De acordo com a Teoria dos Stakeholders, os gestores devem coordenar os interesses dos indivíduos e grupos que podem afetar ou ser afetados pelo alcance dos objetivos da empresa. Há evidências de que a sobrevivência da empresa no longo prazo só poderá ser alcançada se os gestores considerarem não apenas os interesses dos acionistas, mas também dos funcionários, clientes, fornecedores e das comunidades - os chamados stakeholders primários. Contudo, ainda não está claro, na literatura, como as empresas podem operacionalizar a coordenação desses interesses. Defende-se, nesta tese, que as empresas podem buscar pontos comuns e interconexões desses interesses alcançando maior sinergia na criação de valor para os diversos grupos. Para o alcance da sinergia na criação de valor para stakeholders, propõe-se que as empresas desenvolvam as seguintes capacidades organizacionais: capacidade de conhecimento, capacidade de engajamento, capacidade de integridade e capacidade de adaptação, que, em conjunto, formam a capacidade dinâmica de gestão de stakeholders, definida como \"capacidade de a empresa integrar, construir e reconfigurar seus recursos e rotinas para atender simultaneamente aos interesses dos stakeholders no contínuo processo de criação de valor\". Essas capacidades foram propostas com base nas literaturas de gestão de stakeholders e capacidades organizacionais. Após essa proposta, a relação entre as quatro capacidades e a sinergia na criação de valor para stakeholders foi testada em uma amostra de 116 empresas, com dados referentes aos anos 2011, 2012 e 2013, totalizando 273 observações. Os dados foram obtidos da base do Índice de Sustentabilidade Empresarial (ISE) da Bolsa de Valores de São Paulo (BM&FBOVESPA) e analisados por meio de modelos longitudinais de regressão para dados em painel. Os resultados da pesquisa empírica mostraram que a capacidade de conhecimento e a capacidade de adaptação estão positivamente relacionadas com a sinergia na criação de valor. A capacidade de engajamento e a capacidade de integridade não se mostraram estatisticamente relacionadas com a sinergia na criação de valor nas empresas e períodos analisados. / According to Stakeholders Theory, managers must coordinate the interests of individuals and groups that may affect or be affected by the achievement of the company\'s objectives. There is evidence that the company\'s long-term survival can only be achieved if managers consider not only the interests of shareholders but also those of employees, customers, suppliers and communities - the so-called primary stakeholders. However, it is not clear yet, in the literature, how the company can operationalize the coordination of these interests. It is argued, in this thesis, that companies can seek common points and interconnections in those interests, achieving greater synergy in the value creation for the various groups. In order to achieve this synergy, it is proposed that companies develop the following organizational capabilities: knowledge capability, engagement capability, integrity capability and adaptive capability, which together form the dynamic capability of stakeholder management, defined here as the \"capability to integrate, build, and reconfigure the company´s resources and routines to simultaneously address the stakeholders\' interests in the ongoing process of value creation\". These capabilities were proposed based on the literature of stakeholder management and organizational capabilities. After this proposal, the relationship between the four capabilities and the synergy in the value creation for stakeholders was tested in a sample of 116 companies, using data from the years 2011, 2012 and 2013, totaling 273 observations. The data were obtained from the Corporate Sustainability Index (ISE) database of São Paulo Stock Exchange (BM&FBOVESPA) and analyzed through longitudinal regression models for panel data. The results of the empirical research have shown that the knowledge capability and the adaptive capability are positively related to the synergy in the value creation. The engagement capability and integrity capability were not statistically related to the synergy in the value creation in the analyzed companies and periods.

A pesquisa apura com as empresas de prestação de serviço atuam no campo do planejamento estratégico, considerando as principais teorias relativas ao assunto. / This research has the objectve to make a little deeper the competitive advantage and strategy study as regards rendering of service due to the scarceness of specific studies to the sector. Considering the wideness of service, the medical assitance service segment was chosen, with the objective of analysing the strategic aspects of this service and the hypothesis, to be checked, that these companies adopt empirical and informal strategies and, are little aligned to the competitive advantage required. Therefore, a study was developed, with emphasis to theoric research about the subjects and adopting the strategic plan stages, managerial instrument to formulation and implementation of strategies, as a guide of analisys process. This is, therefore, a qualitative research, developed with theoric support and in accordance whith research in some of main the companies of the segment of medical assistance. The three first chapters show the study justification, the theoric review and the research methodological aspects, respectively. Chapters four and five were assigned to show the research result and of the study conclusions.

Submitted by Marcia Silva (marcia@latec.uff.br) on 2016-07-19T21:02:30Z No. of bitstreams: 1 Dissert Keitiane da Cunha Aguiar.pdf: 2387904 bytes, checksum: 4c1b0f35b9ed059aeb3dcd51e95fae43 (MD5) / Made available in DSpace on 2016-07-19T21:02:30Z (GMT). No. of bitstreams: 1 Dissert Keitiane da Cunha Aguiar.pdf: 2387904 bytes, checksum: 4c1b0f35b9ed059aeb3dcd51e95fae43 (MD5) Previous issue date: 2015-11-27 / A gestão do conhecimento está em destaque nas abordagens da gestão das organizações devido à rapidez com que o ambiente externo está sofrendo mudanças. Estas, por sua vez, estão voltadas às novas formas de competição adotadas pelas empresas, a globalização dos mercados e de suas cadeias de suprimentos, os velozes avanços tecnológicos, a emergência de novas indústrias, e as modificações rápidas no perfil dos profissionais talentos. Dessa forma o conhecimento produzido por estas complexas interferências necessita ser gerenciado na mesma velocidade com que estas temáticas estão acontecendo. O presente estudo objetivou identificar ações estratégicas para a implementação da gestão do conhecimento em uma empresa do setor alimentício. Foi realizada pesquisa de campo, cujo roteiro está baseado na revisão da literatura sobre gestão do conhecimento, estratégia, competências organizacionais e vantagem competitiva. Portanto, como conclusão deste estudo foi elaborado um plano de ação para implementação das ações estratégicas, bem como apresentado para a empresa estudo de caso / Knowledge management is highlighted in the approaches of the management of organizations because of how quickly the external environment is changing. These, in turn, are geared to new forms of competition adopted by companies, the globalization of markets and their supply chains, the fast technological advances, the emergence of new industries and the rapid changes in the profile of talent professionals. Thus the knowledge produced by these complex interference needs to be managed at the same speed with which these issues are happening. This study aimed to identify strategic actions for the implementation of knowledge management in a company in the food sector. Field research will be conducted, whose script is based on a review of the literature on knowledge management, strategy, organizational skills and competitive advantage. Therefore, as a conclusion of this study was prepared an action plan for implementation of strategic actions, as well was introduced to study case

The usage of social media such as YouTube, Twitter and Facebook has expanded drastically. Today almost every organization has a Facebook page and a Twitter account that complements their webpage and their physical stores. However, why and how are they using these social medias?  This research focuses on why and how organizations are using Facebook and Twitter in their business strategy. More specifically, what methods and organizational strategies are used. The requirement for our research was that the organization had to had some success on these social medias but due to time and budget limitations, the research is restricted to three local organizations that have a national presence. Conducting primary data with three face-to-face semi-structured interviews and obtaining secondary data such as books, theses and academic journals we had the data to make an analysis about how Facebook and Twitter could make these three organizations gain competitive advantage.  By correctly utilizing the tools that social networking sites (SNS) provide; organizations can make way for a differentiation path that provides competitive advantage, build brand awareness, and provide statistical tools for evaluating customer behavior. One of the benefits of SNS is that they are virtually free to implement, both from a capital and human resource investment point of view. This research shows that organizations utilizing SNS in order to gain competitive advantage need to focus on creating a committed and engaged user base. By keeping in mind the drivers of differentiation: timing, location, linkages and scale, organizations transform their competitive advantage into a sustained competitive advantage.

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The aim of this dissertation is to propose measures that will strengthen the competitiveness of VBC CZECH, s.r.o. company providing telecommunications services. At first the company itself is analyzed, and then the external and internal environment of a company. On the basics of results, the measures are being suggested, that should increase business competitiveness and strengthen its position in the market for telecommunications services.

This essay proposes a production management model adequate to the small and medium enterprises of the metal mechanic segment, as a way to work focused on continuous improvement and engaged to the competitive advantage. The planning to get that intention at first considered the identification of the best practices adequate to the shop floor management and based on the Industrial Engineering concepts. Then, to verify the aplicability of that concepts it was organized a research next to the metal mechanic segment located on the region of Santa Rosa County, northwest of the State of Rio Grande do Sul, Brazil. Among the studied companies it can found subcontracted manufacturers and factories that produces their own products, all of them producing several metallic products, mainly including agricultural implements. It was verified different circumstances concerning the way these companies manages their factories and that evidentiates that, with the implementation of the proposed system, it is possible to obtain substantial improvements in their levels of competitive advantages. It was verified too, as a information of the research, that the refered companies, in a majority level, already developes and produces their own products, as a strategy to reduce their economic dependence to the great enterprises. / O presente trabalho propõe um modelo de sistema de gestão da produção voltado às empresas de pequeno e médio porte do ramo metal-mecânico, de maneira a atuarem com o foco na melhoria contínua e na obtenção de vantagem competitiva. Para cumprir os objetivos propostos, primeiramente buscou-se identificar as melhores práticas de gestão adequadas ao chão de fábrica e fundamentadas pela Engenharia de Produção. Para verificar a aplicabilidade dos conceitos foi realizada uma pesquisa junto às empresas do pólo metal-mecânico localizado na região da Grande Santa Rosa, noroeste do Estado do Rio Grande do Sul. Dentre as empresas pesquisadas contam-se prestadoras de serviços terceirizados e também fabricantes de produtos metálicos diversos, principalmente voltados ao segmento de mecanização agrícola. Verificou-se situações diferenciadas no contexto de como estas empresas gerenciam suas fábricas e que evidenciam que, com a implantação do sistema proposto, há a possibilidade de se obter melhorias substanciais em seus níveis de competitividade. Verificou-se também, através da pesquisa, que as referidas empresas, em sua maioria, incluindo-se as terceirizadas, já desenvolvem seus próprios produtos, reduzindo a dependência das grandes fabricantes.

Abstract Title: Business of “another World” – Virtual Reality (VR): Influence of Virtual Reality on consumer experience, co-creation and competitive advantage Course: Thesis for Master Degree in Business Administration Authors: Dominik Ruggenthaler and Maximilian Waidhofer Supervisor: Maria Fregidou-Malama, PhD Examiner: Akmal S. Hyder, PhD Date: 2017/06/01   Purpose: This study’s aim is to examine the influence of VR in the field of architecture and its contribution to create competitive advantages. Methodology: To collect empirical data, the research applied a qualitative and inductive approach. Semi-structured interviews with ten participants with different backgrounds are conducted. Furthermore, primary and secondary data obtained from existing scientific resources built the base for argumentation. Findings & Conclusion: The main findings of the research are clustered in four groups. (1) VR planning creates a new service system and has an influence on the project performance; (2) VR experience and (3) co-creation contributes to generate new competitive advantages; (4) the use of the technology is a trigger for architect companies to differentiate compared to their competitors. Theoretical contribution: This is one of the few studies that combines VR planning with customer experience and co-creation. Furthermore, previous researches do focus on competitive advantages in this context. The developed conceptual model identifies the impact of VR on competitive advantage generation within the architecture business. Managerial implications: The implication of VR leads to both new opportunities and new problems. On one hand, architects can embed their clients better in the planning stage, but on the other hand, customers might become overwhelmed by the multisided VR opportunities. Also, it is outlined that a form of virtual planning will probably become an industry standard, which has to be adopted by architects. Limitations: Cost Leadership, one element of competitive advantages, is not explored through this study. Also, customer response of VR services has to be evaluated more deeply. Therefore we suggest further research in those fields. Keywords: VR planning, co-creation, experience, competitive advantage, architecture

Abstract The purpose of this thesis is to contribute empirical evidence focusing on sustainable competitive advantage through ERP systems. It identifies the shift towards strategic positioning while moving in different ERP stages and industrial environments. The work starts from the premise that advanced ERP processes are simply commodities insinuating competitive convergence. The literature considers IT and strategy but few texts deal with understanding ERP resources over time in order to become source of sustainable advantage. As companies undergo transformation or strive to develop new approaches to competition, it is particularly significant to investigate this venture. The exploratory inquiry in this dissertation aims to develop insights by a combination of qualitative and quantitative research traditions. The dual approach seeks to integrate the best research practices for contribution to the pertinent stakeholders. The first section is the introductory part followed by publications including case studies and surveys conducted on the basis of the gaps identified between theory and practice. The work is limited in scope and the intention is to appreciate knowledge acquired from the studies instead of drawing rigid extensive conclusions. However, the study traces that the ERP systems do provide competitive advantage, the sustainability depending on integrating to meet the business needs and building uniqueness. The implication is to capitalize on the potential of ERP, the idea being not to imitate competitors but to tailor applications to the company's overall strategy.

Purpose:  The purpose of this thesis is to examine how companies can favorablycommunicate their sustainable practices in a transparent way in order tobe perceived as trustworthy so that a competitive advantage canperhaps be achieved. Further, it will be investigated if transparencywithin the supply chain can be used as a fundament for being perceivedas credible by consumers. Method:   The method will be qualitative with an inductive approach. Theresearch will consist of forming a case study based on the companyPatagonia, where primary data will consist of interviews with multipleexperts on the topic. Besides, secondary data will consist of books,journal articles, conference material and information from the websiteof Patagonia. Conclusion:   In this research it was found that transparent communication aboutsustainable business practices can increase the trust in brands and canthus deliver a competitive advantage. Hence, companies need to solelyfocus on the core customer, integrate the customer in thecommunication process and deliver easy and clear information. Thisinformation should educate the customer and thus be perceived asvaluable and trustworthy.