importance of transformational leadership, the chances for the rest of the organisation to promote a transformational leadership culture in the organisation are not good. One recommendation to consider is for the Council for Geoscience to employ people with adequate managerial skills in unit leader positions. These skills would include leadership traits, operational skills, financial skills, etc. A decision needs to be taken by the Council for Geoscience that when scientists are employed as unit leaders or as members of the upper management cadre, they must have adequate managerial and leadership skills, and all parties have to agree with the competency and be satisfied with the management styles.
Graduate School of Business Leadership
M.B.L.

Esta dissertação tem o objetivo de explorar a evolução dos clubes de futebol nacionais do primeiro escalão enquanto instituições inseridas numa realidade económica. Tratando-se de um sector em crescimento no que diz respeito à necessidade de investimento por parte das instituições é espectável que estas tendam a investir em outros sectores que não o desportivo de modo a gerar mais receitas. Foram estudadas as alterações nos clubes de futebol na perspetiva dos pedidos de marcas ao longo dos anos. A utilização das marcas neste estudo assenta na utilização deste indicador de inovação numa perspetiva competitiva, uma vez que o consideramos habilitado para mensurar e mapear processos de diferenciação. Foi assumido que através da criação de uma base de dados com informação de todas as marcas pedidas por clubes de futebol nacionais da Liga NOS na temporada 2016/2017 e análise da mesma, seria possível verificar a existência de dinâmicas competitivas entre os clubes, bem como recolher indícios de diferenciação, seja esta vertical e/ou horizontal. Através da análise da base de dados foi possível evidenciar que o sector do futebol português está em expansão no que se refere ao número de pedidos de marcas. Outro facto que a análise da base de dados permitiu observar foi que estamos perante uma troca de preferências, enquanto no início do período em análise os pedidos de marcas dizem respeito a produtos, ao longo do tempo evidencia-se a troca dessa preferência pelo sector dos serviços. A base de dados permitiu ainda estudar e mapear o fenómeno de internacionalização dos clubes portugueses. Após as análises focadas nos pedidos de marcas, a dissertação focou-se nos três maiores clubes nacionais que também são os que maior número de marcas pedidas têm, entenda-se por FC Porto, SL Benfica e Sporting CP, analisando além dos pedidos de marcas a correlação entre estes e alguns indicadores financeiros.
This dissertation aims to explore the evolution of national first league football clubs as institutions inserted in an economic reality. Considering this is a growing sector with regards to investment from institutions, it is likely that there is a tendency to invest in sectors other than sports in order to generate more revenue. Changes in football clubs have been studied in the perspective of requests from brands over the years. The use of the brands in this study is based on the use of this innovation indicator in a competitive perspective, since we consider it qualified to measure and map differentiation processes. It was assumed that through the creation of a database with information on all the brands requests by National football clubs from Liga NOS in the 2016/2017 season and analysis of it, it would be possible to verify the existence of competitive dynamics among the clubs, as well as evidence of differentiation, either vertical and/or horizontal. Through the analysis of the database it was possible to show that the Portuguese soccer sector is expanding with regard to the number of brand requests. Also from the analysis of the data base, was observed an exchange of preferences, whereas at the beginning of the period under analysis the requests from brands relate to products, over time there is evidence of the exchange of this preference by the services sector. Through the analysis of the database it is also intended to study and map the phenomenon of internationalization of Portuguese clubs. After the analysis focused on brand requests, the dissertation focused on the three largest national clubs, namely FC Porto, SL Benfica and Sporting CP, analyzing in addition to the requests from brands, the correlation between them and also, some financial indicators.

Porter has majorly shaped the recent literature about competitiveness with his concept of competitive advantage. In combination with his idea of a unique value proposition, he has driven companies how to position themselves in the highly dynamic environment, fostered through globalization and digitization. In order to position their products efficiently, many companies use sports sponsoring as a marketing measure. A teaching case, that aims at educating undergraduate and post-graduate students about the concept of competitive advantage, value proposition and sports sponsoring has been developed. For this, Red Bull’s international football conglomerate, with its top club Rasen Ballsport Leipzig e.V. was taken as an example. The German football market has high market entry barriers for financial investors, however Red Bull found ways to establish a 100% equity owned club in Europe’s third strongest league. With a remarkable transfer strategy, only signing players between 17-23, with a salary cap of €3m/a and strong characteristics such a discipline and humbleness, the club moved up from Germany’s fifth league to the first in just seven years and reached the UEFA Champions League in two out of three seasons in the first league. The international competitiveness pays off twofold for Red Bull, as through displays in international broadcasting, brand awareness for the energy drink increases too, aside the increased market value of the club’s young talents.
Porter influenciou a mais recente literatura sobre competitividade com o seu conceito de vantagem competitiva. Em combinação com a sua idealização de proposição única de valor, ele guiou o posicionamento de empresas em ambientes altamente dinâmicos, promovido pela globalização e digitalização. De forma a posicionar os seus produtos eficientemente, diversas empresas usam o patrocínio desportivo como uma ferramenta de marketing. Nesta dissertação foi desenvolvido um caso de estudo, que tem como objetivo educar estudantes de licenciatura e mestrado sobre o conceito de vantagem competitiva, proposição de valor e patrocínio desportivo. A título de exemplo, foi utilizado o conglomerado internacional de futebol do Red Bull, com o seu clube Rasen Ballsport Leipzig e.V.. O mercado de futebol alemão apresenta elevadas barreiras de entrada a investidores financeiros, no entanto a Red Bull arranjou forma de obter 100% de participação num clube de futebol da terceira liga mais forte da Europa. Com uma estratégia de transferências marcante, contratando apenas atletas entre as idades 17-23 anos, limite salarial de 3 milhões por ano e com características relevantes como a disciplina, humildade, o clube ascendeu da quinta divisão alemã para a primeira em apenas 7 anos e alcançou a UEFA Champions League em duas das três temporadas que marcou presença na primeira divisão. A competitividade internacional retornou a dobrar a Red Bull, através de transmissões internacionais, maior exposição da marca da bebida energética e adicionalmente um aumento do valor de mercado dos jovens talento do clube.

Esta dissertação visa estudar a evolução dos bancos a operar em território português e a sua internacionalização enquanto instituições inseridas numa realidade económica. Foram estudadas as alterações nos bancos na perspetiva dos pedidos de marcas comerciais ao longo dos anos. A utilização das marcas comerciais neste estudo assenta no uso deste indicador de inovação para averiguar a existência de competição dinâmica no sector bancário em Portugal, considerando que este indicador é essencial para mapear os processos de diferenciação. Foi através de uma base de dados própria com informação de todas as marcas comerciais pedidas por bancos para os anos entre 2010 e 2017 e a análise da mesma, que se verificou a existência de dinâmicas competitivas entre bancos, assim como permitiu a recolha de indícios de diferenciação. A internacionalização dos bancos portugueses e a análise das marcas registadas em território estrangeiro torna-se cada vez mais pertinente por se poder encontrar em expansão devido à crise em Portugal. Após a análise anterior, restringiu-se o estudo aos cinco bancos com mais pedidos de marcas, analisando a relação entre estes e alguns indicadores financeiros. Com a presente dissertação concluímos que quanto maior é o banco maior é o número de pedidos marcas, por outro lado, durante o período em análise viveu-se uma grave crise económica no país, ocorreu uma diminuição dos pedidos de marcas. O resultado que melhor suporta a hipótese defendida nesta dissertação é o facto dos pedidos de marcas terem um efeito positivo, ainda que ténue, no rácio produto bancário/ativo, isto é as marcas estão associadas positivamente à performance bancária.
This dissertation aims to study the evolution of the banks operating in the Portuguese territory and its internationalization as institutions inserted in an economic reality. Changes in banks have been studied in the perspective of trademark applications over the years. The use of trademarks in this study is based on the use of this innovation indicator to verify the existence of dynamic competition in the banking sector in Portugal, considering that this indicator is essential to map differentiation processes. It was through a specific database with information of all the trademarks requested by the banks in the years between 2010 and 2017 and its analysis, that the existence of competitive dynamics between banks was verified, as well as the collection of evidence of differentiation was allowed. The internationalization of the Portuguese banks and the analysis of registered brands in foreign territory is becoming more relevant because it is expanding due to the crisis in Portugal. After the previous analysis, the study was restricted to the five banks with the largest number of trademark applications, analyzing the relationships between these and some financial indicators. With the present dissertation we conclude that the greater the bank, the greater is the number of trademark applications. On the other hand due to the serious economic crisis occurring in our country during the period under review, a reduction of the trademark applications has occurred. The result that best supports this hypothesis is the fact that the trademark applications may have a positive effect, however tenuous, on the ratio between the banking product and the asset, that is, the trademarks are positively associated with the banking performance.

Being free does not always carry the meaning of granted security, especially in the context of market competition. This means that companies must keep up with the constant market changes and be updated with a more and more demanding consumer, in order to succeed in a liberalized market. Key factors have been shown to account for a company’s success in a competitive market, such as a strong marketing strategy, brand awareness and consumers that are loyal to the brand. This case study draws an example of a company – EDP –, that opened its doors for other players to enter the new liberalized energy market in Portugal and is still succeeding as market leader in several segments. The focus lies on the key changes defined in the marketing and branding strategies, and on the discovery of other factors that accounted for such continuous success. Exploratory interviews were run to gather relevant information about the company and an online survey in order to understand consumers’ perception of the changes in the market, the brand itself and their relationship with EDP. The results of the research reinforce the importance of a strong marketing strategy, the ability of being flexible in order to adapt to the market changes and, also, the power of maintaining a strong bond with consumers, based on a trust relationship built over 40 years of history.
Ser livre nem sempre significa estar seguro, especialmente no contexto de competitividade de mercado. Isto significa que as empresas devem ter a capacidade de acompanhar as constantes mudanças do mercado para responder a um consumidor que é cada vez mais exigente. Um conjunto de fatores-chave tem-se mostrado crucial para o sucesso num mercado competitivo, tal como uma forte estratégia de marketing, reconhecimento da marca e consumidores leais à marca. O estudo de caso relata um exemplo de uma empresa – EDP –, que viu abrir as suas portas a outros competidores no novo mercado de energia liberalizado em Portugal e, ainda assim, conseguir liderar em vários segmentos do mercado. O caso foca-se nas mudanças essenciais na estratégia de marketing e de marca, e na descoberta de outros fatores que contribuíram para tal sucesso. Foram realizadas entrevistas exploratórias para adquirir informação sobre a empresa e um inquérito online para estudar a perceção dos consumidores relativamente às mudanças que ocorreram no mercado português de energia, na própria marca e na relação desta com os consumidores. Os resultados da pesquisa sublinham a importância de uma forte estratégia de marketing, da capacidade de a empresa ser flexível para se conseguir adaptar às mudanças do mercado e, ainda, o poder de preservar uma leal e forte ligação com os clientes, baseado numa relação de confiança construída ao longo de 40 anos de história.

Dissertação de mestrado em Marketing e Gestão Estratégica
Territórios, como os países, as regiões e as cidades, competem com outros espaços geográficos pela atracção de investimento, de mercados, de negócios, de residentes, de turistas, de talentos e empreendedores, assim como, pela organização de eventos culturais e desportivos. A crescente internacionalização e globalização têm levado ao aumento da competição nos mercados e os territórios enfrentam uma competitividade com outros destinos geográficos. Estes deverão permitir identificar as oportunidades e as forças dessa unidade territorial que permitam exponenciar as suas vantagens competitivas para um acesso eficaz a mercados, recursos e pessoas. A definição de marcas territoriais, quando desenvolvidas de forma consistente e articulada, fruto de um trabalho de cooperação em rede entre os agentes do território devem permitir promover o tecido produtivo, incrementar o fluxo turístico, de pessoas e de capitais. Investidores, cidadãos de diferentes nacionalidades, estudantes e investigadores fazem parte deste fluxo. O conceito de marcas territoriais surge nos últimos anos como uma poderosa ferramenta à disposição de académicos e profissionais que dedicam a sua investigação à gestão do território. Contribuir para a definição de uma marca para uma unidade geográfica, quando estamos perante uma realidade multidimensional onde agentes económicos e sociais actuam numa comunidade com valores culturais e etnográficos não é uma tarefa simples. Sendo objectivo deste trabalho de investigação perceber como os agentes de uma região vêem o território e como se devem articular para gerar maior competitividade e notoriedade num contexto de internacionalização, realizamos um diagnóstico multidimensional sobre a região Minho, aplicando sete entrevistas semi-estruturadas a agentes económicos e sociais. Foi usado um guião de entrevista, elaborado tendo presente os determinantes de competitividade de Michael Porter, dos factores de atracção de investimento e factores críticos de sucesso que reflectem os seis vectores do hexágono da composição de marcas de nações de Simon Anholt. Foram consideradas as devidas diferenças geográficas, entre nações e regiões, bem como a inclusão de questões com enfoque na síntese da realidade através da elaboração da análise SWOT. Os resultados inferidos indicam que a região Minho deve procurar atrair investimento estrangeiro, tendo presente a disponibilidade de infra-estruturas óptimas e unidades de ensino e investigação de excelência, devendo ser promovida como uma região geradora de conhecimento.
Territories, such as countries, regions and cities, compete with other geographical areas in order to attract investments, markets, businesses, residents, tourists, talents and entrepreneurs, as well as the hosting of cultural and sporting events. This process is intensified with the growth of internationalization and globalization. These territories need to identify the opportunities and strengths to achieve competitive advantages for efficient access to markets, resources and people. A clear definition of place branding, developed in a consistent, cooperative way with stakeholders and as a product of a cooperative network between local, regional and national stakeholders, can promote the production base, increasing the touristic and human resource flows. Investors, citizens of different nationalities, students and researchers take part of this flow. Place branding is a new trend in marketing and territorial or destination marketing research. Place branding is a powerful tool available to academics and professionals who dedicate their research to promoting geographical units in place management. Place branding is an important concept in today’s competitive world when nations are competing for tourists, consumers, donors, immigrants, the media and governments of other countries. The aim of this master’s thesis is to understand how the social and economic agents or place stakeholders should coordinate the activities to increase competitiveness and reputation in a context of internationalization. In this case study we applied seven semi-structured interviews to seven different economic and social stakeholders of the Minho region, northeast of Portugal. The interview guide has been prepared keeping in mind the determinants of competitiveness of Michael Porter, and according to the six dimensions of The Nation Brand Hexagon of Simon Anholt, an index to measure the power and appeal of the image of countries as brands, here adapted to the Minho region. We summarize the main results of the interviews with one SWOT analysis. The results indicate that the Minho region should seek to attract foreign investment, bearing in mind the availability of excellent infrastructure and facilities for teaching and research, promoting itself as a region of knowledge and innovation.

Dissertação de mestrado em Marketing e Gestão Estratégica
As transformações globais têm vindo a repercutir-se na dinâmica dos territórios, reservando um novo protagonismo quanto às vantagens competitivas e capacidade de resposta face aos desafios impostos pela globalização, requerendo daqueles maiores níveis de competitividade. Os eventos como as Capitais Europeias da Cultura (CEC’S) têm sido encarados como estratégias adotadas pelas cidades europeias como meios de promoção e projeção internacional. São vistos como dínamos do desenvolvimento local, possuindo a capacidade de envolver as comunidades no processo de atrair turistas. Aproveitando a nomeação de Guimarães, enquanto Capital Europeia da Cultura em 2012, torna-se pertinente analisar o papel de um evento desta envergadura para a cidade anfitriã. Assim, o presente estudo debruça-se em analisar o papel da Capital Europeia da Cultura em Guimarães 2012 como fator de atração, nomeadamente no turista espanhol. Foi realizado um estudo empírico através da revisão da literatura e da realização de inquéritos a 150 indivíduos residentes na Galiza. A seleção do público-alvo está diretamente relacionada com o facto de Espanha (Galiza) ser o principal mercado estrangeiro da região Porto e Norte de Portugal. Nesta perspetiva, pretende-se comparar algumas teorias existentes de forma a reconhecer as verdadeiras particularidades e atributos destes tipos de eventos nas cidades, sendo que as cidades nomeadas são vistas como fortes produtos de regeneração económica. Neste cenário, a título conclusivo apesar de vários estudos indicarem que o marketing territorial afere atributos quanto a atração de potenciais turistas aquando a realização de eventos como as CEC’s, o estudo manifesta que mais de metade dos inquiridos, sabendo que Guimarães é CEC 2012, não tem qualquer intenção de visita, concluindo-se portanto, que a notoriedade da cidade Guimarães apresenta lacunas e dificuldades de consolidação, nomeadamente, carece de uma campanha promocional bem dirigida ao público espanhol.
The global changes have been increasingly reflecting themselves in the dynamics of territories giving way to a new significance regarding the competitive advantages and ability to cope with the new challenges brought by globalization requiring from them higher levels of competitiveness. Events like "European Capitals of Culture" have been viewed as strategies adopted by the European cities as a means of promotion and international visibility. They are seen has drivers of local development having the ability to involve the communities in the process of captivating tourists. Bearing in mind the designation of Guimarães as "European Capital of Culture" in 2012 it is relevant to review the role of such an event to the host city. Therefore, this study intends to analyze the role of the "European Capitals of Culture in Guimarães as a captivating factor, namely regarding the Spanish tourist. An empirical study has been made based on the reviewing of the literature and on questionnaires to 150 individuals resident in Galicia. The selection of the target audience is directly connected to the fact of Spain (Galicia) being the major foreign market of Porto and the North of Portugal. In this perspective, some existing theories were compared in order to recognize the decisive specificities and attributes of this type of events in the cities as the designated cities are seen as strong products and economically regenerating. In this context, and as conclusion, despite the indication by several studies that territorial marketing provides attributes regarding how to attract potential tourists when events like "European Capitals of Culture" occur, the study shows that more than half of the inquired individuals, knowing that Guimarães is the 2012 European Capital of Culture, has no intention to visit the city, finding that measures the notoriety of the city of Guimarães over the years showing the lack of an effective promotional campaign specifically directed to the Spanish public.