Browsing by Author "Fonseca, Manuel José"
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- Assessing the impacts of internal communication: employer branding and human resourcesPublication . Fernandes, Raquel; Sousa, Bruno Miguel; Fonseca, Manuel José; Oliveira, José CastroHuman capital is considered the most important resource in any organization. However, most companies are concerned with external customer satisfaction, without devoting much attention to the satisfaction of their employees. Indisputably, employee satisfaction is fundamental and determines the success or failure of what the customer experiences. Technological developments have changed our lives and habits, and even the way we relate to others, so the online increasingly influences the offline. The purpose of this manuscript was to examine the relationship between the Digital Communication of companies and their Employer Branding, with a special focus on the close relationship that employees feel with the company. To perform this analysis, a case study was carried out using a qualitative approach. Interviews with seven managers from three different companies, two of whom are responsible for the Digital Communication of their organizations, were performed. With the analysis of the data obtained, it is concluded that the Employer Branding perceived by the employees is of a positive image of the company, but they do not feel emotionally more connected with the organization through the Digital Communication practiced by it. With this study, it is expected that organizations recognize the importance that an online presence has in the image of their brand as a whole, and that it is important to invest in Digital Communication, but it has to be performed with an action plan to achieve the objectives intended. From an interdisciplinary perspective, the manuscript presents insights for marketing (digital marketing and employer branding) and for socially responsible behavior by organizations (in a Portuguese context).
- Circular economy, sharing, and sustainability: challenges for the social economy in a territory that wants to become a smart regionPublication . Pereira, Augusta; Fernandes, Paula Odete; Fonseca, Manuel JoséThis study aims to analyse the predisposition of social economy agents to resource sharing. To achieve this, it was chosen to implement an exploratory qualitative approach directed to managers and an exploratory quantitative approach directed to employees. The results allowed to estimate that they do have a significant economic impact on number, paid work and business volume. It was shown the relationship between the interest demonstration on sharing and the appropriate qualification for the jobs of managers and employees. It was demonstrated the practice of informal and non-regulated sharing of own and third parties’ resources, among close partners, without the existence of a management model of knowledge, assets, time, use/reuse and exploitation. It is anticipated that the study could serve as scientific/methodological basis for a regional investment project, R&D and establishment of partnerships, reconciling interest in a smart region, as well as the application of circular economy principles.
- Come in, who is it?: the predisposition of the social economy to the circular economyPublication . Pereira, Augusta; Fonseca, Manuel José; Fernandes, Paula OdeteThe main objective of the study is to analyse the predisposition of social economy agents to share resources. To answer the objective, we opted for a qualitative exploratory approach directed to managers and a quantitative exploratory approach directed at employees. The results showed that they have a significant economic impact on quantity, paid work and turnover (CESE, 2017). We have measured the relationship between the demonstration of interest in sharing and qualification appropriate to the function of managers and employees. It was verified the practice of informal and unregulated sharing of own and other resources, between local partners, without a model of knowledge management, assets, time, use/reuse and use. It is hoped that the study could serve as a scientific/methodological basis for a regional investment, R&D and partnership project, combining the interest in a smart region and applying the principles of circular economy.
- Demand and supply of outdoor tourism activities in Northern Portugal: a survey-based approachPublication . Ferreira, Fernanda A.; Fernandes, Paula Odete; Santos, Eleonora; Correia, Alexandra I.; Nunes, Alcina; Veloso, Cláudia M.; Vieira, Elvira Pacheco; Silva, Goretti; Fonseca, Manuel José; Carrança, Paulo; Rachão, SusanaThis paper focuses on the North of Portugal, as a diversified region with unique natural resources, to create information regarding both resources and equipment and business dynamics; the evolution of tourism supply and demand.
- Fundamentals of a Digital Marketing Plan for a Tourism Infrastructure in AlentejoPublication . Popova, Mariia; Fonseca, Manuel José; Garcia, Jorge Esparteiro; Andrade, José GabrielThere is no doubt that tourism benefits Portugal’s economy. The area should be able to better target the market for its travel and tourist products and increase its performance with the use of a marketing strategy, especially in a field where global competition is always increasing. This digital marketing plan seeks to analyze the strengths and limitations of the Portuguese region in its target markets, as well as the most current advancements in the global travel and tourism sector. In this work, it is conducted an analysis of both micro and macro environments of Casa Pereirinha. In addition, it was created a marketing mix based on the 7P’s. Furthermore, the work provides the prospective avenues for product growth and marketing following the markets’ stated growth objectives. This project comprises creating a comprehensive digital marketing strategy for Casa Pereirinha as a significant example of the region’s tourism business, and the primary purpose is to conserve its past, while developing a new strategy.
- Marketing Plan for an Online Business: A Case StudyPublication . Souza, Yuri; Fonseca, Manuel José; Cardim, SofiaThe aim of this study is to define the most appropriate marketing strategy, as well as develop a marketing plan to increase brand recognition, for a newly created Brazilian company called Probate for Dummies, which operates in the online resale of inherited assets. The data that provide the basis for this study was generated through semi-structured interviews applied to a sample formed by the owner of the company, followed by specialists in different fields of knowledge which may directly influence the business. As for the main outcomes, this project unfolds the key factors of both micro and macro environments of the company, in the form of a SWOT and PESTEL analyses, as well as the analysis of the Porter’s five competitive forces. In the sequence, a marketing central strategy was delineated through the market segmentation, target selection and positioning definition, which guided the marketing objectives to be pursued. Thereafter, based on those marketing objectives, a marketing mix was composed based on the 7P’s (Product, Price, Placement, Promotions, People, Process, Physical Evidence). Furthermore, an operational plan composed by specific actions addressed to each marketing goal was settled, along with the budget and schedule of implementation. Regarding the conclusions, a market penetration strategy shows to be the most suitable for this business, with development of new services for the costumers of the niche it acts. Yet, the strategy is intensively based in terms of promotion, especially in segmented digital marketing.
- Measuring nature tourism firms' productivityPublication . Santos, Eleonora; Correia, Alexandra I.; Ferrreira, Fernanda A.; Nunes, Alcina; Veloso, Cláudia M.; Vieira, Elvira Pacheco; Silva, Goretti; Fonseca, Manuel José; Carrança, Paulo; Fernandes, Paula OdeteProductivity measurement has been raising increasing interest in academia and recognized as critically important, since it is an important indicator for understanding the strengths and weaknesses of the tourism sector. This paper constructs two measures of productivity of nature tourism firms, i.e., labour productivity and total factor productivity, and compares firms’ performance across NUTS II regions in mainland Portugal, during 2014-2017. Using data from SABI, Quadros do Pessoal, INE and the National Tourism Registry, the sample comprises 369 firms, representing 55% of firms operating in nature tourism in the mainland. Results show that the levels of TFP, contrary to labour productivity, are very uneven over time and space. In 2015, all regions experienced a negative increase in the TFP, except the Metropolitan Region of Lisbon, which seem to indicate that nature tourism firms in this region are more productive and resilient to external shocks.
- A methodology for the identification and assessment of the conditions for the practice of outdoor and sport tourism-related activities: the case of northern PortugalPublication . Silva, Goretti; Correia, Alexandra I.; Rachão, Susana; Nunes, Alcina; Vieira, Elvira Pacheco; Santos, Sónia; Soares, Luís; Fonseca, Manuel José; Ferreira, Fernanda A.; Veloso, Cláudia M.; Carrança, Paulo; Fernandes, Paula OdeteTourists’ demand for outdoor sport-related activities has been growing in the last decade, leading to the recognition of the outdoor tourism potential of the development of rural and urban areas where the activities could take place. While the literature has recognized this potential, its features and the existing conditions for its practice are often not fully comprehended, mainly due to the lack of measurement systems and performance indicators. This study addresses this gap by proposing a wide-ranging assessment matrix of nine outdoor-related activities, employing northern Portugal as a study area. Based on an exploratory qualitative analysis employing semi-structured interviews with key stakeholders (public, private and third sector), the main contribution of this study lies in the development of the outdoor tourism assessment matrix (OTAM) to collect data. The OTAM matrix aims to identify and assess the conditions, namely the infrastructure and resources, for the practice of outdoor and sport tourism-related activities within the sustainable development pillars. The nine matrices comprising the OTAM allow the identification of the places where the outdoor activities can be practiced, and the conditions under which they can contribute to the definition of the development strategies of outdoor tourism.
- Monitoring of outdoor tourism demandPublication . Martins, Oliva M.D.; Nunes, Alcina; Ferreira, Fernanda A.; Veloso, Cláudia M.; Santos, Sónia; Correia, Alexandra I.; Fonseca, Manuel José; Silva, Goretti; Rachão, Susana; Vieira, Elvira Pacheco; Carrança, Paulo; Fernandes, Paula OdeteThe Herfindahl-Hirschman Index (HHI) was used in order to understand the tourism competitiveness of the different sub-regions that make up the North Region of Portugal. This index is a measure which helps to analyse market concentration and at the same time determines the competitiveness of the market.
- Monitoring of outdoor tourism demand. North of PortugalPublication . Martins, Oliva M.D.; Nunes, Alcina; Ferreira, Fernanda A.; Veloso, Cláudia M.; Santos, Sónia; Correia, Alexandra I.; Fonseca, Manuel José; Silva, Goretti; Rachão, Susana; Vieira, Elvira Pacheco; Carrança, Paulo; Fernandes, Paula OdeteThe Herfindahl-Hirschman Index (HHI) was used in order to understand the tourism competitiveness of the different sub-regions that make up the North Region of Portugal. This index is a measure which helps to analyse market concentration and at the same time determines the competitiveness of the market.
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