La surévaluation des capitaux propres implique le danger que le dirigeant adopte des stratégies d’investissement discrétionnaires destructrices de valeur. Pourtant, la croissance externe pourrait également être utilisée comme moyen d’accéder à de nouvelles ressources et compétences clés qui font naître de nouveaux produits. Quel est le rôle de la gouvernance de l’entreprise dans une situation de surévaluation des capitaux propres ? Va-t-elle privilégier la voie disciplinaire en encadrant le comportement opportuniste du dirigeant, ou privilégier la voie exploratoire, c’est-à-dire la découverte de nouvelles opportunités de croissance ? Dans cette perspective, l’étude se concentre sur l’analyse des stratégies de sept groupes de communication à l’aube de la bulle Internet. Ayant édifié un cadre conceptuel élargi intégrant la stratégie de diversification, la gouvernance de l’entreprise et les mesures de création de valeur, nous concentrons notre analyse sur l’étude des différents leviers stratégiques de création de valeur attribuables à une stratégie de diversification : synergies entre flux de trésorerie, synergies en capacité managériale ou synergies organisationnelles à travers le partage de ressources stratégiques et de compétences distinctives. Puis, l’analyse se focalise sur le rôle de la gouvernance dans le processus de création de valeur : quel composant soutient l’adaptation d’une stratégie de diversification concentrique, liée, verticale et conglomérale ? L’étude propose un modèle intégral mesurant l’impact des différentes variables et formule des propositions visant à améliorer la surveillance du management dans un contexte de surévaluation des capitaux propres. / The overvaluation of the stockholders' equity implies the danger of the CEO adopting discretionary strategies having a negative impact on shareholders` value. However, diversification strategies could also be used as means of reaching new resources and key competencies that give birth to new products and markets. What is the role of corporate governance in a situation of overvalued stockholders' equity? Will it privilege the disciplinary way by framing the opportunistic behavior of the chief executive officer, or will it privilege the exploratory way, i.e. the discovery of new growth opportunities? From this point of view, the study concentrates on the analysis of the diversification strategies of seven media groups at the dawn of the Internet bubble. Having built a widened conceptual framework integrating the strategy of diversification, the governance of the company and the measures of value creation, we will concentrate our analysis on the study of different strategic levers ascribable to a diversification strategy: synergies between treasury flows, synergies in managerial capacity or organizational synergies through the sharing of distinctive competencies and strategic resources. Then, the analysis focuses on the role of corporate governance in the process of value creation: which component has an influence on the implementation of concentric, linked, vertical or conglomerate diversification? The study will summarize the different results within an integral model and propose different suggestions aiming at the monitoring of top management in the context of overvalued stockholders' equity.

The R.O.C. has already joined World Trade Organization ¡]called WTO¡^ since January 2002, and it has brought our country the great impact in all aspects. The enterprises face many challenges, which are caused by the necessary and sharply changes of economical development policies, including the modulation of industrial structure, the renewal of commercial working mode, and the regeneration of the main power of the enterprises. In order to bring the synergy into full play, the enterprises must make good use of the Portfolio policy, select center industry for the foundation of the Diversification Strategy, utilize effectual managerial skills and advanced technology, and coordinate suitable organization structure and management philosophy. This research uses case method to analyze China Steel Structure Co.¡]called CSSC¡^; as for implanting the above-mentioned methods to reengineer corporation and using diversification strategy to deal with a company after it joins WTO, this research addresses effective operate strategies and specific suggestions. In addition, the research is based on Resource Based Theory and Diversification Strategy to confer company¡¦s resources-assets, skills, and capabilities to create core advantage and accumulate abilities to make the company reach interior consistency and bring the overall achievements, which included harmonized resources, scope of business/structures and coordinated/controlled systems into full play. Which mode should the company select for future management strategy? According to the result of generalization question, based on appropriate theory, the suggestion, which the company should adopt are as follows: 1¡BExpansion of the scope of business: ¡]1¡^Two alarming earthquakes occur continuously, then the steel structure substitutes the traditional structure, such as ferroconcrete and reinforced brick ones. It is not only able to be the precaution against earthquake and conform with the requirement of green architecture of environmental protection, but also the necessary product for the future architecture. ¡]2¡^The reachable range of CSSC manufactures are able to extend naturally with the superiority of excellent techniques, effective management skills, and punctual deliveries and CSSC can establish the factories in the mainland china first. 2¡BDiversification ¡]1¡^Related Diversification Strategy Diversify corporation supply chain: establish construction, engineering company. Diversify operation: corporate venture of employees and establish assemble company ¡]2¡^Mergence and strategic alliance Apply CSSC¡¦s financial resources to invest or merge companies which are healthy but lack of capitals or funds; launch joint ventures with project consultant companies, architects and construction professions. 3¡BAdjustment of organization To face the knowledge economy age, CSSC should take down, classify, and store the experience and knowledge of the core abilities, such as steel structure technology and production management. Then, organize all professional knowledge, rethink over the structure of the company¡¦s organization in coordination with the suggestions, which the research mentioned above.

Agriculture has not been a mean of securing a food for nations for a long time. Today, thanks to the European union policy, the business activities of agricultural enterprises head towards to the energetics industry and to other industries like heating, forestry or services that enable the companies to diversify their activities beyond the borders of the primary sector. The reasons for a decision of extending the strategic focus of business are many: smaller dependency on weather, better market position in the relevant micro environs, more effective use of agricultural land, local energetic self-sufficiency. This thesis analyses especially the transition of the Czech agriculture from the concept of securing the food self-sufficiency of the state towards to the concept of securing energetic self-sufficiency of the state, facilitated by the renewable energy sources produces by farmers, and other development trends in the Czech agriculture in the European transnational, Czech national and local business context.

The global semiconductor industry had gone through a consecutive years of prosperity in the 1990s due to the strong demand in personal computer as well as the enormous internet investiment. Even more, it gained an eruptive growth in years 1999 and 2000. The semiconductor fabrication companies¡¦ capital spending in new equipment segment grew year by year. The equipment suppliers¡¦ revenue and gross margin had then set record high. However, combined the internet bubbled in 2000 with the shortage of killer application, the chip makers¡¦ capital spending had thereafter dramatically slowdown for years and hence seriously impacted the equipment suppliers¡¦ financial performance. Ever after the great recession in year 2000, the equipment suppliers have been taking steps to alleviate the industry downturns¡¦ impact in their financial report. Meanwhile, the companies have also identified ways to further grow their business. Besides, the semiconductor industry has been introducing advanced nanomanufacturing technologies which demand huge resource commitment as well as capital investiment. The chip makers have therefore urged the equipment suppliers to assist them in area about cost reduction and productivity improvement. This study takes the world biggest semiconductor frabication equipment maker, Applied Materials, as an example, to investigate the company¡¦s strategically responsivenesses against the business cycles, the current industry environment and its desire in business growth. The conclusions are: 1)Applied Materials has been taking joint ventures, outsourcing and global development center establishments to reduce its operation cost. It had also entered the fab service market to create a new niche. 2)In response to the customers¡¦ demand in productivity improvement , Applied Materials has been activating differentiation strategies to develop high-productivity products. It has also been performing Continuous Improvement Plans (CIP) to further reduce its products¡¦ Cost Of Ownership (COO) to meet the customers¡¦ requirement in cost reduction. 3)The equipement suppliers have been conducting related constrained diversification strategies to extend their business scope. They mostly used the Mergers & Acquisitions to enter the new markets. 4)The strategy effectiveness (in view of the shareholders¡¦ return on investment), is positively related to its consistency with the company¡¦s core competencies. In other word, the higher the consistency is, the better the ROI will be. Keyword: Internal Environment Analysis, External Environment Analysis, Strategic Responsiveness, Diversification Strategy, Differentiation Strategy, Mergers & Acquisitions

The purpose of the study is to discuss the effect of three kinds of diversification strategies in the smart phone industry: self-brand strategy, upward integration strategy and brand extension strategy. Based on the moderate effect of evaluation of firm and product involvement, the influence of these three strategies will be evaluated by consumer¡¦s view when firms who are smart phone-related consider entering smart phone industry. Hon Hai, Canon and CHT were selected as cell phone equipment manufacturer, digital camera firm and internet service provider through pre-test 2. A 3(diversification strategy: self-brand strategy, upward integration strategy, brand extension strategy)x 2 (brand evaluation: high, low) experimental design collected data from white color workers and master students in NSYSU through 6 color printed advertisements. First of all, the result of search suggests that the willingness to buy is effected by different evaluations on cell phone equipment manufacturer and digital camera firm. Willingness to buy will be high if the evaluation of cell phone equipment manufacturer and digital camera firm is high too. However, for consumer, willingness to buy is not different whether the evaluation of internet service provider is high or low. Second, consumer involvement influences the behavior of buying smart phone. Consumer who is high-involvement has higher willingness to buy than low-involvement under three different strategies. Finally, willingness to buy is not different under these three strategies no matter what strategies firms adapt when they try to enter smart phone Industry.

O desenvolvimento rural já não pode estar alicerçado apenas sobre atividades agrárias tradicionais, permanentemente submetidas ao risco, à incerteza e à exaustão dos fatores de produção. É necessário diversificar a pauta de produtos e serviços que geram o sustento das unidades rurais. O turismo rural surge como uma alternativa para o atendimento da demanda por atividades de turismo e, como uma das opções que contribuem para a ampliação da pauta de estratégias de sustento das famílias rurais. Para dar conta desta dinâmica, o objetivo geral desta tese concentra-se na elaboração e aplicação de uma estrutura de análise que permita observar o desenvolvimento da estratégia de diversificação de sustento em propriedades rurais e o processo da capacidade absortiva no turismo rural. Para tanto, o estudo procede a uma revisão da literatura que trata da estratégia de diversificação de sustento rural e, num segundo momento, soma o construto da capacidade absortiva, o qual complementa a ideia da absorção de conhecimentos novos, que são combinados com o conhecimento prévio aplicado no turismo rural. Tais argumentos respaldam-se no aspecto de que, produtores acostumados a atuar em atividades agropecuárias e que optam por diversificar sua matriz de sustento pelo oferecimento da prestação de serviço de turismo rural possuem conhecimento prévio (das atuais atividades agropecuárias), o qual com o conhecimento novo que é assimilado e aplicado no turismo rural com o intuito de obter uma performance que assegure um nível de sustento para a família rural (capacidade absortiva). Em termos metodológicos, a pesquisa realizada foi exploratória, estudando casos múltiplos, tendo sido eleitas três unidades de análise (fazendas de turismo rural) selecionadas intencionalmente e por conveniência. Os participantes responderam ao roteiro de entrevista semiestruturado com categorias determinadas a priori. Optou-se por entrevistar os proprietários das três fazendas e, numa delas, a administradora do empreendimento, que tem relação direta com a gestão do empreendimento de turismo rural. As categorias de análise compreendem a caracterização das propriedades rurais, a estratégia de diversificação de sustento rural e a capacidade absortiva. Além dos dados primários coletados nas entrevistas, foram utilizados dados secundários inerentes ao fenômeno do turismo rural nos dois municípios (Lages/SC e Passo Fundo/SC). A análise qualitativa dos dados inspirou-se na técnica de análise de conteúdo, que se alinha à estrutura de análise formulada. Como principais achados da pesquisa identificou-se que, na implementação da estratégia de diversificação de sustento rural, a motivação dá-se em torno da geração de renda e da permanência no meio rural, o que se viabiliza a partir do acesso que as famílias têm à plataforma de sustento ou capitais usados no processo. Em termos de conhecimento prévio que se soma ao conhecimento novo que é assimilado e aplicado no novo negócio (turismo rural), como resultado final tem-se a criação de novos produtos e serviços que revertem na satisfação dos turistas, na consciência de que o processo de inovação deve ser uma constante e na inserção de novas técnicas de gestão. E, finalmente, a performance da estratégia de diversificação de sustento rural fecha a análise ao evidenciar que o acesso ao capital natural, humano, social, físico e financeiro é condição sine qua non para o sucesso do turismo rural, além de que o conhecimento desenvolve e aprimora o negócio diversificado e a estratégia de diversificação é capaz de prover o sustento e, por consequência, a permanência das famílias no meio rural. / Rural development should not only be based on traditional farming activities, which are permanently submitted to risks, uncertainty and exhaustion of the factors of production. It is necessary to diversify the products and services that generate the sustenance of rural units. With this in mind, rural tourism emerges as an alternative that meets the demands for tourism activities and as an option that can contribute to the increase of sustenance strategies for rural families. In order to handle this dynamic, the general purpose of this work is concentrated in the elaboration and application of an analytical structure that allows an observation of the development of sustenance diversification strategies in rural properties and the absorptive capacity in rural tourism. For such reason, the study carries out a literature review that concerns rural sustenance diversification strategies and in a second moment adds the absorptive capacity construct, which complements the idea of absorption of new knowledge, which is combined with the previous knowledge applied to rural tourism. Such arguments are supported by the fact that producers accustomed to perform in farming activities and that choose to diversify their sustenance matrix by offering rural tourism services possess previous knowledge (of the current farming activities), which combined with the new information that is assimilated and applied to rural tourism with the intention of obtaining a better performance, assures a level of sustenance for the rural family (absorptive capacity). In methodological terms, the research carried out was of the exploratory type, with multiple case studies, being that three units of analysis (rural tourism farms) were chosen intentionally and due to convenience. The participants answered the semi structured interview containing categories determined a priori. The owners of three farms and in one case the project manager, who has a direct relation with the management of the rural tourism enterprise, were chosen for the interviews. The categories of analysis comprehend the characterization of rural properties, rural sustenance diversification strategies and absorptive capacity. Besides the primary data collected through the interviews, secondary data inherent to the rural tourism phenomenon in both cities studied (Lages/SC and Passo Fundo/RS) were used. The qualitative analysis was inspired on the content analysis technique, which is aligned to the structure of analysis formulated. Among the main results of the study, it was identified that during the implementation of the rural sustenance diversification strategies, the greatest motivations are related to income generation and permanence in rural areas, which is made possible due to the access families have to sustenance platforms or capitals used in the process. In terms of the previous knowledge combined with new knowledge and assimilated and applied to the new business (rural tourism), the results were the creation of new products and services reverted towards tourist satisfaction, consciousness that the innovation process must remain a constant and the insertion of new management techniques. And finally, the performance of rural sustenance diversification strategies finishes the analysis by evidencing that the access to natural, human, social, physical and financial capital is condition sine qua non for the success of rural tourism, besides the fact that knowledge develops and perfects the diversified business and the diversification strategy capable of promoting sustenance and, as a consequence, the permanence of the family in rural areas.

O desenvolvimento rural já não pode estar alicerçado apenas sobre atividades agrárias tradicionais, permanentemente submetidas ao risco, à incerteza e à exaustão dos fatores de produção. É necessário diversificar a pauta de produtos e serviços que geram o sustento das unidades rurais. O turismo rural surge como uma alternativa para o atendimento da demanda por atividades de turismo e, como uma das opções que contribuem para a ampliação da pauta de estratégias de sustento das famílias rurais. Para dar conta desta dinâmica, o objetivo geral desta tese concentra-se na elaboração e aplicação de uma estrutura de análise que permita observar o desenvolvimento da estratégia de diversificação de sustento em propriedades rurais e o processo da capacidade absortiva no turismo rural. Para tanto, o estudo procede a uma revisão da literatura que trata da estratégia de diversificação de sustento rural e, num segundo momento, soma o construto da capacidade absortiva, o qual complementa a ideia da absorção de conhecimentos novos, que são combinados com o conhecimento prévio aplicado no turismo rural. Tais argumentos respaldam-se no aspecto de que, produtores acostumados a atuar em atividades agropecuárias e que optam por diversificar sua matriz de sustento pelo oferecimento da prestação de serviço de turismo rural possuem conhecimento prévio (das atuais atividades agropecuárias), o qual com o conhecimento novo que é assimilado e aplicado no turismo rural com o intuito de obter uma performance que assegure um nível de sustento para a família rural (capacidade absortiva). Em termos metodológicos, a pesquisa realizada foi exploratória, estudando casos múltiplos, tendo sido eleitas três unidades de análise (fazendas de turismo rural) selecionadas intencionalmente e por conveniência. Os participantes responderam ao roteiro de entrevista semiestruturado com categorias determinadas a priori. Optou-se por entrevistar os proprietários das três fazendas e, numa delas, a administradora do empreendimento, que tem relação direta com a gestão do empreendimento de turismo rural. As categorias de análise compreendem a caracterização das propriedades rurais, a estratégia de diversificação de sustento rural e a capacidade absortiva. Além dos dados primários coletados nas entrevistas, foram utilizados dados secundários inerentes ao fenômeno do turismo rural nos dois municípios (Lages/SC e Passo Fundo/SC). A análise qualitativa dos dados inspirou-se na técnica de análise de conteúdo, que se alinha à estrutura de análise formulada. Como principais achados da pesquisa identificou-se que, na implementação da estratégia de diversificação de sustento rural, a motivação dá-se em torno da geração de renda e da permanência no meio rural, o que se viabiliza a partir do acesso que as famílias têm à plataforma de sustento ou capitais usados no processo. Em termos de conhecimento prévio que se soma ao conhecimento novo que é assimilado e aplicado no novo negócio (turismo rural), como resultado final tem-se a criação de novos produtos e serviços que revertem na satisfação dos turistas, na consciência de que o processo de inovação deve ser uma constante e na inserção de novas técnicas de gestão. E, finalmente, a performance da estratégia de diversificação de sustento rural fecha a análise ao evidenciar que o acesso ao capital natural, humano, social, físico e financeiro é condição sine qua non para o sucesso do turismo rural, além de que o conhecimento desenvolve e aprimora o negócio diversificado e a estratégia de diversificação é capaz de prover o sustento e, por consequência, a permanência das famílias no meio rural. / Rural development should not only be based on traditional farming activities, which are permanently submitted to risks, uncertainty and exhaustion of the factors of production. It is necessary to diversify the products and services that generate the sustenance of rural units. With this in mind, rural tourism emerges as an alternative that meets the demands for tourism activities and as an option that can contribute to the increase of sustenance strategies for rural families. In order to handle this dynamic, the general purpose of this work is concentrated in the elaboration and application of an analytical structure that allows an observation of the development of sustenance diversification strategies in rural properties and the absorptive capacity in rural tourism. For such reason, the study carries out a literature review that concerns rural sustenance diversification strategies and in a second moment adds the absorptive capacity construct, which complements the idea of absorption of new knowledge, which is combined with the previous knowledge applied to rural tourism. Such arguments are supported by the fact that producers accustomed to perform in farming activities and that choose to diversify their sustenance matrix by offering rural tourism services possess previous knowledge (of the current farming activities), which combined with the new information that is assimilated and applied to rural tourism with the intention of obtaining a better performance, assures a level of sustenance for the rural family (absorptive capacity). In methodological terms, the research carried out was of the exploratory type, with multiple case studies, being that three units of analysis (rural tourism farms) were chosen intentionally and due to convenience. The participants answered the semi structured interview containing categories determined a priori. The owners of three farms and in one case the project manager, who has a direct relation with the management of the rural tourism enterprise, were chosen for the interviews. The categories of analysis comprehend the characterization of rural properties, rural sustenance diversification strategies and absorptive capacity. Besides the primary data collected through the interviews, secondary data inherent to the rural tourism phenomenon in both cities studied (Lages/SC and Passo Fundo/RS) were used. The qualitative analysis was inspired on the content analysis technique, which is aligned to the structure of analysis formulated. Among the main results of the study, it was identified that during the implementation of the rural sustenance diversification strategies, the greatest motivations are related to income generation and permanence in rural areas, which is made possible due to the access families have to sustenance platforms or capitals used in the process. In terms of the previous knowledge combined with new knowledge and assimilated and applied to the new business (rural tourism), the results were the creation of new products and services reverted towards tourist satisfaction, consciousness that the innovation process must remain a constant and the insertion of new management techniques. And finally, the performance of rural sustenance diversification strategies finishes the analysis by evidencing that the access to natural, human, social, physical and financial capital is condition sine qua non for the success of rural tourism, besides the fact that knowledge develops and perfects the diversified business and the diversification strategy capable of promoting sustenance and, as a consequence, the permanence of the family in rural areas.

O desenvolvimento rural já não pode estar alicerçado apenas sobre atividades agrárias tradicionais, permanentemente submetidas ao risco, à incerteza e à exaustão dos fatores de produção. É necessário diversificar a pauta de produtos e serviços que geram o sustento das unidades rurais. O turismo rural surge como uma alternativa para o atendimento da demanda por atividades de turismo e, como uma das opções que contribuem para a ampliação da pauta de estratégias de sustento das famílias rurais. Para dar conta desta dinâmica, o objetivo geral desta tese concentra-se na elaboração e aplicação de uma estrutura de análise que permita observar o desenvolvimento da estratégia de diversificação de sustento em propriedades rurais e o processo da capacidade absortiva no turismo rural. Para tanto, o estudo procede a uma revisão da literatura que trata da estratégia de diversificação de sustento rural e, num segundo momento, soma o construto da capacidade absortiva, o qual complementa a ideia da absorção de conhecimentos novos, que são combinados com o conhecimento prévio aplicado no turismo rural. Tais argumentos respaldam-se no aspecto de que, produtores acostumados a atuar em atividades agropecuárias e que optam por diversificar sua matriz de sustento pelo oferecimento da prestação de serviço de turismo rural possuem conhecimento prévio (das atuais atividades agropecuárias), o qual com o conhecimento novo que é assimilado e aplicado no turismo rural com o intuito de obter uma performance que assegure um nível de sustento para a família rural (capacidade absortiva). Em termos metodológicos, a pesquisa realizada foi exploratória, estudando casos múltiplos, tendo sido eleitas três unidades de análise (fazendas de turismo rural) selecionadas intencionalmente e por conveniência. Os participantes responderam ao roteiro de entrevista semiestruturado com categorias determinadas a priori. Optou-se por entrevistar os proprietários das três fazendas e, numa delas, a administradora do empreendimento, que tem relação direta com a gestão do empreendimento de turismo rural. As categorias de análise compreendem a caracterização das propriedades rurais, a estratégia de diversificação de sustento rural e a capacidade absortiva. Além dos dados primários coletados nas entrevistas, foram utilizados dados secundários inerentes ao fenômeno do turismo rural nos dois municípios (Lages/SC e Passo Fundo/SC). A análise qualitativa dos dados inspirou-se na técnica de análise de conteúdo, que se alinha à estrutura de análise formulada. Como principais achados da pesquisa identificou-se que, na implementação da estratégia de diversificação de sustento rural, a motivação dá-se em torno da geração de renda e da permanência no meio rural, o que se viabiliza a partir do acesso que as famílias têm à plataforma de sustento ou capitais usados no processo. Em termos de conhecimento prévio que se soma ao conhecimento novo que é assimilado e aplicado no novo negócio (turismo rural), como resultado final tem-se a criação de novos produtos e serviços que revertem na satisfação dos turistas, na consciência de que o processo de inovação deve ser uma constante e na inserção de novas técnicas de gestão. E, finalmente, a performance da estratégia de diversificação de sustento rural fecha a análise ao evidenciar que o acesso ao capital natural, humano, social, físico e financeiro é condição sine qua non para o sucesso do turismo rural, além de que o conhecimento desenvolve e aprimora o negócio diversificado e a estratégia de diversificação é capaz de prover o sustento e, por consequência, a permanência das famílias no meio rural. / Rural development should not only be based on traditional farming activities, which are permanently submitted to risks, uncertainty and exhaustion of the factors of production. It is necessary to diversify the products and services that generate the sustenance of rural units. With this in mind, rural tourism emerges as an alternative that meets the demands for tourism activities and as an option that can contribute to the increase of sustenance strategies for rural families. In order to handle this dynamic, the general purpose of this work is concentrated in the elaboration and application of an analytical structure that allows an observation of the development of sustenance diversification strategies in rural properties and the absorptive capacity in rural tourism. For such reason, the study carries out a literature review that concerns rural sustenance diversification strategies and in a second moment adds the absorptive capacity construct, which complements the idea of absorption of new knowledge, which is combined with the previous knowledge applied to rural tourism. Such arguments are supported by the fact that producers accustomed to perform in farming activities and that choose to diversify their sustenance matrix by offering rural tourism services possess previous knowledge (of the current farming activities), which combined with the new information that is assimilated and applied to rural tourism with the intention of obtaining a better performance, assures a level of sustenance for the rural family (absorptive capacity). In methodological terms, the research carried out was of the exploratory type, with multiple case studies, being that three units of analysis (rural tourism farms) were chosen intentionally and due to convenience. The participants answered the semi structured interview containing categories determined a priori. The owners of three farms and in one case the project manager, who has a direct relation with the management of the rural tourism enterprise, were chosen for the interviews. The categories of analysis comprehend the characterization of rural properties, rural sustenance diversification strategies and absorptive capacity. Besides the primary data collected through the interviews, secondary data inherent to the rural tourism phenomenon in both cities studied (Lages/SC and Passo Fundo/RS) were used. The qualitative analysis was inspired on the content analysis technique, which is aligned to the structure of analysis formulated. Among the main results of the study, it was identified that during the implementation of the rural sustenance diversification strategies, the greatest motivations are related to income generation and permanence in rural areas, which is made possible due to the access families have to sustenance platforms or capitals used in the process. In terms of the previous knowledge combined with new knowledge and assimilated and applied to the new business (rural tourism), the results were the creation of new products and services reverted towards tourist satisfaction, consciousness that the innovation process must remain a constant and the insertion of new management techniques. And finally, the performance of rural sustenance diversification strategies finishes the analysis by evidencing that the access to natural, human, social, physical and financial capital is condition sine qua non for the success of rural tourism, besides the fact that knowledge develops and perfects the diversified business and the diversification strategy capable of promoting sustenance and, as a consequence, the permanence of the family in rural areas.

President Chain Store Corp. (PCSC), the leading chain store company in Taiwan, utilizing the successful experience to develop their logistic business, thus has been built up the strong subsidiary logistic group of Uni-President nowadays. PCSC structure the integrated production line, which enables each of the business unit to focus on the competitive advantage and utilize the inter-group resources successfully. This integrated structure also enhances the core ability of every business unit which lifts the group from retail industry to the brand with high value-adding brand marketing all over the world. The purpose of this research, using the methodology of Smiling Curve, is to find out the connection between the acquisition of crucial re source and the build-up of crucial process, as well as the impact of benefit and efficiency brought to the group. This research try to use the concept of ¡§ the acquisition of crucial resource¡¨, ¡§ the efficiency of resource utilization¡¨ and the ¡§the build-up of crucial process¡¨ to probe the connection among the best timing for entering new market, the process of acquiring the resource and the timing of acquisition. Furthermore, this research would like to probe how to acquire the crucial resource and build up crucial process, given that under the circumstance of the positive startup of both resource and market. The major findings from this research with the methodology of Smiling Curve for the explanation of integrated strategy and effectiveness come to three points: the 1st is the vertical integration shortens the sales channels, the shorter of the channel, the higher of the value-adding will be; the 2nd is the horizontal integration enables each division to concentrate on the core business to accelerate the leading advantage; the 3rd is the well implementation of related diversification strategies to adopt the overseas brands know-how and corporate-owned trained specificity of human capital to achieve the target of lifting the operation efficiency. This synergy justify the result of aiming at higher value-adding activities, such customers-oriented marketing and service, the value chain relocation, move PCSC to the Y-axis as increasing value-added brand.

Submitted by Giancarlo Bruno Gentiluomo (giancarlo.bg@gmail.com) on 2015-02-27T14:51:00Z No. of bitstreams: 1 Versão_Protocolo_Final_Giancarlo_Bruno_Gentiluomo.pdf: 761525 bytes, checksum: 89e2731935d029f363b73e796c4e8932 (MD5) / Approved for entry into archive by Renata de Souza Nascimento (renata.souza@fgv.br) on 2015-02-27T14:53:47Z (GMT) No. of bitstreams: 1 Versão_Protocolo_Final_Giancarlo_Bruno_Gentiluomo.pdf: 761525 bytes, checksum: 89e2731935d029f363b73e796c4e8932 (MD5) / Made available in DSpace on 2015-02-27T15:14:27Z (GMT). No. of bitstreams: 1 Versão_Protocolo_Final_Giancarlo_Bruno_Gentiluomo.pdf: 761525 bytes, checksum: 89e2731935d029f363b73e796c4e8932 (MD5) Previous issue date: 2015-01-27 / This study analyzes how managers select between corporate restructuring implementation alternatives. This paper argues that the diversification strategy results in information asymmetries, which can be mitigated through one of the two most common forms of corporate restructuring: spin-offs and sell-offs. The best way to restructure assets that reside in primary and related business lines is through spin-offs, since external agents have less information on the asset to be restructured than managers. Conversely, assets outside the main business lines tend to be restructured more efficiently by sell-offs, in which case the asymmetry of information would be favorable to outside investors and not to managers. Additionally, this study argues that in Brazil regulatory activity exerts influence on how managers select between the two corporate restructuring alternatives: companies under a stricter regulatory framework tend to restructure their assets via spin-offs in order to increase transparency and raise market value. The hypotheses were tested using logistic regression with four samples of respectively 113, 129, 278 and 312 observations. The results gave support to the third hypothesis regarding the influence of regulatory activity in the choice of corporate restructuring alternatives, but not to the other hypotheses that make up the central thesis of this study. / Este estudo analisa como os administradores de empresas escolhem a forma de reestruturar os ativos das mesmas. Argumenta-se que a estratégia de diversificação das empresas resulta no surgimento de assimetrias de informação, que podem ser mitigadas através de uma das duas formas mais comuns de reestruturação de ativos: cisão (spin-off) ou pela venda de ativos. No caso dos ativos a serem restruturados pertencerem às principais linhas de negócio da empresa, a medida mais eficaz de reestruturação seria via adoção de um spin-off, pois o conhecimento que agentes externos tem sobre o ativo a ser reestruturado é menor do que adquirido pelos administradores com o passar do tempo. Já ativos que ficam fora das principais linhas de negócio tendem a ser reestruturados de forma mais eficiente pela venda dos mesmos, pois neste caso a assimetria de informação seria favorável aos investidores externos e não aos administradores. Adicionalmente, argumenta-se que no Brasil a atividade regulatória exerce influência na escolha entre uma forma ou outra de reestruturação: empresas sob um arcabouço regulatório mais rígido tendem a realizar a reestruturação via spin-offs a fim de aumentar a clareza das informações e elevar o seu valor de mercado. A metodologia utilizada foi uma regressão logística com quatro amostras de respectivamente 113, 129, 278 e 312 observações. Os resultados encontrados deram suporte à terceira hipótese que se refere à influência da atividade regulatória na propensão das empresas a adotar um spin-off, mas não foram suficientes para sustentar as demais hipóteses que compõem a tese central deste estudo.