ESTG - Mestrado em Negócios Internacionais
Permanent URI for this collection
Browse
Recent Submissions
- International Market Entry Strategies: Facilitating Factors and ChallengesPublication . Martins, Sara Simões; Lisboa, Ana Catarina CadimaEste relatório analisa os fatores facilitadores e os desafios associados às estratégias de entrada em mercados internacionais a partir da experiência prática adquirida durante o estágio de mestrado na empresa Riberalves, Comércio e Indústria de Produtos Alimentares, S.A. As atividades abrangeram tarefas de apoio à internacionalização, incluindo a elaboração de materiais de comunicação em marketing, pesquisa de mercado, conformidade regulatória e campanhas promocionais, permitindo uma aplicação prática de conceitos-chave de negócios internacionais. A análise foi estruturada em termos de dimensões estratégicas, como adaptação ao mercado, modos de entrada, posicionamento da marca e Comunicação Integrada de Marketing (IMC). A reflexão crítica evidencia a necessidade de equilibrar consistência global com capacidade de resposta local, salientando a pertinência de estratégias híbridas e culturalmente adaptáveis. O relatório apresenta ainda recomendações orientadas para otimização da coordenação interfuncional e para implementação de ciclos sistemáticos de feedback, de modo a reforçar o aprendizado organizacional e a flexibilidade estratégica. No seu conjunto, o estágio proporcionou uma oportunidade de integração entre a formação académica e a prática empresarial, contribuindo para o desenvolvimento de competências na gestão de processos de internacionalização no setor alimentar.
- Cultural Intelligence and Performance: the mediating role of relationship with the customerTomé, Joana Filipa Bebiano; Lisboa, Ana Catarina CadimaNum mundo cada vez mais interligado e globalizado, as empresas recorrem frequentemente à exportação como uma estratégia de entrada de baixo risco para aceder a novos mercados. Apesar das suas vantagens, a exportação expõe as organizações a desafios resultantes de maiores níveis de incerteza e de diferenças culturais. A literatura tem vindo a demonstrar que certas capacidades, como a inteligência cultural, podem ajudar a ultrapassar essas barreiras; contudo, os mecanismos que explicam a relação entre a inteligência cultural e o desempenho exportador permanecem pouco esclarecidos. Assente na visão baseada em recursos, na perspetiva das capacidades dinâmicas e no enquadramento do marketing relacional, esta dissertação analisa o papel das capacidades organizacionais (capacidade de aquisição de conhecimento internacional e a capacidade de adaptação), e da qualidade do relacionamento, enquanto mecanismos que medeiam a ligação entre a inteligência cultural e o desempenho. A investigação recorreu a uma abordagem quantitativa, através da aplicação de inquéritos a gestores/diretores de exportação portugueses de diferentes setores de atividade. A análise estatística foi realizada com o apoio dos softwares IBM SPSS Statistics e SmartPLS. Os resultados indicam que a inteligência cultural influencia positivamente tanto a capacidade de aquisição de conhecimento internacional como a capacidade de adaptação, sendo a capacidade de adaptação a única que revelou impacto significativo no desempenho de exportação. Em contrapartida, não se confirmou uma relação significativa entre a capacidade de aquisição de conhecimento internacional e o desempenho de exportação. Além disso, os resultados evidenciam que a inteligência cultural reforça a qualidade do relacionamento, que, por sua vez, potencia o desempenho relacional. Este estudo contribui para a literatura de negócios internacionais ao esclarecer os mecanismos através dos quais a inteligência cultural molda os resultados do desempenho das exportações e ao integrar este construto nas abordagens das capacidades dinâmicas e das perspetivas relacionais.
- The Green Ad Chain Reaction: The Perceived Value as a Bridge Between Advertising Appeals, Brand Attachment, and Purchase IntentionsPublication . Armijos, Cesar Santiago Patiño; Crespo, Cátia Claudemira Cordeiro FernandesIn recent decades, sustainability has emerged as a global imperative, driving businesses to shift toward green strategies that align with environmentally conscious consumers. However, expanding into international markets requires more than just sustainable intent, it demands cultural adaptation. Consumer responses to green advertising vary across nations, making it essential to understand how these green messages are interpreted. Therefore, green advertising is not merely a communication tool, it is a strategic bridge that connects brand values with consumer identity. This master's dissertation examines the impact of rational appeals (informativeness), emotional appeals, and advertising credibility on the perceived value of green ads and how this, in turn, influences brand emotional attachment, brand identification, and purchase intention. Additionally, it examines whether brand emotional attachment and brand identification influence purchase intention in both markets, Portugal and Ecuador. A survey of 410 participants was analysed using structural equation modelling (SEM). Results highlight that rational and credibility appeals significantly influence both markets, while emotional appeals proved effective only in Portugal. Additionally, environmental concern moderates the relationship between rational appeal and perceived value solely in the Portuguese context. Perceived ad value positively affects brand attachment, brand identification, and purchase intention, although only brand identification leads to purchase intention. These insights offer valuable implications for marketers and future research.
- The Impact of Political Radicalization on Firms’ Ownership Strategies AbroadPublication . Oliveira, Diana Neto; Santos, João Neves de Carvalho; Reis, Nuno Manuel Rosa dosThis study investigates the relationship between political radicalization and ownership strategy within the European Union, while also examining the moderating effect of firm size. Using a sample of 2270 headquarters and 83207 subsidiaries from European Union based firms, we apply an Ordinary Least Squares (OLS) regression analysis to test our hypotheses. Our findings indicate that higher levels of political radicalization strengthen firms' ownership strategies. Additionally, in politically radicalized environments, larger companies have better ownership strategies than SMEs, since they can more easily mitigate the negative effects of such extremism. These insights contribute to the International Business literature by highlighting the implications of rising radicalism in Europe. As political extremism gains momentum, firms must understand how these dynamics influence their international operations and adjust their strategies accordingly.
- Cross-Cultural Comparison of the Impact of Product Packaging on Consumer Behavior in Portuguese and Czech Republic marketsPublication . Novo, Tiago António Rosa; Crespo, Cátia Claudemira Cordeiro FernandesPackaging is a key tool for brand communication and consumer engagement, as it can contribute to brand emotional connection by establishing trust and embedding narratives that resonate with consumers, enhancing their overall satisfaction. This satisfaction is crucial for brand success, influencing consumer loyalty and the perceived value of products, and is particularly important in global markets, where cultural differences affect consumer preferences and behaviors. Understanding these dynamics is vital for businesses aiming to thrive in diverse cultural contexts. The study focuses on the Portuguese and Czech market and investigates the impact of the product packaging on consumer behavior. The methodology mainly included a quantitative survey methodology, gathering data via a self-administered questionnaire distributed online in both Portuguese and English. The analysis of the data was conducted using PLS-structural equation modeling. A total of 160 responses were collected, and findings show that for Portuguese consumers, product packaging is able to evoke brand emotional connection and brand identification, subsequently enhancing customer satisfaction and purchase intention. However, for Czech consumers the impact of product packaging on brand emotional connection is not significant. The results offer support for the assertion that companies should tailor their packaging strategies to align with these cultural inclinations to foster consumer engagement.
- Business plan for the internationalization of a web application in the Spanish livestock auction marketPublication . Malheiro, Sara Filipa Quintanilha; Lisboa, Inês Margarida CadimaThe present project work consists of the application of a case study, using the elaboration of a business plan for the internationalization of a web application for the creation, management, and invoicing of livestock auctions. The main objective is to analyze the economic and financial viability of the business idea using some financial indicators. For the development of this business plan, an adaptation of the methodologies of Deloitte & Touch (2003), Harvard (2007), and Ernst & Young (2009) was made. The application of the case study aims at the practical application of the theory learned in an academic context, which will be the subject of a literature review. Based on the various assumptions of the financial information, it was possible to conclude that the internationalization of the product in question to the Spanish market is economically and financially viable.
- Sustainability Report in order to Improve Energy Efficiency in Indian IndustryPublication . Subramaniam, Akhil; Eugénio, Teresa Cristina Pereira; Manso, Ricardo Miguel da RosaElectricity is an indispensable resource in today’s world, not the least of which because the business community is shifting toward the digital environment and every sector is dependent on digitalization and other modern technologies that consume ever more electricity. To meet the demand, most of the world’s electricity is produced in thermal plants burning coal, which exacerbates their carbon footprint and degrades the environment. The emissions of carbon dioxide and greenhouse gases create more and more imbalances and instability in the climate (inconsistences in weather) ( Harvey, 2018). Sustainable methods of producing electricity are required. Wind power and photovoltaics are two examples of sustainable power that can be used to replace fossil fuels. Governments and private companies are investing collaboratively to encourage the use of renewable means (hydro, wind, solar, biobased, and geothermal energy). In this context the objective of this study is to contribute to the debate of how can we promote the installation of renewable energy systems in companies. To this end, this study focuses on sustainability reporting of Indian companies. In particular, their energy disclosure in order to improve energy efficiency and auto sufficiency. A content analysis of the sustainability reports and some statistical tests were conducted to better understand what Indian companies disclose about energy and whether there is a relationship between the disclosed information. The findings led to the conclusion that out of the sample analysed, 10 % do not disclose any information on energy. The most reported information refers to “Energy Disclosing company's energy policies” and “Conservation of energy in the conduct of business operations”. Also, when companies disclose about “Energy consumption outside of the organization” they also disclose about “Energy consumption within the organization”. The same with “Reductions in energy requirements of products and services” and “Reduction of energy consumption”. In other words, there is a correlation in the disclosure of these topics. Most reports reveal the preference of companies to use solar energy (70%). The electricity price can also be an important variable in this role. This shows that most of Indian companies are concerned about reporting information on their energy management, but there is still a lack of information and a long way to go to achieve excellence in energy efficiency. This is an exploratory study that intends to open doors for a deeper dialogue on this sensitive and important subject, being on the table of any state meeting the energy sustainability of countries and in turn of companies and society. The importance of government/policy policymaker’s mote clean energy and fulfil the demands of electricity in all sectors will promote long-term economic growth. It is important that legislative changes to move obstacles and boost the adoption of renewable energy in the future. So, this study can be a practical contribution to this debate.
- Strategic Transitions in Expansion: Analyzing the Efficacy of Chosen StrategiesPublication . Ribeiro, Marcella Alves; Crespo, Cátia Claudemira Cordeiro FernandesThis dissertation investigates thought a case study the impact of the chosen business expansion to the European market strategy on company performance and success, focusing on Clockworx Solutions, a British Orchestration solution provider expert on mining and manufacturing industries and expanding into logistics and healthcare industries. The study explores the effectiveness of Clockworx's chosen strategy during its expansion and assesses whether alternative strategies could have yielded better results and its impacts on performance. The research encompasses a theoretical framework on business strategies, including the Resource-based View (RBV) and emergent versus deliberate strategies, and examines organizational performance metrics. The study accesses the Balance Score Card to measure the impact of the chosen strategy on the organizational performance (evaluating among other aspects theteam alignment towards the chosen strategy). The methodology involves qualitative analysis through interviews with Clockworx's board management members. Findings contribute to understanding business expansion strategies, offering insights for strategic management in transitioning industries and the effect of it.
- The Influence of Generalized Institutional Inefficiencies on Firms’ Ownership Strategy in the MENA RegionPublication . Bouzamel, Youmna; Reis, Nuno Manuel Rosa dos; Santos, João Neves de CarvalhoThis study investigates the influence of generalized institutional inefficiencies on ownership strategy in the Middle East and North Africa (MENA). It also tests the moderating effects of informal institutional distance and experience on this relationship. Drawing on institutional theory, the study explores challenges faced by foreign firms that are unfamiliar with the institutional environment of the MENA region and examines their need to share ownership with a partner to access local knowledge and gain legitimacy. It also highlights the idiosyncrasies of the MENA region, and the interplay of formal and informal institutions. The empirical analysis is based on a sample of 1050 foreign firms with subsidiaries in 12 countries of the League of Arab State. It shows that firms facing high levels of generalized institutional inefficiencies are likely to choose more ownership in their subsidiaries, informal institutional distance and experience having no significant impact. Results shed light on potential underlying motives that shape firms’ ownership strategy in an effort to cope with generalized institutional inefficiencies.
- Integrating Sustainable Development Goals in corporate reporting: An international analysis of the financial sectorPublication . Ribeiro, João Paulo de Castro; Eugénio, Teresa Cristina Pereira; Santos, Eulália Maria Mota dosThe United Nations' Sustainable Development Goals (SDGs) represent an[t1] holistic framework aimed to foster global sustainability by 2030, spanning critical social and environmental objectives. Achieving these goals necessitates collaboration between governments and the private sector. However, the financial industry role in supporting SDG attainment remains a subject of exploration. This dissertation investigates the evolution of the SDG theme within the financial industry and explores potential disparities based on bank ownership. Utilizing textual analysis of annual and integrated reports from 2015 to 2022, drawn from a diverse database encompassing Latin American, American, and Asian banks, and considering bank ownership as an independent variable, this study addresses two key research questions: 1) How has the SDG theme evolved within the financial sector? and 2) Are there differences in the SDG disclosure on annual reports based on bank ownership? The study adopts a threefold analysis approach: first, individual assessment of each SDG; second, a holistic examination of all SDGs collectively; and third, categorization by environmental, social, and economic dimensions within the financial sector. Statistical analyses are performed using software tools like Microsoft Excel and IBM SPSS Statistics 28. These findings provide critical insights for policymakers, stakeholders, and financial institutions navigating the complex landscape of sustainable banking and disclosure. Applying Pearson correlation and t-tests to examine the inclusion of Sustainable Development Goals (SDGs) in banks' reports, the findings reveal a significant upward trend in SDG incorporation in the banking sector over time, particularly for SDG7 and SDG15. Public banks consistently mention more SDGs in their reports compared to private banks, when analyzed all SDGs collectively and when grouped by Environmental, and Social pillars. However, no significant differences were found when grouped by the Economic pillar.