Made available in DSpace on 2016-03-15T19:30:43Z (GMT). No. of bitstreams: 1 Ana Maria dos Santos.pdf: 2743078 bytes, checksum: 817b26bfde3207044b1ff2b82df28f0c (MD5) Previous issue date: 2011-02-11 / Fundo Mackenzie de Pesquisa / The current fierce competition pushes organizations to look for differentials in their activities and with this movement the innovation theme has been more present in the organizational strategies as well as in the academic studies. As numerous as the innovations studies are their perspectives. To mention some examples, there are researches based on different companies sizes; others are focused in specific economic activities; some are more directed to innovation management. However, it is realized that there is still a need of further investigation in order to better understand the innovation phenomenon itself. When approaching specifically the service innovation, some scholars indicate that it is necessary an integrative approach on innovation, which are based on technical characteristics and suppliers and customers competences. The proposal of this work is in this sense, that is, to study how the innovation phenomenon occurs, independently of the economic activities of searched organizations. To do so, the innovation is studied under the routines point of view. In order to accomplish such objective it was performed a research on six services and four products, being that all of them are considered innovative by their respective organizations. The research was based on individual interviews with people that took part of the innovative services and products developments. The semi-structured interviews were choosen as the technique to gather the data. The results analysis was performed using the template technique. It is perceived that one of the major contributions of this thesis is methodological, in the sense that it is established a way to investigate the innovation under the light of search routines. In this sense elements of search routines were identified in individual and theoretical perspectives. Besides this, it was confirmed a hierarchy among the search routines. Other contribution of this study is the verification of the existence of a commom structure, underlying the different innovative services and products investigated. This structure is composed by elements and the customers of the innovative organizations are among such elements. It was verified that the size of such customers is an important factor for the development of the innovative services and products. / A competição acirrada de nossos dias faz com que as organizações busquem por formas de se diferenciar em suas atividades e com isso, o tema inovação está cada vez mais presente nas estratégias organizacionais e nos estudos acadêmicos. Tão numerosos quanto os estudos sobre inovação são os seus recortes. Para mencionar alguns exemplos, há pesquisas baseadas em diferentes portes de empresas; outras são focadas em atividades econômicas específicas; algumas são mais direcionadas à gestão da inovação. No entanto, percebe-se que ainda há necessidade de se investigar para compreender melhor o fenômeno da inovação em si. Há autores que, ao tratar especificamente de inovação em serviços, apontam que é necessária uma abordagem integradora da inovação, baseada nas características técnicas e competências envolvidas, tanto de fornecedores quanto de consumidores. A proposta deste trabalho é neste sentido, ou seja, estudar como o fenômeno da inovação ocorre independentemente das atividades econômicas das organizações pesquisadas. Para isso a inovação é pesquisada sob a ótica das rotinas. Para atingir tal objetivo foi realizada uma pesquisa sobre seis serviços e quatro produtos, todos considerados inovadores pelas suas respectivas organizações. A pesquisa foi conduzida mediante entrevistas individuais com pessoas que participaram no desenvolvimento dos serviços e produtos inovadores. As entrevistas semiestruturadas foram escolhidas como a técnica de coleta de dados. Para a análise dos resultados obtidos utilizou-se a técnica de template. Considera-se que uma das principais contribuições desta tese seja metodológica no sentido de que nela se estabelece uma forma de investigar o fenômeno da inovação à luz das rotinas de busca. Neste sentido, foram identificados elementos de rotinas de busca sob as perspectivas individual e teórica. Além disso, foi confirmada uma hierarquia entre as rotinas de busca. Outra contribuição deste estudo reside na verificação da existência de uma estrutura comum, subjacente aos diferentes tipos de serviços e produtos inovadores investigados. Dentre os elementos que compõem esta estrutura encontram-se os clientes das organizações inovadoras; verificou-se que o porte de tais clientes é um fator importante para o desenvolvimento de serviços e produtos inovadores.

Il presente lavoro di tesi ha l’obiettivo di approfondire la conoscenza dei diversi aspetti del marketing del food & beverage, in considerazione dei molteplici cambiamenti occorsi e derivanti non solo dalla tecnologia ma anche dalle preferenze dei consumatori. A tal proposito, la ricerca adotta una triplice prospettiva, prendendo in considerazione l’analisi degli attori fondamentali esperti delle dinamiche del settore: gli insegnanti di educazione alimentare nelle scuole italiene; i professionisti di marketing, trade marketing e vendite nei loro processi di integrazione; le startup digitali coinvolte nello sviluppo di progetti che innovano i canali e le modalità distributivi. Pertanto, ogni capitolo di questo lavoro si focalizza in modo indipendente su ognuno degli attori proposti, presentando evidenze empiriche e spunti di ricerca futuri. L’obiettivo dell’intero studio è dunque di analizzare l’evoluzione del settore food & beverage a livello empirico e di fornire degli avanzamenti dal punto di vista teorico. / This research project deepens the knowledge around many aspects of the marketing of the food and beverage industry to address the new challenges deriving from both incremental and disruptive changes and more unpredictable consumers’ preferences. The research adopts different perspectives of three fundamental actors: consumers, established firms, and new ventures. The first study examines teachers’ perceptions and feelings around nutrition education, to what extent these professional figures can affect students’ behavior and how they perceive the relationship with families. The second study focuses on the integration of marketing, trade marketing, and sales functions within established firms. The third paper analyzes digital startups, and it contributes to the entrepreneurial literature on startups development and survival and the development of dynamic capabilities. The aim of the study is twofold, both empirical and theoretical. At a more empirical level, the goal is to provide an in-depth understanding of the evolution of marketing in the changing and complex environment of the food and beverage system, regarding competition, channels and institutions and consumers. At a theoretical level, it tries to provide some explanatory propositions for each analyzed setting.

Cette thèse porte sur le rôle des capacités dynamiques dans le processus d’internationalisation des entreprises chinoises depuis l’entrée de la Chine dans l’Organisation mondiale du commerce en 2001 alors que ces entreprises ne disposaient pas d’avantages concurrentiels préalables clairs par rapport à leurs concurrents occidentaux. L’étude de trois multinationales chinoises – Haier Group, Huawei Technologies et TCL Corporation – est menée dans le cadre théorique des capacités dynamiques (Dynamic Capability View - DCV). Elle vise à identifier la nature et les fondations des capacités dynamiques développées par ces entreprises au cours de leur processus d’internationalisation. Ce processus est caractérisé par la combinaison d'un investissement très significatif en innovation technologique et d’une internationalisation accélérée contribuant conjointement à la création d’un avantage concurrentiel durable. Ces deux dimensions de la stratégie des entreprises bénéficient d'un fort soutien du gouvernement chinois. / This thesis focuses on the role of dynamic capabilities in the internationalization process of Chinese corporations since China’s entry into the World Trade Organization in 2001, even though these companies did not have a clear prior competitive advantage over their Western competitors. The study of three Chinese multinational enterprises – the Haier Group, Huawei Technologies and TCL Corporation – is conducted in the framework of the Dynamic-Capability View (DCV). It aims at identifying the nature and the foundations of the dynamic capabilities developed by these corporations during the internationalization process.This process is characterized by the combination of a significant investment in technological innovation and an accelerated internationalization, jointly contributing to creating and sustaining of competitive advantage. These two elements of the corporate strategies benefit from the strong support of the Chinese government.

In today’s globalized business world enterprises face increasing competition and accompanying internal and external threats that challenge their enterprise strategies. Multiple examples of enterprises show that long-lasting strategies need to be progressively overworked in order to secure competitiveness. One key for long-term competitiveness seems to lie in the ability to find a reasonable ratio of strategic stability and change. Neglecting the tension of strategic stability and change can have fatal consequences. Strategic management research increasingly focuses on this challenge. Lately research on ambidexterity and dynamic capability attempts to explain the underlying issues of proactively balancing strategic tensions in dynamic markets. Yet, there remain a couple of questions that – unanswered – limit the explanatory power of recent research models. Because of conceptual ambiguities around the concepts of ambidexterity and dynamic capabilities, until now it remains unclear how a balance between strategic stability and change is reached and managed, and how the underlying strategic decision and strategic management processes at the organizational level look like. To address these open issues, this work develops an alternative framework of strategic ambidexterity. It is defined as a deliberate mechanism to detect, monitor, steer, coordinate and balance stability and change of the enterprise strategy. It argues that enterprises do not deal with strategic stability and change accidently. Quite on the contrary, the enterprises’ key actors are aware of this challenge and have a mechanism in place that allows them to deliberately and continuously employ the right ratio of strategic stability and change. This deliberate mechanism is assumed to create performance differences. High-performing enterprises have a particular setting of the mechanism that distinguishes them from low-performing peers and that secures their long-term competitiveness. In order to empirically test the mechanism a qualitative comparative analysis (QCA) using a sample of 74 mechanical engineering enterprises is performed. As will be shown there are in fact differences between high and low-performing enterprises. The strategic behavior of high-performing enterprises can be classified as Guided Long-Term Inclusive Planning (GLTIP). This work adds new knowledge to the research on ambidexterity and dynamic capabilities and also contributes to the methodological discussion on the analysis of sustainable competitive advantage in today’s globalized and dynamic markets.:1. Introduction 2. High-performing enterprises, strategic management and dynamic environments – multiple paths of explaining sustainable competitive advantage 3. Toward a multidimensional framework of balancing strategic stability and change: a steering mechanism 4. A comparative configurational analysis of the mechanism of strategic ambidexterity with regard to different performance settings 5. Discussion of results: introducing Guided Long-Term Inclusive Planning (GLTIP) 6. Management implications: GLTIP in action 7. Conclusions, limitations and directions for future research

Big Data analytics är en fascinerande process som lyfter fram möjligheten att utvinna djupgående insikter och dra slutsatser från omfattande datamängder, och dess tillämpningsområden sträcker sig över flera branscher och områden inklusive köksbranschen och marknadsföring som denna studie fokuserar på. Utmaningen att dra nytta av Big Data analytics för att förstå konsumentbeteenden och preferenser kan dock vara betydande, men när företag tillhandahåller de rätta resurserna, kan de på ett effektivt sätt optimera sina marknadsföringsstrategier. Denna studie syftade till att utforska vilka specifika kompetenser och förmågor företag behöver för att framgångsrikt hantera stora datamängder, samt hur Big Data analytics kan bidra till en effektivare marknadsföring inom köksbranschen. Genom att använda en induktiv forskningsansats och genomföra semistrukturerade intervjuer med fyra företag inom den svenska köksbranschen, kopplades svaren till ett teoretiskt ramverk för att analysera datan och identifiera kompetenser, förmågor och effekter inom Big Data analytics. Resultaten visade på vikten av olika kompetenser såsom teknisk kunskap, datavisualisering, machine learning, marknadsföringskunskaper, kreativt tänkande, ledarskap och kommunikation för att uppnå framgång inom Big Data analytics. Studien betonade också den avgörande betydelsen av att samla in högkvalitativ data, integrera verktyg och använda insikterna för att optimera marknadsföringsstrategier inom köksbranschen. Som förslag till framtida forskning framhåller denna studie behovet av att undersöka organisatoriska och kulturella faktorer som påverkar potentialen inom Big Data analytics. Det föreslås även att framtida forskning bör utforska andra branscher och deras specifika behov när det gäller Big Data analytics, vilket kan bredda förståelsen inom detta område. Nyckelord: Big Data analytics, effektivare marknadsföring, kompetenser, Big Data analytics förmågor, dynamiska förmågor, marknadsrelaterade förmågor, materiella resurser, immateriella resurser, mänskliga förmågor / Summary Big Data analytics is a fascinating process that highlights the ability to extract profound insights and draw conclusions from large amounts of data. Its applications span across various industries and domains, including the kitchen industry and marketing, which this study focuses on. However, harnessing the power of Big Data analytics to understand consumer behavior and preferences can be challenging. Nevertheless, when companies provide the right resources, they can effectively optimize their marketing strategies. This study aimed to explore the specific competencies and skills that companies need to successfully handle large volumes of data, as well as how Big Data analytics can contribute to more efficient marketing in the kitchen industry. Employing an inductive research approach and conducting semi-structured interviews with four companies in the Swedish kitchen industry, the findings were linked to a theoretical framework to analyze the data and identify competencies, skills, and effects within Big Data analytics. The results underscored the importance of various competencies such as technical knowledge, data visualization, machine learning, marketing expertise, creative thinking, leadership, and communication in achieving success in Big Data analytics. The study also emphasized the crucial significance of collecting high-quality data, integrating tools, and utilizing insights to optimize marketing strategies within the kitchen industry. As a suggestion for future research, this study highlights the need to examine organizational and cultural factors that impact the potential of Big Data analytics. Additionally, it is proposed that future research should explore other industries and their specific requirements regarding Big Data analytics, thereby broadening the understanding in this field.

Att studera digital transformation inom en försörjningskedja ger en grundläggande förståelse för hur IT-verktyg kan omvandla operativa verksamhetsprocesser till att identifiera möjligheter och utmaningar för en verksamhet. Dock antyder tidigare studier att tillvägagångssättet för hur en verksamhet uppnår digital transformation fortfarande är ett forskningsämne som har en del kunskapsluckor, speciellt för hur ledningen uppmuntrar förändringar inom verksamheten. Genom att studera hur medarbetare påverkas av ledningens beslut inom försörjningskedjan presenterar denna forskning nya insikter rörande medarbetarnas förhållningssätt gentemot digitala förändringar. För att förklara vikten av detta används Alters Ramverk till att analysera ett IT-beroende arbetssystem samt hur digitala förändringar påverkar olika roller och verksamhetsprocesser för en verksamhet. Inte nog med det, används bland annat även IT-verksamhetsanpassning i samband med den resursbaserade vyn till att identifiera hur verksamheten kan utnyttja sina resurser och kompetenser till att förbättra verksamhetsprocesserna. Genom att göra en kvalitativ forskningsansats på medarbetarnas påverkan på operativ, taktisk och strategisk nivå ger denna forskning en god överblick för hur en verksamhet kan utvecklas och förbättras. Datainsamlingen som samlats in visar på att det är brist på IT-stöd och IT-verktyg som används, vilket hindrar takten för verksamheten att genomgå en digital transformation. Slutsatsen är att ledningen har en stor påverkan på medarbetarnas värderingar, inställningar och arbetsprocess. / Studying digital transformation in Supply Chain Management provides a comprehensive understanding of how IT-tools can transform operational business processes to identify opportunities and challenges for an organization. However, previous studies suggest that the approach to how an organization achieves digital transformation is still a research topic that has some knowledge gaps, especially on how management encourages changes within the organization. By studying how employees are affected by management decisions in supply chain management, this research presents new insights into employee attitudes towards digital change. In order to explain the importance of this, the Alters Framework is used to analyze an IT-dependent work system and how digital changes affect different roles and business processes of an organization. Not only that, but also Business IT-alignment in combination with Resource-Based View Theory is used to identify how the organization can use its resources and competencies to improve business processes. By taking a qualitative research approach to the impact of employees at operational, tactical and strategic levels, this research provides a good overview of how an organization can be developed and improved. The data collected shows that there is a lack of the IT-support and IT-tools used, which hinders the pace of the business to undergo a digital transformation. The conclusion is that management has a significant impact on employees' values, attitudes and business process.

Geschäftsprozesstechnologien unterstützen dabei, operative Tätigkeiten effizienter und effektiver durchzuführen. In einem sich dynamisch verändernden Umfeld wird es für Organisationen essenziell, diese Technologien gezielt einzusetzen, um durch schnelle Anpassung weiterhin wettbewerbsfähig zu bleiben. Die derzeitige Forschung hat bisher keine Antwort darauf gefunden, wie Organisationen dies trotz ständig wechselnder Umfeldbedingungen und fortschreitender organisationaler Reife durch gezielte Ressourcenallokation erreichen können. Diese Dissertation adressiert diese Forschungslücke, indem untersucht wird, wie organisationale Fähigkeiten mithilfe von Geschäftsprozesstechnologien innerhalb dynamischer Umfelder ausgebildet und erneuert werden können. / Business process technologies help to improve the efficiency and effectiveness of day-to-day operations. Organizations face the challenge of leveraging these technologies to quickly adapt business processes accordingly to cope with different levels of environmental turbulence. From prior research, we know how organizations apply business process technologies and how they affect performance. We do not fully understand how organizations orchestrate related resources based on changing environmental conditions and evolving organizational maturity. This dissertation addresses this research problem and presents research on how to develop and renew organizational capabilities with business process technologies through turbulent environments.

本研究的個案是系統單晶片企業，系統單晶片是電子系統的核心，因此該企業對於下游電子產品的發展扮演著舉足輕重的角色，是積體電路產業價值鍊最高價值的一環。本研究的主要目的是藉著一個極為成功的系統單晶片設計公司的成長軌跡與其相關的產業歷史，透過還原當時的時空環境了解並分析其經營策略的本質，以建立適合系統單晶片設計公司之經營策略本質的分析架構，同時實證其分析的結果，藉以尋求其研究問題「後進者的成功經營策為何?」的解答，並從個案企業的歷史中找出常被忽略的寶貴的經營智慧，而另一目的是能夠藉著收集具有時間標記的經營事件，提供豐富的研究素材給有興趣系統單晶片設計產業做更進一步或其他主題的研究。 一開始的動機是為了解答「後進者的成功經營策為何?」這個問題，但研究之後發現這是一個很有可能沒有通用解的問題，因此本研究轉從「策略本質的思考」出發，試著從個案公司的各個不同系統單晶片產品及其下游相關的產業的事件中，進行分析、推理、歸納與實證所關心的議題，其中個案分析主要包括四個產業：（一）光碟機產業；（二）DVD播放機產業；（三）數位電視機產業；（四）手機產業。其中每一個產業的故事都以某一個案的企業發展為中心，以時間的先後呈現，描述當時的產業環境、企業狀態、決策的因果關係，以及如何執行與執行結果。為了解答「後進者的成功經營策為何?」這個的大問題，同時從個案的分析與理論推論研究，從不同方向的思考並嚴謹的歸納與分析提出以下的研究發現：（一）從行銷理論分析策略本質；（二）以利潤方程式分析策略本質；（三）SOC晶片訂價策略；（四）從動態能耐的架構分析策略本質；（五）後進者的經營策略；（六）成長與新產品選擇的策略；(七)經營智慧的闡述。希望能提供企業經營者策略思考的架構，而建構出適合自己的經營策略。 本研究藉著邱志聖「行銷理論」中產品的「外顯」與「內隱」之價值分析方法，發展出「（一）從行銷理論分析策略本質」之研究發現中一系列的理論，並以此為基礎，輔助論證其他的研究發現，再根據「利潤彈性」的定義，提出可以以嚴謹的數學証明的一系列有關訂價的創新的理論，以此為基礎進而提出「（三）SOC晶片訂價策略」，再藉著「（四）從動態能耐的架構分析策略本質」的個案研究，發現組織的能耐與低成本優勢有的強烈的相關性，整合以上相關的研究發現，進而提出「（五）後進者的經營策略」，以創新「先進者支援的兩難」理論為切入點，並根據以上研究的結論，提出「後進者的成功經營策為何?」的參考解答。當企業成功之後，必然會面臨成長的困境，因此本研究從個案的深入分析，提出所應採取的「（六）成長與新產品選擇的策略」，以及最後提醒經營者一些知易行難的「(七)經營智慧的闡述」。 根據TEEC的「動態能耐」的理論，企業的策略深受「路徑相依性」的影響，且當不同企業的內部狀態或外部環境不同時其所需的策略也不一樣，因此後進者僅採用模仿的策略是不易成功，所以企業必需要思索適合自身的策略，並透過策略本質的分析，檢驗其策略是否有效，然而任何策略分析的方法都有其盲點，因 此分析或擬定策略時要依據競爭對手與產業特性選數種適合分析的架構進行分析，才能夠互相印證與互補，並思考其矛盾之處以避免致命的盲點，因此本論文提出專為系統單晶片設計企業策略本質的思考之架構以檢驗其策略有效性。 / The System on Chip (SOC) is the core of the electric system of an electric end product. Therefore, the firms that design and produce the SOC play the critical role in the development of the end product and contribute the most valuable part in the IC industry chain. The purposes of this paper are to develope the strategies and wisdoms of management as well as the frame structure for analyzing the essence of management strategies for the late comer. In the case study, there are the companies have been very successful in the world. In the cases, there are a lot of time-marked traces of the growth of the successful firm and its related industry history so that we can clarify what and why the strategies were executed at that time by analyzing the sequences of the management decisions and their consequences. Additionally, I hope the case stories can be utilized for the further research or another related research. Initially in this research we focused only on the topic of the question“What are the effective management strategies for the late comer”. However, after further studies we found that the general answers for the big question might not exit; therefore, we adjusted the research direction and converted to focus on the topic of the essence of the analysis of the management strategies. In the studied case, there are four different kinds of SOC products including optic storage chip, DVD player chip, digital TV chip and handset chip and their related industries. In the story of each product case, the main stream of the story keeps close track of the situation of the management decisions making, the status of the execution by the studied firms and their consequences in timing sequence so that the evolution of the environment of the firms and the industries can be shown clearly. To study for the answer of the big question “What are the effective management strategies for the late comer”, firstly we analyze the cases and simultaneously study the related theories. Secondly we transform the big question into the following seven research subtopics: (1) Analyzing the essence of the management strategies based on the marketing promotion theory, (2) Analyzing the essence of the management strategies by the net profit, (3) Pricing strategies for the SOC products, (4) Analyzing the essence of the management strategies by the perspective of the“Dynamic capabilities”, (5) Management strategies for the late comer, (6) Strategies for the growth and new products selection, and (7) Wisdom of management. Finally, we hope this thesis can provide managers with the frame structure for both thinking and analyzing the strategies so that managers can develop the best strategies for themselves. There are some kinds of logical relation among the theories developed in the above subtopics. The foundation of theories of“Analyzing the essence of the management strategies”is the value proposition that bases on the analysis of the explicit value and implicit value in the marketing promotion theory. Theories of“Analyzing the essence of the management strategies”are one of the most fundamental pillars that support the other theories in this thesis. According to the definition of elasticity of net profit in this thesis, we can deduce some innovative and valuable theories by the rigid mathematical reasoning. Furthermore, we can develop the innovative theories “(3) Pricing strategies for the SOC product”. In addition to developing the above theories, we apply the theory of “Dynamic capabilities” to analyze the strategies in the case stories to find the effective cost advantage is supported by the capabilities of organization with effectiveness and efficiency. We integrate the above theories to propose “(5) Management strategies for the late comer”. A firm will eventually confront the saturation of the growth after its successful startup. To solve this issue, we base on the deep investigation of the cases and some theories developed in this thesis, we propose “(6) Strategies for growth as well as new products selection”. Finally from the case stories, we abstract some both valuable and critical wisdoms that are easy understood but they are hard to be practiced due to the human natural weakness. According to “Dynamic Capabilities and Strategic Management” by TEECE, the strategies for a firm strongly depend on the path that the firm has experienced, thus the imitative strategies from its rival is usually not effective just because their paths they passed are different, not to mention that neither their environments nor the conditions of the firms are totally different. Therefore, a firm works out any strategies and then its managers have to carefully check the effectiveness of the strategies by analyzing their essence of the strategies and then modify them before they are executed. However, any framework for analyzing strategy has its blindspots. To avoid the strategic blindspots, we have to use several different and suitable frameworks to analyze the strategies, and then check if there are any conflicts among the results from different frameworks analyzing, we have to deliberate to find why and how to solve the conflicts. Therefore, we develop a new frame work that appropriately analyzes the strategies of both the SOC firm-level and their products with a totally different perspective