A tese trata de tipos distintos do conceito chamado de marcas compartilhadas, sendo: Indicações Geográficas (IGs), Marca Coletiva e Marca Setorial. Neste sentido, o objetivo geral da tese foi o de investigar se a construção do recurso marcas compartilhadas leva à obtenção de Vantagem Competitiva Sustentável (VCS) na perspectiva Resource-based view (RBV) no setor vitivinicultor brasileiro. A pesquisa foi exploratória com abordagem qualitativa. Realizou-se pesquisa bibliográfica, documental, observação direta e entrevistas em profundidade. Os dados primários foram coletados por meio de entrevistas no mês de maio/2015 junto aos órgãos governamentais como MAPA, INPI, SEBRAE e IBRAVIN. As entrevistas com as associações ocorreram com a APROVALE, ASPROVINHO, APROMONTES, APROBELO, AFAVIN, CPEG e AVIGA. Com os proprietários e/ou gestores das vinícolas foram realizadas dezoito entrevistas em seis municípios da região da Serra Gaúcha. Os dados foram analisados utilizando-se a técnica da análise de conteúdo. Foram delineadas três proposições: P1 - o grau de desenvolvimento das marcas compartilhadas varia em cada associação; P2 - o uso de marcas compartilhadas proporciona a construção do recurso interno como fonte de VCS e P3 - as marcas compartilhadas proporcionam a obtenção de VCS, de acordo com o VRIA- Valoroso, Raro, Imperfeitamente imitável/substituível e Associação -. Estas proposições foram confirmadas, seguindo o conceito de construção do recurso interno (building) e o modelo VRIO - Valoroso, Raro, Imperfeitamente imitável/substituível e Organização - adaptado para VRIA neste estudo. A primeira proposição mostrou que existe uma associação pioneira e mais antiga, a qual possui maior experiência em termos de gestão. As outras associações surgiram depois e estão em processo de desenvolvimento. Na segunda proposição, constatou-se que as Marcas Compartilhadas são recursos que podem ser construídos internamente. E, na terceira proposição, confirmou-se que as Marcas Compartilhadas preenchem as quatro condições do VRIA. As contribuições teóricas foram a interação entre Marcas Compartilhadas e VCS; o entendimento dos conceitos de cada tipo de Marca Compartilhada e o desenvolvimento do modelo VRIA com o A de Associação, de modo que o pensamento de análise para uma empresa passa a ser feito para a coletividade, pois a existência de uma Marca Compartilhada implica na criação de uma associação que se torna detentora da marca.Assim, com os resultados alcançados, pode-se concluir que as Marcas Compartilhadas são recursos que podem ser construídos internamente dentro do modelo VRIA, sendo fonte de obtenção de VCS na perspectiva RBV. / The thesis deals with different types concept called shared brands, as follows: Geographical Indications (GI\'s), Collective Brand and Brand Sector. Therefore, the general aim of the thesis was to investigate the construction of resource shared brandes leads to achieving Sustainable Competitive Advantage (SCA) in Resource-based view perspective (RBV) in the Brazilian winery sector. The research was exploratory with a qualitative approach. It conducted a bibliographic research, documentary, direct observation and in-depth interviews. Primary data was collected through interviews in May/2015 with government agencies such as MAPA, INPI , SEBRAE and IBRAVIN. Interviews with associations occurred with APROVALE, ASPROVINHO, APROMONTES, APROBELO, AFAVIN, CPEG and AVIGA. With the owners and/or managers of the wineries were held eighteen interviews in six cities of the Serra Gaucha region. Data were analyzed using the technique of content analysis. Three propositions were outlined: P1 - the degree of development of shared brands varies in each association; P2 - the use of shared brands provides the construction of the internal resource as source SCA and P3 - shared brands help obtain SCA according to VRIA- Value, Rareness, Imitability,Association -. These propositions were confirmed, following the concept of building the internal resource (building) and VRIO model - Value, Rareness, Imitability and Organization - adapted to VRIA in this study. The first proposition has shown that there is a pioneer and oldest association, which has more experience in terms of management. Other associations emerged later and are in the development process. In the second proposition, it was found that the shared brands are resources that can be built internally. In the third proposition, it was confirmed that the shared brand fulfill the four VRIA conditions. The theoretical contributions were the interaction between shared brands and SCA; understanding the concepts of each type of hhared brand and the development of VRIA model with the Association, so that the thought of analysis for a company is to be done for the collective, since the existence of a shared brand implies creation an association that becomes owner of marca.Thus, with the results achieved, it can be concluded that the shared brands are resources that can be built internally within the VRIA model, a source of obtaining the SCA RBV perspective.

Submitted by Sandra Pereira (srpereira@ufrrj.br) on 2017-04-13T12:36:54Z No. of bitstreams: 1 2009 - Paulo Rodrigues F.Pereira.pdf: 1153982 bytes, checksum: f420a46faa32f113b20b2eb3d96c7023 (MD5) / Made available in DSpace on 2017-04-13T12:36:54Z (GMT). No. of bitstreams: 1 2009 - Paulo Rodrigues F.Pereira.pdf: 1153982 bytes, checksum: f420a46faa32f113b20b2eb3d96c7023 (MD5) Previous issue date: 2009-08-10 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior - CAPES / This study was developed based on the introduction of the Banana local production system at Rio de Janeiro state, according to the cluster theory, aiming to support the sustainable development of the region, that is facing fierce competition from the products coming from other regions in Brazil. In this situation a professional marketing management, using the right distribution channels, thus the recognition of the product value attributes may generate real competitive advantages to de local banana production system. Although Rio de Janeiro is the country?s second largest internal consumer, state production hasn?t found a receptive local market. While logistical costs are lower, local production doesn?t meet the visual characteristics consumers are looking for and as a result finds itself well below the market?s demands. The object of this dissertation is to identify the fruit?s level of competitiveness within the value chain?both in its natural state, as well as that of products derived from it?according to the markets new commercialization standards, in order to revert the strangulation points present in production today. The methods used to map out the difficulties found in the production chain include field research, questionnaires, and interviews with producers and final consumers. The results found point to the technical deficiencies of production without modern cultural treatments and distance between producers when it comes to the sale of natural or industrialized products which makes them competitors rather than partners in a cluster. Products derived from bananas could present a solution, both in regards to products that currently aren?t being sold due to an excess of bananas on the market, as well as for producers who lack the means to compete in a market where high-tech products with a more attractive appearance are found. This study allows the identification of the deficient agents in the production chain and presents a proposition of new solutions and Technologies to enhance the cluster formation, be it in the formation of producers associations or other forms of cooperative behavior in search for the implementation of new solutions. The use of information that may aggregate value to the products and stimulate professional sales may generate marginal incomes to the producers, configuring as a solution to the impoverishment of the families who depend of these incomes to survive. Also the decline of the banana culture has led to a environmental problem and to the real state speculation. Nevertheless the solution to revert this situation lies on the implementation of the local produce system based on clusters theories the adoption of more Professional culture techniques avoiding a uncertain future to this local production system / Este trabalho foi realizado com base na implanta??o do APL da Banana Org?nica do Estado do Rio de Janeiro que tem como objetivo apoiar o desenvolvimento sustent?vel da produ??o da banana na regi?o, entrando em recupera??o frente a bananicultura de outros estados; e uma comercializa??o mais profissional, nos canais de distribui??o corretos e com a valoriza??o dos elos produtivos poder? trazer uma real vantagem competitiva ao APL. Apesar do Rio de Janeiro ser o segundo maior consumidor interno, a produ??o n?o encontra no estado um mercado receptor, mesmo tendo um custo log?stico inferior, o produto n?o atende ?s caracter?sticas visuais que se apresentam muito abaixo das exig?ncias do que o mercado consumidor busca. O objetivo nesta disserta??o consiste em identificar na cadeia de valor a competitividade da fruta in natura e dos derivados da banana frente aos novos padr?es de comercializa??o do mercado, revertendo os pontos de estrangulamento hoje existentes na produ??o. A metodologia de trabalho utilizada para mapear as dificuldades da cadeia produtiva foi aplicar pesquisas de campo com uso de question?rios e entrevistas com produtores e consumidores finais. Os resultados encontrados apontam para as defici?ncias tecnol?gicas da produ??o sem uso dos modernos tratos culturais e do distanciamento dos produtores entre si, na hora de vender o produto in natura ou o produto industrializado, transformando-os em concorrentes e n?o parceiros de um cluster. Os derivados de banana poder?o ser uma solu??o para os produtos que ora n?o s?o vendidos pelo excesso de oferta e para os produtos que n?o apresentam condi??es de disputar um mercado concorrido com produtos de alta tecnologia e apar?ncia agrad?vel ao consumidor. Este trabalho permitiu identificar na cadeia produtiva elos deficientes que resultaram numa proposta com aporte de novas tecnologias em solu??es que fortale?am o que poder? ser um cluster, seja na forma??o de associa??es de produtores ou outros grupos onde todos possam cooperar na busca e implanta??o das solu??es. A utiliza??o de informa??es que possam agregar valor aos produtos e trazer profissionalismo na venda poder?o gerar uma renda marginal para a comunidade, sendo a solu??o para reverter um quadro de empobrecimento das fam?lias que hoje dependem desta cultura, mas que convivem com renda a cada dia menor. A decad?ncia da cultura da banana levou para a regi?o o problema ambiental e a especula??o imobili?ria, mas uma solu??o para reverter este quadro se apresenta na implanta??o do APL da banana org?nica da regi?o da Costa Verde, transformando-a numa cultura mais profissional.

Made available in DSpace on 2016-03-15T19:25:51Z (GMT). No. of bitstreams: 1 Felipe Gama Buzzerio.pdf: 2992375 bytes, checksum: 73aa32daebdc465fceb8dc9fd7014b8a (MD5) Previous issue date: 2012-03-06 / Fundo Mackenzie de Pesquisa / The purpose of this research was to investigate the Competitive Intelligence (CI) by itself as a potential source of competitive advantage, based upon the Resource Based View (RBV) framework. Therefore, the main concepts of the available literature were organized in the following sequence in order to support the research: strategic management, strategic resources, RBV main concepts, competitive advantage, strategic resources main characteristics and competitive intelligence. The research method employed in this study was exploratory qualitative descriptive, making use of deep interviews guided by a semi structured script. In total, six executives in charge of CI functions from different companies were interviewed. It is relevant to highlight that none of these companies were competitors whatsoever, in order to keep the proper protection and privacy of their competitive information. Content analysis method was selected to analyze the obtained data (BARDIN,2006). The main result identified was the impossibility of considering CI by itself as a source of competitive advantage from the RBV perspective. The main explanation is that CI does not fit into all of the Barney and Hesterly (2007) VRIO (Value, Rarity, Imitability,Organization) aspects at the same time and conditions such model has served as a basis to evaluate CI as a possible strategic resource. However, there were indications that CI could be considered rare, difficult to imitate, and dependent on organizational conditions to maximize its potential. Notwithstanding, there were no indications that CI could generate value,especially to the customer. This aspect is tightly connected to the competitive advantage concept herein adopted and it is vital in fulfilling this research main goal. / Esta dissertação teve por objetivo a caracterização Inteligência Competitiva (IC) enquanto potencial fonte de vantagem competitiva, por si só e à luz da Visão Baseada em Recursos, ou Resource Based View (RBV). Para tanto, foram revisados os construtos de administração estratégica, recursos estratégicos, fundamentação da RBV, vantagem competitiva, características dos recursos estratégicos e inteligência competitiva. O método de pesquisa adotado foi qualitativo exploratório descritivo, com entrevistas em profundidade orientadas por um roteiro semi estruturado. Foram entrevistados seis executivos diretamente responsáveis pelas funções de IC nas empresas. Há de se ressaltar que nenhuma das empresas pesquisadas possuía competição direta ou indireta entre si, de tal forma que houvesse tranquilidade com relação ao sigilo dos dados obtidos. Para realizar a análise dos dados obtidos, optou-se pela utilização da análise de conteúdo (BARDIN, 2006).Como resultado, foi observado que a IC não pode ser considerada como fonte de vantagem competitiva, por si só e à luz da RBV. A principal justificativa para isso é que a IC não atende simultaneamente a todas as dimensões do modelo VRIO (Valor, Raridade, Imitabilidade, Organização), de Barney e Hesterly (2007), utilizado como base para a avaliação da IC enquanto recurso estratégico. No entanto, foram identificados indícios que apontam para a IC como um recurso raro, difícil de imitar e dependente das condições organizacionais para utilização total de seu potencial. Não obstante, nesta pesquisa não foram observados indícios de que a IC possa vir a ser um recurso gerador de valor, em especial para o cliente. Esse aspecto está intrinsecamente conectado com o conceito de vantagem competitiva aqui adotado e é fundamental para a resposta ao problema de pesquisa desse estudo.

Made available in DSpace on 2016-03-15T19:25:56Z (GMT). No. of bitstreams: 1 Antonio Carlos Calicchio.pdf: 866561 bytes, checksum: 4d5388891d26924b6daac657e1dddcf4 (MD5) Previous issue date: 2012-08-14 / Fundo Mackenzie de Pesquisa / This dissertation aims to identify how consulting firms of information technology (IT) use its resources and capabilities in the pursuit of competitive advantage, from the standpoint of the Resource Based View (RBV). To this end, we reviewed the constructs of strategic management, strategic resources, skills, reasoning of RBV, competitive advantage, opportunities, threats and strategies. The type of research was an exploratory research method used was descriptive, qualitative, in-depth interviews guided by a semi-structured. We interviewed seven executives of the top management of IT consulting firms that were or had been involved with various aspects of the theme of this work. The surveyed companies are direct competitors in the services they provide, which forced the data to be kept confidential. To perform data analysis, we chose to use the Content Analysis. As a result, we can say that the companies that participated in this work uses the knowledge and experience of its human resources added to the customer relationships as a source of their actions in pursuit of competitive advantage. These resources and capabilities are used strategically in order to take advantage of the relationship established with the client in seeking new business opportunities, thus creating a barrier to the threat of new entrants, and maintain competitive edge over competitors. / Esta dissertação tem por objetivo identificar como as empresas de consultoria de tecnologia da informação (TI) utilizam seus recursos e capacidades na busca da vantagem competitiva, sob o enfoque da Visão Baseada em Recursos VBR (Resource Based View RBV, em inglês). Para tanto, foram revisados os construtos de administração estratégica, recursos estratégicos, competências, fundamentação da VBR, vantagem competitiva, oportunidades, ameaças e estratégias. O tipo da pesquisa foi o exploratório e o método de pesquisa adotado foi o qualitativo descritivo, com entrevistas em profundidade orientadas por um roteiro semiestruturado. Foram entrevistados sete executivos da alta gestão de empresas de consultoria de TI, que estavam ou estiveram envolvidos com os diversos aspectos do tema deste trabalho. As empresas da pesquisa são concorrentes diretas nos serviços que prestam, o que obrigou a manutenção do sigilo dos dados obtidos. Para realizar a análise dos dados, optou-se pela utilização da Análise de Conteúdo. Como resultado, é possível afirmar que as empresas que participaram deste trabalho utilizam-se do conhecimento e experiência dos seus recursos humanos agregados ao relacionamento com os clientes, como fonte de suas ações na busca da vantagem competitiva. Esses recursos e capacidades são estrategicamente utilizados, visando a aproveitar o vínculo estabelecido com o cliente na busca de novas oportunidades de negócios, criando dessa forma uma barreira às ameaças de novos entrantes, e a manutenção da vantagem competitiva sobre os concorrentes.

O estudo relaciona dois temas relevantes e atuais: a imagem do país de origem e fontes de vantagens competitivas. O Brasil passa por um momento de destaque no âmbito internacional pelo ganho de visibilidade que tem recebido em função da Copa do Mundo de 2014 e das Olimpíadas do Rio em 2016. Por isso, o mercado internacional demonstra interesse pela oferta brasileira, assim, a conjuntura atual mostra-se oportuna para empresas desenvolverem suas ofertas para inserção em mercados externos. Algumas pesquisas indicam que o Brasil transmite a imagem de um país habitado por pessoas alegres e acolhedoras, com clima tropical e com paisagens paradisíacas. Nesse sentido, o presente estudo tem como proposta compreender se os atributos da imagem do país de origem representam fonte de vantagem competitiva no mercado internacional. Optou-se por realizar o estudo no segmento da moda brasileira. De modo a responder ao problema proposto, levantou-se o referencial teórico relacionado: às fontes de vantagens competitivas, à imagem do país de origem, ao segmento da moda, à brasilidade e aos atributos de brasilidade na moda. Realizou-se uma pesquisa empírica de natureza exploratória e abordagem qualitativa. Para coleta de dados elaborou-se dois roteiros de entrevista semiestruturados que foram utilizados para entrevistar, em profundidade, cinco agentes de apoio à inserção da moda brasileira no mercado internacional (roteiro um) e quatro agentes de mercado demandantes (roteiro dois). Os dados foram coletados por meio de entrevista centralizada no problema e analisados utilizando-se a técnica de análise de discurso. Os resultados obtidos sugerem que a imagem do Brasil é entendida pelo mercado internacional como um país com pessoas afetivas e hospitaleiras, com mulheres sensuais, que apresenta uma cultura miscigenada (índios, africanos, portugueses e imigrantes de outros países europeus), com natureza abundante e com a economia em ascensão. No entanto, especificamente no contexto da moda, o mercado ainda não tem um conceito formado sobre a imagem do Brasil. Assim, percebeu-se que os atributos da brasilidade na moda podem ser fonte de vantagem competitiva em transações entre fronteiras, a partir do momento que forem comunicados e compreendidos pelo mercado internacional. Dentre os oito atributos da imagem do Brasil na moda identificados na literatura, quatro foram destacados como elementos diferenciadores, a saber: cores, estampas, forma e volumes e estilo de vida. Outro resultado do estudo sugere que a oferta de moda no mercado internacional deve ser proposta por meio de uma combinação de elementos distintivos, como: design, qualidade, serviços e suporte e a imagem do país de origem. Assim, entende-se que a imagem do país de origem é um dentre os elementos distintivos que as marcas de moda devem desenvolver em suas ofertas. O estudo contribui ao trabalhar variáveis pouco pesquisadas, contribuindo com o conhecimento sobre a imagem do país de origem como fonte de vantagem competitiva no segmento da moda. A investigação contribui também ao sugerir atributos e elementos distintivos que podem ser utilizados para gerar competitividade às empresas de moda que almejam comercializar entre fronteiras. / The study combines two relevant and current themes: the country of origin image and sources of competitive advantages. Brazil is going through a prominent moment in the international context due to the visibility that it has gained because of the 2014 World Cup and the 2016 Olympics in Rio. Therefore, the international market has shown interest in the Brazilian offerings, so the current situation proves timely for companies to develop their offerings to be inserted into foreign markets. Some researches indicate that Brazil conveys the image of a country inhabited by cheerful and welcoming people, with tropical climate and idyllic landscapes. Thus, the present study proposes to understand whether the country of origin image attributes´ represent a source of competitive advantage in the international market. The Brazilian fashion segment was chosen to conduct the study. In order to answer the proposed problem the theoretical framework related to: the sources of competitive advantage, the country of origin image, the fashion segment, the Brazilianness and the attributes of Brazilianness in fashion was reviewed. An empirical study of exploratory and qualitative approach was conducted. For data collection two semistructured interview scripts were elaborated and applied to interview in depth, five support agents of Brazilian fashion to be inserted in international markets (script 1) and four international fashion buyers (script 2). Data were collected through centered interviews on the problem and analyzed using the discourse analysis technique. The results suggest that Brazil\'s image is perceived by the international market as a country with hospitable and affective people, with sensual women, which presents a mixed culture (Indians, Africans, Portuguese and immigrants from other European countries), with abundant nature and with a rising economy. However, specifically in the context of fashion, the market has not yet developed the concept of Brazil´s Image. Thus, it was realized that the attributes of Brazilianness in fashion can be a source of competitive advantage in cross-border transactions, once they are communicated and understood by the international market. Among the eight attributes of Brazil´s image in fashion identified in the literature, four were highlighted as differentiating elements, namely colors, prints, forms and volumes and lifestyle. Another result of the study suggests that fashion offers in foreign markets should be proposed through a combination of distinctive elements, such as design, quality, service and support and the country of origin image. Thus, it is understood that the country of origin image is one of the distinctive elements that fashion brands should develop in their offerings. The study contributes to relate variables that have been little studied in a scientific manner, applying knowledge over the country of origin image as a source of competitive advantage in the fashion segment. The research also contributes by suggesting attributes and distinctive elements that can be used to generate competitiveness for fashion companies that aim to market across borders.

Presented master's thesis titled Development of company's competitiveness concerns company Mitas a.s. in particular SBU VELO. Introduced proposals as a result of deep investigation and analysis are base for detailed SWOT analysis. These proposals were set in order to strengthen not only competitiveness of SBU VELO but also of company Mitas itself.

According to Porter (1990), there are certain characteristics of a country that allow its industries to create and sustain competitive advantage, or prevent them from doing so. The objective of this study was to identify and compare the sources of competitive advantage or disadvantage for the Uruguayan and New Zealand beef industries. To accomplish these objectives, Porter’s Diamond Framework was selected as the theoretical framework to assess the competitive advantage of nations. Two case studies “the Beef Industry in Uruguay” and “the Beef Industry in New Zealand” were carried out. The information was obtained from secondary sources and open-ended interviews to key informants in both countries. Uruguay and New Zealand possess observable similarities, such as size, population, similar farmland area, and an economy based on agriculture with low levels of subsidies and trade regulations. In addition, the industries in both countries target the international market. Considering beef production, these countries produce beef based on pastures; hence, they have similar seasonal fluctuations in slaughter and in the product offered into the market. These similarities make these countries interesting to compare. On the other hand, Uruguay and New Zealand have differences. They are in different stages of economic development, and have cultural, sociological and educational differences. The beef industry is the most important economic activity in Uruguay, as can be illustrated by the resources allocated in this sector and in the volume and value of exported beef. In New Zealand, the beef industry is less important; however, it constitutes an excellent complementary activity for sheep and dairy productions. Both beef industries also have differences in their levels of productivity, stock compositions, stock categories, age of slaughtered animals, sanitary status, and locations in relation to markets. This suggests different sources of competitive advantage. The results show that the Uruguayan beef industry has a weaker diamond than its New Zealand counterpart does. However, the industry in Uruguay has been increasing the use of resources in comparison to other pastoral activities such as dairy and sheep. In contrast, the New Zealand beef industry, despite having a stronger diamond than the Uruguayan beef industry, has a secondary role behind the sheep and dairy industry. There are two clear limitations for the Uruguayan beef industry. First, the performance of the primary sector is poor. Second, the Uruguayan exported beef receives a lower price than the New Zealand product, and has difficulties for gaining access to certain markets. These two characteristics were identified as the most dissimilar for both industries. The selected research design and theoretical framework were adequate to accomplish the objectives. Although most of Porter’s findings were not supported in this study, using the framework allowed the development of an exhaustive analysis of the possible factors affecting the sources of competitive advantage in both industries. Comparing diamonds in different countries has not been done before; therefore, this research provides empirical evidence of the advantages and disadvantages of using this framework for international comparisons. Finally, the information presented in this research did not intend to suggest possible strategies or policies to increase the competitiveness of both industries. However, the results are likely to provide useful information for further studies in these industries.

研究生從事成衣業二十載，目睹近年來成衣業遭遇困境、或歇業、或出走、或多角化經營，大大削減其在國際上之競爭力。本論文試圖研究成衣業之競爭優勢，並建立競爭力指標，尋找出指標間相對之重要性，以做為未來發展之模式。 本研究發現成衣業之競爭力有行銷能力、製造能力、研發能力、人事及組織能力，其相對權重分別為：0.315、0.275、0.258、0.152。其最重要者為行銷能力，依次為製造能力、研發能力、最後為人事及組織能力。而在行銷力方面，最重要者為品質、價格，其次為商情資訊蒐集反應顧客需求，掌握自主性國際行銷管道及提供多樣化商品能力。製造能力指標相對重要性為原料供應充裕及配合度最重要，快速反應交期短、生產高附加價值商品之能力少量多款之生產能力，自動縫製電腦輔助系統應用，先進製衣技術之應用較不重要。研發能力指標以開發新產品最重要，設計新產品次之，而管理資訊系統之開發較不重要。人事及組織能力指標相對重要性其差異不大，分別為設計行銷人員水準，人才培訓教育及合理化管理能力。 針對以上指標相對重要性比較台灣及大陸之競爭力，顯示台灣已喪失價格之競爭力，因此兩岸成衣業者應依據比較利益原則進行垂直分工，亦即台灣善用技術、人才、管理、設計能力、資金、行銷技巧的絕對優勢在台灣接單，在大陸加工，結合大陸廉價勞力、原料、優惠措施共同發展以創造彼此的最大利益。以上之先決條件必須是台灣繼續發展成衣業，致力於產業結構之調整及升級。

This paper investigates the factors behind Taiwan rapid PC industry evolution and the contribution to the economic development as well as the competitive edges in the global market. The research consists of six chapters and utilize empirical and analytical of qualitative of social science methods to explain the study subjects, including government publications, research report, official statistics and database, academic papers, books, thesis, journal articles, conference papers, Internet broadcasting programs, and magazine. Given the data collection and analysis, this paper cut edge from macroeconomic perspective to analyze the subjects. The outcomes are indicated as below. The government in Taiwan is an indispensable part in building technological competence during the process of PC industry. Besides, the PC industry has demonstrated a significant performance and active participation in economic activity. Furthermore, the portable PCs like notebook still have a prosperous prospect in global market. Taiwanese PCs producers have taken edges on the bargaining power and stable rivalry among existing competitors while new entrants and substitute products have remained threats. More importantly, Taiwan’s PC producers have advantages to carve out PCs niche such as sophisticated OEM experience, good capability of cost control, flexible and quick reaction ability, large scale of production capacity and complete industrial structure. Nevertheless, they still have spaces to strengthen their competitiveness in keen global market.

<p>Today, companies permanently need to implement solutions aimed at generating competitive advantage that allow them to survive and be successful in ever changing and demanding markets. Therefore, to focus on customers is a common denominator for organizations, aiming to meet their needs and satisfy their expectations.</p><p>In this context, society has become one of the players as one of the actors that highly influence corporate behavior. Communities have expressed more mistrust of corporations' because of various scandals. This has put business ethics in the spot light influencing companies to be good corporate citizens, respecting the law but also to create good social values and principles. Today, the level of demand goes beyond the direct impact of the organizations business to also incorporate how corporations can contribute to societal and environmental causes. For corporations, these activities are manifested through the concept of Corporate Social Responsibility (CSR). However, from a corporate perspective, it is difficult to measure if these changes can have a positive impact on a firm. Instead, these contributory practices are mainly measurable from a philanthropic perspective.</p><p>Therefore, it occurs to be a divergence between the concepts of competitiveness and business ethics which consequently raised our research question: <em>How do large corporations, involved in philanthropic CSR projects, value the outcome of these projects?</em></p><p>Our purpose with this thesis is to identify how corporations can increase their competitive advantage by supporting philanthropic projects. In order to achieve this, we have conducted a qualitative study where the collection of the empirical data was done through semi-structured interviews with three big corporations. These firms are all services providing companies who support social/philanthropic projects. This support is assisted by a non-profit organization that deals with social projects around the world while at the same time creates social commitment among corporations.</p><p>In the theoretical framework, we have presented the concepts of competitive advantage, business ethics, branding, stakeholders and CSR as main theoretic pillars. The thesis also includes theories that relate these theories to each other, such as “Corporations and Society” and “CSR and Competitiveness”.</p><p>In previous frameworks we found that there is a gap related to how theories describe the link between ethics and competitiveness in contemporary organizations.</p><p>Finally in the analysis section we linked the empirical findings to presented theories and ultimately created a framework showing the correlation between competitiveness and business ethics and CSR. The main conclusions are that business ethics and competitiveness can be linked and bridged by the concept of CSR. Unlike previous theories we concluded that these two concepts are compatible which means that it is possible to get competitive advantage by pursuing social objectives.</p>