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yes / The Body Shop’s business has been an entrepreneurial enterprise of remarkable success. Its core lies on the principle, pioneered by founder Anita Roddick, that ‘(…) the business of business should not be just about money, it should be about responsibility.’ The company is the symbol of the 1970’s corporate social responsibility (CSR) revolution.

<p>Introduction: Among the Asia Pacific markets, Vietnam is the fastest growing market. However, despite the high growth, the competition in Vietnam is stiff as the main competitor as Unilever, L’Oreal, Johnson & Johnson and P&G occupy the market. Therefore, cosmetic company need effective marketing plan to cope with strong competition.</p><p>Problem Statement: “How can cosmetic companies successfully plan a marketing strategy in the Vietnamese cosmetic market for its skin care product line?”</p><p>Purpose: To study (1) Market’s environment which includes economic, legal, and culture aspects; (2) Market’s Competition which includes marketing strategy of existing cosmetic companies; and (3) Consumers’ demands which contains demographic, psychographic elements and marketing mix.</p><p>Research tools: Interview, field study and secondary data</p><p>Finding & analysis: The market environment in Vietnam in term of economic, legal and culture is favorable. The consumers demand in skin care products of the Vietnamese is increasing. However, the competition is high. Therefore, the newcomer should be competitor oriented.</p><p>Recommendation: However, there are some sections that are less competitive: (1) low price moisturizing, (2) low price acne products and (3) low-price, middle-price and high-price suncare products. The cosmetic company should design their marketing mix to serve this section.</p>

Introduction: Among the Asia Pacific markets, Vietnam is the fastest growing market. However, despite the high growth, the competition in Vietnam is stiff as the main competitor as Unilever, L’Oreal, Johnson &amp; Johnson and P&amp;G occupy the market. Therefore, cosmetic company need effective marketing plan to cope with strong competition. Problem Statement: “How can cosmetic companies successfully plan a marketing strategy in the Vietnamese cosmetic market for its skin care product line?” Purpose: To study (1) Market’s environment which includes economic, legal, and culture aspects; (2) Market’s Competition which includes marketing strategy of existing cosmetic companies; and (3) Consumers’ demands which contains demographic, psychographic elements and marketing mix. Research tools: Interview, field study and secondary data Finding &amp; analysis: The market environment in Vietnam in term of economic, legal and culture is favorable. The consumers demand in skin care products of the Vietnamese is increasing. However, the competition is high. Therefore, the newcomer should be competitor oriented. Recommendation: However, there are some sections that are less competitive: (1) low price moisturizing, (2) low price acne products and (3) low-price, middle-price and high-price suncare products. The cosmetic company should design their marketing mix to serve this section.

This thesis concerns Swedes’ medical tourism to Poland with an indication of  travelling for beauty treatments. Its goal is to study Swedes travelling to Poland because of aesthetic medicine purposes. Trips with medical background, e.g. surgeries, dental treatments or spa/wellness tourism were not taken into account in this assignment. However, in many aspects, some of this data were also included because of the unavailability of more precise sources. The aim has also been to try to reach an insight in what kind of factors and motivations cause that more and more Swedes choose to seek medical help in Poland. The goal has been also to show how the future of this kind of tourism could look like. The study is based on qualitative interviews with clinics and medical centres performing those treatments and patients/customers with such an experience. The theoretical framework concerns laws and regulations, also personal motivations and needs. I came to the conclusion that there are several reasons for people to travel to Poland for medical services: relative low costs of treatment, high quality of service and technology, short waiting periods, insignificant cultural differences and geographical proximity of both of the countries.

In order to discover the semantic implications involved in advertising in general, the present study is confined to an investigation of the names of perfumes and lipsticks, taken as representative of the broader field.

Background: Ethical consumerism is no longer a niche market and consumers are increasingly aware of the power they have when purchasing ethical and believe they can make a change. Most corporations have realized the importance of being ethical and incorporate it into their business strategies. Therefore, it is important to study consumers’ ethical purchasing patterns and which factors affect their intentions to purchase. Purpose: The purpose of this thesis was to test which of the following factors: social media, attitude, altruism, environmental knowledge, and financial factors, has a positive influence on female millennials, in Jönköping, purchasing intention towards cruelty-free cosmetic products. Method: This study was based on a conceptual framework which intended to test the most relevant constructs influencing ethical purchase intention, as proposed by previous researchers and theory. Hence, this paper follows a deductive approach which used quantitative methods to fulfil the purpose of this explanatory research. The data was gathered through a survey answered by 108 female millennials regarding their purchasing of cosmetics. Conclusion:   Both factors, attitude and environmental knowledge had a direct positive effect on consumers purchase intention towards cruelty-free cosmetics. The study provides empirical support for an indirect effect of altruism on purchase intention since the analysis showed that altruism had a direct effect on attitude. However, social media and financial constructs did not show any significant support for its positive effect on purchase intention in the empirical findings in this study.

O avanço de estudos na área do comportamento do consumidor nas últimas duas décadas, com proposições e testes de modelos sobre confiança, satisfação, lealdade, risco, valor percebido, entre outros, bem como estudos conceituais destes e outros construtos, vem desafiando a comunidade acadêmica a realizar pesquisas inovadoras, que tragam um diferencial para a teoria de marketing. Neste sentido, este trabalho baseia-se no entendimento e desenvolvimento do construto Esperança, importante na compreensão do comportamento do consumidor e, objeto de poucos e recentes trabalhos na área de marketing. Foi escolhido para o estudo, o consumidor de cirurgia plástica estética, por causa da presença do sentimento de esperança neste processo de compra, bem como pelo risco envolvido neste tipo de consumo, enriquecendo a análise do modelo. Assim, o foco desta tese foi elaborar e testar as influências do construto Esperança num modelo teórico aplicado ao comportamento do consumidor de cirurgia plástica estética no Brasil, principalmente na relação com os construtos Satisfação do Cliente, Confiança no Médico, Expectativas, Ansiedade e Risco Percebido. São apresentadas 12 hipóteses de pesquisa, integradas a um modelo teórico, relacionando a Esperança e outros construtos que impactariam na satisfação. Foi realizada uma revisão bibliográfica nas áreas pertinentes, que auxiliassem o entendimento dos construtos, de modo a se obter a descrição necessária ao processo de desenvolvimento do modelo teórico proposto, que foi testado pela Modelagem de Equações Estruturais (SEM). O estudo foi realizado em duas fases de pesquisa, sendo uma qualitativa e a segunda quantitativa. Na primeira, foram realizados dois grupos focais com consumidoras de cirurgia plástica estética, e entrevistas em profundidade com especialistas; e, na segunda, um websurvey, obtendo-se uma amostra total de 384 pessoas, das quais 207 que já haviam realizado uma cirurgia plástica estética, e, 170 das que têm a intenção de fazer. Um modelo alternativo ainda foi testado para estas amostras, a partir das proposições levantadas nos grupos focais. Os resultados obtidos demonstram que a Esperança desponta como importante construto nos modelos testados, com a confirmação de diversas hipóteses e proposições, denotando a necessidade de incluí-la em modelos futuros, pela proporção elevada de explicação que exerceria nos demais construtos, principalmente a Satisfação. Destaca-se que os modelos desta tese, apesar de complexos, apresentaram medidas adequadas, que nos deixam margem para afirmar que houve uma contribuição para a área de marketing. Limitações e futuras pesquisas são ainda consideradas ao final da tese. / In the last two decades the Consumer Behavior area has progressed through propositions and testing Models such as Trust, Satisfaction, Loyalty, Risk, Perceived Value, among others, as conceptual studies of these and other constructs have been challenging the Academic community to carry out innovative research and bring a differential to the theory of Marketing. Therefore, the present research focus on the understanding and development of the construct Hope, an important aspect for better understating the consumer behaviors and a subject fairly explored by the literature. Cosmetic Surgery consumers were chosen for this study as the presence of the feeling Hope in the decision making process, as well as perceived risk, can enrich the Models. The focus of this Thesis was to extend and test the influence of the construct Hope in a theoretical Model applied on consumers of aesthetic plastic surgery in Brazil, mainly in relation to the constructs of Customer Satisfaction, Trust (in doctor), Expectations, Anxiety and Perceived Risk. Hence 12 hypotheses were proposed and united in a theoretical Model which the construct Hope was related to constructs that tends to impact on consumers satisfaction. A literature review in the relevant fields was conducted aiming to provide a better understanding of the constructs adopted in the Model proposed as way to obtain the necessary description of the development process, which was tested by Structural Equation Modeling (SEM). Two phase data collection were conducted for this research adopting qualitative methods at the first stage and quantitative at the second. At first two focus groups with female cosmetic surgery consumers followed by in-depth interviews with experts accomplished the qualitative phase. For the quantitative stage a web survey was applied and obtained a total sample of 384 females, including 207 consumers who had made aesthetics plastic surgery and 170 consumes with the intentions to do it. Based on the propositions that appeared in the focus groups an extended Model was tested using the sample described above. The result shows that Hope emerges as an important construct in the Model tested, with a confirmation of different hypotheses and propositions emphasizing the need to include the construct Hope in future Models due to the high proportion of explanation this construct would play with the others, especially with the construct Satisfaction. Its important to observe that the Models applied in this Thesis, despite their complexity, were able to present appropriate measurements allowing saying that this research has made a contribution to the field of Marketing. Limitations and future research were also considered at the end of this Thesis.

Para a avaliação do potencial irritante de substâncias aplicadas topicamente tem-se utilizado metodologias que baseiam nos estudos de Draize, onde preconiza-se o uso de animais. Devido à forte oposição a estes testes, intensa tem sido a busca por métodos alternativos visando diminuir ou eliminar a utilização de animais. Este estudo avaliou o potencial irritante de diversas substâncias através de duas metodologias: o teste in vivo , empregando metodologia oficial do Food and Drug Administration (FDA), onde utiliza-se coelhos e o teste de citotoxicidade in vitro - método de difusão em camada de agar sobreposta à monocamada de células - empregando as linhagens celulares He La e NCTC L 929 e o corante vital vermelho neutro. As amostras de produto acabado abrangeram colírios, testados sem diluição e xampus de uso adulto e infantil testados puros e diluídos a 25%, 5%, 1% e 0,1%. As matérias-primas compreenderam tensoativos aniônicos, não-iônicos e anfóteros testados após diluição. O material de acondicionamento foi representado por frascos de polietileno para colírios, testados através dos seus extratos em solução de NaCI 0,9%. Os resultados obtidos com as amostras de colírios e frascos de acondicionamento foram negativos quanto à irritação ocular em coelhos e comprovaram ausência de citotoxicidade nas duas linhagens celulares. As amostras de xampus apresentaram boa correlação dos resultados quando testadas sem diluição ou diluídas a 1,0% e 0,1 %. Foi calculada a correlação de Spearman entre os dados obtidos com as duas linhagens celulares sendo o valor do coeficiente r = 0,950 indicando uma correlação direta entre os resultados obtidos com as duas células. Os resultados demonstram a possibilidade de desenvolvimento de metodologias alternativas, sujeitas à validação, que resultem em procedimentos sensíveis, reprodutíveis, não sujeitos a critérios subjetivos de interpretação, visando assim, num primeiro estágio diminuir o uso de animais pelo emprego destas metodologias em avalições prévias do potencial irritante de substâncias químicas. / To evaluate the irritability potential of toppically laid on substances, some methodologies based on Draize\'s study where the use of animals is demanded, have been used. Due to the strong opposition of society and scientific comunity, the search for alternative methods having in view the reduction or even the elimination of animals have been intense, either through the use of volunteers or of in vitro methodologies. The present study has evaluated the irritability of several substances including finished products, raw materials and packagíng materials through two methodologies: the in vivo test which makes use of official methodology from Food and Drug Administration (FDA), where rabbits are employed and the citotoxicity in vitro test - method of diffusion in agar layer added to the monolayer of cells - using He La and NCTC L 929 cells lines and neutral red. The samples of the finished products embraced eye drops, tested without dilution, and shampoos for adults and children use both concentrated and diluted to 25%, 5%, 1% and 0.1 %. Raw materiais included anionis, non-anionic and amphoteric surfactants tested after dilution. The packaging material, represented by eye drops polyethylene bottles, was tested through its extracts in a NaCI 0,9% solution. The results obtained with the samples of eye drops and packaging materials were negative as for ocular irritation in rabbits and confirmed the absence of cytotoxicity in both cells lines. The samples of shampoos presented good correlation of results when tested without dilution or diluted to 1% and 0.1 %. It has been calculated Spearman correlation considering dates obtained with two cells lines, with value of coefficient r = 0,950 showing a direct correlation between results obtained with two cells. The results obtained with this study are likely to lead to sensitive and reproductive procedures, which won\'t arise subjective criteria of interpretation. Thus, the elimination of the use of animals will be possible at a first stage of previous evalution, and once a posterior validation of this methodology is done, the rational use of a smaller number of animais will be a reality.

Esta tese analisa dois arranjos produtivos locais na região do Grande ABC Paulista: Pólo de Cosméticos e o APL de Plástico, a partir da perspectiva dos ciclos de vida adaptativos complexos. O objetivo principal é o de conhecer suas dinâmicas evolutivas e analisar quais são os fatores que impactam cada uma das suas fases, principalmente aquelas que podem levá-lo a uma interrupção de atividade. Para tanto, são consideradas as trajetórias históricas destas duas unidades de análise, compostas pelos mais diversos atores: poder público, instituições sociais, instituições empresariais, educacionais e as micro, pequenas e médias empresas. Com base no modelo de ciclo de vida adaptativo complexo de Martin & Sunley (2011) e de fatores locais e globais em arranjos produtivos proposto por Elola et al. (2012), são analisados o período de doze anos do arranjo de cosméticos e dez anos do arranjo de plástico. São entrevistadas 5 lideranças que atuaram no passado e 5 lideranças que estão participando atualmente dos arranjos. Como instrumento e procedimento metodológico é adotado o protocolo de estudo de caso com técnica qualitativa de análise de conteúdo, utilizando-se o software Atlas TI. Além das variáveis dependentes e independentes são apontadas variáveis intervenientes por tratar-se de uma pesquisa ex-post-facto. Em ambos os casos o estudo confirma uma trajetória dinâmica não linear, a partir das fases: nascimento, crescimento, maturidade, morte, declínio e rejuvenescimento. Nota-se que a origem dos arranjos diferencia-se quanto à fase de formação inicial (nascimento), enquanto o arranjo de cosmético nasce de forma endógena o arranjo de plástico é fruto de um movimento induzido, fato que é analisado por ter seus desdobramentos ao longo da trajetória de ambos. Os fatores que levam os arranjos à fase de interrupção ou declínio no caso do Cosmético estão ligados à: relação política, transição de liderança, atuação isolada e empresas âncora. No caso do Plástico referem-se à: concepção de projeto, governança, transição de liderança e relação de confiança empresarial. Além disso este estudo aponta para o fato de que há necessidade de considerar a teoria sobre evolução dos ciclos de vida de APLs sob a perspectiva de um processo dinâmico com possibilidades de múltiplos caminhos que poderão ser experienciados pelo APL ao longo do seu ciclo de vida, evitando-se assim uma visão reducionista de um ciclo de vida linear com início, meio e fim. / This thesis analysis two clusters in the Grande ABC Paulista region: Cosmetic and Plastic, from the adaptable complex life´s cycle perspectives. The main objective is to know the evolution of its dynamics and analyse which factors contribute in each of these phases, mainly for the ones that can lead you to an interrupted activity. All of the historical paths related to these two units of analyses therefore will be considered, made up of the most several actors: public power, social institutions, business institutions, educational and the micro, small and middle-sized companies. Based on the adaptable complex life cycle model by Martin & Sunley (2011) and the local and global factors into the productive arrangements proposed by Elola et al. (2012), the ten-year-cosmetic arrangement and the ten-year-plastic arrangement are being analyzed. Both five leadership who belonged to the past and five leadership who take part at present in the arrangements are being interviewed. As a procedure and a methodological instrument the case study is adopted within a qualitative technique of the content analysis, using the Atlas TI software. In addition to the dependable and undependable varieties, intervene varieties are also pointed due to an ex-post-facto research. In both cases the study confirms a non- linear dynamic path since the phases of: birth, growth, maturity, death, decline and youthfulness. It is observed that the origin of the arrangements differ from the initial formation (birth) although the cosmetic arrangements is born inside its organism, the plastic arrangement is composed of the inductive movement by analyzing their relations among them. The main factors that lead the arrangements into an interrupted or declined phase referring to Cosmetic are linked to: politics relation, transitional leadership, independent performance and the anchored companies. In case of the plastic it refers to: conceptual project, governance, transitional leadership and a confident business relation. Furthermore, this study aims to the fact that there is a necessity of considering the theory of the Clusters life cycle evolution in a perspective of a dynamic process with several multiple ways that might be experienced throughout the Clusters life cycle, avoiding a reduced view in a linear life cycle with its beginning, middle and ending.