Abstract
The retail sector, although being primarily traditional is deconstructing and modernizing itself in order to keep up with the technological and digital enhancements. The Portuguese panorama is remarkably structured upon child-oriented marketing initiatives with the involvement of technological platforms, gamification and enrolment components. The scrutiny of existing applications of innovative ICTs focused on children's marketing will serve as the basis for a new business campaign aimed at children and supported by digital marketing and innovative technological features that might trigger a future campaign's success. In addition, we conducted a small survey to parents and subsequent potential campaign customers to understand the indulgence of a children's marketing action and a triumphant social media advertisement. The in-store retail system has a huge competitor in the online configuration, in some product categories in conjunction with the privilege of buying anywhere and anytime. In what concerns child-oriented marketing, there is an understanding that actions need to focus on aspects such as interactivity, multimedia and personalized content, where the survey displayed a 99% approval in the creation and necessity of child-oriented marketing campaigns to retailers, and a 54% acclamation of a promotional social media action. This reveals that the online channel is a valid channel, and the in-store retailers, even still being preponderant, need to rethink the inclusion of an Omni-channel solution to solve the in-store versus online shopping retail system. Additionally, is recommended the creation of child-oriented actions to convert customer loyalty from a younger age and influence family consumption.

Abstract
The evolution and advances in technology bring with them a strong necessity of fast adaptation of the multiple industries and sectors, in order to meet market requirements. This paper is a case study based on qualitative research, which addresses the implementation of an automated system in a Portuguese pharmacy. The aim was to understand how these systems work, and what advantages and disadvantages exist as well as to understand what awaits us in the future in the pharmaceutical field through the analysis of a real example. A personal interview was performed, in January 2018, with the owner and director of the Giro pharmacy; a session of passive observation was also realized. The aim was to learn about and observe the implementation of an automated system for the distribution of products from storage. The advantage of the system is that it allows for a more personalized service, as the employee does not need to be absent at any time during the delivery of the service. Innovation and its source was also a topic during the interview. International contacts and observing how firms function in other countries which are technologically more advanced (e.g. in Germany) were revealed as being important.

Abstract
Augmented reality (AR) technologies are reaching a maturity level where organizations in various business sectors can successfully incorporate them in their business activities. On its more developed spectrum, AR can deliver immersive multisensory environments in a 360 degrees virtual space. In what concerns the tourism sector, there are several possible applications of AR solutions with a significant prospect impact to organizations, tourists and, most importantly, territories. By acknowledging the issues associated with adopting disruptive information and communication technologies by activity sectors with less technology-awareness, in the current article we present a focused analysis to existing literature on the adoption of AR and, as a result of this, a conceptual model proposal aimed at explaining the adoption of AR by tourism related organizations with activity in low density territories.

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.