Launching advwise, a digital consulting start-up
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/42295 |
Resumo: | The following research aims to analyze how Advwise, a digital consulting start-up, should position itself in the market. It intends to differentiate itself from the competition by customizing the solutions offered to the current needs of Portuguese SMEs. Specialization in a more particular target client, taking into account the type of service they value most, is also in the scope of analysis. Thus, research was conducted on the concept of digital transformation; on the importance of a business model in defining the positioning and value proposition; and on the Portuguese consulting market. The methodology used to answer the research was the elaboration of a market study, which includes an analysis to the consulting market in Portugal, to the Portuguese small and medium enterprises market, and to the competitors within the sector. Moreover, an elaboration of interviews with companies from different industries was also conducted with the same purpose, proceeding to a qualitative and thematic analysis. Three dimensions were identified: the characterization of the growth of digital transformation in the market; the positioning in the consulting market; and customer preferences. This analysis concludes that Advwise should position itself as a digital development strategist, to distance itself from traditional consulting firms and IT companies. Its focus should be on medium sized companies with greater structure and financial means, adopting a role as a digital facilitator, through an ecosystem with partners specialized in various areas of digital. Working as a cluster it will provide an A-Z service, from planning to implementation and monitoring. |
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Launching advwise, a digital consulting start-upDigital transformationConsultingDigital consultingStrategyTarget customerPositioningValue propositionCompetitionThematic analysisTransformação digitalConsultoriaConsultoria digitalEstratégiaCliente-alvoPosicionamentoProposta de valorConcorrênciaAnálise temáticaDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe following research aims to analyze how Advwise, a digital consulting start-up, should position itself in the market. It intends to differentiate itself from the competition by customizing the solutions offered to the current needs of Portuguese SMEs. Specialization in a more particular target client, taking into account the type of service they value most, is also in the scope of analysis. Thus, research was conducted on the concept of digital transformation; on the importance of a business model in defining the positioning and value proposition; and on the Portuguese consulting market. The methodology used to answer the research was the elaboration of a market study, which includes an analysis to the consulting market in Portugal, to the Portuguese small and medium enterprises market, and to the competitors within the sector. Moreover, an elaboration of interviews with companies from different industries was also conducted with the same purpose, proceeding to a qualitative and thematic analysis. Three dimensions were identified: the characterization of the growth of digital transformation in the market; the positioning in the consulting market; and customer preferences. This analysis concludes that Advwise should position itself as a digital development strategist, to distance itself from traditional consulting firms and IT companies. Its focus should be on medium sized companies with greater structure and financial means, adopting a role as a digital facilitator, through an ecosystem with partners specialized in various areas of digital. Working as a cluster it will provide an A-Z service, from planning to implementation and monitoring.A seguinte investigação pretende analisar de que forma a Advwise, uma start-up de consultoria digital, se deve posicionar no mercado. Pretende diferenciar-se da concorrência através da personalização das soluções oferecidas às necessidades atuais das PMEs portuguesas. A especialização num cliente-alvo mais concreto, tendo em conta o tipo de serviço que mais valorizam, também é alvo de análise. Assim, foi realizada uma investigação sobre o conceito de transformação digital; sobre a importância de um modelo de negócio na definição do posicionamento e da proposta de valor; e sobre o mercado de consultoria português. A metodologia utilizada para responder à investigação foi a elaboração de um estudo de mercado, que inclui uma análise ao mercado de consultoria em Portugal, ao mercado das pequenas e médias empresas portuguesas, e aos concorrentes do setor. Além disso, a execução de entrevistas a empresas de diversos setores foi conduzida com o mesmo propósito, procedendo a uma análise qualitativa e temática. Foram identificadas 3 dimensões: a caracterização do crescimento da transformação digital no mercado; o posicionamento no mercado de consultoria; e as preferências dos clientes. Nesta análise conclui-se que a Advwise se deve posicionar como estratega de desenvolvimento digital, para se distanciar das consultoras tradicionais e das empresas de TI. O seu foco será nas médias empresas com uma maior estrutura e meios financeiros, adotando um papel de facilitador digital, através de um ecossistema com parceiros especializados em diversas áreas do digital. Permitirá prestar um serviço de A-Z, desde a sua planificação à sua implementação e acompanhamento.Xavier, RuteVeritati - Repositório Institucional da Universidade Católica PortuguesaRego, Manuel Stone2023-09-13T10:12:45Z2023-07-052023-062023-07-05T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/42295TID:203328086enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-09-19T01:42:06Zoai:repositorio.ucp.pt:10400.14/42295Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:29:31.388530Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Launching advwise, a digital consulting start-up |
title |
Launching advwise, a digital consulting start-up |
spellingShingle |
Launching advwise, a digital consulting start-up Rego, Manuel Stone Digital transformation Consulting Digital consulting Strategy Target customer Positioning Value proposition Competition Thematic analysis Transformação digital Consultoria Consultoria digital Estratégia Cliente-alvo Posicionamento Proposta de valor Concorrência Análise temática Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Launching advwise, a digital consulting start-up |
title_full |
Launching advwise, a digital consulting start-up |
title_fullStr |
Launching advwise, a digital consulting start-up |
title_full_unstemmed |
Launching advwise, a digital consulting start-up |
title_sort |
Launching advwise, a digital consulting start-up |
author |
Rego, Manuel Stone |
author_facet |
Rego, Manuel Stone |
author_role |
author |
dc.contributor.none.fl_str_mv |
Xavier, Rute Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Rego, Manuel Stone |
dc.subject.por.fl_str_mv |
Digital transformation Consulting Digital consulting Strategy Target customer Positioning Value proposition Competition Thematic analysis Transformação digital Consultoria Consultoria digital Estratégia Cliente-alvo Posicionamento Proposta de valor Concorrência Análise temática Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Digital transformation Consulting Digital consulting Strategy Target customer Positioning Value proposition Competition Thematic analysis Transformação digital Consultoria Consultoria digital Estratégia Cliente-alvo Posicionamento Proposta de valor Concorrência Análise temática Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The following research aims to analyze how Advwise, a digital consulting start-up, should position itself in the market. It intends to differentiate itself from the competition by customizing the solutions offered to the current needs of Portuguese SMEs. Specialization in a more particular target client, taking into account the type of service they value most, is also in the scope of analysis. Thus, research was conducted on the concept of digital transformation; on the importance of a business model in defining the positioning and value proposition; and on the Portuguese consulting market. The methodology used to answer the research was the elaboration of a market study, which includes an analysis to the consulting market in Portugal, to the Portuguese small and medium enterprises market, and to the competitors within the sector. Moreover, an elaboration of interviews with companies from different industries was also conducted with the same purpose, proceeding to a qualitative and thematic analysis. Three dimensions were identified: the characterization of the growth of digital transformation in the market; the positioning in the consulting market; and customer preferences. This analysis concludes that Advwise should position itself as a digital development strategist, to distance itself from traditional consulting firms and IT companies. Its focus should be on medium sized companies with greater structure and financial means, adopting a role as a digital facilitator, through an ecosystem with partners specialized in various areas of digital. Working as a cluster it will provide an A-Z service, from planning to implementation and monitoring. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-09-13T10:12:45Z 2023-07-05 2023-06 2023-07-05T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/42295 TID:203328086 |
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http://hdl.handle.net/10400.14/42295 |
identifier_str_mv |
TID:203328086 |
dc.language.iso.fl_str_mv |
eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
dc.source.none.fl_str_mv |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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