Today’s businesses face a competitive war; conceptually, similar to the ones in ancient times. The arena in which this war is battled is the market and it is characterized by being highly dynamic and uncertain. The enemies to be beaten are the competitors who use their core competences (weapons) to conquer the customers’ orders. But no battle is won by chance, neither in business. So, there is a need for a strategy that provides the chance to defeat the enemy by gaining a sustainable competitive advantage over him. The question is: how to do it? The functional investments, mainly in marketing and manufacturing, need to be aligned with the mainstream strategy (business strategy) so they pull all together in the same direction. The existing literature links these strategies in pairs but not at the same time. In this study, an analysis of such alignment approaches will be the base to create a model for the simultaneous fit of business strategy, marketing strategy and manufacturing strategy, and to provide some suggestions on how to achieve this match in practice. Product design strategy will play a key role in order to attain the overall alignment.

本文之主要目的係探討家族企業與避稅之關聯性、企業策略是否影響家族企業之租稅規避行為及不同企業策略下家族企業與非家族企業避稅程度是否有異。本文以當期有效稅率、財稅差異以及剩餘財稅差異衡量企業之租稅規避，而企業策略係參照Miles and Snow (1978, 2003)所提出之策略類型進行分類，計算企業之策略分數並將企業分類為防禦者、分析者及前瞻者。研究對象為2002至2013之上市櫃公司，並排除產業性質特殊之金融業公司。實證結果發現家族企業之租稅規避程度高於非家族企業，前瞻者之企業策略會使家族企業之租稅規避程度上升，前瞻者中之家族企業避稅程度方高於非家族企業，防禦者之家族企業則無，顯示前瞻者擁有較多租稅規避機會及承擔風險之特性對於家族企業租稅規避行為有所影響。 / The main purpose of this study is to examine the association between family firms and tax avoidance, to investigate whether business strategies influence the tax avoidance activities of family firms, and to find out whether the level of tax avoidance is different between family firms and non-family firms in different business strategies. Current effective tax rates, book-tax differences, and residual book-tax differences are employed to capture tax avoidance activities. This study uses Miles and Snow’s 1978 and 2003 organizational strategy typology to proxy business strategies; compute strategy score; and classify firms to Defenders, Analyzers, and Prospectors. The research samples consist domestic listed firms for the period 2002 - 2013, and the firms in the financial industry are excluded due to theirs characteristics. The empirical results show that family firms avoid more taxes than their non-family counterparts, the strategic type of Prospectors rises the level of tax avoidance of family firms significantly, the family firms in Prospectors avoid more taxes than non-family firms in Prospectors and the family firms in Defenders don’t avoid more taxes than non-family firms in Defenders. The empirical results represent that the tax avoidance of family firms is influenced by Prospectors’ characteristic of having tax-planning opportunities and embracing risk.

ABSTRACT Title: The Internet and Marketing: A case study of SmartGuy AB. and PostNord AB. Level: D-Level Final Master Thesis in Business Administration Authors: Naa A. Allotey and Ashenafi T. Degefie Supervisor: Professor Akmal Hyder Date: 2013 June Aim: Technology has changed the way businesses are being done specifically in the internet marketing. Even though the growth & development of internet marketing is rapid, many new firms doing e-business are increasing. To make use of this ever increasing opportunity many companies without adequate knowledge and lack of concepts about internet marketing enter into this business that leads into failure. This study examines how businesses use the internet as an effective marketing tool in order to increase business efficiency and survive in the competitive business. The study also identifies the various problems that are affecting the internet marketing business and review possible strategies. Method: The study adopted a qualitative method through a deductive approach. Research questions were developed to gather the data. A semi structured interview was conducted with personnel from Nordpost and SmartGuy. The data was analysed and linked with the theory to provide answers to the research questions. To enhance the richness of the study secondary data sources has been employed in a form of scientific articles, literature, annual reports from the case companies and online sources.  Results and Conclusions: The result of this study shows that the rapid development of online marketing makes it imperative for businesses to seriously consider the internet as a marketing tool in order to remain competitive. There is no specific strategy to adopt but firms could develop internet marketing strategies depending on the nature of their business in order to cope up with the ever changing environment. It also identified the difficulties traditional marketers face when integrating internet marketing. The conclusion is that businesses can overcome the barriers affecting Internet marketing if they take time to identify their micro and macro environments and adopt appropriate strategies. Suggestions for future research: Although this study identified that there are some factors affecting the internet marketing and suggested key elements in developing e-marketing strategy, the results of this study and conclusion, to some extent have some limitations.  Firstly there are only two case companies investigated which makes it hard to generalize the outcomes. Secondly, current literatures in the area of study were very limited showing that researchers are not really giving time to this all important topic.  Thus future research could look more into this subject area, broaden the scope of the investigation to more companies and could also concentrate in the areas where there is a need for a unique strategy development for different internet companies. Future researchers could also look at how the transition from traditional to internet marketing could be made very simple. Contribution of the thesis: The study provides significant insights into the factors affecting internet marketing and e-business strategies that can be adopted to make it an effective marketing tool, a topic often overlooked by published material. Even though there are no specific e-marketing strategies to directly copy or implement, the study suggests specific areas a business should take into consideration while developing the strategy. For businesses, the question of using the internet as a marketing tool should be one of ‘when, why and how’. A well-structured and well thought out business plan which is still applicable is the backbone of any company who is going to be successful in the e-commerce industry.

南僑自1952年成立，見證了台灣經濟發展的過程，也經歷了每個大時代環境變動的考驗。在其五十七年的發展過程中，由單純之製造日用品走向多角化而國際化，對其新創事業或既有事業的經營模式，所採之邏輯與策略為何？如何追求企業的永續發展與基業長青？即為本研究分析與探討之重點。 本研究分析結果顯示，南僑自70年起，即基於在相關領域內發展要比跨入不熟悉的行業，能更有效掌握人力與資源，及迅速累積管理經驗的信念下，積極展開多角化的經營。在南僑發展多角化的過程中，從單純的肥皂製造業起家，到後來跨足油脂、餅乾、冷凍麵糰、冰品、速食麵、米果、急凍熟麵及精緻餐飲服務，看似彼此互不關連，但其實都是依循原料、技術、通路與文化四大相關因素，朝上下游及水平相關領域逐漸拓展，因而降低企業跨業經營需面對的風險。 南僑的國際化歷程三個階段，首先藉由與國際大廠合作、商標授權、在台合資新公司、策略聯盟，等方式開展，學習外商的技術、經營與行銷等知識，以縮短產品研發與管理學習時間，加速全球化腳步，為國際化預做準備。第二階段以泰國做為跨出台灣的第一個海外據點，學習因地制宜的產品銷售策略及組織運作與文化融合的跨國管理，以進入中國市場為第三階段，大陸投資的成果更將其經營格局拓展至全球視野的高度，強化南僑的財務體質及提昇集團的競爭能力。 企業的永續經營，必定受到其核心價值的指引。南僑在轉型的每一階段裡，均細心體察經營環境的潛在變化，及早摸索出下一階段的經營方向與重點，並以企業文化為根、四大相關為幹、五大策略為枝，發展成枝繁葉茂的南僑企業集團。南僑經驗可以提供給面臨轉型的傳統企業一個作法及思維的參考。南僑的個案顯示，以剖析因果的邏輯與策略思考為基礎，配合在企業專長與優勢能力領域中，尋找產業的定位與機會，是追求基業長青的法門之一。 / Since its establishment in 1952, NamChow has witnessed great economic development in Taiwan and has withstood the test of time. In the past fifty-seven years, NamChow has evolved from a simple detergent goods producer to a diversified and multinational enterprise. This paper addresses the philosophy and strategies of the NamChow business model and offers insight into future directions for existing and new ventures. In addition, the thesis addresses the question of how an enterprise sustains and advances long-term development. NamChow began actively working towards a multi-faceted business model in the 1970s. Fundamental to the NamChow philosophy was a belief that expansion to related fields, rather than unfamiliar fields, would encourage the accumulation of management knowledge, expertise and experience with existing manpower and resources. NamChow started out as a basic soap manufacturer, and later expanded into oils and fats, cookies, frozen doughs, ice creams, instant noodles, snacks, frozen noodles and gourmet food. Central to all of these seemly unrelated products, however, are four major factors: materials, technology, distribution and culture. By expanding into adjacent industries vertically and horizontally, NamChow greatly reduced its transition risks. NamChow’s globalization can be divided into three phases. First, through collaboration with a major multi-national manufacturer, a new joint venture was created. This joint venture was authorized to use NamChow’s trademarks in Taiwan so as to form a strategic alliance. Through these actions, NamChow prepared itself to be an international enterprise and speed up its globalization process. It learned from its foreign partners in the areas of technology, management and marketing. It shortened its research and development cycles and learned how to run the plant. Second, NamChow selected Thailand as its first overseas market. There it learned how to run a trans-national, cross-cultural operation by adapting the local marketing strategies. Third, NamChow entered, and invested in, China. This allowed it to operate from a global perspective and further strengthen its financial standing and competiveness among conglomerates. For any enterprise to sustain itself and become prosperous, it must be guided by certain core values. During each phase of transformation, NamChow paid close attention to the underlying changes in the environment in which it operated, and developed its direction and focus for the next phase. It is rooted in its corporate culture, firmly trunked with the four major factors, branched out with five strategies, and ultimately flourishing as a conglomerate. Its experiences can shed light on the traditional enterprises that are facing similar transformations. This case study shows that one of the secrets to pursuing long-lasting success is to identify niches and opportunities that take advantage of its strengths and fields of expertise, based on logical analysis and strategic thinking.

Submitted by Paola Marconi (paolapmarconi@gmail.com) on 2015-12-13T15:01:49Z No. of bitstreams: 1 DISSERTAÇÃO_Paola Marconi_r50_Final.pdf: 1652611 bytes, checksum: cc47efaa2f931f1ec306b20b60fa185f (MD5) / Approved for entry into archive by ÁUREA CORRÊA DA FONSECA CORRÊA DA FONSECA (aurea.fonseca@fgv.br) on 2015-12-15T13:45:17Z (GMT) No. of bitstreams: 1 DISSERTAÇÃO_Paola Marconi_r50_Final.pdf: 1652611 bytes, checksum: cc47efaa2f931f1ec306b20b60fa185f (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2015-12-21T18:20:06Z (GMT) No. of bitstreams: 1 DISSERTAÇÃO_Paola Marconi_r50_Final.pdf: 1652611 bytes, checksum: cc47efaa2f931f1ec306b20b60fa185f (MD5) / Made available in DSpace on 2015-12-21T18:20:22Z (GMT). No. of bitstreams: 1 DISSERTAÇÃO_Paola Marconi_r50_Final.pdf: 1652611 bytes, checksum: cc47efaa2f931f1ec306b20b60fa185f (MD5) Previous issue date: 2015-11-03 / This study investigated how the monitoring and strategic learning process by identifying the factors that influence the achievement of results. A literature search was conducted, through which it was possible to obtain a description of how the process should take place, what are the results that it should produce and what are the potential factors that influence them. Then, there was a documentary research in the studied company, allowing to describe how the monitoring and strategic learning process takes place in loco. To identify the factors that influence the achievement of results of the process in the company, there was a qualitative field research, along with executives of its purposive areas. The results obtained in these research stages allowed the understanding that the process takes place through the implementation of two cycles: the use and the learning and its core elements are the strategic meetings. It was possible to attest that, in Furnas, the process is running within the standards prescribed by the literature. However, since its deployment is recent, it only appears as a trend. It was also concluded that most of the factors identified by the executives of the company coincides with the mapped in the literature. In addition, among the factors identified in Furnas, company selected as an analytical field, the ones that most affect the operation of the process the monitoring and strategic learning process are concentrated in the 'management style' organizational dimension, namely: 'weak performance culture', 'top management sponsorship' and 'operational interference operating on the agenda of the strategic meetings.' / Este estudo investigou como é o processo de monitoramento e aprendizado estratégico, identificando os fatores que influenciam o alcance dos seus resultados. Realizou-se pesquisa bibliográfica, através da qual foi possível obter a descrição de como o processo deve ocorrer, quais são os resultados que deve produzir e quais são os fatores potenciais que os influenciam. Em seguida, realizou-se pesquisa documental na empresa estudada, o que permitiu descrever como o processo de monitoramento e aprendizado estratégico ocorre in loco. Para a identificação dos fatores que influenciam o alcance dos resultados do processo na empresa, realizou-se pesquisa de campo qualitativa, junto a executivos de suas áreas finalísticas. Os resultados obtidos nessas etapas de pesquisa permitiram a compreensão de que o processo se dá através da execução de dois ciclos: o de uso e o de aprendizado e que seus elementos centrais são as reuniões estratégicas. Foi possível atestar que, em Furnas, empresa selecionada como campo de análise, o processo está sendo executado dentro dos padrões prescritos pela literatura. No entanto, como a sua implantação é recente, isso somente configura-se como uma tendência. Concluiu-se ainda que a maior parte dos fatores apontados pelos executivos da empresa coincide com os mapeados na literatura. Além disso, dentre os fatores identificados em Furnas, os que mais afetam o funcionamento do processo de monitoramento e aprendizado estratégico concentram-se na dimensão organizacional 'estilo gerencial', sendo eles: 'fraca cultura de desempenho', 'patrocínio da alta direção' e 'interferências operacionais na pauta das reuniões estratégicas'.

Made available in DSpace on 2016-08-03T12:30:19Z (GMT). No. of bitstreams: 1 Rodolpho Weishaupt.pdf: 1306770 bytes, checksum: dd28e28a25bbec69ecfd6dcfb23e90d8 (MD5) Previous issue date: 2005-12-12 / This thesis will have a discussion about Communications as an instrument of business intelligence in a university environment. She will intend to demonstrate that Communications will add competitive advantage to the organizations that take part in the educational market. The present research will justify in theoretical references of the Science of Communications and of the Strategic Planning and the methodological procedures which includes, farther on the extensive bibliographic revision and documents analysis, the technique of participant observation, as the well the group activities of the study of Communications and Integration between the years of 2003 until 2005, that integrated the Strategic Planning of UMESP- Methodist University of São Paulo. At the end of the thesis, searched to construct a map the necessary conditions of communications to constitute effectively in the process of business intelligence, incorporating the Strategic Management of the organizations. We have to acknowledge that Business Communication still has to succeed in some challenges and some of them, necessarily, are not easy to overcome. It is essential to consider always that Business Communication doesn t flow in the empty space; it doesn t accomplish at the organization margin, but still is internally associated with a particular system of management, to one specific organizational culture, and it is a expression, therefore, of a tangible reali ty. In orderto the Business Communication to assume as strategic this condition will favored to the management, organizational culture as well as the adequate allocation of resources such as (people, technology, finance), without it doesn t become reality. Then, if these presupposed are not satisfied, it will be premature to conclude the character in the Strategic of Business Communication. Still, the communication will not be as strategic as in the only function of the work of more or less competent of the professionals of communications. There are some requirements, unfortunately, that we don t have control of them. In brief, this thesis will analyze three central questions. The first one, concerns the strategic concept. The second can be named ethos organizational which inserts the communicational practice. Finally, we study the basic conditions to the strategic communications that really prevails. / Esta tese trata da comunicação como instrumento de inteligência empresarial numa instituição de ensino superior. Ela pretende demonstrar que a comunicação agrega vantagem competitiva às organizações que atuam no mercado educacional. O presente trabalho se fundamenta em referenciais teóricos das ciências da Comunicação e de Planejamento Estratégico, e seus procedimentos metodológicos incluem, além de revisão bibliográfica extensiva e análise de documentos, a técnica da observação participante, com o acompanhamento das atividades do grupo de trabalho intitulado Comunicação e Integração entre os anos 2003 e 2005, que integrava o Planejamento Estratégico da UMESP Universidade Metodista de São Paulo. Ao final do trabalho, buscou-se mapear as condições necessárias para que a comunicação se constitua efetivamente num processo de inteligência empresarial, incorporando-se à gestão estratégica das organizações. Admitimos que a Comunicação Empresarial ainda tem de vencer alguns desafios e que eles, necessariamente, não são fáceis de serem superados. É necessário considerar sempre que a Comunicação Empresarial não flui no vazio, não se realiza à margem das organizações, mas está umbilicalmente associada a um particular sistema de gestão, a uma específica cultura organizacional e que é expressão, portanto, de uma realidade concreta. Para que a Comunicação Empresarial seja assumida como estratégica, essa condição deverá ser favorecida pela gestão, pela cultura e mesmo pela alocação adequada de recursos (humanos, tecnológicos e financeiros), pois sem os quais ela não se realiza. Logo, se estes pressupostos não estiverem devidamente satisfeitos, será prematuro concluir pelo caráter estratégico da Comunicação Empresarial. Mais ainda: a comunicação não será estratégica em função unicamente do trabalho mais ou menos competente dos profissionais de comunicação. Há exigências outras que, infelizmente, fogem ao seu controle. Em resumo, nesse trabalho são analisadas três questões centrais. A primeira delas diz respeito ao conceito de estratégia. A segunda refere-se ao chamado ethos organizacional em que se insere a prática comunicacional. Finalmente, são examinadas as condições básicas para que a comunicação estratégica realmente prevaleça.

The huge web which involves new dimensions in the world communication and transportation areas, due to the globalization of the economies, has provided a growing improve of tourism in the last decades of the 20th century. Besides the tourism leveraging strategies, implemented by countries and regions, new business niches have risen, such as ecological, religious, business and third age tourism, which have leveraged the marketing flows. Due to these changes, being competitive is even more important in the company s everyday routines. Such scenario stimulates competitors to join forces in order to compete in even bigger scales. This dissertation presents, through a multicase study of companies associated to a hotel network, an analysis of the expectations of 16 hotel owners of the 20 hotels surveyed about their motivation to join the network and their satisfaction with the results after becoming part of the network. It was acknowledged that the companies associated to the network have a long way until they are fully developed, however, important factors for the success of these companies, such as trust and cooperation, had better results among all the surveyed aspects. And this is the joining force which unites the partners which will provide the improve of results, that are also relevant, as cost reduction and the hotels performance indexes. As the factor which got the lower results is the cost reduction, mainly in order to purchase equipment. Once the present work identifies the results in the network during a due time, it is suggested that measures in order to improve the obtained results should be taken as well a constant accompanying in order to foster the growth and the development of Rede Versare de Hotéis, besides new researches in the area. / A extensa teia que envolve novas dimensões nas áreas da comunicação e transportes mundiais, decorrentes da globalização das economias, propiciou o crescente aumento do turismo nas últimas décadas do século XX. Além de estratégias de alavancagem do turismo promovidas por países e regiões, surgiram novos nichos negociais, como o turismo ecológico, religioso, de negócios e de terceira idade, que incrementaram os fluxos mercadológicos. Com todas estas mudanças, ser competitivo é cada vez mais importante no dia-a-dia das empresas, realidade esta que estimula concorrentes se unirem para competir em escalas cada vez maiores. Esta dissertação apresenta, através de um estudo de multicasos de empresas associadas a uma rede de hotéis, uma análise das expectativas de 16 hoteleiros dos 20 hotéis pesquisados sobre sua motivação para entrar na rede e sua satisfação com os resultados após a sua adesão à rede. Verificou-se que as respectivas empresas associadas à rede têm um longo caminho até seu amadurecimento, porém, fatores importantes para que a associação destas empresas tenha êxito, tais como confiança e colaboração, tiveram o melhor resultado dentre todos os aspectos pesquisados. E é essa argamassa que une os associados que vai proporcionar a melhora dos outros resultados, que também são importantes, como a redução de custos e os indicadores de desempenho dos hotéis. Como fator que obteve o resultado mais baixo está a redução dos custos, principalmente para a aquisição de equipamentos. Tendo em vista que o trabalho realizado faz um corte no tempo e identifica os resultados da rede neste momento, sugere-se que sejam definidas medidas para se melhorar os resultados obtidos e que se faça um acompanhamento constante a fim de promover o crescimento e desenvolvimento da Rede Versare de Hotéis, além de novas pesquisas na área.

Inseridas num cenário altamente competitivo, as organizações primam pelo alcance da vantagem competitiva sustentável (VCS), embora essa última seja, cada vez mais, efêmera. Nesse contexto, surge o customer relationship management (CRM) como estratégia de negócio. Fundamentado no marketing de relacionamento personalizado e na infra-estrutura da tecnologia de informação, o CRM representa uma solução para viabilizar o alcance da VCS. Entretanto, deve-se enfatizar a relevância dos processos organizacionais e das pessoas, visto que eles compõem a empresa que adota a estratégia do CRM. Por outro lado, observa-se que o assunto sobre a gestão do relacionamento com o cliente destaca-se nos ambientes da academia e do mercado. Desse modo, esta pesquisa tem como objeto de estudo a estratégia de CRM, apresentando como objetivo geral a proposta de um modelo para planejar, implementar e acompanhar a estratégia de CRM. Este trabalho caracteriza-se como sendo uma pesquisa exploratória de abordagem qualitativa, utilizando a pesquisa bibliográfica e a pesquisa de campo como procedimentos para o alcance do seu objetivo geral. Nota-se que, inicialmente, a pesquisa bibliográfica aborda os aspectos gerais sobre o CRM e, mais adiante, o enfoque representa os modelos e/ou abordagens da literatura sobre o planejamento, a implementação e o acompanhamento dessa estratégia. A partir da revisão bibliográfica e da pesquisa preliminar de campo, foi desenvolvido o protótipo do modelo final que, em seguida, foi submetido às críticas, sugestões e considerações de especialistas, durante a segunda etapa da pesquisa de campo, conforme o método de pesquisa apresentado. Sendo assim, a consistência e a aplicabilidade do modelo foram constatadas, considerando-se o modelo proposto (um conjunto de etapas seqüenciais) um método para planejar, implementar e acompanhar a estratégia de CRM. Porém, algumas limitações foram observadas e, por último, foram sugeridas algumas atividades futuras, percebendo-se a vanguarda do CRM e a carência do mercado. / Inserted in a very competitive scenery, the organizations excel by achieving the sustainable competitive advantage, although it has been more and more ephemeral. In this context, appears the customer relationship management (CRM) as a business strategy. Based on the personalized relationship marketing and on the information technology infrastructure, the CRM represents a viable solution for achieving the sustainable competitive advantage. It must be emphasized, nevertheless, the relevance of the organizational processes and the people, once they constitute the company that adopts the CRM\'s strategy. On the other hand, it is observed that the matter of managing the relationship with the client, stands out in the academic and market environments. In this way, this research\'s object of study is the CRM\'s strategy, presenting as general objective, the proposition of a model for planning, implementing and following the CRM\'s strategy. This work is characterized as an exploratory research of a qualitative approach, using the bibliographical and field researches as procedures to achieve its general objective. It can be noticed that, at first, the bibliographical research approaches the general aspects about CRM and further on, the focus represents the literature models and/or approaches about the planning, implementation and follow up of this strategy. Based on the bibliographical revision and preliminary field research, it was developed a prototype of the final model that was submitted to specialists\' critiques, suggestions and considerations, during the second phase of the field research, in accordance with the research\'s method presented. This way, the model\'s consistency and applicability were verified, considering the proposed model (a set of sequential phases) a method to plan, implement and follow the CRM\'s strategy. However, some limitations were observed and finally, some future activities were suggested, noticing the CRM\'s vanguard and the market\'s need.

nÃo hà / Esta dissertaÃÃo desenvolve um estudo sobre o relacionamento com o cliente, mais especificamente, em relaÃÃo ao trabalho de CRM (Gerenciamento do Relacionamento com o Cliente) e sua contribuiÃÃo para com uma empresa prestadora de serviÃos do ramo de locaÃÃo de vÃdeos. O estudo focaliza-se na relaÃÃo que a empresa tem com seus clientes, utilizando o CRM como ferramenta para superaÃÃo de competitividade. O trabalho tem como inÃcio uma revisÃo da literatura destacando a estratÃgia empresarial, a competitividade, o marketing e sua origem, o marketing de relacionamento com informaÃÃes bastante abrangentes sobre assuntos como: endomarketing, banco de dados, CRM, satisfaÃÃo e fidelizaÃÃo. Foi realizada uma pesquisa qualitativa de carÃter exploratÃrio que se desenvolveu por meio da estratÃgia de pesquisa estudo de caso em uma empresa de locaÃÃo e venda de filmes, DVD`s e VHS`s, em Fortaleza-CE, realizado atravÃs de entrevistas semi-estruturadas junto aos sÃcios/proprietÃrios, bem como com um supervisor geral e o responsÃvel pelo sistema de informÃtica. O objetivo principal foi a anÃlise do trabalho com CRM e sua contribuiÃÃo para com a empresa. Em sÃntese, verificou-se que a empresa embora nÃo conheÃa de forma mais aprofundada o CRM, trabalha com um programa informal, realizando aÃÃes isoladas e que com isso mantÃm-se no mercado, porÃm, para diferenciar-se mais ainda no mercado à fundamental o investimento em tal programa, pois a tendÃncia à cada vez mais as empresas investirem no relacionamento com seus clientes. / This dissertation is a study on the relationship with the customer, more specifically, in relation to the work of CRM (Customer Relationship Management) and its contribution to a company that provides services in the industry of renting videos. The study focuses on the relationship that the company has with its customers, using CRM as a tool for overcoming competitiveness. This strategy aims at increasing the profits and profitability through customer satisfaction and consequently the achievement of competitive advantage for business. The work is to start a review of the literature highlighting the business strategy, competitiveness, marketing and its origin, relationship marketing, you appear very comprehensive information on topics such as: endomarketing, database, CRM, satisfaction and loyalty. It was a qualitative research conducted exploratory in nature which was developed through the research strategy of (case study) in a business of leasing and venda of movies (DVD`s and VHS`s), as already reviewed, located in Fortaleza- CE , Met through semi-structured interviews with the members / owners, as well as a supervisor and the general responsible for information technology system. The main objective was to review the work with CRM and its contribution to the company. In summary, it was found that although the company does not know in depth the CRM, works with an informal program, performing actions that isolated and with it shall remain in the market, however, to differentiate itself in the market is even more crucial investment in this program, because the trend is increasingly businesses to invest in relationships with their customers.

CoordenaÃÃo de AperfeiÃoamento de Pessoal de NÃvel Superior / As mudanÃas climÃticas podem produzir consequÃncias em todas as esferas sociais e empresariais, mudando a forma como as empresas e governos se comportam e fazendo com que tomem medidas para mitigar os seus efeitos. Entretanto, alguns setores da economia poderÃo ser mais afetados do que outros, como à o caso do setor de energia, que sofre forte regulaÃÃo e caracteriza-se como um setor estratÃgico e com alta contribuiÃÃo para a questÃo da mudanÃa do clima. Nesse sentido, este trabalho consiste no desenvolvimento e validaÃÃo de um modelo estrutural para avaliar os efeitos das mudanÃas climÃticas no setor de energia, atravÃs da anÃlise da relaÃÃo entre riscos, pressÃo dos stakeholders, respostas estratÃgicas e vantagem competitiva relacionados à temÃtica. O modelo proposto parte da anÃlise da teoria acerca dos efeitos e desafios das mudanÃas climÃticas em Ãmbito organizacional, e pretende avaliar se os riscos inerentes Ãs mudanÃas climÃticas e as pressÃes dos stakeholders impactam nas respostas estratÃgicas das empresas do setor de energia em relaÃÃo a esta questÃo, e se, por sua vez, estas respostas apresentam impacto positivo para a vantagem competitiva da empresa. O estudo à desenvolvido no setor de energia brasileiro por meio de survey exploratÃria aplicada com gestores do setor atravÃs de questionÃrio respondido via web. A anÃlise dos dados à realizada atravÃs de anÃlise fatorial e modelagem de equaÃÃes estruturais. Os resultados da pesquisa apontam a relaÃÃo existente entre os riscos, a pressÃo dos stakeholders, as respostas estratÃgicas e a vantagem competitiva no contexto das mudanÃas climÃticas nas empresas do setor de energia brasileiro. Os resultados contribuem para entender o comportamento das empresas de energia frente aos desafios ocasionados pelas mudanÃas climÃticas de forma a traÃar o cenÃrio das respostas estratÃgicas neste setor.