Business & Management
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Item Decoding strategic pathways: Unravelling Amazon Prime Video's key business decision(Dublin Business School, 2024) Checchin, Giovanni; Giuffrè, Sofia; Martorella, Niccolò; Varone, Federica; Laiho, HeikkiThis paper is aimed at analyzing Amazon Prime Video’s strategic decisions in relation to those implemented by competitors to differentiate themselves in the SVoD market. The ultimate purpose of the research is to answer, thanks to primary and secondary research, the questions "What is Amazon Prime Video doing and will do to differentiate itself from its competitors and why is it making such moves? Will the changes taking place in this sector lead to a merger of the OTT market with the Pay-TV one?”, and offer three hypothetical scenarios for the future of this market and its players.Item Experiences from transactions: the future of traditional retail stores(Dublin Business School, 2024) Lipka, Anna; Wiards, Foelke Johanna; Markgraf, Romy; Zukowski, Viktoria Friederike; Sonde, Temitope Oluwadamilare; Duff, DavidDue to the COVID-19 pandemic, online shopping has become increasingly important and seems to gradually replace retail stores. Therefore, this project aims to answer questions regarding the sustainability of retail stores by analyzing consumer behavior trends and market dynamics. This project employs a mixed-methods approach to achieve its research objectives. This approach combines qualitative and quantitative methods, which involves using various data collection and analysis techniques. The hypothesis that online shopping poses a significant threat to traditional retail stores is only partially supported, as most participants remain favoring physical stores. However, there is a recommendation for offline stores to expand online due to increasing competition and shifting market dynamics. To conclude, online shopping will continue to grow in popularity. However, retail stores can remain relevant by improving their online presence and creating a unique, multi-sensory shopping experience. Given that this Capstone project is a relatively short analysis of a complex topic, further research is required to include other online and in-store shopping categories, such as groceries or furniture.Item Advancing financial strategy: A comprehensive analysis of ESG and value investing for profit maximization(Dublin Business School, 2024) Doyle, Steven; Stan, Georgiana; Stan, Vlad; Cook, Harry; Hickey, PhilipThis research explores the comparative expected returns between portfolios of value stocks and top-rated ESG (Environmental, Social, and Governance). Our analytical approach included a rigorous selection process for value stocks based on financial metrics and for ESG stocks based on their sustainability scores. Our comprehensive analysis included calculating expected returns, risk assessments, and portfolio optimizations, which were facilitated through advanced financial tools and methodologies. This research underscores the shifting paradigms in investment strategies, where ethical considerations are increasingly becoming as crucial as financial outcomes. It asks the question can investors align themselves with broader environment and societal goals and still achieve profitable returns and open the path for further research that could extend the dept of the analysis. The findings advocate for a broader acceptance and integration of ESG factors as a lucrative investment and a forerunner in the future of investment decision-making, supporting the notion that sustainable investing can indeed align with, or even enhance, financial goals.Item The influence of TikTok on consumer behaviour: An analysis of how TikTok influencers affect Generation Z’ consumption in the wellness sector(Dublin Business School, 2024) Boas, Kaulle Vilas; D’Almeida, Isabella; Alves de Oliveira, Barbara; Mota, Reuel; Fravega, JuanIn this study, the researchers deeply examine the dynamics of social media’s influence on Generation Z’s consumer behaviour. The research question, “To what extent are Generation Z’s purchase behaviour for wellness products influenced by TikTok digital influencers?” aims to measure the degree to which this influence occurs by applying quantitative research methods. Two main objectives guided the research: a) To conduct a comprehensive Literature Review, analysing published work on Gen Z, their consumption of wellness products, and the dynamics of influence on the social media platform TikTok among content creators, consumers and brands, and b) To conduct an online survey, exploring how TikTok influencers and their posts promoting wellness products and brands influence Gen Z consumers’ purchasing behaviour towards wellness products. By applying a descriptive research design and qualitative survey approach with a sample of 131 participants, of which mostly were Gen Z, the researchers confirmed both hypotheses: 1) TikTok influences Gen Z consumers’ purchasing intentions in the wellness niche and 2) TikTok influencers directly influence Gen Z consumers’ purchasing decision process. From the sample population, 85.3% affirm that they have had the intention to purchase wellness products in the past, based on a TikTok influencer’s recommendations. In contrast, 81.5% of participants said they had already purchased a wellness product based on the recommendation of a TikTok influencer.Item Hemp for a Sustainable Future(Dublin Business School, 2021) Driol, Nicolas; Costa, Marcos; Moolman, Jeremy; Elmetashvili, Giorgi; Lalor, Conor; P.J. PaulThe consistent rhetoric that there is nothing that humans can do to save our climate is a misunderstood myth. With legislation changing on all three levels of government – locally, nationally and internationally in the form of “Climate Action and Low Carbon Development Bill 2020”, the “European Green Deal” and the “Paris Agreement” respectively, that points to a vision that business practices and processes need to adapt to a more circular economy. With the use of secondary research, we analysed the construction industry’s impact on our environment, what hemp is capable of doing for the environment and lastly the feasibility of investing in the hemp construction industry. The construction industry adds many pollutants to the environment, not just in the form of carbon emissions. In Ireland, there is an increase of construction demand (creating a larger effect on the environment than previously) due to the housing crisis. The legal status is shifting towards a carbon neutral world therefore it would affect the way the construction industry meets the demand for housing. Hempcrete as an alternative construction material to concrete, is seen as the healthier option for the construction industry. One that is sorely needed and one that can help with the effects of the climate and potentially repair our past environmental mistakes. Hempcrete is a mixture of lime binder, hemp hurd and water. Hempcrete can be casted into bricks and sold or can be mixed onsite and used to pour into the mould of the desired building. Having their own benefits, secondary research revealed that hemp - from the moment it's planted - starts to create a better environment and even after 300 years of Hempcrete standing buildings they keep absorbing the CO2 in the environment. The hemp industry is growing in size as hemp legislation is changing. There is demand for socially responsible products. While most companies that are producing hemp products now are still small and don’t have a strong position in the market, it holds great potential to make a difference in the construction industry and at the same time create a green circular economy that works to improve our environment rather than to destroy it. Ireland's climate is appropriate for the growth of industrial hemp which represents an opportunity of becoming a major international supplier. Leading to Ireland having a larger role to play internationally with its efforts for a greener circular-economy as Ireland's impact on the western culture is seen as one of the greatest strengths it holds (as irish holidays and folklore are celebrated around the world). This is a great advantage while marketing a product of such importance. Therefore the literature review partly focuses on the feasibility of creating a company that will specialise in all things hemp, starting with the Construction Industry as it has the biggest effect on the degradation of our environment. Hempcore, the business proposal at the end of the literature review, is the logical next step in creating a circular economy that is focused on fixing the environment. Using ancient materials mixed with modern technology, Hempcore will aim to gain competitive advantage to influence the construction industry in a more responsible way.