Made available in DSpace on 2015-03-05T18:36:38Z (GMT). No. of bitstreams: 0 Previous issue date: 21 / Nenhuma / Estratégia tem sido um assunto freqüente em estudos organizacionais. No entanto, no mercado das Entidades Fechadas de Previdência Complementar (EFPC), também chamadas de Fundos de Pensão, ainda são poucas as pesquisas acadêmicas relativas ao tema. Assim,este trabalho aborda o assunto estratégia junto à Indústria dos Fundos de Pensão no Brasil.O objetivo deste estudo é propor a partir de uma pesquisa exploratória, configurada por um estudo de caso múltiplo, um modelo orientativo para auxiliar na análise das estratégias dos Fundos. Para tanto, foi desenvolvido um modelo teórico focalizado nos temas Competitividade, Concorrência e Vantagem Competitiva, com intuito de orientar a pesquisa e as análises. Em virtude das características específicas dessa indústria foram ainda estudados, de forma complementar, os temas Governança e responsabilidade Social.O resultado da análise crítica dos dados coletados, através de observação direta, entrevistas e pesquisa em documentos e arquivos é precedido de uma descrição gera

Background: Some brands have reached popularity much because of their origin and the "made-in" label can possibly generate a positive differentiating effect to the brand. Adequate examples are the British Burberry or the Italian Gucci, the French Chanel or the American Apple. All these brands strategically communicate their origin as part of their brand and the inspiration for this thesis arose form the Country-of-Origin phenomenon in international marketing (COO). This refers to that brands use cues related to their origin as a component of their brand message. Even the Swedish origin can be a competitive advantage and more companies could perhaps benefit from turning to a COO strategy, as there is a current trend of being local in a global context. This would promote the using of firms' Swedishness to succeed in establishments on foreign markets. The authors of this thesis believe that if more Swedish companies would clearly distinguish as Swedish this could perhaps also enhance the positive image of Sweden. Therefore, this thesis is exploring to what extent some Swedish fashion apparel brands work with their origin as part of their international marketing. Research Question: How do companies exploit their Country-of-Origin as part of their brand in their international marketing communication? Purpose: The purpose of this thesis is to explore the exploitation of a Country-of-Origin effect in Swedish fashion apparel brands' international marketing. Methodology: The study ha taken a primarily qualitative research design, which has included two research techniques. A pre-study was conducted, that consisted of a focus group interview where the following issues were discussed: the general view of Sweden, Swedish brands and companies, and their examination with the Country-of-Origin label. The pre-study gave important insights that were used in the main study - semi structured interviews with Swedish companies working in the fashion apparel industry. From the whole population of companies in the Swedish fashion industry, a first sample of 57 companies was made. From this sample a second sample of 11 companies was drawn, that represented approximately 20 percent that was argued to be a fair number of respondents to be able to see some patterns. The data from the interviews were analyzed and interpreted in a qualitative analysis procedure that focused on the finding of keywords and patterns. Results: The results showed that a clear majority of the random interviewed companies, 9 of 11 use their COO in their brand and 8 companies said it is a more or less explicit strategy. The exploitation of their COO was made by using country-related cues in their marketing. The reason why these companies have turned to a COO strategy was that it could give them competitive advantages, since there was a positive match between associations of their brand and Sweden. The general conclusion that could be made was that the benefits from using a COO strategy differ with the product and the country. It can also be assumed that more Swedish companies could benefit from realizing  the potential in using a COO strategy.

LCD panel industry is one of the most promising industries in the world. Taiwanese LCD panel makers have performed quite well in the past few years. On the controversy, the BLU has been viewed as a low entry barrier industry with many suppliers and its profit margin seems to have been squeezed due mainly to its position between big giant LCD panel makers and limited key materials suppliers. However, BLU is one of Taiwan's few competitive industries in the global market because of its high self-sufficient rate and leading technologies over their Korean and Japanese competitors. Sometimes, Taiwan¡¦s BLU industry is even performing better than other component industries within the LCD industry supply chain. It's worth examining the competitive advantages for Taiwan BLU industry by analyzing "Company R", one of the leaders in Taiwan BLU industry. We start our research by highlighting the key characteristics of the LCD industry and the dynamics of the BLU supply chain. After analyzing the marketing, technology, and management requirements for the BLU industry, we have concluded the key success factors of the BLU industry. Then with a brief introduction of ¡§Company R¡¨, we have identified the company's competitive advantages and potential long-term strategies by analyzing the company¡¦s unique positioning and resources, and comparing those with the above-mentioned key success factors of the BLU industry. According to our study, demand for BLU should continue to grow with increasing demand for LCD TVs, in longer term. The major issue for LCD panel industry will be "demand and supply" relationship, while for BLU industry is the "volume" and its "competitive advantages" for each company. The technology development for BLU will continue. BLU is not just a so-called ¡§assembling business¡¨, and its industry entry barrier is much higher than before. Besides, the cluster effect and vertical integration are inevitable for LCD panel makers. To be successful in BLU industry, a company not only needs to focus on these key success factors, but also needs to keep developing and improving its core competencies relative to its competitors.

Kaoshiung Port had natural advantage of geographical conditions plus adopting the strategy of developing container center in 1970 and also was developed and operated achievement very well in past 20 years for prevailing in containerization. In late 1990, Kaoshiung Port faced internal and external competitive stress because global planning and management affairs were getting in vogue and neighboring countries invested in harbor facilities competitively. By far three years nearly, Kaoshiung Port was in very competitive circumstance and had to adopt seriously some tactic to promote its competition. In 2001, Taiwan government brought up the policy of Free-Trade Port Zone (FTPZ) and intended establishing FTPZ in harbor or airport in order to solicit for propriertors¡¦ investment against the businesses such as exhibition, processing manufacturing and transshipment of storehouse. Due to many examples in growth with high-speed by FTPZ in overseas harbors, KHB respects on this policy very much and strives with all its strength to set up FTPZ in Kaoshiung Port. There are no any precedents of domestic FTPZ in Taiwan. In order to find out the effect of FTPZ to Kaoshiung Port and point for attention and improvement in driving this strategy, following status are found out by this research with collection and discussion on reference sub-data and SWOT analysis of Kaoshiung Port¡¦s competition plus statistical analysis of survey. 1. 71% of persons consider that KHB will promote its advantage in competition and increase container sales revenue to establish FTPZ, extremely 93% of persons think KHB will get much help if government opens direct transportation links with Mainland 2. Following importance of external and internal factors affect whether FTZP will carry out and develop its function: External: Opening up direct transportation links with Mainland, good investment environment, preferential land tax and other levies, efficient clearance, proprietors¡¦ investment will. Internal: advantage of geographical localities, tally with information system of users¡¦ demand, efficient stevedoring, organized system of operation decision-making power, reasonable port tariff, rental and flexible adjustment, respect of customers¡¦ suggestion and high quality service, sufficient container areas 3. In order to apply effectively with restricted resources, now KHB has priority to improve its serviced resources of internal is information system, organized system, selling action, and human resources. Eventually, in order that KHB establishes tactical target of FTPZ effectively, mainly there are some suggestions to two parts, government¡¦s policy-making department and KHB, by this research to pass the bill of FTPZ, open direct transportation links with Mainland, adjust organized system of KHB, improve service system with right remedial steps, reform the rental mode of container harbor, and cooperate with succeeded international harbors or strategic alliance.

Os temas que envolvem o desenvolvimento regional, ao longo do tempo, abordaram inúmeras teorias e conceitos para explicar o fenômeno. Com o processo de globalização, esta temática tornou-se ainda mais complexa e dinâmica. Nesse universo, este trabalho propõe o estudo dos recursos estratégicos territoriais em relação ao seu potencial de geração de vantagens competitivas para as regiões. Deste modo, utilizou-se da bibliografia relacionada à Teoria da Visão Baseada em Recursos - VBR, bem como das teorias globalizante e regionalista da temática ―desenvolvimento‖. A VBR e a teoria do desenvolvimento regionalista permitem entender o processo dinâmico de construção de vantagens competitivas territoriais, pois contribuem para compreensão dos atributos de sustentação estratégica dos recursos encontrados no território. Como forma de validar o estudo, realizou-se uma investigação da microrregião dos Campos de Cima da Serra/RS. Foram realizados encontros de planejamento territorial com os agentes e instituições que compõem a governança microrregional, caracterizando a pesquisa como qualitativa e exploratória. Assim, o documento também aborda a importância do papel da governança regional para a efetiva exploração dos recursos estratégicos presentes no território. Neste contexto, o estudo identificou os recursos estratégicos dos Campos de Cima da Serra, bem como os atributos que lhe conferem sustentabilidade. No que diz respeito às categorias de recursos, observou-se a predominância daqueles considerados sistêmicos e ligados a condições naturais do território. Deste modo, o trabalho enfatiza o atual estágio de desenvolvimento dos recursos estratégicos dos Campos de Cima da Serra, dos quais se observaram oportunidades para sua eficiente exploração, sendo que estes se encontram em diferentes estágios de desenvolvimento. Portanto, conclui-se que o estudo da VBR, como teoria de análise e planejamento, contribui, substancialmente, para a compreensão do processo de criação de vantagens competitivas sustentáveis para as microrregiões. / Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-05-13T13:49:57Z No. of bitstreams: 1 Dissertacao Alessandro dalla Santa Andrade.pdf: 2271362 bytes, checksum: f619b94cd87e8fc16a79350b6dcb42b8 (MD5) / Made available in DSpace on 2014-05-13T13:49:57Z (GMT). No. of bitstreams: 1 Dissertacao Alessandro dalla Santa Andrade.pdf: 2271362 bytes, checksum: f619b94cd87e8fc16a79350b6dcb42b8 (MD5) / Themes involving regional development over time raised numerous theories and concepts to explain the phenomenon. With the globalization process this issue became even more complex and dynamic. In this universe, this work proposes the strategic territorial resources study in relation to their potential for generating competitive advantages for the regions. Thus, the literature has been related to the theory of Vision Based on Resources-VBR, globalizing theories and regionalist "development" issue, as well. Conjugation of VBR with the regionalist development theory allows the understanding of the dynamic process of construction in territorial competitive advantages, as it contributes to understanding of strategic support attributes of resources found in the territory. As a way to validate the study an investigation was carried out in the micro-region of ―Campos de Cima da Serra – Rio Grande do Sul State‖. Planning meetings were held with the territorial actors and institutions that make up the micro-regional governance, featuring it as a qualitative and exploratory research. Thus the document also discusses the importance of the role of regional governance for effective exploitation of strategic resources present in the territory. In this context, the study identified the strategic resources of the micro-region of ―Campos de Cima da Serra‖ as well as the attributes which give sustainability. Regarding the categories of resources in that micro-region, predominance was observed onto those considered "systemic" and linked to the natural conditions of the territory. This way the work emphasizes the current stage of development of the strategic resources in the micro-region of ―Campos de Cima da Serra‖ which noted opportunities for its efficient operation, considering that they are in different stages of development. Therefore the study concludes that the use of VBR as a tool for analysis and planning of micro-regions demonstrates strategic for efficient use of resources and timely for the possible generation of sustainable competitive advantages.

Bakgrund: Konkurrensen inom livsmedelsbranschen har de senaste åren ökat genom exempelvis större utbud av matvaror och fler varumärken av samma produkter. I livsmedelsbranschen finns både stora och små livsmedelsbutiker där stora butiker kan anses ha fördelar över små butiker, genom större sortiment och lägre priser, vilket kan locka fler kunder. Därför behöver små livsmedelsbutiker differentiera sig för att bättre skapa konkurrensfördelar och fånga kundernas uppmärksamhet. Butiker kan differentiera sig på olika sätt, till exempel genom att använda sina produkter och försöka utmärka butiken med dessa, eller genom att marknadsföra sina produkter genom produktexponeringar. Syfte: Syftet med studien är att undersöka och beskriva hur butikschefer och medarbetare i små livsmedelsbutiker använder produkter och produktexponering för att differentiera sig från konkurrenter. Vidare undersöker studien varför små livsmedelsbutiker använder produkter och produktexponeringar på det sättet dem gör. Detta för att få ökad förståelse över hur små livsmedelsbutiker kan nyttja dessa faktorer för att bland annat bättre fånga kundernas uppmärksamhet och behålla en stark position på marknaden. Metod: I studien tillämpades en kvalitativ metod bestående av intervjuer med sju respondenter fördelat på fyra livsmedelsbutiker samt observationer i form av ”site vists” fördelat på fem livsmedelsbutiker. Semistrukturerade intervjuer genomfördes för att erhålla djupare förståelse angående butikschefernas och medarbetarnas tankar, uppfattningar och erfarenheter om studiens forskningsproblem.   Resultat: Resultatet visar att butikschefer och medarbetare i små livsmedelsbutiker använder sina färskvaror och mer unika, lokala och självtillverkade produkter för att bättre differentiera sig. Detta används för att kunna tillfredsställa de lokala kundernas behov och förväntningar. Resultatet visar även att butikschefer och medarbetare i små livsmedelsbutiker främst använder skyltar till kampanj- och veckovaror för att presentera sina produkter, och i de butikerna som är lite större till ytan finns möjligheten att ge olika produktkategorier större utrymme. Små livsmedelsbutiker som är mindre till ytan kan således inte ge större utrymme till vissa produktkategorier och inte heller använda skyltar i lika stor utsträckning för att presentera produkterna. Varför produktexponeringar används som de gör menar butikscheferna är för att öka försäljningen, medan medarbetarna menar att det är för att underlätta för kunderna. Slutsats: Denna studie visar att butikschefer och medarbetare i små livsmedelsbutiker använder produkter mer medvetet för differentiering än vad de använder produktexponeringar, vilket innebär att det finns förbättringsmöjligheter inom detta område. Dock är butiksytan avgörande för små livsmedelsbutikers möjlighet att använda produktexponeringar. / Background: The competition in the food industry has grown over the past few years, for example through a larger range of food products and more brands of the same products. In the food industry there are both large and small grocery stores where large stores can be considered to have advantages over small stores, through larger assortments and lower prices, which can attract more customers. Therefore, small grocery stores need to differentiate in order to better create competitive advantages and capture customer attention. Stores can differentiate themselves in different ways, for example by using their products and trying to distinguish the store with them, or by marketing their products through product exposures. Purpose: The purpose of the study is to investigate and describe how store managers and employees in small grocery stores use products and product exposure to differentiate themselves from competitors. Furthermore, the study investigates why small grocery stores use products and product exposures in the way they do. This is to gain more insight into how small grocery stores can use these factors to better capture customers' attention and maintain a strong position in the market. Method: The study applied a qualitative method consisting of interviews with seven respondents, divided into four grocery stores, and five site visits observations in five grocery stores. Semi-structured interviews were conducted to gain deeper insight into the thoughts, perceptions and experiences of store managers and employees regarding the research problems of the study. Results: The result shows that store managers and employees in small grocery stores use their fresh products and more unique, local and self-manufactured products to better differentiate themselves. This is used to satisfy the local customers' needs and expectations. The result also shows that store managers and employees in small grocery stores mainly use signs for campaigns and products of the day to present their products. In those stores that has a slightly larger surface there is the possibility of giving more product categories more space. Small grocery stores that has a smaller surface can thus not give more space to certain product categories, nor use signs to the same extent to present the products. Why product exposures are used as they are used is according to store managers to increase sales, while according to employees it is to facilitate for the customers. Conclusion: This study shows that store managers and employees in small grocery stores use products more consciously for differentiation than using product exposures, which means there are improvement opportunities in this area. However, the store area is crucial for small grocery stores possibility to use product exposures.

Aujourd’hui, l'entrepreneuriat et l’innovation sont promus par les gouvernements et les organisations mondiales et nationales. Les Libanais perçoivent de bonnes opportunités pour créer de nouvelles entreprises, mais une grande partie des entreprises nouvelles vivent un échec. Le manque d’analyse des compétiteurs, de connaissances d’opportunités externes et de capacités à développer et à gérer leurs entreprises sont les raisons principales qui expliquent cette situation. L’acquisition de nouvelles compétences et la mise en place d’activités entrepreneuriales sont influencées par l’absence d’un écosystème national d’entrepreneuriat et d’innovation. Dans notre recherche, nous présentons l’approche co-innopreneuriat qui propose une méthode de co-innovation et de co-création de valeurs par convergence et par collaboration basée sur des théories en SIC et des concepts en TIC. Notre but est d’améliorer la performance de l’innovation et les avantages compétitifs des entreprises nouvelles, les facteurs d’innovation et les avantages compétitifs, qui sont tous des facteurs clés de succès de l’entrepreneuriat et du développement des compétitivités des nations. L’expérimentation et l’évaluation de notre approche a été réalisée auprès de participants réels appartenant à différentes communautés du savoir externes et correspondant aux activités principales du processus d’innovation et à travers un outil open source. Cette évaluation nous a permis de valider deux hypothèses d’étude concernant l’efficacité et l’efficience de l’innovation pour améliorer la performance de l’innovation et les avantages compétitifs des entreprises nouvelles. / Today, entrepreneurship and innovation are promoted by governments and global and national organizations. Lebanese foreseen good opportunities for starting a business, but a lot of startups face a failure. The lack of competitors’ analysis, knowledge of external opportunities and abilities to develop and manage their companies are the main reasons for this situation. The acquisition of new skills and the development of entrepreneurial activities are influenced by the absence of a national entrepreneurship and innovation ecosystem. In this research, we present co-innopreneuriat which provides a method for co-innovation and co-creation of values by a convergence and collaboration approach based on Information and communication sciences’ theories and Information and communication technologies’ concepts. Our objective is to improve innovation performance and competitive advantages of the startups. Innovation and competitive advantages are key success factors of the entrepreneurship and the development of economic competitiveness factors. The experimentation and the evaluation of our approach were conducted with participants from different knowledge communities related to the main activities of the innovation process. This evaluation allowed us to validate two research hypotheses concerning the effectiveness and efficiency of innovation in order to improve the innovation performance and competitive advantages of startups.

Made available in DSpace on 2014-12-17T14:52:53Z (GMT). No. of bitstreams: 1 GiovaniRJ.pdf: 649780 bytes, checksum: 9776dd8cfab1c83aacde4dda7cf25915 (MD5) Previous issue date: 2006-05-19 / The tourism has been presented as an alternative of production for determined regions of the Country. In this scene, one perceives that it is necessary to observe where each locality is situated in order to face an highly competitive and globalized world. The data used on this work was collected on a field research with the entrepreneurs of the coast of the City of Parnamirim/RN. The main objective of this research was to analyze the conditioning factors in the formation of clusters on tourism, according to the perception of the entrepreneurs of the Association of the Entrepreneurs of the Coast of Parnamirim AELP, based on the competitive advantages showed on Porter s model, referring to the conditions of the production factors, the demand, the associated and support sector, the strategy and structure of the company. On the statistical treatment, descriptive analysis and crossed analysis were carried through. According to the data, the research suggests the existence of some determinative factors that can generate competitive advantages, that whwn integrated, can congregate attributes that allow the formation of a competitive tourist accumulation in a region of the northeast coast of Brazil. The research also evidenced that the entrepreneurs have a strong dependence of the governmental actions / O turismo tem sido apresentando como uma alternativa de produ??o para determinadas regi?es do Pa?s. Neste cen?rio, percebe-se que ? necess?rio observar como cada localidade est? situada para enfrentar o mundo globalizado e altamente competitivo. Este trabalho trata de uma pesquisa de campo junto aos empres?rios do litoral da Cidade de Parnamirim/RN. O principal objetivo da pesquisa foi analisar os fatores condicionantes na forma??o de aglomerados no turismo, na percep??o dos empres?rios associados ? Associa??o dos Empres?rios do Litoral de Parnamirim AELP, tendo como base as vantagens competitivas apresentadas no modelo de Porter, referente ?s condi??es dos fatores de produ??o; ?s condi??es da demanda; aos setores correlatos e de apoio; e ? estrat?gia da empresa, estrutura e rivalidade. No tratamento estat?stico, foram realizadas an?lise descritiva e an?lise cruzada. A pesquisa sugere a exist?ncia, segundo os l?deres empresariais, de fatores determinantes geradores de vantagens competitivas, que integradas, podem reunir atributos que permitem a forma??o de um aglomerado tur?stico competitivo numa regi?o do litoral do Nordeste do Brasil. A pesquisa tamb?m evidenciou uma forte depend?ncia do empresariado das a??es governamentais. As palavras-chave deste trabalho s?o: turismo, aglomerado tur?stico, vantagens competitivas e estrat?gia

Os temas que envolvem o desenvolvimento regional, ao longo do tempo, abordaram inúmeras teorias e conceitos para explicar o fenômeno. Com o processo de globalização, esta temática tornou-se ainda mais complexa e dinâmica. Nesse universo, este trabalho propõe o estudo dos recursos estratégicos territoriais em relação ao seu potencial de geração de vantagens competitivas para as regiões. Deste modo, utilizou-se da bibliografia relacionada à Teoria da Visão Baseada em Recursos - VBR, bem como das teorias globalizante e regionalista da temática ―desenvolvimento‖. A VBR e a teoria do desenvolvimento regionalista permitem entender o processo dinâmico de construção de vantagens competitivas territoriais, pois contribuem para compreensão dos atributos de sustentação estratégica dos recursos encontrados no território. Como forma de validar o estudo, realizou-se uma investigação da microrregião dos Campos de Cima da Serra/RS. Foram realizados encontros de planejamento territorial com os agentes e instituições que compõem a governança microrregional, caracterizando a pesquisa como qualitativa e exploratória. Assim, o documento também aborda a importância do papel da governança regional para a efetiva exploração dos recursos estratégicos presentes no território. Neste contexto, o estudo identificou os recursos estratégicos dos Campos de Cima da Serra, bem como os atributos que lhe conferem sustentabilidade. No que diz respeito às categorias de recursos, observou-se a predominância daqueles considerados sistêmicos e ligados a condições naturais do território. Deste modo, o trabalho enfatiza o atual estágio de desenvolvimento dos recursos estratégicos dos Campos de Cima da Serra, dos quais se observaram oportunidades para sua eficiente exploração, sendo que estes se encontram em diferentes estágios de desenvolvimento. Portanto, conclui-se que o estudo da VBR, como teoria de análise e planejamento, contribui, substancialmente, para a compreensão do processo de criação de vantagens competitivas sustentáveis para as microrregiões. / Themes involving regional development over time raised numerous theories and concepts to explain the phenomenon. With the globalization process this issue became even more complex and dynamic. In this universe, this work proposes the strategic territorial resources study in relation to their potential for generating competitive advantages for the regions. Thus, the literature has been related to the theory of Vision Based on Resources-VBR, globalizing theories and regionalist "development" issue, as well. Conjugation of VBR with the regionalist development theory allows the understanding of the dynamic process of construction in territorial competitive advantages, as it contributes to understanding of strategic support attributes of resources found in the territory. As a way to validate the study an investigation was carried out in the micro-region of ―Campos de Cima da Serra – Rio Grande do Sul State‖. Planning meetings were held with the territorial actors and institutions that make up the micro-regional governance, featuring it as a qualitative and exploratory research. Thus the document also discusses the importance of the role of regional governance for effective exploitation of strategic resources present in the territory. In this context, the study identified the strategic resources of the micro-region of ―Campos de Cima da Serra‖ as well as the attributes which give sustainability. Regarding the categories of resources in that micro-region, predominance was observed onto those considered "systemic" and linked to the natural conditions of the territory. This way the work emphasizes the current stage of development of the strategic resources in the micro-region of ―Campos de Cima da Serra‖ which noted opportunities for its efficient operation, considering that they are in different stages of development. Therefore the study concludes that the use of VBR as a tool for analysis and planning of micro-regions demonstrates strategic for efficient use of resources and timely for the possible generation of sustainable competitive advantages.

I takt med att konkurrensen ökar inom olika branscher, med fler aktörer både lokalt och globalt, behöver företag ta fram strategier för att anpassa sig till marknaden. Inom transportindustrin är vinstmarginalerna låga och konkurrensen ökar i hög takt, både nationellt och internationellt. I dag räcker det inte för inhemska åkerier att enbart erbjuda kunder plats på ett lastbilsflak, då ersättningen i många fall inte kan matchas med konkurrenter vars pris ofta är lägre. Istället måste åkeriföretag arbeta fram andra sätt för att behålla konkurrenskraften på marknaden. Ett sätt kan vara att kartlägga de interna funktionerna inom organisationen och försöka stärka stabiliteten i företaget, för att möta marknaden på ett stadigare sätt.Avsikten med denna studie var att undersöka på vilket sätt en strategi, för en ökad intern kommunikation samt tillåtande miljöer, kan påverka konkurrenskraften för en organisation. Mer precist jämförs strategin med teoretisk grund för lärandeorganisationer och ett medarbetarcentrerat perspektiv, som med rätt stöd och implementering visar sig kunna medföra konkurrensfördelar. Studien är förlagd på Schenker Åkeri AB, i Önnestad, som genom införandet av en ny strategi försöker att bedriva sin åkeriverksamhet på ett effektivare sätt.Analysen visar att effekterna av den införda strategin resulterar i bättre sociala förhållanden inom organisationen, samtidigt som företaget gör kostnadsbesparingar. Som slutsats konstateras att satsning på organisationens arbetskraft kan leda till ökade konkurrenskraft för verksamheten. / As the global market continues to grow companies are affected with an increase in the competitive environment. Within the transport industry the profit margin is low and the competition increases rapidly, both on a national and international level. Today it is not enough for native haulage companies to simply offer customers free room on their vehicles, since earnings cannot be compared to the competitors whose total price often is lower. Instead haulage companies must find other ways to stay competitive on the market. One of these ways could be to focus on the internal functions of the company, to strengthen the stability within the organization and face the market more steadily.This study intends to examine in which way a strategy focused on increased internal communication and a permissive environment can affect the organisations competitiveness. More precisely, the strategy is compared to a theoretical basis for learning organizations and an employee empowered perspective, which with the right support and implementation appears being able to create competitive advantages. This study is located on Schenker Åkeri AB, in Önnestad, that by implementing a new strategy tries to conduct their haulage activity more efficiently.In the analysis the implemented strategy shows to result in increased social effects within the organisation, as well as reducing costs for the company. As a conclusion it is confirmed that investment in the organizations workforce can result in increased competitive advantages for the company.