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- Sustainability reporting: a comparative analysis in portuguese and brazilian major companies.Publication . Anunciação, Pedro Fernandes da; Xara-Brasil, Duarte; Marques, Jane; Matias, Agatha; Garcia, Camila
- Improving Urban Food Markets as a Local Sustainable Meeting PointPublication . Xara-Brasil, Duarte; Pardal, Pedro; Cordeiro, João Pedro Pina; Carvalho, Luísa Margarida CagicaUrban 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, con- sidering an extended internal and external analysis. This includes competitive pressure and op- portunities 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 play- ers 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 sustain- able development.
- SBM 2017– Projeto pedagógico multinacionalPublication . Xara-Brasil, Duarte; Carvalho, Manuela; Nunes, Sandra Cristina DiasO Projeto Pedagógico Setúbal Brand Management 2017 ocorreu entre setembro e dezembro de 2017, incluiu 52 alunos de 11 nacionalidades, centrando-se na temática da gestão de marcas e no desenvolvimento de competências interpessoais (trabalho de grupo e multiculturalidade), num contexto de maior inserção na comunidade local. Pretendeu-se que os estudantes, integrados em grupos multiculturais, apresentassem uma proposta de intervenção – marketing – para a cidade, contextualizada nos conteúdos programáticos da UC e de um trabalho de pesquisa e numa série de contactos e visitas realizadas à região. Durante o processo, desenvolveram-se estratégias para ultrapassar as dificuldades associadas à gestão da muticulturalidade do grupo, maximixando também o desenvolvimento da multiculturalidade e de outras competencias interpessoais.
- A compra de produtos locais: mercados municipais versus moderna distribuiçãoPublication . Xara-Brasil, Duarte; Pardal, Pedro; Cordeiro, João Pedro Pina; Carvalho, Luísa Margarida CagicaEste trabalho reflete sobre os eixos de diferenciação que poderão ser destacados pelos Mercados Municipais e pelos comerciantes tradicionais na venda de produtos locais junto da sua comunidade. Está consubstanciado numa revisão da literatura em que se apresentam os principais canais retalhistas de distribuição de produtos alimentares, a relevância da sustentabilidade e do consumo local na ótica dos retalhistas e dos consumidores e, por fim, as principais oportunidades que existirão para os comerciantes locais, relacionadas com a disponibilização de uma gama de produtos locais mais alargada. Observa-se uma relevante centralidade da temática da sustentabilidade para todos os intervenientes e uma atuação sistemática e consistente dos diferentes operadores retalhistas. Paralelamente, a perceção positiva da proximidade, confiança, autenticidade e a especialização que os consumidores têm relativamente ao formato “comércio local” e dos Mercados Municipais, constituem importantes oportunidades para a consolidação dos negócios destes pequenos retalhistas e um contributo para o desenvolvimento sustentável da comunidade.
- 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.
- 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.
- Improving urban food markets as a local sustainable meeting pointPublication . Xara-Brasil, Duarte; Pardal, Pedro; Cordeiro, João Pedro Pina; Carvalho, Luísa Margarida CagicaUrban 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.
- Wines of Portugal - Live Business Case: práticas pedagógicas em contexto internacionalPublication . Xara-Brasil, Duarte; Hanza, KavitaO 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.
- Teaching marketing to a group of international students: a case studyPublication . Xara-Brasil, Duarte; Carvalho, Manuela; Nunes, Sandra Cristina DiasThis document describes a Marketing pedagogical project, developed in Portugal and relates with the specifications of the field of Teaching Marketing to an international group of around 50 students from 10 countries, including local students; two teachers two educational institutions and a deep collaboration with the local government (municipality), This Marketing project output is related with place branding and has already concluded two editions. This aim of this document is to analyze and debate the pedagogical options included in this learning experience and the possibilities of improvements in further editions. In this era of growing importance of the internationalization of research and education, this topic is covered by an important centrality for researchers, institutions and professors In a first stage we share a theoretical framework focused in the process of the internationalization of higher education institutions particularly dealing with international students. The results that this project achieved are aligned with the literature highlighting the importance of a specific and sophisticated approach to their mobility programs and the integration of the mobility students. There’s a need for a deeper and systematic research focused on the local integration and the development of multicultural competences in this group of students.