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IPS - ESCE – DML - Capítulos em livros

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http://hdl.handle.net/10400.26/3714

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Browsing IPS - ESCE – DML - Capítulos em livros by Subject "Marketing"

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  • Improving urban food markets as a local sustainable meeting point
    Publication . Xara-Brasil, Duarte; Pardal, Pedro; Cordeiro, João Pedro Pina; Carvalho, Luísa Margarida Cagica
    Urban food markets are considered as catalyzers of regional development and central places for promoting sustainability through the short cycles between the farm and the plate. This paper aims to identify mechanisms for improving the performance of an urban food market, considering an extended internal and external analysis. This includes competitive pressure and opportunities and their specific constraints on maximizing its relations with the region's inhabitants and simultaneously promoting the local economy and sustainable behaviors and policies in the community. This is a case study carried out using a qualitative approach with different key players from one of the most important fish markets in the world – Mercado do Livramento in Setúbal (Portugal). The conclusions reinforce the need to preserve its authenticity, through the attraction, satisfaction, and improvement of loyalty rates of local customers, while also reaching a different public and increasing its regional, national, and international attractiveness. To a large extent, this action will involve investing in improving the value proposition of merchants and promoting exclusive experiences, focused on products and people, which is in line with the goals of sustainable development.
    2024Book part Restricted access Show more
  • Wines of Portugal - Live Business Case: práticas pedagógicas em contexto internacional
    Publication . Xara-Brasil, Duarte; Hanza, Kavita
    O Live Business Case – Wines of Portugal foi desenvolvido e aplicado em contexto internacional e pretendeu partilhar com os alunos de MBA no Brasil um problema presente sentido por uma organização portuguesa na abordagem ao mercado Brasileiro. O formato pedagógico incluiu a conceção de um documento escrito e a dinamização de uma sessão, presencial – em São Paulo - e de participações a partir de Portugal, através de videoconferência. Os alunos pesquisaram, questionaram, propuseram e discutiram as suas soluções, obtendo feedback do seu desempenho pelos professores e pela organização. Obtiveram-se excelentes respostas – propostas dos alunos - e os inquéritos pedagógicos mostraram grande satisfação por parte destes alunos envolvidos, evidenciando o potencial desta pratica pedagógica e das parcerias entre pesquisadores e instituições de ensino superior.
    2018-05Book part Open access Show more