How luxury micro-enterprises ensure customer stewardship
: case of Beesweet

  • Joana Ferreira da Silva Moreira Dionísio (Student)

Student thesis: Master's Thesis


The purpose of this thesis is to stimulate the search for generally valid principles (or “good practices”) that luxury micro-enterprises could follow to ensure costumer’s stewardship and enhance costumer’s welfare. To achieve this, an action research case study was performed at Beesweet - a premium honey Portuguese micro-enterprise –through a Plan – Do – Check – Act method in the duration of five months. The results outline, that in order to ensure customer stewardship and welfare, luxury micro-enterprises need to tap on opportunities provided by digital marketing and automation, provide high quality engaging content, and enhance customer journey by eradicating pain points and focus on sustainability. Accordingly, size represent one of the biggest advantages, since they are highly adaptable to ongoing consumer trends and most of state of art marketing programs and software frequently offer affordable solutions for micro-scale businesses.
Date of Award13 Jul 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorBožidar Vlačić (Supervisor)


  • Digital marketing
  • Luxury segment
  • Case study
  • Customer’s stewardship
  • Customer’s welfare


  • Mestrado em Marketing

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