NFTs and Porto Ferreira's premium : a blue ocean or an ephemeral bet on differentiation?
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/38287 |
Resumo: | Although Portugal plays an important role in the commercialization of Port Wine, the consumption of this wine has decreased in recent years. In this Master's Final Work (TFM) is presented a strategy to reverse the downward trend of its consumption, more specifically in Porto Ferreira's Premium. Sogrape is a company with an important weight in the national Port Wine market, which makes it a pertinent case study. Thus, we propose to answer the following Research Question: "How to reverse the decreasing trend in Porto Ferreira's Premium Port Wine consumption through NFTs?”. The objective is to understand which factors impact the performance of the Port Wine industry to create a strategy that meets the market needs. To this end, the method used in this work is qualitative, adopting an exploratory case study. In order to reverse this downward trajectory, the creation of a Blue Ocean strategy is proposed. Therefore, and to create a new market and new demand, it is then proposed that Sogrape and its Porto Ferreira Premiums enter the world of digital property, through NFTs. It was concluded, given the opportunities and risks that can be faced when operating in this market, that the integration of Sogrape and its Porto Ferreira Premiums in NFTs is viable. |
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NFTs and Porto Ferreira's premium : a blue ocean or an ephemeral bet on differentiation?Port WinePorto Ferreira’s PremiumBlue ocean strategyNon-fungible tokenVinho do PortoPremium da Porto FerreiraEstratégia blue oceanNon-funglible tokenDomínio/Área Científica::Ciências Sociais::Economia e GestãoAlthough Portugal plays an important role in the commercialization of Port Wine, the consumption of this wine has decreased in recent years. In this Master's Final Work (TFM) is presented a strategy to reverse the downward trend of its consumption, more specifically in Porto Ferreira's Premium. Sogrape is a company with an important weight in the national Port Wine market, which makes it a pertinent case study. Thus, we propose to answer the following Research Question: "How to reverse the decreasing trend in Porto Ferreira's Premium Port Wine consumption through NFTs?”. The objective is to understand which factors impact the performance of the Port Wine industry to create a strategy that meets the market needs. To this end, the method used in this work is qualitative, adopting an exploratory case study. In order to reverse this downward trajectory, the creation of a Blue Ocean strategy is proposed. Therefore, and to create a new market and new demand, it is then proposed that Sogrape and its Porto Ferreira Premiums enter the world of digital property, through NFTs. It was concluded, given the opportunities and risks that can be faced when operating in this market, that the integration of Sogrape and its Porto Ferreira Premiums in NFTs is viable.Apesar de Portugal desempenhar um papel importante na comercialização de Vinho do Porto, o consumo deste vinho apresentou, nos últimos anos, um decréscimo. No presente Trabalho Final de Mestrado (TFM) apresenta-se uma estratégia para inverter a tendência decrescente do seu consumo, mais especificamente nos Premium da Porto Ferreira. A Sogrape é uma empresa com um peso importante no mercado nacional do Vinho do Porto, o que faz com que seja um caso de estudo pertinente. Assim, propõe-se dar uma resposta à seguinte Questão de Investigação: "Como reverter a tendência decrescente no consumo do Vinho do Porto Premium da Porto Ferreira através de NFTs?". O objetivo passa por entender que fatores têm impacto na performance da indústria do Vinho do Porto a fim de criar uma estratégia que vá ao encontro das necessidades do mercado. Para tal, o método utilizado no presente trabalho é qualitativo, adotando um caso de estudo exploratório. De forma a inverter esta trajetória decrescente, é proposta a criação de uma estratégia de Blue Ocean. Assim, e com o intuito de criar um novo mercado e nova procura, é então proposta a entrada da Sogrape com os seus Premium da Porto Ferreira no mundo da propriedade digital, através de NFTs. Concluiu-se, atendendo às oportunidades e riscos que podem ser enfrentas ao operar neste mercado, que é possível a integração da Sogrape e dos seus Premium da Porto Ferreira nos NFTs.Franco, Maria Raquel Costa Campos LeichsenringVeritati - Repositório Institucional da Universidade Católica PortuguesaCoelho, Mariana Andrade da Silva Cardoso2023-07-19T00:30:39Z2022-07-062022-042022-07-06T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/38287TID:203035348enginfo: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:RCAAP2023-07-25T01:39:03Zoai:repositorio.ucp.pt:10400.14/38287Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:31:12.908585Repositório 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 |
NFTs and Porto Ferreira's premium : a blue ocean or an ephemeral bet on differentiation? |
title |
NFTs and Porto Ferreira's premium : a blue ocean or an ephemeral bet on differentiation? |
spellingShingle |
NFTs and Porto Ferreira's premium : a blue ocean or an ephemeral bet on differentiation? Coelho, Mariana Andrade da Silva Cardoso Port Wine Porto Ferreira’s Premium Blue ocean strategy Non-fungible token Vinho do Porto Premium da Porto Ferreira Estratégia blue ocean Non-funglible token Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
NFTs and Porto Ferreira's premium : a blue ocean or an ephemeral bet on differentiation? |
title_full |
NFTs and Porto Ferreira's premium : a blue ocean or an ephemeral bet on differentiation? |
title_fullStr |
NFTs and Porto Ferreira's premium : a blue ocean or an ephemeral bet on differentiation? |
title_full_unstemmed |
NFTs and Porto Ferreira's premium : a blue ocean or an ephemeral bet on differentiation? |
title_sort |
NFTs and Porto Ferreira's premium : a blue ocean or an ephemeral bet on differentiation? |
author |
Coelho, Mariana Andrade da Silva Cardoso |
author_facet |
Coelho, Mariana Andrade da Silva Cardoso |
author_role |
author |
dc.contributor.none.fl_str_mv |
Franco, Maria Raquel Costa Campos Leichsenring Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Coelho, Mariana Andrade da Silva Cardoso |
dc.subject.por.fl_str_mv |
Port Wine Porto Ferreira’s Premium Blue ocean strategy Non-fungible token Vinho do Porto Premium da Porto Ferreira Estratégia blue ocean Non-funglible token Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Port Wine Porto Ferreira’s Premium Blue ocean strategy Non-fungible token Vinho do Porto Premium da Porto Ferreira Estratégia blue ocean Non-funglible token Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Although Portugal plays an important role in the commercialization of Port Wine, the consumption of this wine has decreased in recent years. In this Master's Final Work (TFM) is presented a strategy to reverse the downward trend of its consumption, more specifically in Porto Ferreira's Premium. Sogrape is a company with an important weight in the national Port Wine market, which makes it a pertinent case study. Thus, we propose to answer the following Research Question: "How to reverse the decreasing trend in Porto Ferreira's Premium Port Wine consumption through NFTs?”. The objective is to understand which factors impact the performance of the Port Wine industry to create a strategy that meets the market needs. To this end, the method used in this work is qualitative, adopting an exploratory case study. In order to reverse this downward trajectory, the creation of a Blue Ocean strategy is proposed. Therefore, and to create a new market and new demand, it is then proposed that Sogrape and its Porto Ferreira Premiums enter the world of digital property, through NFTs. It was concluded, given the opportunities and risks that can be faced when operating in this market, that the integration of Sogrape and its Porto Ferreira Premiums in NFTs is viable. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-07-06 2022-04 2022-07-06T00:00:00Z 2023-07-19T00:30:39Z |
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/10400.14/38287 TID:203035348 |
url |
http://hdl.handle.net/10400.14/38287 |
identifier_str_mv |
TID:203035348 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
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openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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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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