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- Convergências entre gerir e pensar design como condição sine qua: incrementar valor aos serviçosPublication . Maduro, Soraia; Fernandes, Paula O.; Alves, AlbanoEste trabalho de investigação tem por objetivo expor a convergência entre a gestão e o design evidenciada pelo pensamento em design (Design Thinking) como ferramenta estratégica e inovadora para incrementar valor aos serviços. A autora Best (2010) afirma que a gestão do design é um papel de liderança, um papel que requer que se explique, inspire, se persuada e se demonstre como o design pode contribuir para a organização de muitas formas variadas. Que este está intrinsecamente ligado aos negócios, de forma que tanto pode adicionar como criar valor. Segundo Ruão (2008), os ativos intangíveis, como a identidade, a imagem, a reputação ou a marca, têm uma importância crescente na gestão das instituições de ensino superior. Neste sentido a pertinência da investigação justifica-se pela necessidade premente da reestruturação estratégica das empresas do sector face ao cenário de crise atual. Face a este novo contexto em que as Instituições de Ensino Superior entraram numa conjuntura dita “de mercado”, onde a sustentabilidade exige agora uma orientação mais empresarial, os fatores intangíveis surgem como elementos muito valiosos. O campo de análise do estudo compreende a convergência entre design e gestão como alavanca estratégica no sector dos serviços, nomeadamente no Instituto Politécnico de Bragança. O trabalho aborda teoricamente as questões relacionadas com a gestão do design, o pensar design nos serviços, a identidade e a imagem corporativa (Reputação Corporativa). O estudo de caso centra-se no Instituto Politécnico de Bragança averiguando, como a gestão do design poderá contribuir estrategicamente para compreender quais os pontos fracos e as necessidades de design da instituição e transformá-los em vantagem competitiva, assim como investigar se a perceção que o Staff (Diretores, Docentes e Colaboradores) tem da sua identidade corresponde à imagem percebida pelo seu público (estudantes). Os principais resultados permitem concluir que de forma geral o IPB apresenta uma Reputação Corporativa positiva para os atributos da imagem em estudo (Website, Identidade visual, Publicidade e Ambiente). É possível verificar a existência de diferenças na perceção que o Staff tem da sua identidade e a imagem percebida pelos Estudantes, o que permite perceber que ações a organização poderá fazer no sentido de alinhar a sua Reputação Corporativa de forma a que esta seja percebida de maneira positiva onde apresenta pontos negativos.
- Management design as a strategic lever to add value to corporate reputation competitiveness in higher education institutionsPublication . Maduro, Soraia; Fernandes, Paula Odete; Alves, AlbanoPurpose: The purpose of this paper is to aid the convergence of design and management as a strategic lever and innovative tool to improve corporate reputation in higher education institutions (HEIs), particularly in the Polytechnic Institute of Bragança, Portugal (IPB). Design/methodology/approach: SWOT analysis is used to identify strengths and weaknesses in the context of an organization’s internal competencies (identity) and opportunities and threats in an analysis of the organization’s external competitive context (image). Quantitative analysis was used based on questionnaires conducted with IPB community to analyse if differences exist between identity (staff) and image (students) and where there are design structures (website, visual identity, advertising and environment. Corporate character scale developed by Davies et al. (2003, 2004) was used. Findings: With the SWOT analysis, it is possible to outline IPB performance strategies that meet a positive reputation. A positive corporate reputation was found in IPB with the study of corporate character scale. It has been realized where there are differences from the point of view of identity and image, and thus, it is possible to indicate ideas of improvement to increase the competitiveness of HEIs. Research limitations/implications: The study is restricted to five schools of IPB. It would also be pertinent to broaden the scope of the stakeholders, encompassing the external community of the IPB that is extending the study to the external public, such as parents, companies, suppliers and secondary students. Practical implications: HEI competitiveness implies student recruitment and public policies. A positive reputation implies a positive brand image. Design competencies of the public higher education sector can go much further acting at the strategic level, establishing its directives of action in the markets where it operates to reflect its corporate reputation in a positive way in the mind of the consumer. Intangible assets such as identity, image and corporate reputation, appear as very valuable elements, presenting an increasing importance in the management of universities that entered a market context where sustainability requires the adoption of more entrepreneurial management guidelines. Originality value: The paper is useful for the professionals and academics in perceiving the importance of use management and strategical tools to identify HEI communication and reputation difficulties for a thorough design thinking that delineates solutions that leverage the competitiveness of service organizations such as HEIs.
- Corporate reputation correlation as a strategic marketing tool in service design managementPublication . Maduro, Soraia; Fernandes, Paula Odete; Alves, AlbanoThis paper focused on the scope of the Design Management as a differentiating agent in the use of resources of the design and its interaction with the strategies and goals of a Service Sector, particularly in Higher Education Institutions (HEI). Currently the Reputation of HEI represents an intangible capital and a valuable asset and is recognized an important role in the differentiation and competitive advantage (Ruão, 2008). This competitive environment together with limitations of public resources for Higher Education makes the image an essential part of the strategic management of HEI (Luque-Martinez & Del Barrio Garcia, 2009). Conducting a correlations were obtained in most of the Corporate Character Scale dimensions, which reflects that these are very important when IPB's strong and sustained reputation. However, the presence of strong and positive relationships in dimensions such as ruthlessness, informality and machismo reflect the need to pay more attention to these characteristics in order to contribute to the overall satisfaction of the image perceived by the IPB Community. This paper aims to show that one of the ways to create new communication strategies can be through correlational analysis as a strategic marketing tool in Service Design Management in order to add value to the services, increasing their corporate reputation.