Recursos de colección

UTL Repository Universidade Técnica de Lisboa (37.000 recursos)

O Repositório Institucional da Universidade Técnica de Lisboa desenvolvido no âmbito do projecto RCAAP. Este repositório destina-se a recolher, preservar e disponibilizar o acesso às publicações científicas e didácticas de seis: Escolas da UTL: Faculdade de Medicina Veterinária, Instituto Superior de Agronomia, Instituto Superior de Economia e Gestão, Instituto Superior de Ciências Sociais e Políticas , Faculdade de Motricidade Humana, Faculdade de Arquitectura. O Instituto Superior Técnico, igualmente Escola Da UTL, tem repositório independente.

Mostrando recursos 1 - 3 de 3

  1. Measuring internal brand equity in B2B service industries in Iran

    Tabar, Sara Moghaddam; Karami, Naser; Ilbeigi, Faraz
    In the business-to-business sector, employees are playing a pivotal role in the success of corporate brands. Thus, measuring the internal brand equity in service industries can significantly highlight the potential role of the workforce in internal and external brand performance. To this end, 105 service firms were examined and empirical data was provided by a sample of 533 industrial workers and 208 managers, which was then analyzed. The main conclusions of this research lead us to confirm the positive relationship between determinants of internal brand equity and its influence on building strong internal and external brand equity. Conclusions are drawn...
    - 15-may-2018

  2. Are large firms more profitable than small and medium firms in the European Union?

    Gaio, Cristina; Henriques, Rita
    This study comparatively analyses the profitability between large enterprises (LE) and small and medium enterprises (SME) in the European Union in order to understand which group of companies is more profitable. The analysis is also segmented by groups of countries and industries. Furthermore, we study the impact of the financial crisis on profitability. The sample includes 54,654 firms from 21 EU countries and from 17 industries during the period between 2004 and 2013. Two measures of profitability are used: (1) Return on Assets (computed both with earnings before interest and taxes and net profit), and; (2) Return on Equity. The...
    - 15-may-2018

  3. Strategic brand experience to differentiate B2B service offering : a case study analysis

    Quader, Mohammed Shahedul; Sohel, Shanewaz Mahmood
    In the 21st Century, the service sector industry plays a more domineering role than manufacturing. As a result, a dynamic service-oriented approach to marketing emerges, where perceptions of a brand are significantly influenced by the staff. The difference between competing brands is not only based on functional factors, but also emotional factors. Staff are critical to build and maintain a sustainable brand, and require in-depth knowledge and skills, which together with support activities, deliver the brand values. Staff should be recruited who genuinely believe in the brand’s values and who work together to build the brand. Firms should create a...
    - 15-may-2018

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