Abstract
The main purpose of this paper is to help small businesses such as startups to successfully adopt and implement digital marketing as a strategy in their business plan. Given that many of these companies have a considerable number of fragile internal characteristics, such as a lack of access to financial capital while lacking also qualified human resources, they can't adopt a technology without first evaluating how it would affect them. With this in mind, this study will go through several stages of qualitative analysis to find the most relevant and important factors in the adoption of digital marketing in startups. We are looking to validate the results of each step with experts in the field; in order to do that an online focus group tool will be used so that the digital marketing specialists can propound their opinions.

Abstract
A number of events may negatively affect one's holidays abroad - problems while travelling, or problems with national cultures. National culture may have a big impact on holiday experiences, and so needs to be understood by tourists in order for them to have a more memorable time when on holiday abroad. If treated badly, or with contempt, tourists may be more forgiving if they realize and understand that they are in the presence of more ethnocentric and masculine cultures. If treated well, tourists may appreciate this even more if it goes contrary to national values and with regards to how foreigners are normally treated in that location. Important is that tourists do not seek confrontation with less-forgiving and more power-distant cultures, such as the Chinese. This is an auto-ethnographic account of a family on an annual holiday abroad, for leisure purposes. Auto-ethnography is used to analyze certain situations which occurred during the Summer holidays of 2017, with the lead author and his family while on a trip from Portugal to Australia, passing through Spain on the way out and Hong Kong and the UK on the way back. Despite very memorable experiences, problems with the deadly Typhoon Hato and the Tropical Cyclone Pakhar resulted in a degree of apprehension by the lead-author and his family and a desire to stay at home for an indefinite period, before going on holiday (to far-away places) again. So, despite a need for an innovative experience while on holiday, certain negative occurrences (or life-changing experiences) may act against similar trips happening in the future. Being more culturally aware may result from a training scheme or a communication program - which may be undertaken at the national level. Finally, let it be stated that examples of welcoming people, as well as the opposite, were found in Spain, Australia, and Hong Kong. While this research seeks to show certain prevalent characteristics of national cultures, there will always be exceptions and so travellers should keep an open mind.

Abstract
Students are getting better over time but perhaps it is, at the same time, getting ever more difficult to capture their attention in class, especially as regards research and research methodology. The Business Narrative Modelling Language (BNML) has been used (Oliveira and Ferreira, 2011; Goncalves et al., 2013; Au-Yong-Oliveira et al., 2015; Goncalves et al., 2016) to portray and discuss research findings. With qualitative research, in particular, the research process may be more transparent, more objective and faster by following the rules of BNML. Throughout the first semester for 2017-18, and on a Strategy and Competitiveness course, at the master's level, the advantages of BNML were shown on several occasions. Students were required to present what was for most of them their first research case study. BNML uses both the narrative and pictorial representations to showcase and highlight research results. In the age of the smartphone, icons and emojis, students respond well to pictorial representations. However, on the other hand, one has to acknowledge that children go from doing drawings to represent everything in their lives to unexpectedly stopping giving drawings to their parents and siblings and friends on all occasions - including for Christmas and for birthdays. Therefore, it is still a challenge to get adult students to understand BNML, especially in large classes. What is still lacking is a handbook on how to use BNML - despite the existence of a number of publications on the topic. This article thus seeks to shed further light on this research tool. Sharper master's students, doing a dissertation and one-on-one with the lecturer, quickly comprehend and grasp the essence of BNML and its use of key words and game patterns to tell the research case story, over time. Movement and colour and emotion may all be seen in BNML - which remains intuitive, and thus true to qualitative and interpretive research. In Portugal, qualitative research is still not seen, by many researchers, to be a serious research method, especially by the more conservative of researchers, who favour the use of statistics and thus of "more scientific" quantitative research methods in management research. We hope to contribute to a change of mind-set with our article.

Abstract

Abstract
In an increasingly competitive and dynamic world where globalization, information and technology are commonly accepted as influential and determining factors of organizational culture and performance, it becomes imperative for organizations to stand out and gain an advantage over their competitors. This scenario transformation created a greater and more exquisite demand as concerns the average customer and it is now understood that a competitive advantage gained does not necessarily prevail over time. Therefore, organizations must be flexible and learn to adapt easily and rapidly to changes in order to create a sustainable position. Furthermore, the ability to be different, to be innovative, and to create unique products, services, experiences, or a combination of all three, may be viewed as a booster of competitive advantages. In this context: 1. When does innovation begin or should it begin? 2. Is innovation an organizational goal or a philosophy? 3. What makes an organization innovative? This study focuses on innovation as a precursor and defining agent in the development of a business model. First, a brainstorming session was conducted as an exploratory qualitative research effort, with eighteen participants studying innovation and technology management in Portugal (the participants were probed for their views on the three questions above). Additionally, a questionnaire was administered to Portuguese millennials (171 valid responses), with the goal of perceiving potential changes in the national culture that could impact the national innovation mindset. The results were quite surprising and reveal a significant change since the original questionnaire (led by Hofstede) was administered in Portugal.

Abstract
Musicians are entrepreneurs, despite a lack of specific literature treating them thus. Musicians take the risk of launching themselves as performers, often with very little to fall back on if it does not work out. Musicians are not accustomed to creating a business plan for their careers and, more generally, lack an understanding of business models and financial investments, as often the return for hours of individual practice is simply not cost-effective. Many musicians also have careers in teaching, juggling a mix of music-related activities to make ends meet. Music is a life of passion and not one where riches are expected to flow. Additionally, at a time when the pressure to perform well is increasing daily, due also to added competition, and with performing musicians starting their music studies and careers earlier and earlier, at ever more tender ages, the probability of suffering a severe injury during one's career is exceedingly high. This research intends to discuss a process of prolonging careers and minimizing injury, while also maximizing performance, by way of leveraging technology. Research is in fact lacking linking classical music to technology, and this study shows that a biomechanical approach can produce significant changes in the hand position over the violin. All violinists and violists face the difficulties of playing on a non-symmetrical instrument, which makes it quite easy to create wrong postures and techniques. Retroreflective markers were placed on the joints of the left hand, and their movement during violin play captured by a MoCap system (Qualisys AB, Sweden) operating at a sampling frequency of 200 Hz. A violinist was asked to play a score (Al) using his usual playing technique and next to perform the same score using the enhanced technique (A2). The resulting data was analysed in the Visual 3D software (C-Motion, USA) in order to extract relevant parameters and metrics. Very positive and encouraging results were captured. The enhanced technique seems to allow the violinist to play the same score with less tension in the hand, with greater amplitude of the fingers, and a more natural position with angulations closer to the natural ones, allowing to play faster and with smaller pattern deviation, and so with more precision.