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Organizational Purpose (OP) has become increasingly important in the organizational context. This research focuses on how OP can contribute to employee motivation, using personal and institutional OP factors and considering the importance of employee motivation toward organizational success.

To conduct the research, we selected a branch of a leading multinational company in the chemical sector. Based on data collected through a questionnaire sent out to employees and using fuzzy-set Qualitative Comparative Analysis (fsQCA), we identified combinations of individual and institutional OP factors leading to high (or low) employee motivation.

The results reveal that individual and institutional OP factors synergistically promote high employee motivation. The employees' contribution to the OP and the integrity of the organization’s leadership are two key motivating factors.

Organizations struggle to develop sustainable competitive advantages in an ever-competitive environment. Focusing on the “why” instead of the “how” may help organizations differentiate and achieve higher employee motivation. This research clarifies how to turn purpose into an asset to improve employee motivation.

The conclusions highlight the need to share the OP through leadership actions and the importance of helping workers recognize the OP and its values, integrate them into their actions and feel how they contribute to its achievement.

Nowadays, the higher education sector has to deal with a scope of strategic issues that goes beyond the management of curricular processes and training courses. The growing competitiveness of the sector has led higher education institutions to give more attention to the marketing field. In fact, higher education institutions can be seen as brands and students as real consumers. Emotional marketing and its techniques, in particular, represent a range of opportunities for universities to strengthen their brands and their connection with the students. In this study, it is suggested that the aspects of attachment can be analyzed in the context of higher education as it aims to provide important insights for the success of university brands in a long-term perspective. Attachment has a relation with satisfaction, commitment, trust and loyalty. These aspects are relevant for universities especially since the relationship higher education institutions maintain with their students in the present and future depends, in certain part, on their degree of attachment and sense of belonging.

Stemming from a critical approach towards technology (understood as a producer of meanings, subjectivity and agency, and, thus, shaped by power relations) and taking into account the role of broader societal norms and structures in technological uses and gratifications, this chapter explores the (re)negotiations of gender and sexual identities among Portuguese young adult app users. It focuses on if app usage allows these users to break heterocisnormativity and hegemonic notions of masculinity. For that purpose, the study conducted six focus groups involving 31 participants and 25 semi-structured interviews with young adults (18–30 years old). The scripts were designed to collect data about mobile app usage practices and what meanings interviewees attribute to used platforms, navigating through imaginaries, meanings, appropriations, incorporations and mostly negotiations. Analytically, this study contributes to an enhanced understanding of how apps might change young adult lives concerning gender and sexual identities and to challenging uses and gratifications theory, which, after almost 80 years since its first formulations, has gained new impetus with the ongoing digitisation process and the so-called interactive technologies that integrate it.

This chapter addresses the profession of research management and administration (RMA) in Portugal. It starts with a brief outline of the national research and innovation (R&I) ecosystem that contextualises the development of the profession. The RMA community is characterised and the expectations for the future of the RMA profession are summarised using data collected through a national online survey. It is posited that RMA in Portugal is an emergent career having developed key traits of a profession, namely common interests and practices, a concern with deepening specialised knowledge and skills, the existence of an organised network of practitioners, the offer of academic qualifications and training in the area, and the integration in international RMA communities of practice. Nevertheless, future developments in the European Research Area (ERA) are identified as a critical milestone that will influence the development and formal legislative institutionalisation of the RMA profession in Portugal.