Percorrer por autor "Rodrigues, Ivo"
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- From Vineyards to Global Markets: The Evolution and Trends, Opportunities and Threats of Grape and Wine Industries in Portugal and TürkiyePublication . Rodrigues, Ivo; Bacalhau, Lara Mendes; Leandro, AlexandraThe global grape and wine industry is a vital agricultural sector encompassing various applications such as table grapes, raisins, juice, and wine production. This paper addresses a gap in the literature by providing a comparative analysis of the evolution, trends, opportunities, and threats within the grape and wine industries of Portugal and Türkiye, two countries with rich viticultural histories and cultural ties but with distinct market dynamics and strategic approaches to grape utilization. To ensure a robust comparative analysis, the study uses data from the Food and Agriculture Organization (FAO), the International Organization of Vine and Wine (OIV), and national statistical agencies and sectorial bodies, to examine the evolution and current trends in Portuguese and Turkish markets and their position in the global market. The findings highlight the distinct market trajectories: Portugal continues to consolidate its position as a major wine producer and exporter with established global markets, while Türkiye's market remains fragmented, with potential growth in both wine and non-wine segments, including domestic consumption and international trade, despite facing significant regulatory and socio-political challenges. The strategic analysis identifies opportunities such as Portugal’s capacity to further enhance its wine export strategies and Türkiye’s potential to expand both domestic consumption and exports potential across various grape products. However, it also highlights threats, including increasing global competition and regulatory challenges in Portugal, alongside socio-political and regulatory barriers that could impede Türkiye's wine sector growth. This paper contributes to the existing literature by providing a nuanced understanding of the distinct paths taken by Portugal and Türkiye, and strategic insights into their market positioning. The findings offer valuable implications for producers, marketers, and policymakers, emphasizing how these countries can leverage their unique strengths in grape production and address challenges to achieve sustainable growth in both wine and other grape-related rapidly evolving global markets.
- Strategic Analysis of Olive and Olive Oil Markets Dynamics: Comparison of Evolution and Trends in Portugal and Türkiye and their Position in Global ContextPublication . Mendes, Lara; Rodrigues, Ivo; Leandro, Alexandra; Şeker, Murat; Kavdır, YaseminThe olive and olive oil industry plays a pivotal role in global agriculture and food markets, undergoing significant transformations due to shifts in production, consumption, and trade dynamics. This study provides a comparative analysis of the olive and olive oil markets in Portugal and Türkiye, countries with distinct production and consumption patterns, addressing a gap in the literature. Using data from the Food and Agriculture Organization (FAO), the International Olive Council (IOC), and national statistics, the research employs descriptive statistics and trend analysis to examine production, trade flows, consumption habits, and the impact of geographical indications (PGI, PDO). The findings reveal substantial shifts in global olive and olive oil markets influenced by climate change, consumer preferences, and international trade policies. While Portugal focuses on high-quality olive oil production and exports, Türkiye is a major producer of table olives and olive oil, driven primarily by domestic consumption with growing export ambitions. The study highlights opportunities for regional market differentiation and strategic adaptation to global trends, alongside threats such as climate vulnerability and market volatility. These insights are crucial for policymakers, producers, and consumers, offering strategic recommendations to capitalize on opportunities and mitigate risks. The research emphasizes the importance of future studies on climate change, consumer behavior, and technological advancements to support sustainable development and market competitiveness.
- The feasibility of Gamified marketing for organizations and consumersPublication . Rodrigues, Ivo; Lopes, JoãoGamification is a tool that has been receiving supporters from various areas. One of these areas is marketing, where the stake on gamified marketing actions has been growing exponentially. However, despite the growing interest on the subject, most of the available studies derived from academic samples which are focused on the user/ consumer perspective. Although there are studies that address the consumer perspective complemented by the organizational perspective, only few studies observe the viability of gamified marketing in more than one area of activity. This dissertation is based on the realization of two academic studies developed around the gamified marketing aspects experienced by companies and consumers. The perspective of consumers is based on a quantitative analysis, and complemented by the organizational perspective, based on qualitative data. From the results, it appears that most organizations already have basic knowledge to apply gamified marketing strategies, which are classified by most consumers as fun tool to establish contact with brands. Regarding to applicability in the Portuguese market, the primary objective of organizations (direct sales) does not always coincide with consumers (involvement). However, most of the observed experiences are classified as positive, supporting the deepening of the theme. From this dissertation, it was possible to conclude that the adoption of a gamified marketing strategy can represent a certain degree of risk for organizations, however, its strong acceptance by the public can result in significant gains in engagement and brand attitude.