Open doctoral topics | Specialisation in Business Administration

GeneralDOCBA-2026-06: Marketing for the Changing Consumer: Understanding How Brands and People Connect Today

The connection between consumers and brands is being redefined. This research opportunity is for PhD candidates interested in studying the powerful shifts transforming marketing. We will examine the forces that shape how people discover products, build trust, and make choices in a digital and values-driven world.
Your research could answer important questions. How do modern consumer priorities, like authenticity and social responsibility, influence loyalty and buying decisions? What is the new role of advertising alongside social media creators and direct brand conversations? How do emerging models, from subscriptions to community-focused brands, create value? You could also explore how new technologies create deeper, more interactive brand experiences.
I will help you define a specific, compelling research question that aligns with your interests. Together, we will build a rigorous and appropriate methodology for your project. Your doctoral work will generate original insights to advance marketing scholarship and guide business leaders in engaging today's consumer.

Supervisor(s): Alessandro Lampo (lampo.alessandro@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: Consumer Values, Brand Relationships, Digital Media, Business Models, Customer Trust, Marketing Theory

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GeneralDOCBA-2026-05: Why Do Some Innovations Succeed? The Human Side of Technological Change

We’re living in a world of smart devices, invisible algorithms, and constant digital promises. Every day brings a new “revolutionary” technology—from AI assistants and blockchain to autonomous systems and immersive metaverses.
Yet for every roaring success (think smartphones or contactless payment), there’s a fascinating struggle (e.g., Google Glass, early smart homes, or certain crypto applications). The difference often isn’t just the tech itself—it’s the human, cultural, and strategic ecosystem around it.
This research area asks a simple question: In a world full of brilliant ideas, why do some innovations catch on while others quietly fade away?
As your supervisor, I will support you in developing a rigorous project within this domain. We’ll explore the crossroads where technology meets people, organizations, and markets. This isn’t just about engineering specs or adoption curves, but it’s about stories, psychology, social influence, and strategic choices that determine what our world looks like tomorrow.

Supervisor(s): Alessandro Lampo (lampo.alessandro@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: Technology Adoption, Consumer Acceptance, User Experience, Disruptive Innovation, Digital Transformation, Innovation Narratives

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GeneralDOCBA-2026-04: Artificial Intelligence in Marketing: The Human-AI Future

Artificial Intelligence (AI) is fundamentally reshaping marketing. This research stream is for PhD candidates who want to explore the critical frontier where powerful technology meets human emotion, ethics, and creativity.
We’ll move beyond asking if AI works to investigate how it is redefining core marketing principles. Key questions include: When does AI-driven personalisation build loyalty, and when does it erode trust? How do perceptions of data privacy influence brand relationships? Is AI-generated content seen as less authentic, and how does that impact engagement? Can AI-powered sentiment analysis truly decode consumer emotions to predict campaign success?
As your supervisor, I will support you in developing a rigorous project within this domain. Whether your interest lies in experimental design, consumer behaviour, or data analytics, we’ll work together to produce research that advances theory and offers practical guidance for industry.
Your work will contribute to a crucial goal: ensuring marketing’s AI-driven future is not only intelligent but also empathetic, transparent, and ethically grounded.

Supervisor(s): Alessandro Lampo (lampo.alessandro@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: AI in Marketing, Personalization, Consumer Trust, Marketing Ethics, AI-Generated Content, Sentiment Analysis

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GeneralDOCBA-2024-03: Environmental Systems and Human Health: The Metacrisis, individual well-being and population health

Human health is impacted by environmental conditions. From food deserts among
abundance in first-world cities to lack of sanitation and clean water in desertified and
salinated soils, individual health outcomes are more frequently being determined by
environmental degradation, social isolation, political upheaval, economic
mismanagement, community fragmentation and psychological disorders. New science is
bringing to light, for example, the mechanisms through which industrial food systems and
misguided health and food recommendations have undermined human physical and
mental well-being. Recently, too, we are seeing firm evidence being presented by
science on the impact of social media and the use of smart technologies upon social and
cognitive development in the young and also community fragmentation and relationship
breakdown in the broader population.
Research into Environmental Systems and Human Health attempts to draw linkages
between large systems in our broader environment and individual and population level
health outcomes.

Supervisor(s): Leanda Care (leanda.care@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: Environmental Health Management, Corporate Social Responsibility, Sustainable Business Practices, Public Health Administration, Socio-Environmental Determinants of Health

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GeneralDOCBA-20206-02: Business and Alternative Economies/Business role in community development/Regenerative Business

This research draws from the likes of indigenous wisdom, Permaculture principles, and
other forms of extensions to economic theory, as well as Corporate Social Responsibility
and Corporate (Social) Purpose. We aim to explore ways in which corporate entities,
social enterprises and other economic players circumvent design failure in business and
economic systems to remove waste and harm to people and the planet that go beyond
the United Nations Sustainable Development Goals. The focus is on inspirational and
innovative systems’ thinking that conceptualizes people and business as integral to the
functioning of our natural environment. It looks at current global and local initiatives and
human consciousness through a critical lens and reimagines the role of business in the
development of thriving communities. Regenerative design, circular economies and
distributive systems are some of the areas of interest.

Supervisor(s): Leanda Care (leanda.care@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: Regenerative Business Models, Systems Thinking, Indigenous Wisdom, Circular Economy, Corporate Social Purpose

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GeneralDOCBA-2026-01: International Human Resource Management

From expatriate professionals to vulnerable migrant workers, this field of knowledge
encompasses the ability of globally mobile workers to adapt and perform in work
environments beyond the borders of their home countries. We take into account cross-
cultural management, corporate and social support, and other institutional factors that
may affect organizational and other outcomes pertinent to international workers, their co-
workers, families and community members. Research in this area draws from
international human resource management, cross-cultural management, organizational
psychology, sociology, international business, business management, and migrant
studies, among others.

Supervisor(s): Leanda Care (leanda.care@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: Globally Mobile Workers, Cross-Cultural Adjustment, Migrant Studies, Institutional Factors, International HRM

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GeneralDOCBA-2025-20: Second-Hand Market for Clothing

In response to the challenges posed by the pandemic and the Belt Road Initiative, many traditional small and medium-sized enterprises (SMEs) in Macau have undergone significant transformations. With support from the local government, these businesses have embraced innovation and rebranding to thrive in an increasingly competitive market. At USJ, our research explores the strategies used by these SMEs to rejuvenate their businesses, expand their market presence, and enhance sales. By identifying successful models of business transformation, we aim to provide actionable recommendations for SMEs in Macau to modernize and continue to prosper in the evolving market landscape.

Supervisor(s): Susana Cristina Lima da Costa e Silva (susana.costa.silva@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: SMEs, Macau, agility, internationalization, modernization

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GeneralDOCBA-2025-18: Guilt’s Impact on Consumption

Guilt is a complex and often overlooked emotional driver in consumer behavior. At USJ, we are delving into how guilt influences purchasing and consumption decisions. Guilt can stem from various sources, such as overconsumption, unsustainable choices, or the pressure of societal expectations. Our research aims to untangle the many dimensions of guilt and explore how it shapes individuals' decisions in the marketplace. By understanding this emotional response, we can help marketers craft strategies that resonate with consumers' values and promote more responsible consumption.

Supervisor(s): Susana Cristina Lima da Costa e Silva (susana.costa.silva@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: consumer behaviour, consumer psychology, sustainability, guilt

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GeneralDOCBA-2025-18: Guilt’s Impact on Consumption

Guilt is a complex and often overlooked emotional driver in consumer behavior. At USJ, we are delving into how guilt influences purchasing and consumption decisions. Guilt can stem from various sources, such as overconsumption, unsustainable choices, or the pressure of societal expectations. Our research aims to untangle the many dimensions of guilt and explore how it shapes individuals' decisions in the marketplace. By understanding this emotional response, we can help marketers craft strategies that resonate with consumers' values and promote more responsible consumption.

Supervisor(s): Susana Cristina Lima da Costa e Silva (susana.costa.silva@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: consumer behaviour, consumer psychology, sustainability, guilt

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GeneralDOCBA-2025-17: Consumer Intentionality Toward Human-Chatbot Interaction

In recent years, chatbots have emerged as powerful tools in marketing communication, transforming how businesses interact with consumers. These virtual agents engage in natural language conversations, offering immediate responses and personalized experiences. At USJ, our research focuses on understanding the factors that shape consumer intentionality toward human-chatbot interaction. While chatbots have gained popularity for tasks like customer support and e-commerce guidance, we aim to uncover the hidden influences that affect users’ perceptions and their willingness to engage with chatbots. This insight is essential for companies looking to maximize the effectiveness of AI-driven marketing strategies.

Supervisor(s): Susana Cristina Lima da Costa e Silva (susana.costa.silva@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: consumer behaviour, digital marketing, consumer intentionality, chatbots, e-commerce

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GeneralDOCBA-2025-16: Macau's Economy

Since early times, the effects of a booming sector in other sectors of a small economy have been of interest to scholars. There is a general perception that the booming Gaming sector has contributed to the overall growth in Macau through the trickle-down effect, passing on the benefits of growth to other sectors. After the liberalization of the gaming industry in 2002, this booming sector experienced several years of exponential growth, becoming the driving industry for Macao’s economy. Several scholars and researchers have dedicated their studies to the effects of the casino gaming industry as a booming sector in such a small economy. However, there is a gap in what concerns measuring the influence of the Gaming sector as a driving industry for several other sectors or following industries of Macau’s economy.

Supervisor(s): Sergio Gomes (sergio.gomes@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: Macau Economy, Trickle-Down Efect, Pillar Sector, Booming Sector, Small Open Economy

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GeneralDOCBA-2025-15: Actuarial Science

Actuarial Science focuses on the education of and research on insurance, both social and private, and public finance. Due to life longevity, pension planning and pension investment become more important. Governments and individuals pay more attention to health and long-term care insurance. Insurance companies design and develop innovative products which are more suitable for a dynamic social environment.

Supervisor(s): Michael Anthony Ha (michael.ha@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: Demography, Pension Investment, Pension Mathematics, Reinsurance

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GeneralDOCBA-2025-14: Financial Analysis

Financial Analysis is a process of combining quantitative and qualitative methods to study projects, companies and other business activities to evaluate their performance levels and forecast growth rates and sustainability. Internally, business managers use financial analysis to measure project feasibility, make decisions while examining the financial health of the company. Financial analysis is among the powerful tools used by investors to identify investment opportunities.

Supervisor(s): Michael Anthony Ha (michael.ha@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: Asset Allocation, Behavioral Finance, Investor psychology, Corporate Governance, Quantitative Methods, Portfolio Management

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GeneralDOCBA-2025-13: Financial Risk Management

Financial Risk Management, FRM, is the design and implementation of procedures for correctly identifying different types of risks and risk factors; properly assessing their significance; quantitatively measuring their sizes and correlations; periodically and systematically managing them by limiting exposures; and monitoring them in a controlled manner. FRM is a broad area that studies and analyzes risks arising from a variety of sources, including geopolitical risk, country risk, credit risk, forex risk, market risk, liquidity risk operational risk, energy risk and risk associated with AI.

Supervisor(s): Michael Anthony Ha (michael.ha@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: Risk Management, Systematic risk, Credit risk, Operational Risk, FX Risk, Market risk

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GeneralDOCBA-2025-12: Exploring Organizational Behavior: Leadership, Motivation, and Team Dynamics

This research examines key aspects of organizational behaviour, focusing on leadership styles, female leadership, employee motivation, and teamwork. Effective leadership influences workplace productivity, and the rise of female leaders presents unique perspectives and challenges. Motivation plays a crucial role in employee performance, while teamwork enhances collaboration and innovation. Through qualitative methods, this study analyzes in-depth the interaction of people and their impact on organizational success. The findings will provide insights into fostering inclusive leadership, enhancing motivation strategies, and improving team dynamics to create more effective and sustainable work environments.

Supervisor(s): Jenny Oliveros Lao Phillips (jennylao@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: organizational behavior, leadership, motivation, team dynamics

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GeneralDOCBA-2025-11: Advancing Arts and Cultural Management in Macau: Challenges and Opportunities

The rapid growth of Macau’s arts and cultural industry has increased its economic and social significance. However, research in arts and cultural management in Macao remains limited despite its rising importance. This study explores key management aspects, including artistic events, artwork curation, cultural products, and cultural tourism. By analyzing current strategies, challenges, and opportunities, the research aims to provide insights for sustainable development of the industry. Using qualitative methods, it will assess management practices and propose improvements. The findings will strengthen Macau’s position as a cultural hub while enhancing academic and professional knowledge in this emerging field.

Supervisor(s): Jenny Oliveros Lao Phillips (jennylao@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: art industry, cultural management, cultural tourism

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GeneralDOCBA-2025-08: Industrial Organization

Industrial Organization builds on “the theory of the firm” and further investigates the market structure and the firms' behaviour. The research field explores real-world issues of imperfectly competitive markets, such as transaction costs, imperfect information and entry barriers of new firms. It also analyses how government actions influence the organisation of markets and firms. Currently, our research focuses on the sub-fields: (L1) Market Structure, Firm Strategy, and Market Performance, (L6) Industry Studies: Manufacturing, (L8) Industry Studies: Services, and (L9) Industry Studies: Transportation and Utilities. (See JEL Classification System of scholarly literature in economics:https://www.aeaweb.org/econlit/jelCodes.php?view=jel.)

Supervisor(s): Florence Lei (florence.lei@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: Air Transportation, Gambling, Pricing, Oligopoly, Tourism, Market Structure, MICE

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GeneralDOCBA-2025-07: International Economics

International Economics concerns the impacts of international differences in productive resources and consumer preferences on economic activities. It studies the patterns and consequences of the flows of goods, services, factors and capital across countries. The research field also examines the role of international institutions, including the implementation of trade policies. Currently, our research focuses on the sub-fields: (F1) Trade, (F2) International Factor Movements and International Business, (F3) International Finance, (F4) Macroeconomic Aspects of International Trade and Finance, and (F6) Economic Impacts of Globalization. (See JEL Classification System of scholarly literature in economics: https://www.aeaweb.org/econlit/jelCodes.php?view=jel.)

Supervisor(s): Florence Lei (florence.lei@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: Economic Integration, Environment, Forecasting Models, Fragmentation, Imperfect Competition, Models of Trade, Multinational Firms

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GeneralDOCBA-2025-05: Innovations in Project and Process Management

Project and Process Management are rich areas of research beause of their tight connection between technical skills and soft skills. The application of Project Management frameworks is continuously increasing in the corporate environment, groups are being trained and professionals are getting certified and the demand is still very high. Nevertheless, several problems in organizations still persist during a project execution such as poor scope definition, lack of communication and superficial adoption of frameworks or methodologies. Our research is focused on innovative approaches and technologies, such as LLM and Natural Language techniques that may effectively and successfully manage projects, programs and portfolios in different dimensions, according to the management areas: scope, time, cost, quality, risk (including Monte Carlo simulation and quantitative analytical tools), change, people, among others.

Supervisor(s): Alexandre Lobo (alexandre.lobo@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: Project management, Process management, Artificial Intelligence, Best Practices, Monte Carlo simulation

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GeneralDOCBA-2025-04: Artificial Intelligence for Business and Financial Analytics

With the increasing amount of data in organisations, effective information extraction and visualisation are critical to any company. Several tools and techniques for data analysis and visualisation are available, but which approach is efficient for one specific bunch of data? On the other hand, AI – Artificial Intelligence is also a significant trend to be considered by companies to help solve complex problems, not only in Production or Engineering but also in Finance and Management. Research areas: (1) Decision making based on AI; (2) Business Analytics (including HR, Finance, and other applications); (3) Data Analysis and Visualization tools and techniques; (4) time series analysis based on linear and nonlinear approaches; (5) techniques for unsupervised clustering analysis

Supervisor(s): Alexandre Lobo (alexandre.lobo@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: Business Analytics, Financial time-series, Artificial Intelligence, Predictive Analysis, Unsupervised Clustering

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GeneralDOCBA-2025-06: Managing legal risks in business innovation

Legal regimes are notably reactive and often rigid, almost always lagging behind innovation. Yet, when trying to catch up, new regulations may result in significant costs and other risks for businesses. Additionally, the legal rules that businesses need to follow often vary across different countries. On the other hand, innovation is, by definition, disruptive, including of the legal status quo. These factors may significantly increase the risks and costs of innovation, especially for transnational businesses. How legal risks (especially in the form of adverse future regulations) can be managed is, thus, an important area of cross-disciplinary studies, with the potential of generating creative and impactful solutions for businesses and policy-makers.

Supervisor(s): Angelo Rafael (angelo.rafael@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: business innovation, legal risk, intellectual property, taxation, competition

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GeneralDOCBA-2025-03: Developing Critical Interpretative Frameworks

Our work in culture, religion, society and ethics provides a receptive framework for interdisciplinary work in developing beneficial public impact. The work draws on social anthropology and contextual theology, and is concerned with theories and practices in power and authority within modern cultural-ecclesial contexts.

Case studies in this approach include contemporary fundamentalism and revivalism, developing a framework to enable a richer understanding of the perceived conflations between divine and human power (e.g., teaching, leadership, polity, structures, governance, reification, etc) in churches and faith-based movements.
This includes the study of organisations and institutions, education and ecclesiology.

Supervisor(s): Martyn Percy (martyn.percy@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: Critical Interpretative Frameworks, Social Anthropology, Contextual Theology, Modern Cultural-ecclesial Contexts

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GeneralDOCBA-2025-02: Identity, Authority and Power

Authority, power, conflation, and reification are key areas in studying contemporary culture and society. The nexus of religion, society, ethics, and global futures concerns institutional and organisational operations. Research can focus on faith communities, secularisation, and religious resilience. This includes work in ecclesiology that centres on the church's performance, policies, practices, and theologies, with particular attention to the identity and development of denominations in the 21st century.

Recent work on the economic contribution of the slave trade to the enhancement of developed world denominations has also brought international attention to the study of ecclesial polity, governance, ethics, and financial history.

Supervisor(s): Martyn Percy (martyn.percy@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: Identity, Authority and Power, Contemporary Culture and Society, Ecclesial Polity, Ecclesial Governance

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GeneralDOCBA-2025-01: Leadership, Institutional Integrities and Organizational Values

Our research focuses on how institutions face external and internal challenges to their identity and how they can become ‘literate’ in maintaining their values while adapting. Institutions are bound to find themselves investing in organisational discourse and practice.

Organisations often hanker for aspects of institutional identity. However, it can be broadly stated that institutions exist primarily to transmit and translate their virtues and values from one generation to the next, independent of their popularity (e.g., church, museum, family, etc.). In contrast, organisations are geared towards reifying indices of success.

Organisations may change their identity and rationale without compromising their function and identity. The study of leadership in this field is vital for business and management.

Supervisor(s): Martyn Percy (martyn.percy@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: Leadership, Institutional Integrities, Organizational Values, Institutional Identity

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GeneralDOCBA-2024-05: Business Ethics

The recent financial crisis, such as the one in 2008, brought back the issue related to the importance of ethical behaviour in business organisations. Setting ethical standards in organisations is considered today as a condition for success. Adopting Ethical standards in an organisation, on the one hand, creates more confidence in the current or potential investors for the sustainability of the business; on the other hand, it improves the level of loyalty of the customer to the business. Having ethical standards is one thing, but implementing them might face challenges. In that regard, the focus of this research is to conduct a thorough case study and an assessment of the role of organisational leaders in implementing and deepening ethical behaviours in their organisations.

Supervisor(s): Ansoumane Douty Diakite (doutyk@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: Leadership, Ethical behaviour, Ethical standards

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GeneralDOCBA-2024-13: Marketing and Consumer Behaviour

Over the last few years, we have witnessed a revolution in thinking about marketing and consumers and their relationships with marketing. Significant research has been done, helping us better understand the relationship between marketing, consumer behaviour and the more comprehensive today's society increasingly immersed in ubiquitous digital media. At USJ, we focus our research on four main strands: a) Consumer Intentionality Toward Human-Chatbot Interaction: aiming to investigate consumer intentionality toward human-chatbot interaction by applying AI for marketing communication. Chatbots are interactive, virtual agents that engage in verbal exchanges with humans through the usage of natural language. As chatbots have become increasingly popular over the past years, many companies have recognised their far-reaching potential for commercial purposes (e.g. customer support, e-commerce guidance). However, despite their widespread usage, which factors affect users’ perceptions and use of chatbots remains primarily unknown. b) Guilt’s Impact on Consumption: where guilt, in the scope of consumption, is a rather complex construct that has never been comprehensively disentangled and measured thoroughly. We aim to understand in which way this source of guilt guides individuals' decisions in what concerns their buying and consumption options; c) Second-Hand Market for Clothing: Due to economic recessions, political instability, the rise of the conscious consumption and generational development, second-hand markets have conquered appreciation among consumers. Along with these factors, the growth of specific sites, such as eBay, is a potentiator of these markets' development. However, there has been a recent trend in developing websites for selling second-hand-specific products that are gaining popularity. One of these trends includes products specifically for kids. The focus here is the study of the market of second-hand products, especially for kids and a better understanding of the corresponding consumer behaviour. d) Rebranding Traditional SMEs: during the pandemic, the Macau government supported traditional local SMEs to renovate and innovate their businesses. While changes in the appearance of brick-and-mortar businesses are seen around town, efforts have been encouraged to innovate these businesses that have been run the same way for generations. This project intends to explore the strategies used by these traditional SMEs in Macau for rebranding, market expansion, and sales improvement to identify models that SMEs can adopt in Macau.

Supervisor(s): Susana Cristina Lima da Costa e Silva (susana.costa.silva@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: N/A

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GeneralDOCBA-2024-01: Social Entrepreneurship

Although existed since the 1950s, research on social enterprises began to get the academic world's attention only at the end of the last century. The past two decades have seen a surge in research on social entrepreneurship. However, the application and studies in SE in Macau and nearby regions are still very early. There is both a lack of understanding of this form of enterprise and a lack of empirical research. Therefore, we call to develop an analysis of SE from different levels, from the individual, to organisational, to institutional, to create further understanding of SEs in this region from the societal, political, and corporate points of view.

Supervisor(s): Jenny Oliveros Lao Phillips (jennylao@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: social enterprises, social entrepreneurs

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GeneralDOCBA-2024-11: Corporate Social Responsibility

Corporate Social Responsibility Research aims to continue with cutting-edge research on Case Studies in the Chinese context, which covers working conditions, labour rights, fair competition, and ethical standards with a focus on different efficient strategies to implement theories of leadership studies, Stewardship Codes and the Macau Manifesto as a summary of critical points of business ethics. Special attention is given to visual media to further develop digital Educational Materials on CSR, which would, in a more concise way, enhance the awareness and implementation of Ethical codes in a competitive environment.

Supervisor(s): Stephan Rothlin (stephan.rothlin@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: Confucian Entrepreneurship, Ethical Codes, ESG, CSR, AI and CSR, Leadership Theories, New Economic Paradigm

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GeneralDOCBA-2024-02: Neuroeconomics and Neuromarketing

The connection between Neurosciences and Business Administration is a trendy area in management, marketing, and people’s development research. The marketing industry classically based its analysis on the effectiveness of campaigns and advertisements on surveys or A/B tests. Although those have proved some level of understanding of the general results, several details of consumer behaviour and reactions are still relevant to research. The monitoring of human responses based on biological signals and images is based on pure data analysis. It is not biased by any external consumer opinion, deception or trick during some experiment. This research topic is broad, and we are focused on: (1) how the neurosciences can help companies and professionals to sell more and better; (2) how to create more effective campaigns, which include target population, effectiveness, and branding; (3) in a more personal approach, how can executives improve their performance, decision-making process and stress management.

Supervisor(s): Alexandre Lobo (alexandre.lobo@usj.edu.mo)

Academic Unit: Faculty of Business and Law

Keywords: Neuromarketing, Consumer Behavior, Marketing Analytics, Applied Neurosciences, Neuroeconomics

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Last Updated: January 24, 2024 at 1:57 pm

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