Publicações
Autores
Financiador
Organizações

Pesquisar

Explore também...
 

Entradas recentes

  • Item type: Publicação , Access status: Acesso aberto ,
    Plan to launch a drone manufacturer
    (2026-04-24) Zijie Wang; Martins, Luís Carlos da Silva; Silva, Rui Manuel Vinhas da
    The current small drone industry is dominated and pressured by leading enterprises. With limited resources, small players face severe survival challenges in niche markets and urgently need to identify key success factors to pursue differentiated development - especially in strengthening customer acquisition and customer retention, which have become critical bottlenecks. However, small drone companies commonly suffer from problems including product misalignment with target market needs, slow localized service responses, weak cost control, insufficient policy compliance risk management, low brand awareness in segmented fields, inefficient customer acquisition channels, and poor customer retention mechanisms, all of which seriously restrict their survival and growth. Therefore, the goal of this project is to systematically identify the core factors that help small drone companies build sustainable competitive advantages, with an expanded focus on customer acquisition, retention, and long-term user relationship management, so as to provide clear guidance for their strategy implementation, market competitiveness improvement, and sustainable operation. The research combines market analysis and adopts qualitative analysis across five dimensions: product adaptability, service capability, cost control, compliant operation, and brand building, while also integrating customer acquisition efficiency and retention-driven service design. The key success factors for small drone companies are finally summarized as: accurately matching products to the mid ‑ range consumer market and county-level industrial scenarios; establishing a localized rapid-response service system; strictly controlling costs and ensuring supply chain stability; strengthening policy compliance management; building precise brand awareness in niche areas; developing efficient and lowcost customer acquisition channels; and creating structured customer retention mechanisms to enhance user loyalty and repeat business. These findings provide a practical foundation for enterprises to formulate actionable strategies, strengthen market competitiveness, and achieve stable long-term development.
  • Item type: Publicação , Access status: Acesso aberto ,
    Marketing plan of Haers thermos in the European market
    (2026-07-21) Longtian Ying; Lage, Miguel Jorge da Cruz; Silva, Rui Manuel Vinhas da
    Haers, a leading Chinese manufacturer of thermal containers since 2005, aims to expand its presence in the competitive European market. While renowned for its vacuum insulation technology, the brand is primarily associated with high-value basic products domestically. To achieve sustainable growth and reduce market dependency, Haers seeks to enhance its brand image internationally, positioning itself as a premium and innovative player in Europe. This study develops a comprehensive marketing plan for 2026 to increase Haers’ market share in the European thermal cup segment. The plan focuses on boosting brand awareness, attracting new customers to premium product lines such as graphene-enhanced smart cups, improving loyalty among existing customers, and ultimately expanding market presence. The strategy is grounded in thorough situational analyses, including PESTE and SWOT frameworks, supported by consumer research. A core component of the strategy addresses cross-cultural marketing challenges by adapting product narratives and designs to align with diverse European consumer preferences and sustainability values. Additionally, a robust digital marketing approach is integral, encompassing website optimization, strategic social media engagement, and integrated online-offline campaigns such as subway advertising in key cities like Paris. The proposed marketing mix is accompanied by an implementation schedule, budget, and control mechanisms. By leveraging its technological strengths and executing a culturally-calibrated, digitally-driven strategy, Haers is poised to achieve significant market penetration and establish itself as a trusted and sustainable brand in the European thermal cup market.
  • Item type: Publicação , Access status: Acesso aberto ,
    The effect of cultural competence on customer experience and revisit intention
    (2026-07-21) Gonzales, Ronagin Delos Santos; Dias, Álvaro de Borba Cruz Lopes
    This study was designed to examine the impact of employees’ cultural competence on customer experience and revisit intention in five-star luxury hotel restaurants in Macau. Data were collected from tourists and residents who had dined in luxury hotel restaurants in Macau, resulting in 165 usable responses. Data analysis was conducted using structural equation modeling (SEM), more specifically partial least squares (PLS), using SmartPLS 4 software. Additional analyses were conducted using Importance Performance Map Analysis (IPMA), Necessary Condition Analysis (NCA), and fuzzy set Qualitative Comparative Analysis (fsQCA). The findings show that cultural competence awareness and cultural competence skills significantly influence customer experience, while cultural competence knowledge does not show a significant effect. Furthermore, customer experience was found to significantly influence revisit intention. In our analysis, customer experience was introduced as the mediating variable and was found to fully mediate the relationship between cultural competence awareness and revisit intention, as well as between cultural competence skills and revisit intention. Cultural competence knowledge was not found to have a significant mediating effect. Additional analyses provide further insight into these relationships. The IPMA results indicate that cultural competence skills have the highest importance for customer experience, followed by awareness, while knowledge shows the lowest importance. The NCA results indicate that customer experience is the only necessary condition for revisit intention. The fsQCA results reveal that multiple configurations lead to both high and low revisit intention, indicating the presence of equifinality.