3,112 research outputs found

    "Wow, I could've had a V8!": The role of regret in consumer choice

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    decision making;consumer behavior;regret theory

    Training manual for pork retailers

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    Pedagogical case of marketing strategies during the Covid-19 pandemic: The extraordinary case of Chanel

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    Due to Covid-19, many businesses and industries suffered with the pandemic. Luxury was one of those areas: products belonging to this commercial segment went through transformations about their distribution channels, with the purpose of maintaining sales or at least allowing the business to continue. This pedagogic case focuses on this thematic: analyzing how luxury brands were able to survive in a period of commercial uncertainty. Particularly, it studies Chanel and its response to the online paradigm during the Covid-19 pandemic. This master thesis addresses the company’s history, its business model, the digital transformation’s impact on luxury and what was verifiable, succinctly, in terms of marketing strategies during the pandemic, for diverse luxury brands (concentrating on Chanel). The target for this thesis is either students of Marketing and/or Luxury, investigators of these areas or luxury enthusiasts. With this pedagogic case, it is expected that the target can develop their insights from the pandemic era whilst also managing to creatively respond to the case study questions. The ultimate and master goal for this thesis is to broaden the horizons of the industry, specifically Chanel, on all the new possibilities in this digital new paradigm. With an extensive literary and factual search, the results showed that the marketing strategies chosen by Chanel not only have a distinct weight on the conservation of values such as exclusivity, but also a positive aspect for the financial recovery of the brand after the pandemic.Com o Covid-19, muitas empresas e áreas de negócio sofreram com a pandemia. O luxo foi uma dessas áreas: as distribuições dos produtos deste segmento comercial passaram por transformações, de maneira a que as empresas não perdessem vendas e conseguissem manter os negócios a funcionar. Este caso pedagógico foca-se nesta questão: como marcas de luxo conseguiram sobreviver a este período de enorme incerteza comercial. Em particular, estuda o caso Chanel e a sua adaptação ao digital durante a pandemia. A parte inicial desta tese aborda a história da empresa, o seu modelo de negócio, o impacto da transformação digital no luxo e o que se pôde verificar, sucintamente, em termos de estratégias de marketing durante a pandemia, para diversas marcas de luxo (focando na Chanel). Os alvos desta tese são estudantes de Marketing e/ou Luxo, investigadores destas áreas ou entusiastas do luxo. Com este caso, espera-se que os especificados consigam desenvolver conhecimento no luxo durante a pandemia enquanto conseguem responder criativamente às questões do caso. O objetivo final desta tese é expandir o horizonte desta indústria, especificamente da Chanel, para todas as novas possibilidades neste novo paradigma digital. Após uma extensa pesquisa literária e factual sobre os conceitos chave desta tese, concluiu-se que as estratégias de marketing adotadas pela Chanel não só têm um peso preponderante na conservação de valores como exclusividade, como uma nota positiva para a recuperação financeira da marca após pandemia

    Mobile Consumers and Applications: Essays on Mobile Marketing

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    Mobile Consumers and Applications: Essays on Mobile Marketing

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    How can century-old multinational companies adapt their marketing and communication strategy to the digital channel and generational evolution: Philips Portuguesa S.A.

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    The main purpose of this pedagogical case is to understand how the evolution of digital channel and new generations can influence the notoriety and positioning of a century-old Multinational company and to evaluate the impact of a marketing and communication change on company's results. Regarding to this goal, it'll be used the example of Philips, a Dutch company with 129 years of existence, with several important steps made throughout its history that were decisive for current people lives. These steps made this company being always in the consumers' minds, being considered one of the most prestigious brands in its various areas of operation. However, this didn't hold with most recent generations, as there was a great evolution in digital during the Millennials' existance, thus resulting on a behavioral change. Because of that, it was difficult for Philips to make this transition and maintain with these new consumers the same relationship that it had with previous generations. Due to this, the brand positioning was lost over time, until the moment when the company realized the need to adapt its strategy to the evolution of the context and its target. This case will approach these changes specifically and the company's decision to move forward with a totally different strategy, so it could adapt to new habits and consumers' behaviour, as well as the use of the digital channel to reach them.O presente caso pedagógico tem como principais objetivos entender como a evolução do canal digital e das novas gerações, pode influenciar a notoriedade e posicionamento de uma Multinacional com mais de cem anos de existência e verificar como uma mudança estratégica pode influenciar estes resultados. Para tal, foi utilizado o exemplo da Philips, uma empresa holandesa com 129 anos de existência, com vários marcos ao longo da sua história determinantes para a vida das pessoas de hoje. Estes marcos fizeram esta empresa estar sempre na mente dos consumidores, sendo considerada uma das marcas com mais prestígio nas suas diversas áreas de atuação. No entanto, isto não se manteve nas gerações mais recentes, já que ocorreu uma grande evolução no digital durante a existência dos Millennials, resultando numa grande mudança comportamental. Nesse sentido, para a Philips foi difícil fazer esta transição e manter com estes novos consumidores a mesma relação que tinha nos anos anteriores. Foi assim que foi perdendo posicionamento até ter de reestruturar a sua estratégia. Este caso irá precisamente abordar estas alterações e a tomada de decisão da empresa em avançar com uma estratégia totalmente diferente, para se adaptar aos novos hábitos e comportamentos dos consumidores, bem como à utilização do canal digital para chegar até eles

    Building ALLAS: Creation of an Asthma and Allergies App

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    The purpose of this project was to determine the potential need for an app to allow patients to self-manage their asthma and allergies. Through a substantial literature review, the need for an app as well as a desire for this population to manage their disease was demonstrated. Determination was made to have three separate components to create an all-inclusive app, an education component, an asthma tracker, and a personalized allergy profile. The app was storyboarded before being sent to providers and small focus group for proof of concept and functionality of components. The app, ALLAS, was constructed and housed on goodbarber.com allowing the creator to update information and push that information out immediately as features or along with the establishment of an LLC (Limited Liability Corporation) and trademarking of ALLAS. Content will continue to be added and beta-testing will occur in early 2017 in preparation of a general release to all mobile device download stores. For sustainability, ALLAS is currently funded by the creator, with the ability to have advertising on screens in the app
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