ICIEMC Proceedings

Value Chain Models and Circular Economy

Pedro Almeida — 2023-07-18

The transition from the dominant value chain models based on "Take, Make, Use, and Dispose" to the Circular Economy (CE) is gaining global traction as a sustainable development approach. With a growing global population surpassing 7.7 billion people, the need for sustainable practices that safeguard resources and protect vulnerable communities is becoming increasingly urgent. This article presents a systematic literature review conducted to assess to which extent researchers are addressing the adaptation of value chain models to the emerging concepts of CE, using a structured methodology that involved three stages: definition of the research focus, search for relevant literature, and reporting the results, being the goal to provide a comprehensive and unbiased analysis. Based on a final working sample of 159 articles extracted from Scopus and Web of Science Core Collection, we discover there is a higher interest from the scientific community to analyze traditional value chain models and relate them with the new concepts introduced by circular economies, revealing an active engagement of the scientific community in addressing the challenges posed by consumers and policy regulators to promote a sustainable society. Furthermore, the results suggest a rising trend of the combination of traditional value chain models with strategies and objectives of the CE practices.

Future Mobility Challenges for Established Car Manufacturers

Ramin Sh. Amiri — 2023-06-26

This paper provides a view on the “state of the art” of the business of automotive companies in context of the future mobility. By performing a systematic literature review, a comprehensive corpus of 981 articles pertaining to the subject matter was obtained from ISI Web of Science. We use Endnote and NVivo to support our research. The top journal in terms of number of publications is International Journal of Operations & Production Management, followed by International Journal of Technology Management, Supply Chain Management – an International Journal, Total Quality Management & Business Excellence and Journal of Product Innovation Management. The number of articles published along the analysed period has increased, indicating an increased interest in the topic. In terms of qualitative analysis on the abstracts, we identified different knowledge areas in the automotive industry from a business perspective, namely business transformation, cooperation, manufacturing, finance, organizational development, and communication. Also, various strategies and practices are used by automotive companies to generate revenue and sustain their operations.

Digital marketing and sustainable tourism

Luzia Arantes — 2023-06-19

The power of social networks and digital marketing to shape individuals' behavior is undeniable. With their far-reaching influence, they emerged as powerful tools for promoting sustainable behavior. Consequently, it became imperative to develop a meticulous strategic plan that integrates both digital marketing and social networks, thus building a lasting communication network that inspires tourists to adopt sustainable practices during their trips. This approach can contribute to promoting sustainable tourism and, at the same time, contribute positively to environmental conservation efforts on a global scale. 423 individuals participated, 149 (35.2%) male, 273 (64.5%) female and 1 (0.2%) participant of another sex, aged between 18 and 73 years, with an average age of 42.74% (SD = 15.94%). Using structural equation modeling, the relationships between sustainable destination measures, social networks, tourists' predisposition to sustainability, and tourists' sustainable behaviors were analyzed. The results of this research suggest that the sustainable measures implemented by the tourist destination have an impact on the adoption of sustainable behaviors among tourists, when mediated using social networks by the destination or by the prior predisposition of tourists to adopt these behaviors. However, the sustainable measures of the tourist destination alone are not sufficient for tourists to adopt sustainable behaviors. The application of the model makes it possible to identify the advantages of digital marketing and social networks in sustainable tourism and thus promote a resilient environment for the tourist market in Portugal.

A liderança transformacional e as organizações positivas

Manuel Luís Au-Yong-Oliveira — 2023-06-12

Este artigo pretende ser uma discussão sobre a liderança transformacional e que deverá existir em organizações positivas (onde há uma meritocracia reinante; versus as organizações negativas mais regidas pela relação e pelos contactos do que pela competência e em prol dos objetivos estratégicos da organização). O discurso é relativamente informal e baseia-se na experiência do autor de mais de 35 anos em empresas e organizações de diversa espécie (com e sem fins lucrativos; de fabrico; de serviços; de consultoria; PMEs mas também multinacionais). O artigo é assim um ensaio autoetnográfico – “auto” pois se parece com uma autobiografia; “etnográfico” pois tem em vista perspetivas culturais. Alguns exemplos dados sobre como funcionam diferentes culturas na prática, indiciam a dificuldade de se ser um(a) líder transformacional – onde os colaboradores se sentirão motivados, satisfeitos, empoderados, psicologicamente seguros e aproveitados, levando a um desempenho superior da organização. Aborda-se a questão de a cultura ser um elemento estável das pessoas e refere-se a questão da cegueira cultural, que pressupõe que se desconhece ou que não se tem competência face a uma cultura específica. Não se pretendem dar fórmulas, mas sim sugerir que ser transparente, dar objetivos claros (com datas a cumprir), fazer saber o que é mau e o que é bom, que conduzirão como consequência à construção de uma cultura eficaz e empreendedora – onde haverá lugar para a liderança transformacional. A liderança transformacional dependerá ainda de quatro fatores-chave: a meritocracia, a proficiência cultural, os objetivos estratégicos da organização, e o ser uma organização positiva.

An exploratory discussion on motivation, innovation and success in the new digital world

Manuel Luís Au-Yong-Oliveira — 2023-06-19

According to the perspective of the authors, the subject of motivation is not trivial but central to organisational study and life. The journey discussed herein started with sport and world leaders, moved on to organisational leadership, and then to the digital transformation we have witnessed, our article hence seeking to spark the debate on motivation, innovation and success. The impact of COVID-19 on employee work motivation and productivity has shown us that employees were more likely to be motivated during a crisis if they felt their company cared about their health and well-being. Worker motivation did indeed decline during the crisis compared to the previous year. The main reasons are a lack of recognition and appreciation, a lack of career opportunities and stress due to the increased workload (including family obligations when working and staying at home longer). The lack of opportunity to socialise face-to-face in the work environment is also a motivation detractor. COVID-19 has had a significant impact on worker motivation. To maintain work motivation during a crisis, it is important that companies address the needs and concerns of their employees and take steps to promote their health and well-being. Clear communication, appreciation and recognition, and flexible working models can also help to maintain employee motivation. Creativity and its promotion is also important. In sport as in the office. One needs to fulfil our destiny as regards our possible contribution to society and our research and experience shows us that motivation will be central to the debate. We have also used IFR – intuitive feeling research – to write this article. As the authors are all experienced, we have relied on that and tapped into it to produce the discussion herein. An article forthcoming by Au-Yong-Oliveira et al. explains IFR in more detail.

Atitudes empresariais das PMEs portuguesas face à implementação da Economia Circular

Rui Jorge Carreira — 2023-06-12

A Economia Circular surge como uma via para atenuar os problemas cada vez mais prementes da escassez de recursos e do excesso de resíduos.

A transição da tradicional Economia Linear para a novel Economia Circular seria substancialmente mais facilitada se esta fosse assumida como um requisito pelo consumidor. Não estando o consumidor disposto a pagar mais por produtos circulares, nem sequer a dar lhes manifesta preferência, as empresas só encontram motivação para a circularidade quando esta se associa à redução custos, o que raramente acontece.

Perante este cenário, entendem os autores que importa compreender melhor ambos os posicionamentos, tanto das empresas como dos consumidores, justificando se assim uma investigação cuidada e esclarecedora que ajude a descobrir novos caminhos para acelerar a implementação da Economia Circular.

No que respeita à caraterização da atitude empresarial face à Economia Circular, a investigação em curso optou pela realização de entrevistas semiestruturadas a responsáveis de PMEs portuguesas, começando por testar as condições de concretização das mesmas, nomeadamente o guião a utilizar, num conjunto restrito de empresas selecionadas por conveniência. O presente artigo discute a informação obtida e as conclusões retiradas.

Explorando a Ligação entre Experiência do Cliente e Lealdade à Marca

Liana Chaves — 2023-06-29

O presente estudo investigou a relação entre a experiência de marca e a satisfação do cliente e a lealdade à marca, no contexto da marca McDonald's. Foram testadas três hipóteses, buscando compreender melhor os fatores que influenciam a lealdade do cliente e a importância das experiências positivas na construção de relacionamentos duradouros. A pesquisa utilizou abordagem quantitativa, coletando dados por meio de questionários aplicados a clientes do McDonald's. Os resultados apoiam pesquisas anteriores, fornecendo suporte empírico às hipóteses testadas. A pesquisa confirmou que a experiência positiva do cliente com a marca McDonald's está diretamente relacionada à satisfação. Clientes que tiveram experiências positivas demonstraram maior nível de satisfação. Além disso, a pesquisa revelou que a experiência também influencia positivamente a lealdade dos clientes. Aqueles que vivenciaram experiências positivas têm maior probabilidade de se tornarem leais à marca. A satisfação do cliente também foi confirmada como um fator importante para a lealdade à marca. Clientes satisfeitos com a experiência oferecida pela McDonald's mostraram-se mais propensos a manter um relacionamento duradouro com a marca. Esses resultados destacam a importância de proporcionar experiências positivas aos clientes, pois isso não apenas aumenta a satisfação, mas também fortalece a lealdade e promove relacionamentos de longo prazo. Essas descobertas podem ser utilizadas para desenvolver estratégias que fortaleçam a satisfação do cliente, promovam a lealdade à marca e estabeleçam relacionamentos duradouros.

Festival do Bacalhau

Paulo Sérgio Teixeira Costa — 2023-06-19

As a result of globalization, destinations were forced to compete among themselves. Of all the products created for this purpose, events stand out, with very positive impacts on the economic, social, political, tourism, urban and environmental levels, with particular relevance in the tourism sector, in which they began to hold a central role. Among these events we can highlight festivals, which are increasingly used to promote tourism and boost the local economy, while also contributing to the marketing of the location, to liven up attractions and locations, and act as catalysts for other forms of development. In such a competitive and cluttered events market, knowing and understanding the various stages of its life cycle can be of great importance in developing effective strategies to make events sustainable and profitable, but also to foresee and anticipate challenges, namely helping to better understand which alternative paths can be followed at a given time. This report, supported by a case study, presents and describes the redevelopment process of “Festival do Bacalhau” (Codfish Festival) in Ílhavo, Portugal, an important asset of the tourism development and promotion strategy of this territory. This renovation, supported in innovation, allowed to amplify the positive impacts of the festival, both in terms of benefits for the partners and the local economy, and in strengthening the visibility and notoriety of the Municipality of Ílhavo in the tourism market, as well as preventing its decline.

O comportamento do consumidor português na aquisição de bens de luxo de mobiliário e decoração

Gustavo D’Arca — 2023-07-18

O presente artigo tem como objetivo analisar a recetividade e as motivações dos consumidores Portugueses para a aquisição de peças de mobiliário e decoração de luxo. Tendo por base uma revisão de literatura e a adoção de um paradigma positivista, os dados foram recolhidos através da aplicação de um inquérito por questionário, via online entre novembro de 2021 e janeiro de 2022, a uma amostra não probabilística por conveniência pela técnica bola de neve. A amostra final foi constituída por 402 indivíduos maiores de idade de nacionalidade Portuguesa. Os dados recolhidos foram quantitativamente analisados recorrendo-se ao software IBM SPSS Statistics (versão 28.0.0.0). Foram testadas um total de 11 hipóteses no modelo. Não existiu evidência estatisticamente significativa para suportar três das hipóteses formuladas no modelo conceptual. Sinteticamente, os resultados destacaram que as sensações assumem um papel central em todo o processo de comportamento de compra de bens de luxo e de estabelecimento da relação dos consumidores com as marcas de luxo.

Factors influencing the usage of food delivery apps

Ricardo Ermida — 2023-06-13

Food delivery apps have become more relevant in recent years, with a specific increase due to Covid-19 pandemics. The research on the motivations of the users of this type of app is rather scarce, a gap that this paper seeks to contribute to. Using the theory of uses and gratifications, we developed a questionnaire-based survey and collected data online reaching a final sample of 93 respondents. The results indicate that the factors influencing the use of food delivery apps are delivery experience, customer experience and listing. Social pressure, ease of usage, quality control, convenience and restaurant search did not have any influence. No differences have been found according with gender, age, place to live, civil status, level of education or employment situation. The study has limitations related to the sampling method, by convenience, not allowing generalization to the population studied.

I learned, I grew, I succeeded - So why retire?

Bettina Falckenthal — 2023-06-19

What could motivate well educated and experienced employees to offer their expertise beyond the legal retirement age in markets with a shortage of skilled workers? At the same time, what could motivate employers to offer retirement as an option and not a foregone conclusion after a successful and fulfilled working life?

This study presents a first approach to analyse the literature that researches the impact of a seasoned and experienced workforce on the economic success of organizations. For this exploration, this work is based on the following premises:

Ethics and Value-based leadership have long-term positive economic effects on organizations, economies, and societies.
Companies with diverse leadership teams are more economically efficient, stable, and resilient as they attract a diverse workforce.
Offering customized opportunities for experienced and seasoned employees to work beyond legal retirement age could have positive socio-economic value.

We used a triangulation approach that consisted of a systematic literature review, a qualitative analysis of semi-structured interviews and an observation of the German labour market. In our exploratory research, we conducted nine interviews with participants of the German labour market, representing a balanced number of employers and employees as well as women and men.

We used this data to challenge or validate our hypothesis that there are experienced employees near and beyond the legal retirement age that could be a solution to the scarcity of skilled labour.

Our thematic analysis revealed that both sides are open to conversations and to constructing creative solutions.

Food and Beverage Collaboration Patterns

Michael Hack — 2023-06-21

This paper provides a “state of the art” view of the literature about food and beverage collaboration and pinpoints to new research fields related to collaboration in the Food and Beverage industry. Using a systematic literature review methodology, we identify and summarize the published evidence on collaboration in the Food and Beverage industry and thus synthesize previous work to strengthen the topic of collaboration in the Food and Beverage industry. A total of 228 topic-related articles were retrieved from the databases Scopus and Web of Science. After validation, 46 articles were identified as relevant, accessed and reviewed to understand the significance and the critical role played by collaboration, interaction and partnership among the university, industry and the government. Results indicate that the challenges and problems experienced in the food industry can be addressed through innovation and technological advancement. To achieve open innovation there are key players who must come together and facilitate the entire process. The industry, the university, the government and the consumer need to collaborate to yield positive outcomes. This indicates the significance of collaboration to facilitate open innovation.

The Role of Customer Engagement with E-banking

Anabela Maria Bello de Figueiredo Marcos — 2023-06-19

Nowadays, E-banking assumes an increased importance. Thus, this paper aims to identify as determinants of E-banking loyalty not only the interactivity that customers establish with the bank's website and their satisfaction with the E-banking but also the engagement between customers and E-banking. In total, 207 valid questionnaires were collected from Portuguese consumers. Structural equation modeling was used to test the proposed hypotheses. This research shows that in E-banking, website interactivity positively influences customer engagement, customer satisfaction and customer loyalty to the bank. Finally, customer satisfaction with E-banking as well as customer engagement with E-banking will lead to loyalty to the bank.

Propostas para eliminar a pobreza em Portugal com a ajuda das empresas

Bruna Moço — 2023-06-20

A pobreza é um estado socioeconómico que se define como a carência de recursos e está associada a uma distribuição desigual da riqueza. De acordo com o Relatório “Pobreza e Exclusão Social em Portugal” (2022) a crise pandémica acentuou o risco de pobreza ou exclusão social entre 2020 e 2021 em Portugal (12%). A tendência será o agravamento das condições de vida e a diminuição do rendimento disponível das famílias. O propósito do nosso trabalho é promover a ligação e a aproximação entre os indivíduos mais desfavorecidos e as empresas, de modo que as mesmas exerçam um papel ativo no combate à pobreza. Neste sentido, mencionamos algumas atitudes empreendedoras que as empresas podem seguir, de forma a diminuir a pobreza em Portugal. A nossa primeira proposta consiste no investimento por parte das empresas em habitações que serão utilizadas para acolher pessoas sem-abrigo, uma vez que a falta de habitação é a principal dificuldade que impede a satisfação de outras necessidades básicas. Somente quando este problema se encontra resolvido é que se deve proceder à reintegração dos indivíduos no mercado de trabalho. Esta proposta surgiu da colaboração de entidades como a organização NPISA Aveiro IPSS Florinhas do Vouga, que atua diretamente neste âmbito. A segunda proposta passa pela divulgação dos benefícios inerentes à implementação de departamentos de responsabilidade social, de modo que mais empresas apostem nos mesmos. Por último, abordamos a problemática do desperdício alimentar com o intuito de reduzir o mesmo e simultaneamente contribuir para a redução da fome. Deste modo, a proposta visa diretamente as empresas que possuam uma cantina ou que têm a sua atividade principal relacionada à distribuição ou venda de alimentos perecíveis. O intuito seria a distribuição de refeições ainda em bom estado pelos mais carenciados a custo zero. As três propostas apresentadas complementam-se, visto que atuam em campos diferentes, devendo ser todas implementadas simultaneamente para a obtenção de melhores resultados.

Brands and Digital Influencers

Mafalda Moura — 2023-06-19

Communication carried out through digital channels, has proved to be quite effective when compared to traditional advertising, exerting a great influence on the purchase decision, which constitutes a challenge and opportunity for brands. In this way, there has been a change in the creation of brand value, now determined by recommendations, mainly on social networks carried out by digital influencers.

The present study explores the role of agencies working with influencer advertising, specifically how brands can have better results, and benefit from agencies managing campaigns and influencers, instead to establish a direct relationship with digital influencers.

Given the relevance of the topic but its novelty as a field of study, was followed a qualitative approach, namely interviews with agency managers and influencers.

It was possible to detail the emergence, what is currently happening between brands, agencies, and influencers, what constitutes the basis of the business, and how their relationship is structured.

The role of influencer marketing

Catarina Parracho — 2023-06-19

Currently, consumers look for much information about brands on the Internet, specifically through the disclosure made by digital influencers. Understanding this behaviour, brands seek to create partnerships with influencers (celebrities, macro, micro and nano) to attract consumers and provoke high engagement with brands online. In this context, brands create partnerships with influencers to increase their reach, generate more significant interaction and consequently improve brand value. This study aimed to analyze the role of different influencers in a communication strategy in the gas and fuel sector. The study comprised a quantitative analysis through a questionnaire with a sample of 143 individuals. The results showed that most participants considered influencers specialists in their work area and used shared content as a source of information.

Business Model Innovation in SMEs

Lucio Marques Peçanha — 2023-06-12

To innovate in their business model, small and medium-sized enterprises (SMEs) have to be open to innovation, i.e., open to new technologies and sustainable practices among other possible strategies. The sustainability is crucial in this as the circular economy is growing as a new paradigm and the digital transformation and industry 4.0 are building knowledge around it. The organisations must, therefore, be aware of these contemporary practices and try to include the sustainable perspective into their business models. Many scholars produced knowledge related to business model and innovation, yet no systematic literature review (SLR) relating business model innovation to SMEs was found. Therefore, this SLR explains that phenomenon by answering to three research questions: (1) How the studies of business model innovation have evolved? (2) What are the challenges that SMEs have to struggle to innovate their business model? and (3) What are the trends in the study of business model innovation? 247 documents retrieved from the Web of Science database were submitted to the analysis protocol. The final sample of 122 records was submitted to bibliometric analysis using the R software and Vos Viewer software. Additionally, there was a content analysis of the articles to find trends, identifying clusters and presenting the results of condensed information in the form of tables and figures. Those results allowed the proposal of a framework for business model innovation in SME. At last, the conclusions and future studies agenda are presented to support new studies.

O impacto do content marketing na decisão de compra da Geração Z no setor da nutrição desportiva

Márcia Rebelo — 2023-06-19

O content marketing, como base de qualquer estratégia e ferramenta de inbound marketing, cria brand awareness e fomenta a notoriedade de uma marca. No entanto, para ser considerado de qualidade, é vital que o conteúdo seja relevante, único e inteligente o suficiente para ser capaz de atrair potenciais clientes no início do funil de vendas. Já numa etapa mais avançada, para os fidelizar, deve ser valioso, informativo, emocional e, sobretudo, fiável. No setor da nutrição desportiva, estas características são ainda mais importantes, uma vez que a questão da credibilidade é extremamente importante para a Geração Z. Focando-se no comércio online de produtos da indústria, importa referir o processo de decisão de compra, composto pelo reconhecimento da necessidade, procura de informações, avaliação das alternativas, decisão de compra e, por fim, o comportamento pós- compra. Cada uma destas etapas foi analisada tendo em conta os indivíduos em estudo. A Geração Z caracteriza-se pelo exímio nível tecnológico, daí serem tão adeptos do mundo online. Através de uma pesquisa de índole qualitativa, sob a qual foram realizadas entrevistas semiestruturadas a consumidores enquadrados no perfil em estudo, foi possível concluir que conteúdos como os white papers, infográficos, checklists, case studies e vídeos devem ser a aposta das marcas da indústria, pelo que devem recorrer a técnicas de search engine optimization e/ou proliferá-los via social media marketing, numa fase inicial do funil. Mais adiante, tirar partido do e-mail marketing para direcionar um conteúdo promocional é igualmente uma boa prática.

The Impact of Brand Presence on Consumer Perceptions of Controversial and Noncontroversial Topics

Fabio Shimabukuro Sandes — 2023-06-19

In light of recent events, there has been a growing concern regarding the consequences for brands that take a stand in controversial matters. However, little attention has been given to the potential implications of brand involvement in noncontroversial matters. This study aims to explore the effects of brand presence in both turbulent and non-turbulent waters. Drawing from a marketing perspective, we delve into the subjective perceptions of consumers, considering their cognitive processes, emotions, personal experiences, and cultural backgrounds. Cognitive processing is identified as a vital factor in facilitating consumers' comprehension and interpretation of brand messages. Additionally, emotions and cultural values play significant roles in shaping consumers' perspectives on controversial topics. Social interactions and peer dynamics further contribute to consumers' perceptions and alignment with viewpoints. Through an experimental study, we examine the influence of controversy levels and brand presence on consumers' perceptions of both the topic and the brand itself. Our findings highlight that consumers tend to perceive branded content associated with controversial topics as more likely to elicit irritation. Notably, the presence of a brand intensifies the perceived disturbance of controversial topics, while noncontroversial topics are considered more disturbing in the absence of a brand. This research sheds light on the intricate relationship between brand presence, consumer perceptions, and controversy, providing valuable insights for brand strategists navigating both turbulent and non-turbulent waters.

Immersive Training Weeks in Doctoral Education

Irina Saur-Amaral — 2023-06-19

Ph.D. training worldwide, including Doctoral education in Marketing or Engineering fields, has been in trouble for some time. These last turbulent times (pandemic, energy, inflation, and war crises) have only increased the problems previously reported by the 3^rd cycle students and early career researchers, including chronic lack of support and poor-quality supervision, with senior researchers rarely trained in mentorship. It is also reported that Ph.D. candidates are inadequately prepared for the cross-disciplinary working and large teams that characterize cutting-edge science today. In the last two decades, opposite decisions took place in Europe concerning the curricula of Doctoral programs. In the 2010s, a large number of classes was added to the Ph.D.s, contributing to almost residual time for thesis research in the first year of the programs. However, ten years later, an abrupt change took place and almost all classes were removed from the Ph.D. curricula, creating a void in (hard and soft skills) training and leaving all the responsibility of training to the supervisor. Ph.D. students reported guidance and isolation issues in the first year. Moreover, today’s little Ph.D. training is fully dedicated to the obtention of their Ph.D. and not to their role in society after the Ph.D. defense. This work discusses a new approach to doctoral education which started first at a professional doctorate implemented at University of Aveiro, Portugal, where few classes take place. This approach considers a novel Ph.D. training, both hard and soft skills development, through special intensive weeks, called Immersive Weeks. In these, distributed during the first year, Ph.D. students exclusively participate in several workshops, acquiring the tools for accomplishing both a successful Ph.D. and a future job. Pilots of this approach took place at the University of Aveiro with large success, while some improvement suggestions have also been pointed out by students.

When the New Building Is Finally Ready

Irina Saur-Amaral — 2023-06-24

Student satisfaction with the facilities of higher education institutions is known to have a positive impact onto the overall satisfaction with their course. However, different aspects of the facilities are assessed differently, and the satisfaction varies according to the specific context and prior experience. This research assesses student satisfaction in a specific case, namely facilities that have been refurbished and closed for one year and a half. In these facilities, more than 1.400 students usually have classes at post-secondary, bachelor and master level, both during daytime and at night. The courses lectured are business-related. We used a questionnaire-based survey and collected a sample of 494 respondents. We used exploratory factorial analysis and linear regression to understand which were the aspects that influenced most the overall student satisfaction with the new facilities. Results indicate that satisfaction with Classrooms Aesthetics / Size / Furniture, Classrooms Acoustics / Lightening, Temperature, Availability of Sockets, Orientation / Signage and WiFi had a positive impact in the overall satisfaction. More, in some of the dimensions, significant differences were identified according to Gender, Age, Type of Student, Course and Knowledge of the previous facilities.

Innovative Approaches to Teaching and Learning

Irina Saur-Amaral — 2023-06-19

The main goal of this paper is to describe a specific teaching-learning project implemented in two higher education courses – Bachelor in Marketing and Master in Competitiveness and Business Development, offered at a higher education institution. The project integrated Project Based Learning (PBL) methodologies and authentic learning, supported by technology, with Sustainable Development Goals (SDGs), studying real companies from different industries, and aiming to improve the quality of the learning experience, students’ motivation and academic success. A total of 300 students were involved in the 1st semester of the year 2022/2023.

The idea of sustainable cocreation was at the base of this pedagogical innovation project, so that students may become aware and assume responsibility on the impact of marketing, strategy and competitiveness decisions in the contemporary society. Students were challenged to include in their works a proposal of actions that had positive impact and contributed to the SDGs defined by the United Nations and to reflect and measure the potential impact of these actions at the level of the community.

From an operational perspective, students developed different activities in their academic works, in four different curricular units, in line with the educational level and syllabus of each curricular unit, always related to real companies from different industries and supported by different technologies, using different immersive learning experiences where students could combine authentic learning and SDGs analysis.

Package Label Redesign

Liliana Vitorino — 2023-06-20

The requirements towards new packaging and consumer expectations with food packages are systematically growing. Packaging is an essential element in modern trade in goods, which guarantees preserving the quality of food products, but simultaneously is an influential communicator in a dynamic market environment where consumers often only make their final purchasing decision when they are inside a retail setting. 100% Titular is a company that operates in Trade of Food Products and needs to change its spice package label. A case-based learning method was applied with students of Design and Marketing of New Products from the Marketing undergraduate degree of Leiria Polytechnique to develop the new package label.