<p><strong>Purpose</strong> – The purpose of this dissertation is twofold. First, to identify and design a theoretical model of different factors that are important when evaluating fast changing industry environment. Second, to conduct interviews designed after the model and determine what factors are important within the company’s specific industry.</p><p><strong>Design/methodology/approach</strong> – A range of published research literature on Industry environment such as clusters, innovation and hyper competition has been used in this thesis. Our main approach has been to follow Porter’s Five Forces Model and applying it on the modern IT-industry.</p><p><strong>Findings</strong> – This research identified three additional forces for evaluating industry environment, namely Innovation, Complementary product & Cooperation and Customer Readiness.</p><p><strong>Limitations</strong> – The research was limited to northeastern Öresundsregionen, Sweden. The interview questions where limited to pre-designed factors. </p><p><strong>Originality/value</strong> – The findings of this research provide the companies and researchers with a context for understanding this specific type of industry environment. It will also provide companies with a set of tools and best practices to apply when evaluating their own environment.</p>

Purpose – The purpose of this dissertation is twofold. First, to identify and design a theoretical model of different factors that are important when evaluating fast changing industry environment. Second, to conduct interviews designed after the model and determine what factors are important within the company’s specific industry. Design/methodology/approach – A range of published research literature on Industry environment such as clusters, innovation and hyper competition has been used in this thesis. Our main approach has been to follow Porter’s Five Forces Model and applying it on the modern IT-industry. Findings – This research identified three additional forces for evaluating industry environment, namely Innovation, Complementary product &amp; Cooperation and Customer Readiness. Limitations – The research was limited to northeastern Öresundsregionen, Sweden. The interview questions where limited to pre-designed factors.  Originality/value – The findings of this research provide the companies and researchers with a context for understanding this specific type of industry environment. It will also provide companies with a set of tools and best practices to apply when evaluating their own environment.

Abstract An organization with high creativity can always form an awareness momentum while pursuing its mission. Its creativity helps it to conquer obstacles and obtain sustained competitiveness for survival. The factors and circumstances of operating a business are variable. The management should treasure any creativity or new ideas that will improve the organization. The creativity and new ideas may cover the fields of strategy management, leadership management, technological research, organization restructure, marketing and operation control. These are the basis to improve the performance of a business. This research focused on the real cases of the 6 subsidiaries of China Steel Corporation, including the businesses of shipping, venture capital, steel trading, security surveillance, recreational, real estate, information management and services. The analysis of this research, through in-depth interview on key issues, studied how the companies applied their industrial advantages to create their innovative management ability. This research not only analyzes the relationship of creativity with "business characters", "industry environment", and "mission strategy", but also analyzes the business competitiveness which is created by the management renovation. Hope the suggestions concluded by these analyses would provide some helps to the studied business and the follow-up researchers.

Submitted by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-22T12:57:29Z No. of bitstreams: 1 Christiane Gregoris Guarino Massuda.pdf: 2463958 bytes, checksum: 1a5eed840847a92f6db5e05c223b7cf4 (MD5) / Approved for entry into archive by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-22T12:57:49Z (GMT) No. of bitstreams: 1 Christiane Gregoris Guarino Massuda.pdf: 2463958 bytes, checksum: 1a5eed840847a92f6db5e05c223b7cf4 (MD5) / Approved for entry into archive by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-22T13:00:54Z (GMT) No. of bitstreams: 1 Christiane Gregoris Guarino Massuda.pdf: 2463958 bytes, checksum: 1a5eed840847a92f6db5e05c223b7cf4 (MD5) / Made available in DSpace on 2016-11-22T16:11:26Z (GMT). No. of bitstreams: 1 Christiane Gregoris Guarino Massuda.pdf: 2463958 bytes, checksum: 1a5eed840847a92f6db5e05c223b7cf4 (MD5) Previous issue date: 2016-03-11 / This research sought to understand how automobile culture and symbolism relate to environmental issues in Brazil. With this in mind, fifteen advertising pieces from Ford, GM, VW and Toyota aired in broadcast media between the years 2000 and 2015 in Brazil, were analyzed. The research objectives were to compare the message of the advertisements with that of the sustainability report; identify elements that characterize the conflict between concern for the environment and the use of cars and; identify how automobile culture and symbolism in Brazil appear in advertising campaigns to promote sale. The methodological approach is qualitative, the method is document-based and the data processing technique used was content analysis. The conclusion was that in Brazil the relationship between automobile culture and symbolism and environmental issues is one of conflict, in which the latter is influenced bythe first two. Thus, we were able to the need for changes in the role played by the AdvertisingIndustry in the Automotive Industry in order to educate the consumer about the use of the automobile. / Esta pesquisa buscou entender como a cultura e a simbologia do automóvel se relacionam com questões ambientais no Brasil. Para isso foram analisadas quinze peças publicitárias da Ford, GM, VW e Toyota veiculadas em mídia televisiva entre os anos de 2000 e 2015 no Brasil. Os objetivos da pesquisa foram comparar os discursos das peças com o discurso do relatório de sustentabilidade; identificar elementos que caracterizem o conflito entre a preocupação com o meio ambiente e a utilização do automóvel e; identificar como a cultura e a simbologia do automóvel no Brasil aparecem nas peças publicitárias para promover a venda. A abordagem metodológica é a qualitativa, o método é o documental e a técnica de tratamento de dados utilizada foi a análise de conteúdo. Concluiu-se que no Brasil a relação entre a cultura e a simbologia do automóvel com questões ambientais é conflituosa, na qual o segundo sofre grande influência dos dois primeiros. Dessa forma, viu-se a necessidade de mudanças no papel exercido pela Indústria da Publicidade junto a Indústria Automobilística para educar o consumidor sobre o uso do automóvel.

[pt] No Brasil, desde o início da década de 90, passou a existir uma linha de pensamento política e econômica favorável à diminuição da interferência do Estado na gestão de firmas, sobretudo aquelas associadas ao segmento de infra-estrutura e nos processos microeconômicos. A desregulamentação que passou a ser observada na segunda metade da década de 90 trouxe como conseqüência a privatização de várias firmas estatais de diferentes segmentos de Infraestrutura, entre elas as da indústria de distribuição de energia elétrica. Esse estudo foi realizado a partir de um banco de dados contendo informações econômico-financeiras e técnico-operacionais de vinte e três firmas distribuidoras de energia elétrica, que representavam mais de setenta por cento da energia vendida no país, correspondentes aos períodos de 1993 a 1995 (antes da privatização) e 1999 a 2001 (depois da privatização). As informações econômico- financeiras foram transformadas em três variáveis de desempenho e as informações técnico-operacionais em doze variáveis estratégicas. A partir de então foram utilizadas técnicas estatísticas para adequação à tipologia de Porter, de maneira a permitir a análise da indústria. Com relação a essa tipologia, os resultados alcançados permitiram concluir que o modelo serviu para a análise dessa indústria, sob os aspectos descritivo e explicativo, com algumas reservas. O estudo concluiu que houve mudanças nas estratégias das firmas, para os períodos analisados, fornecendo indicações para a identificação das estratégias competitivas relevantes, sem entretanto comprovar que os grupos estratégicos possuíam desempenhos distintos. O estudo também não confirmou a hipótese básica da tipologia de Porter que preconiza que a firma que adota a estratégia genérica stuck-in-the-middle tende a apresentar desempenhos abaixo da média da indústria. Nesse estudo, os grupo estratégicos de enfoque em diferenciação, liderança em custos, enfoque em custos, stuck-in-the-middle e diferenciação apresentaram, nessa ordem, os melhores desempenhos. / [en] Since the early 90 s, a political and economical line of thinking, favourable to the reduction of the State interference in the management of corporations, above all those related to the infrastructure segment and in micro-economic processes, has begun in Brazil. The deregulation, which could be observed in the second half of the decade, brought as a consequence the privatization of many State owned companies of different segments of infrastructure, among them those in the electric power distribution industry. This study was prepared coined on a data base containing financial and operational information from twenty three electric power distribution industries, which represented over seventy per cent of the energy sold in the country, corresponding to the periods between 1993 to 1995 (before privatization) and 1999 to 2001 (after privatization). The financial information was transformed into three performance variables and the operational information, into twelve strategic variables. From there, statistical techniques were utilized to adequate the study to the Porter s Typology, thereby permitting the industry analysis. With respect to this typology, the results obtained have permitted conclude that the model served for the analysis of this industry, under descriptive and explicatory aspects, with some reservations. The study concluded that changes have occurred in the corporations strategies, in the periods analysed, supplying indications to the identification of relevant competitive strategies, without, however, proving that the strategic groups had distinct performance. The study also did not confirm the basic hypothesis of Porter s Typology which praises that the company which adopts the generic strategy stuck-in-themiddle tends to presente performance below the industry average. In this study, the strategic groups focusing in differentiation, costs leadership, focusing on costs, stuck-in-the middle and differentiation presented, in this order, the best performance.

[pt] A Fiat Automóveis S.A. se destacou na indústria automobilística nacional ao atingir, em 2001, a liderança do mercado de automóveis e comerciais leves. A análise desta trajetória avaliou a variação do ambiente competitivo e as estratégias seguidas em dois momentos relevantes determinados por questionário estruturado, que foram 1994 e 2001. A caracterização do ambiente da indústria e das estratégias usaram, respectivamente, o modelo das cinco forças e a tipologia das estratégias genéricas de Porter. Foi avaliado que o ambiente competitivo do decorrer do período anterior e posterior a 1994 teve o poder de negociação dos fornecedores e a rivalidade na indústria intensificadas. A estratégia realizada pôde ser caracterizada como meio termo no período anterior a 1994, evoluindo para enfoque posteriormente. No decorrer do período anterior e posterior a 2001, o ambiente da indústria se intensificou, com destaque ao poder de negociação dos compradores e rivalidade na indústria. Ao longo de todo este período, pôde-se avaliar que a Fiat manteve seu posicionamento, caracterizando seu tipo estratégico como enfoque. O desempenho desses dois períodos foram também avaliados levando em consideração a variação do retorno sobre ativos e participação de mercado. No período que teve como ano-base 1994, houve progresso nestes dois parâmetros de desempenho. No decorrer do período em torno do ano-base de 2001, não houve evolução desses parâmetros, mas pôde-se verificar que a participação de mercado foi superior a de seus principais concorrentes. Adicionalmente, foi validado qualitativamente o modelo S-C- P para ambos períodos. / [en] Fiat Automóveis S.A. stood out in the national automobile industry when, in 2001, it became leader in the automobile and light commercial vehicle market. The analysis of this course has evaluated the variation within the competitive environment and the strategies followed at two especially relevant moments, which were determined by a structured questionnaire and which happened in years 1994 and 2001. The characterization of the industry environment and its strategies used the Porter Model of five strengths and typology, which are based on generic strategies. The competitive environment, in the course of the previous and in the subsequent period of 1994, was evaluated to have the suppliers´ negotiation power and the industrial competition intensified. The accomplished strategy could be distinguished as having been met half way during the period previous to 1994; later on, it evolved to something more of a focus. During the previous period of 2001, and subsequently to that, the industry environment increased, highlighting the power of negotiation of the buyers and the industrial competition. In the course of this whole period, it could be evaluated that Fiat has maintained its standing, which has characterized its strategy as one oriented to focus.The performance of these two periods was also appraised by taking into consideration the variation of the return on assets and market share. In the base year of 1994, there was progress in these two performance parameters. During the period around the base year of 2001, such parameters suffered no evolution, but it could be noticed that market share was above the one of its main competitors. In addition, in terms of quality, the SCP model was validated for both periods.

[pt] O objetivo desta pesquisa foi avaliar o posicionamento estratégico das instituições atuando no setor financeiro brasileiro, particularmente no segmento bancário, no ano de 2006 e identificar sua relação com o desempenho. Para isso, foi utilizada a tipologia de estratégias genéricas propostas por Michael Porter (1980, 1985). Foram selecionadas variáveis de cunho financeiro e operacional dos 50 maiores bancos brasileiros em atividade em 2006 (responsáveis por 85% dos ativos totais da indústria nesse ano) para a construção do modelo estatístico que envolve análise de clusters e análise multivariada. Foi possível concluir que a estratégia genérica de Enfoque em Custo apresentou o melhor desempenho neste ano. Ao contrário do esperado pela teoria, os bancos Stuck in the Middle não apresentaram o pior, mas o segundo pior resultado. A pior estratégia genérica em termos de desempenho foi a de Liderança em Custo Total. / [en] The main goal of this research was to evaluate the strategic positioning of the institutions operating in the brazilian financial sector, specially in the banking segment, in the year of 2006 and identify how it relates with the performance. To achieve this objective it was used the typology of generic strategies proposed by Michael Porter (1980, 1985). It was used financial and operating variables for the 50 major brazilian banks in activity in 2006 (responsible for 85% of the assets in the industry in that year) to construct the statistical model based on cluster analysis and multivariate analysis. It was possible to conclude that the generic strategy of Focusing on Low Cost had the best performance in that year. In contrast what was expected by the theory, the banks Stuck in the Middle didn`t have the worst, but the second worse performance. The worst generic strategy in terms of performance was the Low Cost strategy.

「合作策略」已是近年來實務界頗為流行的風潮,也因此引起學術界的廣 泛討論;然而過去的研究多未將環境特質與各種合作策略間的關係加以釐 清;本研究的目的,即嘗試以資源依賴論為基礎,將廠商所面對的產業環境 對其合作策略型態選擇的影響作一有系統的整理,期能找出每一種產業環 境下最適當的合作策略。自變數包括產業成長率、需求波動性等，中介變 數為廠商所面對的互賴關係,應變數則為合作策略之型態。由於相關課題 尚無十分成熟的架構,同時許多變項資料難以結構化或量化的問卷訪談蒐 集,本研究係採個案撰寫的方式進行,依不同的產業環境特色,分別選擇汽 車業、水泥業、旅行業與微電腦業為研究對象,在觀察各產業的產業環境 特性與具代表性的合作策略型態後,歸納產業環境與一般廠商可採行的合 作策略間之關聯,並利用中介變項推論其可能原因,將此類現象化約為較具 一般性的通則。本研究之發現為:當廠商間的競食性互賴與共生性互賴均 強時,以採用「垂直分工」型的合作較佳,以汽車業為代表;二者均弱時,「 聚沙成塔」型的合作較佳,以微電腦業為代表。前者強而後者弱時,以「波 動網路」型合作較適合,此以旅行業為代表;反之,當後者強而前者弱時,則 以「免戰協議」型的合作為佳,水泥業是代表性之產業。

本研究主要研究台灣電影產業環境及其競爭力，並透過研究給予電影產官學界在電影產業發展上的建議。研究方法是透過市場集中度瞭解目前台灣電影三大部門──製作業、發行業及映演業的市場集中情形，確立台灣電影產業之產業結構；再者，以麥克‧波特提出之產業環境類型檢視，瞭解其產業環境現況；最後以前兩步驟之結果為基礎，再經由鑽石理論之六大構面分析台灣電影產業在各項分析面向上的優、劣勢及可能的發展機會，彙整出台灣電影整體產業發展中，政府擬定政策、業者思考經營決策及電影產業學術研究上未來可行性的建議。 / The main scope of this research is to study the environment of film industry in Taiwan as well as its competitiveness. Also, throughout the research, opinions towards the film academia in the film industry shall also be elucidated. The research is carried out via acquaintance of concentration ratio of the three main parts in a film industry—production, distribution, and exhibition; furthermore, to clarify the production structure of the Taiwan film industry. Also, the current industry environment is evaluated by Michael Porter’s survey method. Lastly, based on the two aforementioned procedures of results with the application of the diamond theory altogether, a detailed analysis of the Taiwan film industry regarding the advantage and disadvantage and the relevant topics shall be further discussed.

「設計」應該是一種創造高附加價值的觀念，不過很可惜的是，在台灣的環境之下，很多的設計業者卻不得不和現實妥協、低頭，放棄當初投入設計的理想和初衷，來從事設計代工或接單(B TO B)等高度競爭的工作，儘管台灣的設計，在國際比賽中，贏得非常多的大獎，擁有很強的設計能力，和受到國際高度的肯定。不過，設計業者在環境的限制之下，仍然沒有辦法利用「設計」來創作高附加價值的作品，或賺取超額的收益及名聲。以拿下美國2009年Gen Art時裝大獎的設計師古又文曾經感慨得說：「我是被台灣這個產業，逼著我一定得出走，因為在這個環境中，如果我想要做我自己，想要做一個有創意，而不是拷貝人家創意的設計師，那幾乎是不可能的 。」 台灣的設計產業究竟出了什麼問題？智慧財產權的制度，又扮演著什麼樣的角色呢？本研究將從設計產業、智慧財產權以及集體管理組織的概念，來討論台灣設計產業所遭遇到的問題與困難，並試圖找尋出一個解決的方案。 在經過一連串的分析以及資料的統整之後，本研究認為台灣設計產業最大的問題有3項，第一，台灣的設計產業以中小型企業為主，競爭激烈，缺乏資金和資源，也無力拓展海外市場和經營品牌；第二，在台灣的設計產業之中，創新的價值，很難轉換到品牌或者商標之上，因此消費者不易分辨原創作品與仿冒商品之差異；第三，市場上缺乏穩健而且可靠的通路系統，設計業者很難將創作商品，在市場上換取收益，並獲得充足的資金來支持其後續的開發和創作。 本研究提出「設計品牌經紀商」的概念，希望能夠解決目前設計產業面臨的交易成本過高，以及中小型設計業者面臨「心有餘而力不足」的問題，如果依照智慧財產權整合的概念，這種類似集體管理團體的組織在達到一定的規模後，可以發揮類似保險公司分散風險的經濟模式，同時也具備了提高談判和議價能力，以及達到降低買賣雙方搜尋成本的好處。 / Design should be a concept of creating value added. However, in Taiwan, many designers are forced to compromise with the reality, doing high competitive jobs like B to B(business-to-business) instead of following their aspirations. Despite the fact that Taiwanese designers have won many international prizes and that their designing abilities have been highly recognized in the world, they are still unable to use “design” to create high value added works, make profits, and gain popularity out of it. Ku Yu-Wen, the designer who won the 2009 Gen Art Prize in the U.S., once said, “I was forced to leave because of this industry in Taiwan. In this environment, it’s almost impossible to be myself, be a creative designer who doesn’t copy.” What problems are we facing in Taiwan’s design industry? What role should the IP policy take? In this research, we will go through the concepts of design industry, intellectual property and collective management organizations, discuss the problems and difficulties faced in Taiwan, and work on a possible solution. After a series of data analysis, the research concludes that Taiwan’s design industry are facing three main problems: First, Taiwan’s design industry is composed of small companies, which are constantly competitive, lack capital and resources, and are unable to expand markets oversea or invest in brand management. Second, in Taiwan’s design industry, it’s difficult to transfer the value of innovation into the brand or the trade mark; therefore, customers are often unable to distinguish the genuine products from the couterfeits. Third, the market lacks stable and reliable marketing channels. It’s difficult for designers to make profits from their works and gain sufficient capital to support their following works. To solve these problems, the research proposes the concept of “designer brands broker” in hopes of lowering the transaction cost and helping those willing but unable designers. Like the integration of intellectual property, when reaching a certain scale, this kind of collective management organizations can help to diversification risk like an insurance company. Furthermore, it can help to increase designers’ negotiating ability and decrease the search cost for both the seller and the buyer.