Orientador: Cândido Giraldez Vieitez / Banca: Nêusa Maria Dal Ri / Banca: Paulo Rodrigues Ribeiro da Cunha / Banca: Marília Faria de Miranda / Banca: Carlos Bauer / Resumo: O estudo teve como objetivo identificar a política de cooperação universidade-empresa da Universidade Estadual Paulista - UNESP - contrapondo os interesses do setor privado e os da universidade. Buscou analisar o posicionamento e a atuação da UNESP, identificar as políticas públicas de incentivo à cooperação, detectar a posição do segmento docente e, em última instância, analisar se os interesses da universidade e os interesses privados têm sido conciliados nas ações práticas da instituição. O objeto do estudo está contido no contexto de mudanças da universidade, provocadas principalmente pela diminuição do papel do Estado em vários setores, particularmente o educacional, que traz como uma das conseqüências o processo de privatização. O estudo considerou que a regulamentação da política universidadeempresa não é explícita, além de ser omissa e permissiva, ou seja, não foram identificadas, na pesquisa, ações efetivas no sentido de definir claramente as linhas de atuação para a parceria com o setor empresarial. Na atuação prática, constatou-se a inexistência de qualquer instrumento de controle dessas atividades, somada ao fato de o gerenciamento dos recursos obtidos pelos convênios ser feito pelas fundações de apoio sem a devida prestação de contas. Dessa forma, confirma-se a hipótese de que a falta de uma política explícita para as relações entre a universidade e a empresa tem favorecido os interesses privados das empresas e de um grupo de docentes envolvidos em detrimento dos interesses da universidade. Portanto, a política institucionalizada identificada parece possibilitar formas de privatização interna da UNESP, constituindo-se como um instrumento que favorece a instalação do processo de mercantilização na universidade. / Abstract: The study aimed to identify the cooperation policies of university-company of the State University - UNESP - interposing the interest of the private sector against those of the university. In intent to analyze UNESP actions and position, this work identified public policies of incentive for cooperation, detecting the teaching staff position, and as a final point analyzed whether the university and private interests have been coordinated with practical actions from the institution. The aim of the study was within the context of the academic changes, provoked mainly by the reduction of governmental roles into many sectors, particularly the educational one, consequently leading to a privatization process. The study considered that the regulations for university-company policies are not overt, besides they present omission and lenience, it means, effective actions were not identified during the research so to clearly define proactive approaches towards partnerships with the entrepreneur sector. At the practical action, this study has evidenced the lack of any controlling instrument for those activities, along with the fact that the management of resources obtained by grant foundations agreements were without due account reports. Therefore, the hypothesis of a lack of an overt policy was confirmed in regards to the relationship between university and the company, favoring private interests companies belonging to a group of academic staff- in detriment of the university own interest. As a conclusion, the identified institutionalized policy seems to enable ways that lead to internal privatization of UNESP, constituting itself as an instrument that favors the installment of a commercialization process into the university. / Doutor

No novo ambiente do setor elétrico brasileiro, a partir das mudanças no modelo em 1993, os agentes setoriais ingressaram em um mercado altamente competitivo e, particularmente no caso dos consumidores, surgiu a possibilidade de escolha do fornecedor de energia elétrica, de acordo com regras e restrições que foram sendo alteradas com o passar dos anos. O consumidor enquadrado neste perfil, foi denominado consumidor livre, o qual, de acordo com as regras e restrições ditadas pela Agência Nacional de Energia Elétrica (ANEEL), passa a ter a opção por fornecimento através de outras empresas, que não a concessionária que detém a área de concessão onde o consumidor em questão está fisicamente localizado. Os demais consumidores, não qualificados como livres, permanecem cativos, ou seja, não tem a possibilidade de optar por fornecimento a partir de empresas externas à área de concessão inicial onde esteja localizado. Os estudos aqui apresentados são um importante ponto de partida para a pesquisa sobre os consumidores livres de energia elétrica e seu comportamento no mercado. Nesse sentido, o conteúdo foi estabelecido de modo a propiciar aos leitores subsídios para um melhor entendimento sobre o histórico do setor energético brasileiro, bem como sobre o ambiente de livre contratação. Tratou-se com particular ênfase os consumidores livres (CL), visando assim permitir ao potencial CL bases para um possível estudo de migração para o ambiente de contratação livre (ACL). / In the new environment of the Brazilian electric power sector, since the changes in the institutional model beginning in 1993, electrical sector agents entered into a highly competitive market, particularly in the case of the consumers which have had the possibility to choose their supplier of electricity in accordance with rules and restrictions that have been modified over the years. The consumer that fits this profile, was named free consumer whom in accordance with the rules and restrictions dictated by the National Electric Energy Agency (ANEEL), will have the option of electrical energy delivery through other companies, instead of the company that holds granting of the area where the consumer in question is physically located. The other costumers, that couldn\'t be qualified as free, remain captive, unable to choose for their supply from outside the area where the original grant is located. The studies presented here are an important starting point for research on free energy consumers and their behavior in order to provide subsidies to the readers to get a better understanding of the history of the Brazilian energy sector and the free market, with emphasis on free consumers (CL), to thereby enable the CL potential bases for a possible study of migration to the free market.

This research tests the value of push and pull communication on Facebook in the first effort to test the validity of the Pub Principle and Social Intrusion Theory. This theory explains how audiences engage in a tug-of-war with commercial forces during mass communication and that commercial messaging is ultimately dependent upon the acceptance or rejection of its intended audience. The pub principle explains that social media is unlike traditional mass media and that the rules commercial forces must play by are different than for other mass media. Using a mixed-method approach, this research confirms the validity of this principle and theory. It finds that Facebook users spend significantly less time looking at push content like paid advertisements than at pull content like fan pages. This research also shows that audiences prefer dealing with pull content over push content on Facebook. The Pub Principle and Social Intrusion Theory are therefore supported by this research.

Strategies for commercialization of a new product innovation are critical for gaining a sustainable level of customer acceptance and financial performance. The purpose of this single case study was to explore the commercialization strategies used by 5 technology development marketing leaders from a healthcare company in Washington state. The conceptual framework for this study was commercialization of innovation theory (CoI). The data were collected through semistructured interviews and company documentation, and analyzed using Yin's 5-step data analysis process for case studies to identify and code themes. Analysis of data generated 3 major themes: strategies implemented during the prelaunch phase, strategies implemented during the pilot customer phase, and strategies implemented in the broader market launch phase of the CoI process. The results of this study revealed the set of commercialization decisions made by technology development marketing leaders in the case, the phase in which the CoI process-specific strategies were implemented, and some of the pitfalls of commercializing an innovation, especially a radical innovation. Results indicated the challenges with being a first-mover and having unclear positioning, branding, and messaging strategies. It is essential for technology development marketing leaders to gain a deeper understanding of the strategies that might influence commercial success and failure. Findings may contribute to social change by maximizing commercial success and the diffusion of new product innovations in healthcare, which might lead to better patient outcomes and enhanced ways of practicing medicine.

In recent years, the commercialization of the audit market has become more and more apparent, which is an inevitable trend. After the Enron scandal broke out, researches about commercialization and audit professions, audit quality have arisen. Most of these studies are focus on western audit firms. The purpose of this study is to look at the impact of commercialization of the Chinese audit industry from the auditor perspective. This paper is based on 109 responses to a survey distributed to Chinese auditors, including Big 4 firms and non-Big 4 firms. This study use market orientation, customer orientation and process orientation as indicators of commercialization. Auditor independence and auditor competence as two main cornerstones of audit quality. The data were analyzed by multiple statistics test. Our finding indicates that all three indicators of commercialization of audit market have a positive relation with auditor independence and competence. We are thus concluding that commercialization of the audit market has a positive relation to audit quality. Also, we find that auditors in Big 4 and non-Big 4 audit farm are not much difference. This may be because the Big 4 in the Chinese market do not have the same dominance as in the Western market.

<p>Legislative changes in the U.S. and more recently Germany, require universities and research institutes to act as entrepreneurs, something that is not necessarily in their nature. Therefore, a number of Technology Transfer Organizations or Evaluation Agencies have been established to handle the evaluation, patenting and commercialization of inventions. The process of evaluating inventions, in this thesis termed DEAR, poses two major challenges for evaluation agencies: (1) the process must be aimed at keeping the inventions that will generate revenues and filtering out those that will not; and (2) the time spent on evaluation should be kept to a minimum, but must never be reduced below the point where potential commercial successes will be lost. The purpose of this thesis is to benchmark the practices of evaluation agencies in order to establish whether time can be reduced in any part of the DEAR process and if so where. We find that there are aspects in almost every stage of the DEAR process that could be made more effective. For instance, it may be worthwhile for the German agencies to reflect on the fact that their U.S. counterparts generally seem to rely on the scientific information given in the disclosure. Also, even though valuation of inventions often becomes a case of"Garbage In - Garbage Out", such valuation may be worthwhile for younger agencies since it may signal that the DEAR process is conducted in a thorough and accurate manner.</p>

<p><p>This Master’s thesis explores the importance of creating a new form of business model that incorporates a more substantial focus on innovation business strategy, geared towards the public transportation industry. It specifically explores how multinational companies (MNCs) in urban public transportation can use their internally developed technologies to enter new businesses beyond their current core. Due to the complexity of this topic, the thesis covers three major issues. First, it is important to determine the values that the technology offers to the new business and which strategy should be used to delivered these values. Second, it is necessary to create an appropriate business model to successfully commercialize the innovation. Third, it is essential to find suitable ways to integrate this business model into the company organizational structures. To provide new approaches and perspectives, this research project uses a single case study, a leading public transportation MNC and one of its innovative technologies to enter a new business. For confidentiality, names, empirical data, analysis and recommendations for the company have been excluded from this publication.</p><p>Findings reveal that Blue Ocean Strategy and its fundamental value innovation theory can be used in coordination with a traditional business model approach and corporate venturing theory to provide a more complete picture of the stages of business strategy in entering a new business in public transportation, with a more distinct focus on the innovation aspect. Given the findings, an MNCs should first determine the new value that their technology brings to various external stakeholders and find a way to communicate and market it in an untraditional way, focusing on emotional as well as functional appeal. MNCs should then consider various positions they can take in a new business, in determining the ideal commercialization strategy to pursue. MNCs should bear in mind that value is enhanced through collaborations both inside and outside the industry. This strategy can be chosen based on a variety of factors, such as monetary and strategic aims. Lastly, MNCs should consider how to enhance value through the appropriate organizational integration strategy for the new business. The proposed business model incorporates the interrelationship between the Blue Ocean theory, with business model and corporate venturing strategies, to create a business model approach that provides a better understanding of the decision-making processes, risks, and value, of an internally developed innovation, and the impact on an MNC’s core business.</p></p>

Legislative changes in the U.S. and more recently Germany, require universities and research institutes to act as entrepreneurs, something that is not necessarily in their nature. Therefore, a number of Technology Transfer Organizations or Evaluation Agencies have been established to handle the evaluation, patenting and commercialization of inventions. The process of evaluating inventions, in this thesis termed DEAR, poses two major challenges for evaluation agencies: (1) the process must be aimed at keeping the inventions that will generate revenues and filtering out those that will not; and (2) the time spent on evaluation should be kept to a minimum, but must never be reduced below the point where potential commercial successes will be lost. The purpose of this thesis is to benchmark the practices of evaluation agencies in order to establish whether time can be reduced in any part of the DEAR process and if so where. We find that there are aspects in almost every stage of the DEAR process that could be made more effective. For instance, it may be worthwhile for the German agencies to reflect on the fact that their U.S. counterparts generally seem to rely on the scientific information given in the disclosure. Also, even though valuation of inventions often becomes a case of"Garbage In - Garbage Out", such valuation may be worthwhile for younger agencies since it may signal that the DEAR process is conducted in a thorough and accurate manner.

This Master’s thesis explores the importance of creating a new form of business model that incorporates a more substantial focus on innovation business strategy, geared towards the public transportation industry. It specifically explores how multinational companies (MNCs) in urban public transportation can use their internally developed technologies to enter new businesses beyond their current core. Due to the complexity of this topic, the thesis covers three major issues. First, it is important to determine the values that the technology offers to the new business and which strategy should be used to delivered these values. Second, it is necessary to create an appropriate business model to successfully commercialize the innovation. Third, it is essential to find suitable ways to integrate this business model into the company organizational structures. To provide new approaches and perspectives, this research project uses a single case study, a leading public transportation MNC and one of its innovative technologies to enter a new business. For confidentiality, names, empirical data, analysis and recommendations for the company have been excluded from this publication. Findings reveal that Blue Ocean Strategy and its fundamental value innovation theory can be used in coordination with a traditional business model approach and corporate venturing theory to provide a more complete picture of the stages of business strategy in entering a new business in public transportation, with a more distinct focus on the innovation aspect. Given the findings, an MNCs should first determine the new value that their technology brings to various external stakeholders and find a way to communicate and market it in an untraditional way, focusing on emotional as well as functional appeal. MNCs should then consider various positions they can take in a new business, in determining the ideal commercialization strategy to pursue. MNCs should bear in mind that value is enhanced through collaborations both inside and outside the industry. This strategy can be chosen based on a variety of factors, such as monetary and strategic aims. Lastly, MNCs should consider how to enhance value through the appropriate organizational integration strategy for the new business. The proposed business model incorporates the interrelationship between the Blue Ocean theory, with business model and corporate venturing strategies, to create a business model approach that provides a better understanding of the decision-making processes, risks, and value, of an internally developed innovation, and the impact on an MNC’s core business.

The goal of this work was to achieve a homogeneous morphology of carbon nanotubes in a polyimide matrix, characterize the resulting nanocomposite properties, and understand structure-property relationships. Melt-mixing was used as an effective method for dispersing multiwall nanotubes and carbon nanofibers in a phenylethynyl terminated imide resin where aggregation occurred only in particle-saturated systems. Particle network formation within the nanocomposites was studied using rheology and impedance spectroscopy; results showed that the electrical percolation threshold occurred at a lower particle loading than the rheological percolation threshold, consistent with the oligomer size in comparison to the distance for electrical conductivity (~5 nm). Thermomechanical analysis showed that the addition of nanoparticles enhanced the polyimide storage modulus and thermal behavior indicated that the nanoparticles restricted polymer motion to higher temperatures. A study of the cure mechanism of the oligomer with and without nanoparticles showed that the nanoparticles reduced the activation energy required for cure initiation while increasing the obtainable extent of cure at various isothermal temperatures. The work presented in this dissertation shows that an easy, time effective processing method can be used to homogeneously disperse nanoparticles in an imide oligomer, and the resulting nanocomposites exhibit enhanced properties. A business plan is also presented that reflects the market potential of this technology.