Nesta dissertação, busca-se examinar atividades de marketing estratégico na competitividade de empresas brasileiras que atuam no Mercosul. Em primeiro lugar, é realizada uma discussão envolvendo as últimas tendências mundiais no cenário sócio-político-econômico que motivaram a exploração do tema. Em seguida, constrói-se o referencial teórico para a realização do trabalho, em que se exploram conceitos-chaves relativos à administração e planejamento estratégico, ao marketing estratégico, tático-operacional e global e também à competitividade, procurando-se enfatizar suas interfaces e complementaridades. Nesse ponto, são apresentados os resultados de uma pesquisa exploratória com base em um estudo de casos, envolvendo a atuação de duas empresas industriais brasileiras de diferentes setores nos países do Mercosul, em que se procura investigar o processo de gerenciamento relativo ao corpo teórico constituído. São feitas então as considerações finais e explicitadas as limitações e contribuições do estudo, bem como sugestões para estudos futuros. / This dissertation examines activities of strategic marketing in the competitiveness of brazilian companies that deal with Mercosur. First, there is a discussion involving the major world trends related to the socio-political and economic scenarrio that motivated the adoption of this subject. The theoretical framework on which this study is based is then presented, and some key concepts related to strategic management and planning are explored, along with strategic, operational and global marketing and competitiveness, with a stress on their interfaces and complementarities. Results are presented of an exploratory research based on the Case study method, involving the performance of two industrial brazilian companies operating at Mercosur, belonging to different sectors of the economy. The analysis of these results tries to investigate how the managerial process goes along with the theoretical framework. The final considerations are then presented and the limitations and contributions of the study are stated, as well as some suggestions for future studies.

Background: In the past few decades the world business map has shrunk considerably. Economic unions, tighter cooperation between different countries and across continents is nowadays setting the pace of current economy trends. Moreover, the rise of the internet and technology has interconnected people and markets more than ever. In this dynamic new setting, entrepreneurs and novel ideas have found the ideal ground to flourish. Startups are taking the business world by storm. Moreover, many of them are ambitious enough to engage in International markets right after their conception. It would be interesting to study the process they undergo and revisit it through the application of C-K Design Thinking Theory. Purpose: The purpose of this thesis dissertation is to apply Design Thinking C-K Theory in the Internationalization process of Startups and study how it can serve as model of reasoning for that process. Methodology: Primary data in the form of qualitative interviews were retrieved from three Startups concerning their Internationalization process. They were in turn analyzed by being revisited, with the application of Design Thinking Theory of C- K (Concept – Knowledge) and supported by relevant theory. The results were thought-provoking and will demonstrate how C-K can be used as a model of reasoning for this Process. Results: The study demonstrated that C-K Theory can be used as a model of reasoning for the Internationalization process by strengthening reasoning, improving management and organizing and working synergistically with other theories to generate creativity and problem solving.

[pt] Enquanto, nas últimas três décadas, as empresas chamadas de Nascidas Globais (Born Globals) têm se destacado na literatura, um outro fenômeno, também atrelado ao processo de internacionalização de empresas, parece estar ocorrendo, muito embora, tenha sido pouco comentado. Trata-se das Empresas sem Fronteiras (ESF). Estas são as empresas que verdadeiramente teriam nascido globais, assemelhando-se assim às Born Globals, porém, diferenciando delas porque, desde do momento em que foram concebidas, iniciaram suas atividades internacionais, sob um amplo escopo geográfico, psíquico e organizacional, possuindo indícios de cultivarem uma mentalidade global que as faz ver o mundo sem fronteiras. As nuances do processo de internacionalização de uma empresa classificada como sem fronteira foram analisadas por meio de um estudo de caso em profundidade. Da mesma forma, os fatores que tenderiam a levar a este padrão peculiar de internacionalização também são investigados no presente estudo. / [en] While the last three decades, born global companies have distinguished themselves in literature, another phenomenon, also linked to the internationalization process of companies, seems to be happening but has been little discussed. These are bordless companies. Ones that resemble the born global, however, differ from them because, started its international activities from the moment they are conceived, over a wide geographic, organizational and psychological scopes, having evidence to cultivate a global mindset that makes them see the world without borders. The nuances of the process of internationalization of a company classified as a Borderless Company were analyzed using a case study in depth. Likewise, the factors that tend to lead to this peculiar pattern of internationalization are also investigated in this study.

L’activité du commerce électronique reçoit habituellement traduction dans un outil juridique classique mis à la disposition des acteurs économiques par le droit : le contrat. Celui-ci se conclue nécessairement à distance. Ainsi est-il dématérialisé. S’ajoutent le caractère éventuellement dépersonnalisé et le caractère éventuellement international grâce à la capacité procurée par les réseaux informatiques de s’affranchir des frontières. Ces caractéristiques du contrat du commerce électronique ont perturbé les paramètres du droit. Celui-ci étant essentiellement conçu pour encadrer une relation contractuelle dont les protagonistes sont des humains en faisant recours à des éléments tangibles. Dans une telle situation, un processus d’adaptation aux nouveaux paramètres du contrat du commerce électronique s’impose au droit sous peine d’un recul historique. Le droit français et le droit marocain se sont montrés réactifs dans la mesure où le droit des contrats ici et là connaît d’ores et déjà un processus d’adaptation aux nouveaux paramètres du contrat du commerce électronique. L’analyse d’un tel processus révèle; l’émergence des règles propres à un tel contrat; certaines règles y ont été déclarées inapplicables; certaines institutions ont été repensées en prenant en compte ces nouveaux paramètres et des définitions portant sur des notions déjà existantes ont été introduites dans le cadre d’un tel processus. La comparaison entre le droit des contrats français et le droit des contrats marocain en matière du contrat du commerce électronique nous a permis d’observer les lacunes . Ainsi, nous avons relevé à titre non exhaustif que : la règle de la capacité en l’état actuel du droit positif français ou marocain est défavorable à la conclusion du contrat par « les agents électroniques »; l’application du délai raisonnable à l’offre par voie électronique en droit français est incompatible avec le besoin de la veille concurrentielle qui se fait sentir dans le marché virtuel (cyberespace) plus qu’ailleurs; le législateur marocain s’est montré ferme à la reconnaissance de la qualité de l’offre par voie électronique en ignorant certaines techniques de la publicité qui permettent la mise en vente immédiate; etc. Toute initiative de nature à combler de telles lacunes doit être confiée à la jurisprudence, car la règle jurisprudentielle n’est pas obligatoire, elle est susceptible d’être rejetée ou modifiée à tout moment à l’occasion de l’examen d’une nouvelle espèce. Cette possibilité de revirement permet de marcher de pair avec le contrat du commerce électronique par nature mouvant. L’intervention du législateur en matière du contrat du commerce électronique dans la mesure où elle est nécessaire doit se limiter à adopter les cadres juridiques existants de façon à lever les blocages réels découlant d’une contrainte juridique. / The e-commerce business is usually embodied in a traditional legal tool made available to economic actors by the law: the contract. This one is usually signed from afar. Thus it is dematerialized. In addition, there is the possibility of depersonalization and internationalization thanks to the ability of computer networks to break free of borders. These characteristics of the e-commerce contract have disrupted the legal framework. The latter being essentially aimed at regulating a contractual relationship in which the parties involved are human beings by using tangible elements. In such a situation, an adjustment process due to the new parameters of the electronic commerce contract is required for the law to avoid a historical setback. French and Moroccan laws have proved to be reactive insofar as contract law here and there already witnesses a process of adaptation to the new parameters of the electronic commerce contract. The analysis of such a process reveals; the advent of rules specific to such a contract; certain rules have been declared inapplicable; some institutions have been rethought taking into account these new parameters and definitions of existing concepts have been introduced as part of such a process. The comparison between French contract law and Moroccan contract law in the field of electronic commerce contracts allowed us to observe the shortcomings. Thus, we noted, but not exhaustively, that: the capacity-rule in the current state of French or Moroccan positive law is detrimental to the signing of the contract by "electronic agents"; the application of the reasonable time limit to the offer by electronic means under French law is incompatible with the need for competitive intelligence which is felt in the virtual market (cyberspace) more than elsewhere; the Moroccan legislator has been quite firm in recognizing the quality of the offer through electronic means by ignoring certain advertising techniques which allow immediate sale; etc. Any initiative likely to fill such gaps must be entrusted to the case law, since the case-law is not mandatory, it is likely to be rejected or modified at any time when a new case is examined. This turnaround possibility makes it possible to work alongside the evolving nature of the e-commerce contract. The legislator's intervention in the field of electronic commerce contracts, insofar as it is necessary, must be limited to adopting existing legal frameworks in order to remove the real obstacles resulting from a legal constraint.

Le présent travail intègre une dimension internationale dans son sujet : La sculpture russe du naturalisme à l’Art Nouveau : géopolitique des pratiques artistiques. Il a pour fondement l’étude de ceux des sculpteurs russes qui, d’une manière ou d’une autre, ont voyagé ou séjourné à l’étranger entre 1870 et 1914. En faisant converger les approches de la nouvelle « macro-histoire de l’art », soutenue par les méthodes statistiques de l’histoire de l’art quantitative, avec l’émergence d’une problématique non pas « bilatérale » mais « multilatérale », à même de rendre compte de manière complète de l’évolution internationale d’un art et de ses acteurs, l’étude se concentre sur les rapports entretenu par des artistes d’un pays avec les autres pays en général. Il cherche ainsi à redéfinir une géographie européenne de l’art, avec une mise en relation des différents centres artistiques entre eux vus par un prisme étranger. Ainsi, par une approche multinationale, distingue-t-il les centres artistiques européens majeurs de la période : Paris supplantant progressivement Rome au cours du siècle en tant que centre artistique de niveau mondial, Munich et Berlin se disputant la place de centre majeur de l’Europe médiane. Paris assoit alors sa domination écrasante dans la concentration des sculpteurs par rapport à ses concurrentes allemandes et italiennes. Les circulations internationales influencent dès lors l’évolution artistique en Russie, notamment lorsque les sculpteurs y reviennent après un séjour à l’étranger : les apports de la sculpture occidentale interviennent dans les multiples évolutions qui affectent la plastique russe depuis les années 1870 jusqu’à l’Âge d’Argent. / The following work is to be considered from a global point of view, as shown in this topic: Russian sculpture from naturalism to Art nouveau: a geopolitical analysis of artistic practices. The basis of this study is that of the Russian sculptors who have somehow traveled or stayed abroad between 1870 and 1914. By putting together the new ‘macro art history’ approaches supported by the statistics of a quantitative method of art history with the emergence of a rather multi-lateral question than a bi-lateral one which has the power to fully acknowledge the global evolution of an art and its participants, this study focuses on the relations maintained by the artists from one country with other countries in general. From a foreign perspective, this study aims at redefining the European geography of art while connecting various artistic centers together. A distinction is therefore made from a global approach between the most important art-related European centers of the time; namely Paris, which progressively replaced Rome over the century as a nationally-scaled point of interest, as well as Munich and Berlin, which challenged their number one standing in central Europe. Unlike its German and Italian competitors, Paris managed to establish its authority by gathering sculptors. Global migration consequently influenced the evolution of art in Russia, especially when sculptors went back after staying abroad. Thereby, contributions from Western sculptures played an essential role in the various artistic evolutions that affected Russia from the 1870’s to the Silver Age.

This study investigates the relationships between firm's technology, absorptive capacity and the internationalization process in the high-tech SMEs. The research identifies the most influential factors that affect the international activities and expansion decisions of New Zealand high-tech SMEs with core capabilities in agro-technology. Mixed methods, qualitative and quantitative elements in the data collection and analysis, were employed in this research for a reason that a deeper understanding of the research subject and the analysis of complex issues such as the internationalization process and absorptive capacity required methodological variety. The use of qualitative and quantitative methods took place in parallel. Both methods were used to study the same subject but they had specific objective related purposes and they offered the possibility of developing rich empirical data as well as a more comprehensive understanding of the subject under the study. The findings show that it is absorptive capacity that explains internationalization process, not internationalization process that explains absorptive capacity. The practice of internationalizing is as much a reflection of a firm's absorptive capacity as it is its determinant. The research identifies that high-tech SMEs possess technological and non-core absorptive capacity which in a different way influence firms' strategies. The research suggests that firm's technological capabilities and the advantage of specialized knowledge along with their limited non-core absorptive capacity act as constraints to the development of the future international strategy in high-tech SMEs. The study expands the existing literature on internationalization by developing variables for evaluating absorptive capacity in firms. This helped develop an absorptive capacity model which can be used as a valuable tool for self-assessment by firms to facilitate gaining insight towards further growth and development. The research suggested that if firms were able to measure its absorptive capacity this may result in improved business activities and enhanced presence in the world market. The results of this study should encourage firms to identify, capture and articulate knowledge achieved by their ventures. Managers must develop and nurture skills that ensure effective integration of learning as their firms expand, particularly internationally. These findings and absorptive capacity model offered as a tool should encourage managers to explore when, where, and how to best use firm's resources in the business operations. This is particularly important in regards to the research context (high-tech SMEs) where scientists are managers as well.

在全球化、區域經濟整合的時代來臨，兩岸金融隨著世界貿易組織的規範而向全球開放，台灣銀行業將面臨嚴峻的挑戰與機會，且因國內金融市場過度競爭，以及台商全球化布局，為滿足客戶的跨國金融需求，國內金融機構日益著重於海外市場布局，逐漸走向區域化、國際化發展已成必然的趨勢。然而面對瞬息萬變的國際市場，台灣銀行業如何因應環境趨勢，因勢而變，適時轉型，以提升其國際競爭力，並保持永續成長的動能，實為國內銀行業重要的經營議題。 本研究選擇頗受國際財經專業雜誌肯定的個案銀行為例，個案銀行連續多年被國際財經專業雜誌選為台灣地區最佳銀行，在台灣市場的外匯交易、貿易融資、現金管理、網路銀行、財富管理、投資銀行、債券交易與聯貸等業務皆於國內同業領先之地位。本研究試圖分析目前台灣銀行業與個案銀行在現行的海外市場營運面臨之問題與挑戰，並探究個案銀行如何依循其企業願景，擬定海外擴張策略，並決定經營目標和經營方針，然後透過新商業模式的建立，將其所擁有的資源，進行分配和調整，複製台灣成功經驗，建置亞太地區交易型金融平台，有效連結海外分行平台，使得銀行可以建立以客戶為中心的核心價值，以經營客戶全面關係管理為主軸，深入掌握不同客戶區隔的需求與市場脈動，提供最貼切的金融解決方案與服務，以獲得可持續之競爭優勢。 / As a combined result of globalization, economic zone integration, and increased cross strait openness stipulated by WTO rules, Taiwan’s banking industry is now experiencing both intense challenges and increased opportunities. As Taiwanese companies have become more internationalized and Taiwan’s local banking market remains hypercompetitive – Taiwan banks have increasingly focused on building up overseas platforms to meet customers’ financial needs. In short, maintaining competitiveness and growth expectations within this dynamic business environment is a top goal for Taiwanese banks. In our research we look at “Case Bank”, which has been designated ‘The Best Bank in Taiwan’ by several financial magazines. Case Bank is a market leader in FX trade, transactional based lending products, cash management, net banking services, wealth and investment management, bond trading, and syndication. Our research assesses the challenges that both Case Bank and other Taiwanese banks face with respect to overseas platforms. Our study also looks at how Case Bank has executed its overseas strategic objectives including, management strategy, business objectives, resource allocation, transaction platforms, and networking synergies. Overall, our research concludes that Taiwan banks’ best practices with respect to developing overseas business model include: focus on customer-centric core values, relationship management, understanding demand by segment and industry, and providing superior financial solutions.

面臨全球化的競爭,中小企業需國際化來增加自己的競爭力。本研究以台灣自行車零組件廠為例，探討中小企業之國際化之原因及策略，且分析原因影響地主國篩選，進入策略及國際化管理，最後提出建議給正在尋找國際化機會之中小企業。 研究內容包含國際化動機，因素影響國際化策略包含資源基礎理論，地主國篩選，進入策略，進入模式及國際化管理。研究發現創始人國際化理想及母國市場規模為主要中小企業之國際化動機。地主國政策影響產品需求也會構成中小企業國際化。不可遷移之資源例如技術背景及廉價勞工都可激勵中小企業之業務及生產方面國際化。 / Facing with increase global competition, SME has to increase their competitiveness through internationalization. The objective of this research is to review the internationalization strategies of SME based on the analysis of case companies of the factors affecting internationalization decision, process and management, and then make recommendation to SME who are seeking for international opportunities. Our research addresses the questions covering motives behind internationalization, factors including resource-based view affecting internationalization decision and host country selection, the entry strategy, process, and internationalization management. Our findings suggested that founder’s ambition and relative size of restricted home market would motivate SME to internationalize. Host country government regulation affecting product demand would also provide an incentive for SME to enter. Immobile resource endowments such as technological know-how and cheap labor will induce firms’ sales and production division to internationalize. During internationalization, SME would consider resource specificity, the amount of resource commitment and control when choosing entry strategy. SME follows Root (1982) process in choosing host country by evaluating the market size and potential. As for the entry process, it is consistent with Uppsala model of internationalization whereby SME increase their international commitment incrementally. During internationalization management, SME are more ethnocentric on the human resource perspective; meanwhile, marketing strategy on product and pricing for SME is rather homogeneous, except for distribution and promotion strategies which are adjusted based on market characteristics and channel structure.

<p>As two former exchange students ourselves and studying the International Business and Economics program we were appealed by writing this thesis on commission for the International Office at Umeå University. The marketing of education is an area of research still in development. This lead us to our problem:</p><p>In what way do International Offices work to market their exchange programs?</p><p>The purpose of the study was to get an understanding of how International Offices in Europe work to market their exchange programs. We wanted to see and compare how the International Offices work to make students go and come on exchange programs. All this to improve the knowledge of the International Offices in Europe to become more effective and achieve greater success.</p><p>We started our theory chapter by writing about service marketing: describing a service and how to work with it. We continued with theories about the marketing of education. Australia turned out to be the country where we found the basis for our study. They are researching the most within the marketing of education. Using the theories as a basis we constructed a model called ‘the European Director’ of how International Offices in Europe work to market their exchange programs.</p><p>The study was done using a qualitative method. Three telephone-, and one face-to-face interview were conducted with persons working in International Offices. Our view of knowledge was hermeneutical and we had a deductive approach even though somewhat influenced by the ‘golden middle way’. Our perspective was that of the International Offices.</p><p>The results of our study were a compilation of our model that we constructed. Placing any IO in the head of ‘the European Director’ can tell how an International Office is working on a national- and international level towards students, other IOs and other universities. On an international level towards students the Internet and student ‘recruiters’ are tools that are used. Towards other IO’s and universities the Internet, brochures, personal selling and relationships are important. On a national level the Internet towards students is also an important tool, as is also personal selling and direct marketing. Towards other IO’s and universities the Internet and cooperations in different forms are used. The internationalization and the staff is very important in all offices. The internationalization is constantly on their minds and some offices even feel great pressure from it. The internationalization is evident in all offices since they all, except one, use individual marketing campaigns towards different countries.</p>

<p>Internationalization is an important strategic issue for survival for most business schools of today. Following this, various international accreditation bodies have in recent years been very succes­s­ful in promoting accreditation as a means of gaining status and prove high quality. These business school accreditation schemes clearly state their targets against top quality international schools and programs. Internationalization of the business school opera­tions can thus be stated to be of vital impor­tance for schools aiming for one or more of these accreditations. The intention of this study is to turn the issue around and explore to which extent, and with what kind of impact, the accreditation processes in turn have on the area of interna­tiona­li­­­zation within the business school organization.</p><p> </p><p>The theoretical framework consists of three main areas: ’The Business School Environment’, ‘Strategy as Practice’ and ‘Institutional Theory’. The first part aims to reach an understanding for the environment and situation that business schools of today are facing. It also highlights major challenges for the future. In the second part, Strategy as Practice research theories are used to gain understanding for strategy behaviour and strategy creation within plu­ra­listic organi­zations, such as the higher education insti­tution. The third part deals with issues on Quality Frameworks with the aim to reach understanding for the im­pact such processes can have on the organization. Sensemaking Theory is further used to illustrate the rational behind decision making of busi­ness school leaders and the concluding part connects theories on quality frameworks to Identity Creation, linking together identity with culture and image.</p><p> </p><p>The research approach for this qualitative study is the abductive one and the empirical data is collected through a number of semi-structured interviews with business school repre­sen­tatives at various levels working in the area of international relations.</p><p> </p><p>Main findings are presented within the framework of a time structured (past, present, future) model connected to the study’s five objectives: The development of internationali­zation within the school; the view on internationalization among organizational members; the charac­teristics of decision making and implementation processes; the main impact factors of accreditation and the expectations of major future challenges.</p><p> </p><p>The results indicate that although accreditation has shown to have had a substantial impact on the success of business school operations in an international perspective, it is to a much lesser extent a concrete tool for change and improvement within the area of internatio­nali­zation as such. Accreditation has shown to be strongly connected to previous develop­ment and view on internationalization within the organizations. Also, a strong belief in, and commit­ment to, internationalization among influential organizational members has proved to be vital for the accreditation processes. Furthermore, a number of unique charac­teristics connected to the identities’ of the organiza­tions studied, showed to have notable impact on the success of the schools’ international opera­tions, so also the accreditation processes. This includes organiza­tional culture and tradition; working methods; dissemi­nation of information; strong social connections; knowledge, dedication and commitment by individuals and management’s ability to provide organizational members with trust, respect, autonomy and encouragement.</p>