Por que a indústria editorial está empreendendo a difusão do livro digital quando esse padrão tecnológico perturba o regime de proteção e enforcement do copyright? Se a duplicação da criação intelectual e sua transmissão simultânea por meio de um arquivo digital inviabiliza o aparato coercitivo que ampara o enforcement do copyright, emerge daí um paradoxo. Por que precisamos dessa proteção jurídica? A questão central desta dissertação busca responder como a alocação de recursos na indústria editorial revela as escolhas estratégicas específicas para apropriação de lucros. Este trabalho é conduzido como uma pesquisa exploratória multidisciplinar por meio dos referenciais da economia histórica, economia do conhecimento, economia neoinstitucional, sociologia econômica e estratégia. Após a introdução, o trabalho foi desenvolvido em cinco partes. Os quatro capítulos iniciais desenvolvem quatro ensaios teóricos correlacionados em que, por diferentes perspectivas, busca-se elucidar o efeito resultante (positivo ou negativo) da proteção da propriedade intelectual sobre bem-estar social e sobre os mecanismos contratuais e estratégias empregados pelos agentes econômicos em reação ao delineamento jurídico copyright. O último capítulo encerra o trabalho com três pesquisas empíricas. Com o intuito de capturar os efeitos de diferentes ambientes institucionais é feita uma análise institucional comparativa entre quatro países (Brasil, Estados Unidos, França e Reino Unido) no período entre 1999 e 2010, buscando compreender como as organizações alocam recursos para apropriar lucros. A partir dos principais determinantes desta mudança tecnológica as características da regulação de copyright norte-americana e seu peso e influência no comércio internacional de bens intelectuais, na ação estratégica de dois agentes poderosos, a Amazon , Apple e Google e, finalmente, na existência de valor econômico representado pelas obras públicas existentes em domínio público que podem ser capturadas e ofertadas no formato digital - conclui-se que antes de almejar lucro, a indústria editorial busca acordar uma nova organização setorial para a criação e a distribuição de excedentes que vai impactar em uma nova forma de especialização e coordenação da produção. O presente estudo desenvolve uma abordagem de business history, colocando-se como uma interface entre a economia da propriedade intelectual, a análise institucional e a organização da firma e dos mercados / Why is the book business adopting and diffusing the digital book technology when this standard is supposed to disturb the enforcement of the copyright regime? If the digital reproduction of intellectual work is also followed by simultaneous and ubiquitous distribution and making it even harder to enforce the mechanisms that bounds the copyright a paradox emerges as a consequence. Why is this legal regulation necessary? We pursue to investigate the research question how the publishing business resource allocation strategy is correlated to profit appropriation. This dissertation is developed as a multidisciplinary effort based on the theoretical pillars within economic history, knowledge economy, neoinstitutional economics, sociology economics and strategy. After introduction, the work is divided in five chapters. The four initial chapters develop four correlated theoretical essays, with different lenses, aimed to search how the system of intellectual property rights affects, positively and negatively, the welfare and the strategic and contractual mechanisms carried by the economic agent as a reaction towards the copyright legal system. The final chapter concludes the research with three empirical investigations. Four different institutional environments - Brazil, France, United Kingdom and United States are comparatively evaluated in order to capture the effects of the industry resource allocation strategy and its relation to profit appropriation. The conclusion is that the main drivers of technology change - the special features of the North American regulation and its major importance on international trade, the strategic impact of major players, Amazon Apple and Google, and the large number of works available in the public domain to be captured - it is argued that the publishing business is not necessarily seeking to make a profit in the short term but gearing into a new production and distribution arrangement which is going to result in a new system of rent creation and distribution. This research is developed as a business history narrative, positioned within the fields of economics of intellectual property rights, institutional analysis and the study of firm and market organization.

As empresas necessitam desenvolver capacidades específicas no processo de desenvolvimento de produto, a fim de que esse processo contribua diretamente com sua estratégia competitiva, produzindo produtos com custos, preços e expectativas compatíveis ao mercado em que estão inseridas. Dessa forma, a interação da estratégia competitiva e custos com o PDP tornam-se central a sua competitividade. Nesse contexto, esta investigação tem como objetivo compreender como a estratégia competitiva e custos interagem com o PDP das empresas. Para tanto, foi desenvolvida uma pesquisa exploratória, com abordagem qualitativa, utilizando-se do estudo de casos múltiplos como estratégia de pesquisa, e a entrevista individual em profundidade como técnica de coleta de dados. Tendo em vista o referencial teórico abordado e a análise realizada por este estudo, foi utilizado como base para a análise das interações o modelo de PDP desenvolvido por Ulrich e Eppinger (2004), o qual discute de forma genérica a interação entre empresa, mercado e o macroambiente com o PDP. As principais contribuições do trabalho estão direcionadas à compreensão dos elementos de interações. Nesse sentido, este estudo contribui na medida em que explora de forma mais focada como a estratégia competitiva e custos interagem com o PDP em três organizações de portes e segmentos distintos. Além disso, este estudo analisou cada fase do PDP e seus respectivos elementos de interações. Ao final, são apresentadas as limitações e sugestões para estudos futuros. / Companies need to develop specific capabilities in the process of product development, in order to this process contributes directly to competitive strategy, producing products with costs, prices and expectations compatible to the market in which they operate. Thus, the interaction of competitive strategy and cost with PDP becomes central to companies competitiveness. In this context, this research aims to understand how the competitive strategy and cost interact with PDP of companies. To this end, it was developed an exploratory study with qualitative approach, using multiple case study as research strategy, and in-depth individual interviews as technique for data collection. According to theoretical review and analysis addressed by this study, the PDP model developed by Ulrich and Eppinger (2004) was used as basis for analyzing the interactions. That model discusses in general terms the interaction between company, market and macro-environment with the PDP. The main contributions of the work are directed to the understanding of these interactions. Thus, this study contributes exploring more focused how competitive strategy and cost interact with the PDP in three organizations with different sizes and segments. In addition, this study has analyzed each step of the PDP and its respective elements of interactions. Finally, we present the limitations and suggestions for future studies.

The thesis deals with the optimal choice of competitive strategy for the company Sulko. The work consists of an analysis of the company´s current state, the theoretical background and the proposal part. The part of thesis analyzing the company´s current state focuses on whether the company has a competitive strategy and strategic goals set. The theoretical part describes the issue of competitive strategy, the process of strategy formation and competitive advantages. The third part includes the comparison of Sulko to the top ten competitors at the market and also there is a practical example of all companies´ responses to customer´s demand for a product. Finally, the optimal competitive strategy is determined.

The diploma thesis is focused on developing the competitiveness of the company using proposals within the marketing mix. The business of the company is the production of photo calendars. The first part of the thesis is focused on theoretical background, which is followed by an analytical part, containing analysis of general and field environment and other analyzes that lead to the evaluation of the company. The last part includes suggestions for changes in the marketing mix, which will lead to the fulfillment of the goal of the work.

This diploma thesis is focused on creation of competitive strategy of small family firm. It analyses current status of a company, which is specialized in complete design and stress analysis of constructions. The thesis investigates impact of external enviroment on the firm and it also analyses internal enviroment. The thesis defines strategic targets, contains proposal of competitive strategy of the company and time of its implementation.

Diploma Thesis called “Development of competitiveness of company” deals with Hotel Arigone*** precautions for the hotel competitiveness improvement. The precautions were designed after reviewing of analyses data and evaluation of surveys which were the base for SWOT analysis adjustment. These precautions include location utilization, environmental measures, event marketing and stay packages.

Marketing company Propeople was invited by manufacturer of roofing Alpha System company for submitting of offer for a tender for new communication agency. Offer made by Propeople company is mainly based on finding competitive elements of the manufacturer, on which an advertising campaign will be build up that this manufacturer can be sufficiently distinguished from its competitors and thus enhance its competitiveness.

This master´s thesis is focused on competitiveness and consequent formation of the proposal of the strategy for incresing competitiveness of dance school Danza. Base data for the new strategy are gained from teoretical knowledge, the application of a questionnare survey and from analysis of general, branch and internal environment and SWOT analysis. Particular components of strategy,elements of marketing mix, are proposed on the base of data processing and their evaluating. This strategy is prerequisite for increasing competitiveness of the dance school Danza and creating her steady position on the market.

The thesis discusses the company tradesman doing business in the manufacturing market. Tradesman operates handicraft production, joinery, modeling. The thesis monitors the position of the entrepreneur due to market competition. Based on the analysis suggests tradesman how to improve his position in the competition. The thesis offers specific measures to improve business competitiveness.

Master thesis focuses on developing proposals for strengthening competitiveness of a company engaged in the development, manufacture and sale of electronic light sources with glass or plastic shades. Aim of the thesis is to process and evaluate proposals for measures leading to strengthening company’s competitiveness on the Czech market and contributing to ensure company's sales growth on the market. The proposals are based on theoretical knowledge gained from professional literature and on analyses of the current state of the company.