IPS - ESCE – DML - Artigos científicos
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- Achieving Transport Modal Split Targets at Intermodal Freight Hubs Using a Model Predictive ApproachPublication . Nabais, João; Negenborn, R. R.; Carmona Benítez, R. B.; Ayala Botto, M.The increase of international freight commerce is creating pressure on the existing transport network. Cooperation between the different transport parties (e.g., terminal managers, forwarders and transport providers) is required to increase the network throughput using the same infrastructure. The intermodal hubs are locations where cargo is stored and can switch transport modality while approaching the final destination. Decisions regarding cargo assignment are based on cargo properties. Cargo properties can be fixed (e.g., destination, volume, weight) or time varying (remaining time until due time or goods expiration date). The intermodal hub manager, with access to certain cargo information, can promote cooperation with and among different transport providers that pick up and deliver cargo at the hub. In this paper, cargo evolution at intermodal hubs is modeled based on a mass balance, taking into account hub cargo inflows and outflows, plus an update of the remaining time until cargo due time. Using this model, written in a state-space representation, we propose a model predictive approach to address the Modal Split Aware – Cargo Assignment Problem (MSA–CAP). The MSA–CAP concerns the cargo assignment to the available transport capacity such that the final destination can be reached on time while taking into consideration the transport modality used. The model predictive approach can anticipate cargo peaks at the hub and assigns cargo in advance, following a push of cargo towards the final destination approach. Through the addition of a modal split constraint it is possible to guide the daily cargo assignment to achieve a transport modal split target over a defined period of time. Numerical experiments illustrate the validity of these statements.
- AI, optimization, and human values: mapping the intellectual landscape of industry 4.0 to 5.0Publication . Rosário, Albérico Travassos; Raimundo, RicardoThis study conducts a systematic bibliometric literature review to explore the conceptual and technological transition from Industry 4.0 to Industry 5.0, focusing on the roles of artificial intelligence (AI), optimization, and human values. Applying the PRISMA 2020 protocol, the analysis includes 53 peer-reviewed sources from the Scopus database, em phasizing the integration of advanced technologies such as cyber–physical systems, the Internet of Things, collaborative robotics, and explainable AI. While Industry 4.0 is marked by intelligent automation and digital connectivity, Industry 5.0 introduces a human-centric paradigm emphasizing sustainability, resilience, and co-creation. The findings underscore the significance of human–machine collaboration, process personalization, AI education, and ethical governance as foundational pillars of this new industrial era. This review highlights the emerging role of enabling technologies that reconcile technical performance with social and environmental values, promoting a more inclusive and sustainable model for industrial development.
- An Empirical Study on the Impact of Brand Loyalty in Remembering SlogansPublication . Silveira, Paulo Duarte; Galvão, Susana C. BritoPurpose: This paper examines the influence of brand loyalty on the individuals’ capacity to recall and recognize brand slogans. Design/Methodology/Approach: Empirical quantitative research, gathering data via an online questionnaire among 370 costumers of three telecom B2C service providers in Portugal. Findings: In general terms, the influence of brand loyalty on the ability of the customers to recall and recognize slogans was not verified. Practical implications: For a brand interested in raising its slogan awareness, either by recall or recognition, the level of marketing efforts should not vary according to the customer loyalty degree. Originality/Value: The study contributes to the analysis of an influence not yet explored in the previous studies dedicated to improving slogans’ effectiveness.
- Archetypes and brand image: an international comparisonPublication . Haddad, Luiza; Hamza, Kavita; Xara-Brasil, DuarteAccording to Mark & Pearson (2012), the best way to create "emotional affinity" for brands is by using archetypal images. By embodying its essence, the brand receives a meaning that is shared across cultures and generates recognition (Siraj and Kumari, 2011). For its part, the use of archetypes allows marketing managers to guide the management of the meanings of their brands, depending on various elements, in particular their life cycle. This study aimed at identifying and classifying the archetypes built by three global brands: Apple, Nike and Nivea, based on the analysis of the company's communication on different types of media (corporate site, social networks and advertising) and verifying whether the vision that consumers have about the brand is aligned with the identified archetype or not. Based on a survey with 389 people in Portugal and in Brazil, and in both countries, the Apple brand presented a change in its archetype, because not only consumers did not see it as Outlaw, but also its communication was no longer focused on this personality. Nike has remained consistent since it leveraged with the slogan "Just Do It" and the striking advertisements that differed from the competition. However, it is seen as a "rebel" brand in Portugal, which does not happen in Brazil. On the other side, Nivea brand was allocated to the archetype of Caregiver, and there was no comparison, once we did not find any material to classify it in some archetype.
- Bases de dados relacionais nas actividades de marketing de pequenas empresas enquanto instrumento de fidelização de clientes: seu potencial e princípios orientadoresPublication . Silveira, Paulo DuarteO objectivo-base deste artigo é demonstrar que a existência e a utilização de bases de dados relacionais de marketing podem e devem desempenhar um papel essencial ao nível da fidelização de clientes em pequenas empresas. Para tal, a metodologia que seguiremos consistirá numa abordagem descritiva teórico-prática que procurará: clarificar o que entendemos por bases de dados relacionais em marketing; explicar a importância actual da existência e da utilização dessas bases de dados, focando atenções no contexto da fidelização de clientes no caso de pequenas empresas e, consequentemente, propor alguns aspectos genéricos que a criação e gestão da maioria dessas bases de dados deverá conter e seguir em tais situações.
- Brands’ green activism: an empirical comparison between posts of digital influencers and brandsPublication . Silveira, Paulo Duarte; Sandes, Fábio Shimabukuro; Xara-Brasil, Duarte; Menezes, KarlaIn this article, we present a study that investigates the effectiveness of social media communication in conveying brands’ green activism actions framed by corporate social responsibility. To address this question, a survey was conducted with 550 participants, comparing their opinions about the green posts made by brands and influencers. Statistical analysis (Wilcoxon rank-sum test means comparison of responses between the two groups) revealed significant differences in consumer perceptions between them. The findings indicate that using social media channels to communicate green initiatives is effective for brands. Moreover, the study concludes that direct brand communication is more beneficial than relying on digital influencers. This research contributes to the existing literature by providing empirical evidence on the comparative effectiveness of brand-generated social media posts and influencer-generated content in promoting green activism actions. The study highlights the importance of direct brand communication in enhancing consumer perception and engagement with green initiatives. It offers valuable insights for brands seeking to optimize their social media strategies for sustainability messaging.
- Business ethics: international analysis of codes of ethics and conductPublication . Andrade, J.; Hanza, K.; Xara-Brasil, DuarteCodes of ethics and code of conduct formalize an ideal of expected behavior patterns to managers and employees of organizations, providing standards and orientation that states companies interactions with the community, through products /services, sales force, marketing communications, investments, and relationships with other stakeholders, influencing company reputation and overall Marketing performance. The objective of this study is to analyze the differences in codes of ethics of the largest companies based in Brazil and in Portugal, given their cultural and linguistic similarities. Findings show that the use of codes of ethics are more common in Brazil than in Portugal and that codes of ethics are substantially more extensive and cover a larger number of categories in Brazilian companies, reflecting the organizations’ mission and perception of stakeholders concerns and priorities. We conclude that ethical issues severely impact company reputation and, in a comprehensive sense, overall Marketing performance. Marketing professionals should be systematically aware of how company core values are transmitted to different audiences, including the use of code of ethics to communicate both with internal and external publics.
- Comparing the in-store use of smartphones between shoppers of generations X-Y-ZPublication . Silveira, Paulo Duarte; Galvão, Susana C. Brito; Marques, Maria AméliaThis research aims to contribute to digital shopper marketing and omnichannel themes, by analyzing if the generations X (also called “13th generation”), Generation Y (also called “Millennials”) and Generation Z (also called “Centennials”) have different behaviors on the use of smartphones during their shopping journeys in bricks-and-mortar retail stores. For that purpose, an empirical quantitative study was conducted, via an online questionnaire. The questionnaire was applied to a sample of 913 individuals, corresponding to 27% of generation X, 44% from generation Y, and 29% from generation Z. There were found some differences between those generations regarding the actions made with the help of smartphones during the visit to the physical store. The main differences were found on the actions: checking for prices online on competitor websites; checking for prices online on the physical store own website; asking for advice with the help of the smartphone, showing pictures of products to store employees and on the use of smartphones to search online for coupons or discounts.
- Consumer, retailer, and producer green orientation as a marketing driver: an empirical study in an urban food marketPublication . Xara-Brasil, Duarte; Cordeiro, João Pedro Pina; Carvalho, Luísa Margarida Cagica; Pardal, Pedro; Silveira, Paulo DuarteThis article analyzes consumer, local producer, and retailer green orientation regarding local food production and consumption in an urban food market context. This approach extends previous research, mainly focused on green orientation of consumers, by including a broader analysis of the perceptions of different relevant stakeholders. For this purpose, an empirical study was carried out in the context of a local urban market of a medium-sized city through the application of a survey to producers, retailers, and consumers, which included a green orientation scale. Results showed that local consumers and local retailers have a similar high level of green orientation, while local producers are less green-oriented. These conclusions highlight the importance of the green “values” in local communities and the need to reinforce marketing efforts and specific training programs to different stakeholders, namely local producers focused on sustainability.
- Damp trend Grey Model forecasting method for airline industryPublication . Carmona Benítez, R. B.; Carmona Paredes, R. B.; Lodewijks, Gabriel; Nabais, JoãoThis paper presents a modification of the Grey Model (GM) to forecast routes passenger dema nd growth in the air transportation industry. Forecast methods like Holt-Winters, autoreg ressive models, exponential smoothing, neural network, fuzzy logic, GM model calculate very high airlines routes pax growth. For this reason, a modification has been done to the GM model to damp trend calculations as time grows. The simulation results show that the modified GM model reduces the model exponential estimations grow. It allows the GM model to forecast reasonable routes passenger demand for long lead-tim es forecasts. It makes this model an option to calculate airlines routes pax flow when few data points are availabl e. The United States domestic air transport market data are used to compare the performance of the GM model wit h the proposed model.