AMANHECER: A NEW STRATEGY TO FACE THE WHOLESALE MARKET

ii ACKNOWLEDGMENTS This dissertation would not have been possible without a group of people that supported and motivated me over the last four months. Firstly, I would like to thank Prof. Pedro Celeste for his guidance, patience, knowledge and support. I wish to acknowledge Dr. Paula Hortinha and Sofia Paixão from Recheio. The information and insight they provided regarding the Amanhecer project made this dissertation possible. I thank Francisco Simões and Ana Maria Vital, for sharing with me their life story and providing practical information about the stores. I would also like to thank Dr. David Lopes for letting me use his name as the protagonist of the case study. Finally, a very special thanks to my parents, for supporting and investing in my education. I also thank my sisters, brother and friends for always believing in me. Their availability and motivation were unquestionable. ii