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- Identifying patterns of alumni commitment in key strategic relationship programmesPublication . Pedro, Ilda; Mendes, Júlio da Costa; Pereira, LNHigher education institutions (HEIs) need to understand their alumni when drawing strategic relationship programmes. This paper aims to identify clusters of alumni based on their commitment relationship and to analyse factors influencing their intention to collaborate with the HEI. The study took place at a Portuguese university, considering a dataset of 1075 of alumni asserting intention to collaborate. First, a cluster analysis was conducted to identify patterns of commitment relationship. Secondly, a logistic regression was run to identify determinants of intention to collaborate. Both techniques revealed the decisive role of HEI commitment in the process. Relationship advantages and positive feelings towards the HEI were also pointed out as important. Alumni asserted recommendations, further training, sharing experiences and giving help as ways to collaborate with HEI. Regression results suggest that sociodemographic variables such as gender, marital status and volunteering are significantly associated with a probability to collaborate. Results also show that affiliation in sororities/fraternities and participation in extracurricular activities are significantly associated with that collaborative intention. The findings provide clues to support strategic relationship programmes based on consistent marketing campaigns, while bringing value to the literature in the European context, where alumni culture requires real insights to evolve.
- A marketing strategy for a new functional fishPublication . Pereira, LN; Mendes, Júlio da Costa; Mendes, Joana PimentelThe successful development and bringing to market of a new fortified sea bream depends not only on the additional nutrients that it may include and the multiple health benefits that it might generate, but also on consumer habits, needs, wants, and their willingness to accept a new functional food product. In order to produce information on supporting entrepreneurs' investment decisions with respect to a new functional fish, a market research study was performed in order to gather market data. The descriptive study aimed to measure: consumption habits with respect to all types of fish; the market share of aquaculture fish; market size and channels; the factors determining the acceptance of the new product; the consumer probability of buying and recommending the new product; the fair price of the new product; and the consumer profile. The results of this study were used to design a marketing strategy for the new food product to meet the Portuguese market requirements.