A indústria do esporte tem despertado cada vez mais o interesse de acadêmicos e profissionais das mais diversas áreas. Não só pela importância social que o esporte sempre teve no mundo, mas agora, também, pela importância econômica que essa indústria vem alcançado. O esporte deixou, há tempos, de ser apenas uma atividade de lazer. Se, para o público, ele ainda o é, para aqueles que trabalham nele, é claramente uma atividade de negócios. E, para disputar o jogo dentro das quatros linhas é necessário ter um time competitivo fora delas. Neste trabalho, consideramos as equipes esportivas como organizações e analisamo-las como firmas, com sua estrutura organizacional estreitamente relacionada à sua forma de apresentação ao público consumidor. Assumimos como premissa que essas organizações (times) não devem ser apenas organizadas como um win-maximizer, mas como um profit-maximizing. Neste sentido, o patrocínio vem ganhando cada vez mais importância na indústria do esporte. É difícil imaginar um grande time ou evento esportivo sem patrocínio. De um lado, os eventos e equipes participantes dependem dos recursos financeiros oriundos dos patrocinadores. Do outro lado, os patrocinadores utilizam de forma significativa o patrocínio como uma ferramenta estratégica de marketing. Assim, da mesma forma que os gastos globais com patrocínio vêm aumentando ano a ano, os esforços acadêmicos para medir o efeito do patrocínio vêm acompanhando este crescimento. No entanto, grande parte da literatura sobre patrocínio considera a influência do patrocínio na perspectiva do negócio. Estudos que analisem uma estrutura mais completa, desde a identificação do torcedor com o time até a compra final de produtos dos patrocinadores são raros. E é aqui que essa pesquisa se encaixa. Entendemos que o consumidor passa por constantes mudanças, que afetam os hábitos de consumo das pessoas e, por consequência, afetam as organizações. Um exemplo está na crescente demanda dos consumidores esportivos por produtos e serviços melhores. Além disso, a utilização cada vez maior de dispositivos móveis com internet e acesso às mídias sociais exige que as empresas repensem seu ambiente de negócios. Essa mudança no comportamento dos consumidores vem proporcionando a eles um novo papel. Os times e equipes esportivas devem assumir uma visão na qual o torcedor seja visto como alguém que contribui significativamente para o valor do produto e do serviço e que, ao mesmo tempo, direciona as estratégias da organização. Assim, os times devem buscar estratégias para aumentar o envolvimento ativo dos torcedores com o time e com as empresas patrocinadoras, incentivando-os a ser embaixadores da marca. Neste contexto, o trabalho teve como objetivo verificar se a lealdade do torcedor com seu clube pode ser transferida para as organizações patrocinadoras. Para alcançar esse objetivo, propusemos e testamos um modelo teórico multidimensional que permitisse mensurar desde a concepção da identificação com o time até a etapa de compra dos produtos dos patrocinadores. Assim, a partir da análise crítica de modelos propostos por diferentes autores, de diferentes áreas do conhecimento, foram desenvolvidos o modelo teórico e seus respectivos itens de mensuração. Os construtos principais desta tese foram: identificação com o time, lealdade ao time e lealdade ao patrocinador. A aplicação da escala desenvolvida para este trabalho se deu em duas amostras distintas e em momentos diferentes (amostra pré-teste: n=263; amostra teste: n=787). Para teste e refinamento da escala e do modelo, utilizamos a técnica de modelagem de equação estrutural PLS-SEM, por meio da qual os dados foram analisados em termos de validade convergente, validade discriminante e confiabilidade. Para tal, adotamos o uso da análise fatorial confirmatória. O modelo estrutural também foi testado e retestado por meio dos coeficientes de caminho, R2, Q2 e f2. Os resultados deste estudo mostram haver impacto considerável das variáveis antecedentes, benefícios sociais/não financeiros propostos neste trabalho, na identificação com o time. Ao mesmo tempo, a identificação com o time afeta positivamente e de forma significativa à lealdade ao time, que neste trabalho é analisada como um construto multidimensional formado por lealdade atitudinal, conativa e comportamental. Os testes realizados confiram o objetivo principal deste trabalho e permite inferir que a lealdade do torcedor ao time pode, sim, ser transferida para as empresas patrocinadoras. Em termos gerenciais, o conhecimento de novos antecedentes da identificação do torcedor com o time, bem como a clara distinção entre identificação, fanatismo e lealdade, permitirá às equipes formular estratégias mais assertivas para gerenciamento de suas marcas e o direcionar esforços de comunicação de marketing de forma mais eficaz. Para as empresas patrocinadoras, apresentamos um caminho alternativo para mensurar a eficiência e a eficácia do patrocínio e rentabilizar melhor os altos investimentos nesta área. Por fim, os resultados contribuem para a ampliação do conhecimento e do corpo teórico nos estudos da vantagem competitiva, comportamento do consumidor, lealdade e patrocínio. / The sports industry has attracted increasing interest from academics and professionals from various fields. Not only because of the social importance that sport has always had in the world but now, also because of the economic importance that this industry has achieved. For some time now, sport hasn\'t been just a leisure activity. If, for the public, it still is, for those who work in it, it is clearly a business activity, and to play the game within the four lines, it is necessary to have a competitive team outside of them. In this paper, we considered sports teams as organizations and analyzed them as companies, with their organizational structure closely related to their presentation to the consumer. We assumed the premise that these organizations (teams) should not only be organized as win-maximizer but as a profit-maximizing. In this sense, sponsorship is gaining more importance in the sports industry. It is hard to imagine a great team or sporting event without sponsorship. On the one hand, the events and participating teams rely on financial resources from sponsors. On the other hand, sponsors significantly utilize sponsorship as a strategic marketing tool. Thus, just as global spending on sponsorship is increasing on a yearly basis, the academic efforts to measure the effect of sponsorship have accompanied this growth. However, much of the literature on sponsorship considers the influence of sponsorship on the business perspective. Studies analyzing a more complete structure, from the fan\'s identification with the team to the final purchase of the sponsors\' products, are rare, and this is the point of this research. We understand that the consumer goes through constant changes that affect the consumption habits of people and, consequently, affect organizations. An example is an increasing demand from consumers for sporting goods and better services. In addition, the increasing use of mobile devices with Internet and access to social media requires companies to rethink their business environment. This change in consumer behavior is giving them a new role. Teams and their staff must embrace the vision in which fans are seen as people who significantly contribute to the value of the product and service and, at the same time, direct the organization\'s strategies. Thus, teams must seek strategies to increase the active involvement of the fans with the team and with the sponsoring companies, encouraging them to be brand ambassadors. In this context, this study aimed to verify that the fan\'s loyalty to his club can be transferred to the sponsoring organizations. To achieve this goal, we proposed and tested a multidimensional theoretical model that allowed us to measure all the stages of the process that we call loyalty transfer, starting with the identification with the team and ending with the purchase phase of the sponsors\' products. Thus, from the critical analysis of models proposed by different authors from different areas of knowledge, the theoretical model was developed, and its respective items were measured. The main constructs of this thesis were identification with the team, loyalty to the team, and loyalty to the sponsor. The application of the scale developed for this study took place in two different samples at different times (pre-test sample: n=267; test sample: n=787). For testing and refinement of scale and model, we used the PLS-SEM structural equation modeling technique, whereby the data was analyzed regarding convergent validity, discriminant validity, and reliability. To this end, we have adopted the use of confirmatory factor analysis. The structural model was also tested and retested by the R2, Q2 e f2 coeficients. The results of this study show that there is a significant impact of background variables and the social/non-financial benefits proposed in this study in identifying with the team. At the same time, identification with the team affects positively and significantly the loyalty to the team, which, in this study, is considered as a multidimensional construct composed of attitudinal, conative and behavioral loyalty. The executed tests confirm the primary objective of this study and allow us to infer that fan loyalty to the team can indeed be transferred to the sponsoring companies. In management terms, the knowledge of new background of fan identification with the team, as well as the clear distinction between identification, fanaticism, and loyalty, will enable teams to formulate more assertive strategies for managing their brands and direct marketing communication efforts more efficiently. For sponsors, we present an alternative way to measure the efficiency and effectiveness of sponsorship and better monetize high investments in this area. Finally, the results contribute to the expansion of knowledge and theoretical background in the study of competitive advantage, consumer behavior, loyalty, and sponsorship.

[pt] Esta pesquisa analisou características de quatro empresas brasileira, vinculadas ao Projeto de Economia de Comunhão - EdC, buscando comparar seu comportamento com as orientações da Teoria dos Stakeholders. Além disso, foi feita uma comparação de indicadores sociais destas empresas, tomando por base o conjunto oferecido pelo Instituto Brasileiro de Análises Sociais e Econômicas - IBASE, com as empresas constantes no Baco de dados desta instituição, buscando compreender como se dá sua performance em termos de responsabilidade social corporativa. A metodologia utilizada foi o estudo de caso múltiplo, o que permitiu incluir tanto uma abordagem qualitativa, no caso fortemente apoiado em entrevistas, quanto quantitativas. A intenção declarada desta investigação é a de avaliar se as quatro empresas que formam o núcleo da pesquisa têm aumentado seu desempenho competitivo por conta das características inerentes à Economia de Comunhão. O trabalho conclui com o estabelecimento de um conceito de Economia de Comunhão, que esteja de acordo com as orientações da Teoria dos Stakeholders. Para que este objetivo fosse alcançado, foram realizadas visitas a dois Congressos Nacionais sobre o tema, no local onde ocorreu o lançamento mundial do projeto EdC, em Cotia , São Paulo, e foram realizadas visitas às quatro empresas, com o intuito de entrevistar stakeholders internos e externos. Além das entrevistas pessoais, foi realizada uma survey exploratória com todas as noventa empresas filiadas ao projeto no Brasil, e foram mantidos contactos telefônicos e por meio eletrônico com órgãos de classe e o escritório central do Movimento das Focolares, organização da qual a EdC se originou. O trabalho conclui que há grande semelhança entre as características observadas nas quatro empresas visitadas e as propostas da Teoria dos Stakeholders, sem haver, contudo, uma sobreposição perfeita. Quanto à vantagem competitiva, foram identificadas fontes seguras que a estimulam, as quais são de difícil reprodução fora do contexto da EdC. No que se refere ao desempenho no campo social, alguns indicadores mostram-se bastante desenvolvidos, mesmo levando-se em consideração o pequeno porte das empresas consideradas. / [en] This research analised the characteristics of four brazilian companies, that belongs to Communion Economy Project - EdC, trying to compare their behaviour as a whole with the guidances of Stakeholder Theory. Besides, another comparison has been made among the social scorecards of these companies, using the framework of Instituto Brasileiro de Análises Sociais e Econômicas -IBASE, and the companies that belong to the data base of this organization. By doing that, this paper tried to find out how stands the performance of these four companies, in terms of the corporation social responsability. The main goal of this investigation is to estimate whether or not the four companies, that build up the core or the research, have improved their competitiveness due to EdC distinctive characteristics. The research concluded by creating a concept of Economy of Communion enterprise, giving the companies a road map that allows them to keep closer to the Stakeholders Theory guidelines. To reach such goals, was necessary to take part in two annual National EdC Meeting, that took place at Mariápolis Ginetta, in Cotia, São Paulo, the same place in which the EdC`s project has been released to the world. After that, the four companies has been visited, so that it could be possible to make interviews with some internal and external stakeholders. Besides, several contacts has been made by phone and by eletronic mail with unions and other representatives, and a exploratory survey has been launched in order to reach all ninety EdC companies in Brazil. The research concludes that there is a great similarity between the characteristics of the four visited companies and the Theory of Stakeholdes proposals, although they do not fit perfectly. Mentioning the competitive advantage, it has been recognized that there is, indeed, a great source of it by following the EdC framework, although it is pretty hard to reproduce the same behaviour outside it. In relation with the social performance, the research has noticed that some of them are much better than the IBASE average, even in comparison with big companies.

This diploma thesis deals with the causes of division of customer preferences towards individual retail units in the town of Blatná in order to recommend proposals for improvement for the consumer cooperative COOP. The theoretical overview provides basic information about food retailers in the Czech Republic, presents the formats of stores, attitudes of shoppers to food stores, individual elements of the retail mix or other factors influencing customer attitudes towards the store which can be influenced by retailers. The practical part relates to the food chains in Blatná and it is focused on identifying the respondents' favourite and main shopping place, the reasons for dividing customer preferences towards retail units, researching attitudes toward retail units and evaluating the retail mix of these stores. The practical part consists of two parts, a questionnaire survey focused on customers of food stores in Blatná, and research from these stores. Subsequently, it is possible to define respondents' attitudes towards food retailers in Blatná and their buying behavior. The survey in retail formats is used to identify and evaluate the core elements of the retail mix of individual stores. Thanks to these procedures it is possible to define improvement suggestions for COOP Tip in Blatná.

Die vorliegende Dissertation beschäftigt sich hauptsächlich mit zwei Fragen: Erstens, welche Faktoren beein-flussen den Prozess, durch den sich neue Technologien unter Firmen verbreiten? Zweitens, welche Konsequen-zen ergeben sich aus der Verbreitung neuer Technologien? Beide Fragen beschäftigen sich mit der Dynamik des technologischen Wandels. Die Analyse wird am konkreten Beispiel von e-Business Technologien durchgeführt. Dabei werden insbesondere die Konsequenzen von interdependenten Technologien untersucht. Es wird ge-zeigt, dass es zu steigenden Erträgen der Adoption kommen kann, wenn verwandte Technologien sich nicht in ih-ren Funktionalitäten substituieren. Dies kann zu einer endogenen Beschleunigung der technologischen Entwick-lung führen. Dies bedeutet, dass die Wahrscheinlichkeit der Adoption einer Technologie mit der Anzahl der zu-vor adoptierten, verwandten Technologien ansteigt. Diese Theorie wird empirisch getestet und in vier verschie-denen Untersuchungen mit zwei verschiedenen, großen Datensätzen bestätigt. Die Existenz einer wachsenden di-gitalen Kluft in der e-Business Technologie-Ausstattung der Unternehmen wird für den Zeitraum von 1994-2002 nachgewiesen. Außerdem wird argumentiert, dass die Adoption neuer Technologien in Firmen strategische Bedeutung hat da sich daraus Möglichkeiten zur Durchführung von Innovationen ergeben. Diese können sich entweder durch redu-zierte Produktionkosten für bestehende Produkte, neue Produkte und Dienstleistungen, oder neue Distributions-kanäle manifestieren. Empirische Evidenz zeigt, dass e-Business Technologien derzeit wichtige Enabler von In-novationen sind und dass innovative Firmen mit höherer Wahrscheinlichkeit wachsen. Außerdem wird gezeigt, dass durch e-Business Technologien induzierte Innovationen gegenüber anderen Innovationsarten nicht inferior sind in Bezug auf deren gleichzeitiges Auftreten mit finanziellen Leistungsindikatoren. Die Arbeit diskutiert die Implikationen dieser Ergebnisse aus volks- und betriebswirtschaftlicher Perspektive. / This dissertation primarily deals with two questions: First, what determines the process by which new tech-nologies spread among enterprises over time? Second, what are the consequences of the spread of new technolo-gies? Both questions concern the dynamics of technological change. They are analyzed considering the diffusion and implications of e-business technologies as a concrete example. Particular attention is given to technological interdependencies. It is shown that increasing returns to adoption can arise if related technologies do not substitute each other in their functionalities. This can lead to an endoge-nous acceleration of technological development. Hence, the probability to adopt any technology is an increasing function of previously adopted, related technologies. The theory is empirically tested and supported in four inde-pendent inquiries, using two different exceptionally large datasets and different econometric methods. The exis-tence of a growing digital divide among companies is demonstrated for the period between 1994 and 2002. In addition, it is argued that the adoption of new e-business technologies by firms has strategic relevance be-cause this creates opportunities to conduct innovation, either to reduce production costs for a given output, to create a new product or service, or to deliver products to customers in a way that is new to the enterprise. Empiri-cal evidence is presented showing that e-business technologies are currently an important enabler of innovations. It is found that innovative firms are more likely to grow. Also, e-business related innovations are not found to be inferior to traditional kinds of innovations in terms of simultaneous occurrence with superior financial perform-ance of enterprises. Implications of these findings are discussed both for economists and management researchers.

In Deutschland und den USA engagiert sich die unternehmerische Philanthropie zunehmend in der Allgemeinbildung, während der letzten Dekade vor allem in den „MINT“ und den „STEM“ Fächern. Hierzu gibt es bisher kaum systematische Studien. Diese vergleichende Arbeit untersucht, warum und wie sich Unternehmen in diesen Bereichen engagieren, und wie sich ihre Rolle in der Bildung verändert. Die Studie beruht auf einer historischen Analyse der Rolle von Unternehmen in der Bildung seit 1945 und auf Interviews mit Experten aus dem MINT- und STEM-Bereich. Die wichtigsten Befunde der Studie sind: (1) Zuvor überwiegend in der dualen Bildung aktiv, begannen deutsche Unternehmen in den frühen 2000er Jahren u.a. als Reaktion auf den PISA-Schock, sich philanthropisch in der allgemeinen Schulbildung zu engagieren. (2) Unternehmerische Philanthropie führten die MINT und STEM Bildungsbewegung an. Aufgrund ihrer etablierten, gut vernetzten und vielfach finanzkräftigeren Stiftungen gelang es US-amerikanischen Unternehmen besser als deutschen, das Thema ins öffentliche Bewusstsein zu rücken, Ressourcen zu erschließen und Änderungen in der Bildungspolitik zu erwirken. (3) Unternehmen und deren Stiftungen wurden in erster Linie durch Entwicklungen auf dem Arbeitsmarkt, langfristige ökonomische Überlegungen und die Notwendigkeit zur Innovation motiviert, sich zu engagieren; aufgrund unterschiedlicher demographischer Aspekte und Entwicklungen in der Bildung fanden sich Unterschiede zwischen den beiden Ländern. (4) In Deutschland und den USA agiert die unternehmerische Philanthropie zunehmend strategisch, d.h. sie handelt ergebnisorientiert und achtet auf Skalierbarkeit ihrer Aktivitäten. Dies hat das Engagement von Unternehmen in der Bildungspolitik verstärkt und die Anforderung der Wirtschaft in den Fokus gerückt. Manche US-amerikanische Unternehmen haben begonnen, Berufsbildungswege zu schaffen, was bisher nicht die Regel war. / Corporate philanthropy is active in K-12 education in Germany and the U.S. but there is minimal research about it. Over the last decade corporate philanthropic actors in both countries have become active in STEM* education (in Germany, MINT). This comparative study is about why and how they decided to invest in these initiatives and how that is tied to their traditional roles in education. It leans on the history of company involvement in education since 1945 and on interviews with experts active in the STEM and MINT education scenes. The main findings are: (1) As a result of the PISA shock and other factors, German companies that traditionally engaged only in vocational education have become active in general K-12 education. (2) Corporate philanthropy led the STEM and MINT education movements. However, U.S. companies and their foundations, with decades of philanthropic experiences and networks in education, were more successful in raising awareness, organizing resources, and achieving policy changes at the federal level. (3) Companies and their foundations were driven to invest in STEM and MINT education largely by workforce, long-term innovation, and economic concerns but there were key differences because of the differing demographic and education trends in the two countries. (4) In the U.S. and Germany, corporate philanthropy is attempting to be more strategic. This has resulted in a focus on outcome-based measurements and scalability but has also led to more investments in nonprofit and policy organizations instead of schools or their booster clubs. It has also resulted in corporate philanthropy better aligning with company competencies and needs, which made STEM and MINT ideal. In the case of the U.S., this has also resulted in some companies creating vocational programs, an area of education most companies avoided in the past. *STEM= Science, Technology, Engineering, and Math MINT= Mathematik, Informatik, Naturwissenschaften und Technik

Made available in DSpace on 2016-10-13T14:10:04Z (GMT). No. of bitstreams: 1 Leonardo Yuji Tamura.pdf: 2018327 bytes, checksum: dca70d285f6272ea72951fe189bab096 (MD5) Previous issue date: 2016-03-22 / The aim of this work is to deepen the understanding of the process of adaptation of firms in the international environment. For such it relied on studies that faced the firm as a complex adaptive system and utilized the Stuart Kauffman s NK model. The NK model was originally conceived to study biological phenomena but has been applied by scholars in strategy and organizational studies since 1997. To enable the use of the NK model for the study of multinational firms, the model was extended to embrace specific international business concepts such as the gaining of competitive advantage in different countries from the adaptation of the firm s internal characteristics to the local environment. The chosen methodology is based on the paradigm of agent-based modeling and simulation. Accordingly, the firms were modeled as autonomous agents that search for the optimization of their competitive advantage by the means of the adaptation process. This approach allowed the study the emergent properties of the system from the agents interaction and behavior. The results of the simulation showed that gaining competitive advantage from the firm s attributes in different countries enabled the emergence of new viable organizational forms. It was also noted that one organizational form that does not provides optimal competitive advantage in a particular country may still be viable in a global context. Another result was the emergence of the complexity catastrophe, which is the degradation of the competitive advantage resulted from the addition of conflicting constraints. Such conflicting constraints are a result of the simultaneous optimization of the competitive advantage in many countries in many different ways due to the possibility of local adaptation. / O objetivo deste trabalho é aprofundar o entendimento sobre o processo de adaptação de empresas no ambiente internacional. Para isto foram utilizados estudos que encararam a empresa como um sistema adaptativo complexo e utilizaram o modelo NK de Stuart Kauffman. O modelo NK foi originalmente concebido para o estudo de fenômenos biológicos, mas vem sendo aplicado por acadêmicos em trabalhos de estratégia e organizações desde 1997. Para que fosse possível utilizar o modelo NK para o estudo de empresas multinacionais, o modelo foi estendido para abarcar conceitos específicos de negócios internacionais como, por exemplo, a obtenção de vantagem competitiva em diferentes países a partir da adaptação de caraterísticas internas da empresa ao ambiente local. A metodologia utilizada foi baseada no paradigma da modelagem e simulação baseado em agentes. Com base neste paradigma as empresas foram modeladas como agentes autônomos que, por meio de um processo de adaptação buscam otimizar sua vantagem competitiva. Esta abordagem permite estudar propriedades emergentes do sistema a partir da interação e do comportamento dos agentes. Os resultados das simulações mostraram que a obtenção de vantagem competitiva a partir dos atributos organizacionais da empresa em diversos países possibilita o surgimento de novas formas organizacionais viáveis. Também se observou que uma forma organizacional que não propicia vantagem competitiva ótima em um país específico, ainda pode ser viável num contexto global. Outro resultado obtido foi a emergência da catástrofe da complexidade, que é a degradação da vantagem competitiva em decorrência da adição de restrições conflitantes. Tais restrições conflitantes são resultado da necessidade de otimizar simultaneamente a vantagem competitiva em diversos países de diversas formas diferentes devido à possibilidade de adaptação local.

No description available.

Submitted by Nara Lays Domingues Viana Oliveira (naradv) on 2015-06-16T19:47:22Z No. of bitstreams: 1 00000929.pdf: 1086227 bytes, checksum: febf08ca1925bf47d7790ed1e4148cdf (MD5) / Made available in DSpace on 2015-06-16T19:47:22Z (GMT). No. of bitstreams: 1 00000929.pdf: 1086227 bytes, checksum: febf08ca1925bf47d7790ed1e4148cdf (MD5) Previous issue date: 2013 / Nenhuma / Na busca pela competitividade, as organizações buscam na cadeia de valor identificarem suas atividades de relevância estratégica para que se possam entender as origens e os potenciais de diferenciação e o comportamento dos custos. Dessa forma, as atividades de potencialização estão relacionadas com o desempenho dos processos internos e com o crescimento organizacional. O objetivo desse trabalho é identificar, na cadeia de valores da organização objeto do estudo de caso, quais as atividades e elos de maior potencial de valor agregado, identificando possíveis oportunidades do uso da Tecnologia da Informação (TI) para obter vantagem competitiva ao negócio da empresa. O trabalho apresenta o estudo de caso como modalidade de pesquisa qualitativa, numa indústria brasileira de grande porte do ramo de bens de consumo. Os dados foram coletados por meio de entrevistas em profundidade e questionários semiestruturados abertos realizados com Diretor Geral, diretores corporativos e gerentes da alta administração da organização. Assim, o resultado da pesquisa apresentou direcionadores a serem observados que orientam o uso de recursos de TI como forma de alavancar vantagem competitiva para o negócio da empresa, agregando valor na cadeia produtiva, operacionalizando os processos do Sales and Operation Planning (S&OP), estabelecendo ações que impactam nos três níveis de estratégia corporativa, do negócio e funcional. / In the search for competitiveness, organizations seek to identify, in their value chains, activities that are strategically relevant to understand the origens and possibilities of differenciation, as well as the cost behaviours. Thus, the activities of empowerment are related to the performance of internal processes and of organizational growth. This thesis seeks to identify, in the value chain of the organization that is object of study of the present paper, which activities and links have higher potential of value-added, identifying possible opportunities in the use of Information Technology in order to obtain competitive vantages to the company. This paper presents a case study as a form of qualitative research in a large Brazilian company operating in the area of consumer goods. Its data were collected through in-depth interviews as well as through semi-structured and open questionnaires with the company’s director, corporate directors and managers of the organization. Thus, the research’s results show some directions to be followed. They guide the use of Information Technology as a way to levarage competitiveness advantage for the company’s business, adding value in the supply chain, while at the same time operationalizing the process of Sales and Operation Planning (S&OP), and establishing movements that have impact in the three levels of corporative, business and functional strategy.

Submitted by Fabricia Fialho Reginato (fabriciar) on 2015-07-23T00:11:26Z No. of bitstreams: 1 JoséBrand.pdf: 4280891 bytes, checksum: 8771dc60ac901bbaf6ba4ddfec858e7a (MD5) / Made available in DSpace on 2015-07-23T00:11:26Z (GMT). No. of bitstreams: 1 JoséBrand.pdf: 4280891 bytes, checksum: 8771dc60ac901bbaf6ba4ddfec858e7a (MD5) Previous issue date: 2014-03-21 / Nenhuma / Este trabalho pretende contribuir para o desenvolvimento e o aperfeiçoamento da gestão das organizações hospitalares. Neste sentido, o presente trabalho trata do tema da melhoria da utilização de bens de capital dos hospitais, através da adoção do conceito de Índice de Rendimento Operacional Global (IROG). Objetiva, ainda, a proposição de um modelo de gestão econômica para a avaliação da eficiência dos equipamentos de alta tecnologia em hospitais que possibilite a maximização da utilização da capacidade instalada, no intuito de aumentar o Ganho da empresa, com os mesmos ativos fixos. Estruturou-se, portanto, através de um Estudo de Caso múltiplo, aplicado no Hospital Moinhos de Vento. Realizaram-se, para tanto, a análise e a medição do IROG de dois equipamentos, a fim de verificar a possibilidade de aumentar a produtividade, a capacidade de atendimento mais rápido da demanda e identificar as principais paradas e falhas ocorridas durante a realização de exames em duas áreas distintas do hospital, a saber: Unidades de Angiografia e Diagnóstico de Imagem. Os elementos utilizados para o desenvolvimento do método foram: a) consulta ao referencial teórico sobre o tema; b) definição e aplicação do método em duas áreas distintas de empresa; c) contribuições de gestores e de colaboradores das áreas; d) contribuições oriundas do próprio autor do trabalho. Os principais resultados obtidos através da aplicação do método foram: i) obtenção da medição e constatação do baixo índice do IROG em dois equipamentos de capital; ii) maior clareza e discernimento dos gestores das áreas em relação à eficiência da utilização dos equipamentos; iii) identificação dos principais motivos de paradas dos equipamentos; v) simulação de cenários de melhoria na eficiência dos equipamentos e apresentação de Ganhos financeiros; vi) introdução da medição do IROG na relação dos indicadores do hospital. Por fim, o tema estudado poderá evoluir, principalmente, em organizações focadas na melhoria dos seus processos operacionais e em planos de ação para estabelecer um processo sistemático de melhoria contínua da sua gestão. / This work aims to contribute for the development and improvement of the management of hospital organizations. In this sense, the present work deals with the issue of improving the utilization of capital assets of hospitals, by adopting the concept of Index Global Operating Income ( IROG ). It also aims to propose a model of economic management to assess the efficiency of high-tech equipment in hospitals which enables the maximization of capacity utilization in order to increase the gain of the company, with the same fixed assets. Thus, the work was structured through a multiple case study, applied in the Moinhos de Vento Hospital. There were, therefore, the analysis and measurement of the IROG of two devices in order to verify the possibility of increasing the productivit, the ability to quickly meet demand and identify key stops and failures during examinations in two distinct areas of the hospital namely: Angiography and Image Diagnostic Units. The elements used for the method development were: a) consulting the theoretical framework on the topic; b ) definition and application of the method in two distinct areas of business; c ) contributions of managers and employees from areas; d) Contributions from the author of the work. The main results obtained by applying the method were : i ) obtaining the measurement and verification of low IROG index in two capital equipment;, ii ) greater clarity and insight of managers of areas in relation to efficiency of use of equipment; iii ) identification of the main reasons for equipment downtime; v) simulation scenarios for improving the efficiency of equipment and presentation of financial gains; vi ) introduction of measurement indicators IROG in respect of the hospital. Finally, the subject studied may evolve, especially in organizations focused on improving its operational processes and action plans to establish a systematic process for continuous improvement of their management.

Alors que la période qui suit la fin de la guerre froide est caractérisée par une restructuration profonde des industries de la défense au niveau mondial, la plupart des études portent sur les mutations à l’œuvre au sein des principaux pays producteurs et de quelques grands pays émergents. Face à cette situation, ce travail doctoral s’intéresse plus spécifiquement au cas des « petits Etats ». La littérature spécialisée tend en effet généralement à considérer qu’après la fin de la course aux armements qui caractérise la période de l’affrontement bipolaire, seules les principales puissances conserveraient la maîtrise de la conception d’armements sophistiqués alors que les Etats aux budgets militaires significativement plus faibles n’auraient d’autre possibilité que d’accepter un rôle de plus grande subordination à travers une modalité principale : l’intégration au sein des chaînes de valeur des principaux producteurs mondiaux en tant que fournisseurs de systèmes, sous-systèmes et composants. Dans ce cadre, la capacité à concevoir des plateformes (véhicule, navire, sous-marin, avion, hélicoptère…) échapperait définitivement aux « petits Etats » et serait le seul apanage des grandes puissances. Partant du constat du maintien de capacités au niveau de la construction de plateformes dans plusieurs « petits Etats » européens, ce travail s’interroge sur les conditions dans lesquelles ces derniers sont parvenus à conserver un tel niveau de compétence industrielle. Organisé autour de quatre études de cas (Suisse, Finlande, Pays-Bas et Suède) dans trois secteurs distincts (terrestre, naval et aéronautique militaire), il cherche à comprendre si ces capacités constituent un héritage du passé tôt ou tard condamné à disparaître, ou si elles s’insèrent dans des stratégies viables et potentiellement transposables à d’autres trajectoires nationales. Pour ce faire, ce travail commence par revenir sur les apports des principales recherches françaises dans le champ de l’économie de la défense, puis il mobilise les travaux de Michael Porter sur le positionnement concurrentiel et sur les déterminants de l’avantage concurrentiel national afin de les appliquer à l’étude des industries militaires des « petits Etats ». / While the period that follows the end of the cold war is still characterized by a deep restructuring of the world defense industries, most of the studies focus on the changes at work within the main producing nations and a few large developing countries. By contrast, this doctoral dissertation focuses more specifically on the situation of the “small states”. Specialized literature tends to suggest that following the arms race that prevailed during the years of bipolar confrontation, only the largest powers would dominate the research and development of sophisticated armaments, while the weaker nations with significantly lower defense budgets would be reduced to playing a minor role through a core modality – their integration within the value chains of the main world producers as suppliers of systems, subsystems and components. In this framework, the ability to design and build platforms (i.e. vehicle, ship, submarine, aircraft, helicopter...) would definitively elude the “small states” and would remain the sole prerogative of the biggest powers. On the basis of the fact that several “small” European states still do have some platform-building capabilities in the military area, this dissertation investigates how the latter succeeded in retaining such a level of industrial competence. Based upon four case studies (Switzerland, Finland, Netherlands and Sweden) in three different sectors (military land, naval and aeronautics), its aim is to understand whether these industrial capabilities do constitute a legacy that will inevitably disappear in the long run, or whether they are integrated within viable strategies that might be succesfully implemented in other national trajectories. To do so, this doctoral work starts by investigating the findings of the main French researches conducted in the field of defense economics, and it subsequently uses the contributions of Michael Porter on competitive positioning and the determinants of the competitive advantage of nations in order to apply them to the study of the military industries of the “small states”.