A strategic recommendation to market and launch a new Vichy product of the neogenic category. Product launch as an investemnt opportunity

Detalhes bibliográficos
Autor(a) principal: Marques, Gonçalo Lisboa Ricardo
Data de Publicação: 2015
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/20587
Resumo: CEMS
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spelling A strategic recommendation to market and launch a new Vichy product of the neogenic category. Product launch as an investemnt opportunityTarget definitionLaunch strategyInvestment opportunityReal optionDomínio/Área Científica::Ciências Sociais::Economia e GestãoCEMSThe Business Project was centered on the launch of a Vichy Dercos Neogenic product and two main issues were addressed. Firstly, the group conducted a Market Analysis and a Target Definition exercise, bearing in mind the possible cannibalization effect on revenues of previous products. Secondly, a 360º Launch Strategy was devised, focusing on every touchpoint of the consumer journey. Within the scope of this Work Project, the product innovation process conducted by Vichy was framed as an investment opportunity incorporating real options and accounting for technological and market uncertainty, leading to a more accurate Net Present Value of the project.Prandelli, EmanuelaFerreira, MiguelRUNMarques, Gonçalo Lisboa Ricardo2017-05-02T13:51:33Z2015-07-142015-07-14T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/20587TID:201528584enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-05-22T17:25:23Zoai:run.unl.pt:10362/20587Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-05-22T17:25:23Repositório 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 A strategic recommendation to market and launch a new Vichy product of the neogenic category. Product launch as an investemnt opportunity
title A strategic recommendation to market and launch a new Vichy product of the neogenic category. Product launch as an investemnt opportunity
spellingShingle A strategic recommendation to market and launch a new Vichy product of the neogenic category. Product launch as an investemnt opportunity
Marques, Gonçalo Lisboa Ricardo
Target definition
Launch strategy
Investment opportunity
Real option
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short A strategic recommendation to market and launch a new Vichy product of the neogenic category. Product launch as an investemnt opportunity
title_full A strategic recommendation to market and launch a new Vichy product of the neogenic category. Product launch as an investemnt opportunity
title_fullStr A strategic recommendation to market and launch a new Vichy product of the neogenic category. Product launch as an investemnt opportunity
title_full_unstemmed A strategic recommendation to market and launch a new Vichy product of the neogenic category. Product launch as an investemnt opportunity
title_sort A strategic recommendation to market and launch a new Vichy product of the neogenic category. Product launch as an investemnt opportunity
author Marques, Gonçalo Lisboa Ricardo
author_facet Marques, Gonçalo Lisboa Ricardo
author_role author
dc.contributor.none.fl_str_mv Prandelli, Emanuela
Ferreira, Miguel
RUN
dc.contributor.author.fl_str_mv Marques, Gonçalo Lisboa Ricardo
dc.subject.por.fl_str_mv Target definition
Launch strategy
Investment opportunity
Real option
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Target definition
Launch strategy
Investment opportunity
Real option
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description CEMS
publishDate 2015
dc.date.none.fl_str_mv 2015-07-14
2015-07-14T00:00:00Z
2017-05-02T13:51:33Z
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/10362/20587
TID:201528584
url http://hdl.handle.net/10362/20587
identifier_str_mv TID:201528584
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
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
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv mluisa.alvim@gmail.com
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