Abstract
The consumer's profile and behaviour have undergone drastic changes in recent years, as a result of rapid technological developments associated with the proliferation of the Internet, which have boosted the growth of e-commerce. Retail needed to adopt new strategies to respond to new consumer demands leading to the development of omnichannel. The omnichannel strategy is centred on the consumer and aims to offer him/her a unique, consistent, and quality experience, through any contact point and wherever the consumer wants. However, most Portuguese retailers still opt for a multichannel strategy, where the physical shop and the online shop operate independently from each other. Although there are already some successful cases in Portugal, it can be considered that the use of omnichannel is still at an early stage. More publicity is needed so that retailers are aware of the concept and above all recognise the advantages of this new strategy. Before disclosure it is important to understand why companies work with both online and offline channels and do not opt for an omnichannel strategy. This study aims to analyse Portuguese companies that have not yet adopted an omnichannel strategy, to understand the barriers that make them unwilling to adopt this strategy. To this end, a quantitative research was carried out through the application of surveys to companies in different districts of Portugal to understand their position in relation to omnichannel and the reasons for not moving to this structure. The results obtained made it possible to describe the importance of omnichannel as a commercial and distribution strategy and analyse the reasons why its use by companies in Portugal is still extremely low. The lack of knowledge about the structure and management issues emerged as the biggest barriers.

Abstract
Recently, the importance of data analysis for content marketing has become apparent. However, only a few companies use data as a source of knowledge to enrich their strategies. The application of data analysis in the development of content marketing strategies is still at an early stage of research and still little explored in the business context. However, given the research results analysed, it is a promising and differentiating area for the success of content marketing strategies. In this paper, the main existing approaches related to this theme were analysed and an empirical study was developed through a case study in a company, with the aim of optimising the content production for its blog, regarding digital marketing, using the data analysis provided by the company's software. The study was carried out following an exploratory and qualitative methodology, using content analysis as the main technique for data collection. The results obtained after this work have made it possible to verify and demonstrate the positive contribution of data analysis to the development of content marketing strategies.

Abstract
This research aims to contribute to bridging the gap between the connection of logistics and regional development. Firstly, based on the available literature, the contribution of logistics to socioeconomic development was analyzed, and having in mind the importance of Regional Development for economic and social development, this research brings to the light the importance of logistics activities to regional social development, and framework to assess these connections is proposed. Then a framework comprising a set of indicators to evaluate logistics performance was proposed. As a main result, a framework for the assessment of regional logistics performance is proposed together with several logistics performance indicators to assess the impact of logistics on regional development.

Abstract
An unprecedented outbreak pandemic caused disruption around the world. It had a strong impact on economic sector. Although, the pandemic accelerated the growth of e-commerce for specific categories as food retailer. As a result, several companies restructured their structures, in terms of IT and operations. During the first confinement, the operations and the website of SONAE MC were not prepared for the increase that existed due to the pandemic, COVID-19, causing disruption in the supply chain and long lead times. In this paper, it is explained how SONAE MC reduced its dependence on refrigerated vehicles, simplifying operations and reducing the costs of transporting products from online orders in vehicles with cargo space able to transport positive cold food and negative cold. It is also explained how innovation has ensured that products continue to be transported with quality and safety to all customers of the SONAE MC Darkstore. The result was the implementation of the proposed solution which may grow technologically once information and equipment are available.

Abstract
This chapter's first goal is to present the concept of Positive Play as an expression of play focused on social, psychological, and physical well-being and human potential. It presents some of its foundations in the form of eight maxims that emerged from an analysis on various games developed in the industry and in research settings. Afterwards, it demonstrates of how Positive Play can be integrated in different contexts of action, from diagnosis and intervention to contexts focused on prevention and promotion of awareness and knowledge in the scope of mental health, regarding treatment for Anorexia Nervosa, through a series of in-progress case studies in the form of game prototypes.

Abstract
Developed within the scope of a SciTech research project, this chapter records in a procedural way the design centred on senior users for a set of three serious games for the eHealth field, designated by the authors as “Carnival.” The chapter, having as its leitmotif the project aforementioned, looking at its motivation, breaks down the systems augmented feedback interfaces—BodyGrip and SHaRe—to evaluate, rehabilitate, and monitor dexterity and manual strength. Topics related to empathy and well-being in the user experience design process, namely guidelines for empathy in different project phases, participatory design, inclusiveness, and amusement are identified. Withal listed the development phases of three games dynamics inherent to the “Carnival” set —“High Striker,” “Claw Machine,” “HotDog Sauce”—punctuating with the discussion and contributions to the e-health area describing its potential for Evaluate, rehabilitate, and monitor dexterity and manual strength.