Este trabalho busca avançar o conhecimento sobre Global Value Chains (GVC) e inovação com usuários ao estudar a influência da colaboração dos usuários finais no upgrading de desenvolvedores em cadeias digitais. A pesquisa sugere que esforços de inovação entre uma empresa fornecedora em cadeias digitais e seus usuários finais levam a tipos preferenciais de upgrading, que variam em função de características específicas da indústria de jogos e da governança da cadeia na qual o desenvolvedor está inserido. Os referenciais teóricos das Cadeias Globais de Valor (GVC), inovação com usuários finais e método de regressão logística são utilizados para estabelecer as estruturas analíticas para este trabalho. Os resultados do trabalho são: (i) validação do modelo MOA+ID (Motivação, Oportunidade, Habilidade, e Infraestrutura Digital) para estudar a colaboração entre fornecedores e usuário final; (ii) identificação que o impacto da interação com usuários finais no upgrading de desenvolvedores em cadeias jogos digitais depende de características específicas de tal indústria, e (iii) identificação que o impacto da interação com usuários no upgrading de desenvolvedores em cadeias jogos digitais depende da governança da cadeia na qual o desenvolvedor está inserido. Desenvolvedores de jogos pertencentes a cadeias cujas governança são dos tipos Mercado e Relacional apresentam upgrading devido a colaboração com usuário final por que possuem liberdade e competências para se beneficiarem da relação com usuários final. Desenvolvedores de jogos pertencentes a cadeias cujas governança são dos tipos Modular e Cativa não apresentam upgrading devido à interação com usuário devido ao baixo nível de dependência do governante da cadeia. / This work seeks to advance knowledge about Global Value Chains (GVC) and innovation with end-users through the study of the influence of collaboration with end-user on the upgrading of developers in digital chains. The research suggests that innovation efforts between a supplier in digital chains and end-users lead to preferential types of upgrading, which will vary depending on the specific characteristics of the digital gaming industry and the governance of the chain in which the developer is embedded. The theoretical frameworks of Global Value Chains (GVC), innovation with end-users and method of logistic regression are used to establish the analytical structures for this work. The results of the work are: (i) validation of the MOA + DI model (Motivation, Opportunity Ability, Digital Infrastructure) to study collaboration between suppliers and end-user; (ii) recognition that the impact of innovation with end-users on the upgrading of developers in digital game chains depends on specific characteristics of such industry, and (iii) recognition that the impact of innovation with end users on the upgrading of developers in digital game chains depends on the chain governance in which the developer is embedded. Game developers under the Market and Relational types of governance present upgrading due to collaboration with endusers because such developers have freedom and competencies to benefit from the end-user interface. Game developers under the Modular and Captive types of governance chains do not experienced upgrading due to the interface with end-user because such firms do not have opportunities and competencies to benefit from the end-user interface.

This dissertation consists of three closely related essays on upgrading in agro-commodity value chains, which is an important issue for many developing countries that produce and export commodities in mostly unprocessed form. The essays are based on fieldwork in Malaysia and focus on its palm oil, which is the world’s largest oils and fats product by production and export volumes. The first essay examines the suitability of vertical specialisation for participation and upgrading in agro-commodity value chains based on the case of Malaysian palm oil. It uses data from interviews, site visits, and industry and economic statistics to analyse upgrading at the sector and firm levels. The essay suggests that upgrading is prone to sectoral linkage development and vertical integration at local lead firms. The development is driven by production characteristics, sectoral dynamics, eco-historical settings that are unique to agro-commodity value chains, as well as firm motives seeking resources, markets, efficiency gains, and strategic assets. The second essay studies Malaysia’s industrial policy for its palm oil sector through three distinct stages of development. The findings show that resource-based industrialisation (RBI) requires selective state intervention targeting macroeconomic conditions, infrastructure, business climate, and human capital. The Malaysian experience also highlights the importance of local firms in driving RBI investments, contrary to the emphasis in the literature which either overplays the importance of foreign linkages or dismisses nationality of firms as a non-factor for industrialisation. The third essay investigates economic and social outcomes from upgrading in the Malaysian palm oil sector using gross value added data. It shows that economic upgrading can but does not automatically lead to social upgrading. The essay finds that economic upgrading in value chains improves income of groups of individuals at different rates depending on their position in the value chains. Skills and productivity performance provide only partial explanation for the uneven social outcomes; the differences in institutional arrangements and political representation accorded to the groups are likely to be important factors as well.

Ce mémoire propose une analyse de l'impact organisationnel de la modularité sur les relations verticales inter-firmes. Considérant en première approche la modularité comme une innovation technologique, il s'agit d'examiner comment les architectures produits, productives et organisationnelles co-évoluent dans le temps. Le texte est structuré autour de quatre chapitres. Le premier chapitre présente la grille de lecture mobilisée pour évaluer l'influence du choix d'une architecture produit sur les trajectoires organisationnelles des firmes et des industries. Le lien entre nos travaux et ceux en termes de dominant design sont explicités ainsi que l'importance d'étudier les changements technologiques comme facteur essentiel des dynamiques organisationnelles. Le deuxième chapitre présente la controverse entre Vanishing Hand et Complex product systems concernant les frontières de la firme. Ce débat est ensuite complété par une analyse détaillée du secteur automobile présenté comme une industrie imparfaitement modulaire. Le troisième chapitre cherche à comprendre comment émerge les architectures modulaires en retraçant la généalogie de son développement dans l'industrie automobile. La nature incrémentale et les effets de rétroaction entre technologie et organisation sont particulièrement mis en avant. Les conséquences de l'imparfaite modularité sur les firmes présentes dans l'industrie sont également soulevées et le rôle des PME captant les interstices du marché, soulignées. Le dernier chapitre cherche à évaluer comment le développement d'architecture produit modulaire contribue à accroître la fragmentation internationale des chaînes de valeur. Une première section présente les arguments habituellement présentés dans la littérature à partir de l'opposition architecture modulaire/imparfaitement modulaire présenté au deuxième chapitre. En se recentrant sur l'industrie automobile, on propose alors un modèle explicatif des stratégies de localisation des équipementiers en Europe. La conclusion rassemble les points clés dégagés et esquisse des pistes de recherche pour la suite.

This thesis adds the market orientation approach to a global value chain analysis of four farmed seafood value chains from two Asian countries to the EU. The overall aim of the research is to critically evaluate whether, and to what extent, access to market information is the key to unlocking the potential of developing countries to create greater value: whether knowledge is power. The objectives of the thesis are therefore to explore the process of generating market information in seafood value chains from Asia to the EU; understand under what conditions market information is, is not or is only partially disseminated; and, evaluate the role of market information in responses by chain agents that create value. In order to achieve these objectives, fieldwork was conducted along the length of shrimp (Penaeus monodon) and prawn (Macrobrachium rosenbergii) from Bangladesh, and shrimp (Penaeus vannamei) and tilapia (Oreochromis niloticus) from Thailand to the EU. The EU is the world’s largest single market for imported fish and fishery products. France, Germany and the UK were selected for fieldwork as they are primary importers of the species from the selected countries. The research found that although increased knowledge is necessary, it is not a sufficient condition for increased value creation. Instead, the research advances existing understanding of seafood value chains by revealing that successful integration of developing country producers into global markets is partly dependent on governance and industry development in the exporting country. Weaknesses in these structures and relationships undermine supplier power by reducing access to market information, lessening incentives for sharing information, and restricting response capabilities. A number of methods for overcoming these constraints were found in the chains examined, focusing on direct links between market and value chain agents. Importantly, the research found that integration is also dependent on the willingness of those with a market presence in importing countries to share knowledge and power. Critically, the research has led to the conclusion that the possession of market information is one way for value chain agents, particularly those downstream, to guard knowledge and power for themselves. A better understanding of seafood markets and an improved analysis of aquaculture value chains from Asian countries to the EU revealed through the research will facilitate public and private responses that focus on the competitive advantage of the whole chain as a means to more sustainable development. This may well promote new chain configurations that place a premium on stronger and more collaborative linkages, increasing coordination between weak and strong suppliers and contribute to private sector development assistance. Only when knowledge is shared and suppliers gain power, will the market orientation of seafood value chains be improved, if not optimised.

Notre thèse traite des compétences nécessaires à acquérir afin que les agricultures familiales puissent être incluses durablement dans une Global Value Chain. Nous y développons une grille de lecture de ces compétences, afin de rendre les coopératives capables de gérer leur Supply Chain Management. L’approche par compétences consiste en un apprentissage plus concret, plus actif et plus durable. Il met donc l’accent sur la capacité d’utiliser concrètement ce qui a été appris dans des tâches et situations nouvelles et complexes.Les difficultés des petits agriculteurs remontent à longtemps. Plusieurs études sont été développés pour résoudre leurs principaux problèmes. Ceux-ci comprennent la production à petite échelle, l’obtention du marché pour ces produits, la gestion de leur petite 'entreprise', l’acquisition d’un rendement financier. Le but de notre thèse n’est pas de transformer les petits agriculteurs aux grandes, cette erreur a déjà été commise précédemment par diverses politiques publiques dans les pays en développement. Notre objectif est proposer une voie dans laquelle ils peuvent, même si petite, assurer leur qualité de vie a partir de la production et de la vente de leurs produits.Cependant, nous savons qu’un petit agriculteur n’est pas en mesure d’entrer individuellement dans le marché mondial. Le marché de la consommation a besoin d’une production continue, en volume et en qualité. Alors, ils ont besoins de développer des actions collectives qui puisse les insérer dans ce supply chain global.Pourquoi parlons-nous de l’introduction des producteurs dans les marchés mondiaux, et non pas son introduction dans les marchés locaux ? Eh bien, notre contexte est basée sur les petits agriculteurs de régions sous-développées, ça implique que, les régions dans lesquelles ils sont incorporés n’on pas la capacité économique d’acheter leurs produits pour assurer le durabilité de leurs affaires, de sorte que le défi est d’insérer les agriculteurs dans les circuits globales.Afin que les agriculteurs peuvent avoir un paiement plus équitable pour leur production, et soit capable de 'voler de ses propres ailes', a partir d’un approche capabilités, ils devraient chercher une forme d'organisation qui permet une production avec caractéristiques et qualité similaire, assurer le processus d'emballage et de transport, en plus avoir un potentiel financier et de gestion pour mener des négociations avec les client et fournisseurs. L’option la plus discutée dans la littérature est la coopérative.A partir d’une étude de cas comparative qualitative nous analysons deux territoires dans la région Nordeste du Brésil, dont l’un réussit (le Piauí) et l’autre échoue (le Ceará). Nous élucidons que c’est entre autres la gestion du SCM, le soutien aux apiculteurs et le contrôle de qualité qui sont à l’origine du succès de la coopérative centrale du Piauí. / The difficulties of small farmers go back a long time. Several studies have been developed to solve their main problems. These include small-scale production, obtaining the market for these products, managing their small 'business', acquiring a financial return.The purpose of our thesis is not to transform small farmers to large, this mistake has already been made previously by various public policies in developing countries. Our goal is to provide a way in which they can, even if small, ensuring their quality to improve its product life cycle from production to sale in the market.However, we know that for a small farmer is not easy to enter into the world market individually. The consumer market needs continuous production, in quality and quantity. So, they need to develop collective actions that can insert them into this global supply chain.Why are we talking about the introduction of producers into the world market and not their introduction into local markets? Well, our context is based on small farmers in underdevelopment regions which do Not have the economic capacity to buy their products in the way to ensure the sustainability of their business, so the challenge is; insert farmers into global circuits.In this case, farmers will have a more equitable payment for their production and be able to 'fly on their own', from a capabilities approach, they should look for a form of organization that allows production with characteristics and quality similar, ensuring the packaging and transportation process, in addition to having financial and management potential to conduct negotiations with customers and suppliers. At that moment, we are wondering what is the apropriate legal form “Cooperative” or not.From several case studies we analyze two territories in the Northewest region of Brazil, one (Piauí) and the other (Ceará). We are clear that the management of SCM, support for beekeepers and quality control department are, among others, those that are at the origin of the success of the central cooperative of Piauí.

Dans cette thèse nous nous intéressons à comprendre comment les entrepreneurs sociaux créent de la valeur. Notre objectif est de modéliser le processus de création de valeur que nous avons observé sur un projet de circuits courts à travers d’une méthodologie de recherche intervention. La sociologie de la traduction et l’analyse de discours ont été mobilisés pour rendre compte de la complexité dans la définition, la perception et le partage de la valeur du dit projet d’entreprise social. Nous voulons démontrer que la création de valeur dans l'entrepreneuriat social est un processus de traduction interactif, dynamique et complexe, parmi une multitude des visions et représentations sur la satisfaction des besoins, propres à chaque partie prenante, qui vont toucher ne pas seulement au domaine de la conception, réalisation et valorisation de l’activité économique, mais aussi leurs répercussions dans le domaine social et environnemental. Nous avons observé que les entrepreneurs sociaux construisent la valeur de leur projet en repérant un besoin social, ou en s’engageant dans une idéale de société, qu’ils vont incorporer à son échelle personnelle des valeurs, fruit d’un contexte et d’une histoire particulière. Cette appropriation va déterminer l’intentionnalité de leur action entrepreneuriale dont la pérennité dépendra du soutien du réseau et de la cohérence globale de l’organisation elle-même. Nous avons proposé donc, au niveau terrain l’amélioration d’un outil heuristique pour accompagner la création de valeur, et au niveau théorique un cadre pour comprendre l’agir des entrepreneurs et la perception de leurs parties prenantes / In this thesis, we are interested in understanding how social entrepreneurs create value. Our goal is to model the process of value creation that we observed on a short supply chain project through an action research methodology. The sociology of translation and discourse analysis have been used to take into account the complexity of the definition, the perception and the process of sharing the value of a social enterprise project. We want to demonstrate that value creation in social entrepreneurship is an interactive, dynamic and complex translation process. It takes into account a multitude of visions and representations on the satisfaction of the needs of each stakeholder that will affect not only the design and the implementation of economic activity, but also their social and environmental impact. We have observed that social entrepreneurs construct the value of their project by identifying a social need, or by committing themselves to a societal ideal that they will incorporate into their values on a personal scale. This adoption process will determine the intentionality of their entrepreneurial action, the sustainability of which will depend on the support of their network and the overall coherence of the organization itself. We therefore proposed, at the field level, the improvement of a heuristic tool to support value creation and, at the theoretical level, a framework for understanding social entrepreneurship based on the actions of entrepreneurs and the perception of their stakeholders

Submitted by Júlio Fernandes do Prado Leutwiler null (leutwiler.julio@gmail.com) on 2016-03-03T13:59:15Z No. of bitstreams: 1 REPRIMARIZAÇÃO DA PAUTA DE EXPORTAÇÃO E A ATUAL INSERÇÃO INTERNACIONAL BRASILEIRA (2000-2014).pdf: 2517153 bytes, checksum: 6a41f226ad3990f8750f611f832a9ec5 (MD5) / Approved for entry into archive by Juliano Benedito Ferreira (julianoferreira@reitoria.unesp.br) on 2016-03-04T13:49:55Z (GMT) No. of bitstreams: 1 leutwiler_jfp_me_mar.pdf: 2517153 bytes, checksum: 6a41f226ad3990f8750f611f832a9ec5 (MD5) / Made available in DSpace on 2016-03-04T13:49:55Z (GMT). No. of bitstreams: 1 leutwiler_jfp_me_mar.pdf: 2517153 bytes, checksum: 6a41f226ad3990f8750f611f832a9ec5 (MD5) Previous issue date: 2016-02-02 / Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq) / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / A primeira década do século XXI foi marcada por mudanças no conjunto da economia internacional. No comércio mundial, as características principais foram a alta dos preços de commodities e o aumento do comércio por parte dos países em desenvolvimento, especialmente da China. No Brasil, esta conjuntura foi marcada por um relevante aumento das exportações de produtos considerados primários, apresentando uma tendência cada vez mais perceptível de reprimarização das vendas externas do nosso país. Dessa forma, a presente pesquisa visa analisar a inserção internacional brasileira desde o início dos anos 2000 até 2014, no que se refere às características observadas pelo Brasil no contexto das relações econômicas atuais, buscando responder qual o papel do Brasil na atual divisão internacional do trabalho e sobre a existência de um processo de especialização da economia brasileira em torno da produção de commodities. A análise será desenvolvida tendo como referência o processo de reprimarização das exportações agroindustriais e da pauta de exportação geral da economia brasileira, além disso, é analisado no interior da economia brasileira o controverso processo de desindustrialização e, sobre a ótica da economia internacional, o aumento da participação dos países em desenvolvimento e a demanda de commodities. / The first decade of the twenty-first century was marked by changes in the entire international economy. In world trade, the main features were the high commodity prices and the increased trade by developing countries, especially China. In Brazil, this situation was marked by a significant rise in exports of products considered primary, with a noticeable and increasingly trend of reprimarization in the exports of our country. Thus, the present study aims to analyze the Brazilian international insertion from the early 2000s until 2014, with regard to the characteristics observed in Brazil in the context of current economic relations, seeking to answer what Brazil's role in the current international division of labor and the existence of a process of specialization in the Brazilian economy around the production of commodities. The analysis will be developed with reference to the reprimarization process of agro-industrial exports and the overall export basket of the Brazilian economy, also is analyzed the controversial process of deindustrialization in the interior of Brazilian economy and, on the perspective of the international economy, the increasing participation of developing countries and the demand for commodities. / CAPES: 5224/15-2 / CNPq: 130141/2015-1

Depuis les années 90 il y a une montée en puissance des codes de conduite, mécanismes d'autorégulation et initiatives multi-parties prenantes visant à contrôler les activités sociales et environnementales dans les chaînes globales de valeur. Malgré l'augmentation des préoccupations sociales et environnementales, les effets de ces mécanismes de régulation privée pour la responsabilité sociale d'entreprise (RSE) sont encore limités. En prenant trois approches distinctes, nous proposons de compléter la littérature en expliquant de quelle manière les fournisseurs mettent en place, en bout de chaîne, les approches RSE véhiculées par les instruments de régulation privée. Les résultats, déclinés en trois articles, montrent que les régulations privées dans les chaînes globales de valeur viennent s'ajouter aux rôles politiques traditionnels des entreprises locales et remettent en question la gouvernance de la RSE dans l'industrie agro-alimentaire. Néanmoins, la RSE, soutenue par ces régulations, sous-tend une approche instrumentale, renforçant un mouvement de désencastrement du fournisseur des communautés géographiques à proximité. Il s'agit d'un processus simultané de détachement (dés-encastrement du local) et de connexion ré­encastrement dans le global), qui se joue au niveau des acteurs et leurs rôles, et concerne aussi bien les pratiques et les définitions de la RSE. Notre travail révèle également que l'adoption des contenus des régulations privées et leur diffusion aux fournisseurs de deuxième rang est sélective et non exhaustive. Le rôle des associations d'industriels est essentiel dans la traduction des contenus de ces régulations privées. / Since the 1990s there has been an escalating number of codes of conduct, self-regulatory schemes and multi-stakeholder initiatives aiming to monitor corporate social responsibility (CSR) in the context of global value chains. Because these initiatives lack legal enforcement they fall into the category of private regulations. Despite increasing concerns of worldwide degradation of social and environmental conditions, the effectiveness of private regulations is still elusive. Taking three distinct approaches, this research examines the outcomes of private regulations through a local, bottom of the chain perspective. We analyze how a supplier of a multinational subsidiary in the agro-food industry receives, understands and implements a supplier development program. We study 1) the inscription of private regulations in a long history of political roles undertaken by local companies in a developing country, namely Colombia. This sheds light on how private regulations can jeopardize the governance of corporate social responsibility in the industry. 2) The process of deployment of a private regulation at the intra-organizational level, looking at how it progressively transforms pre­existing notions of business involvement in society. We highlight two mechanisms leading to the disembedding of local actors from their geographically proximate communities, and re-embedding them into global notions of CSR. 3) The adoption of each demand included in a private regulation leading to understand heterogeneity in the adoption process. To bring these aspects together, we also evaluate to what extent demands from multinational subsidiaries are diffused to other levels of the supply chain. Overall, our results contribute to the literatures of political CSR and global value chain by expanding upon how these dynamics operate within a developing nation.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The development of globalization process - especially from the late twentieth century - modified the traditional forms of organization of production and international trade between countries and companies. The major economic importance of transnational companies makes these can resize these traditional forms of production and trade, and implement the so-called Global Value Chains (GVCs), which are based on a bigger fragmentation and international production verticalization, as well as bigger interconnectivity of production and business processes across economies. This study aims to contribute to the analytical and empirical study of insertion segments of the Brazilian industry in GVCs. The study aims to specify the analysis having as object the electro-electronics and mechanical metal complexes, from the Vertical Specialization methodology proposed by Hummels et al (2001) in three periods time cuts 2000, 2005 and 2009. The results showed that Brazil is weakly inserted in GVCs, because it was observed a low value embedded foreign exports (11.62%, 11.04%, 9.22%). Comparing the Brazilian electro-electronics and mechanical metal complexes, it was observed that the contents of both complexes are also low, but the results for the electro-electronics complex (21.39%, 20.36%, 17.53%) were superior to the results from the mechanical metal complex (18.52%, 17.24%, 16.32%). Thus the Brazilian industrial structure is still poorly integrated into the global trade, and in the scope of analysis of the study, the Brazilian electro-electronics manufacturing is the one that most suited to the fragmentation of activities in GVCs. / O desenvolvimento do processo de globalização especialmente a partir do final do século XX modificou as formas tradicionais da organização da produção e de comércio internacional entre países e empresas. A maior importância econômica das empresas transnacionais levou-as a redimensionar as formas tradicionais de produção e comércio e implementar as denominadas Cadeias Globais de Valor (CGVs), que têm por base a fragmentação e verticalização internacional da produção, bem como a maior interconectividade de processos produtivos e comerciais entre economias. O presente estudo tem como objetivo quantificar a especialização vertical em CGVs do Brasil e de segmentos da indústria brasileira. Procura-se aprofundar a análise tendo como objeto os complexos eletroeletrônico e metal mecânico, em cortes de três períodos no tempo 2000, 2005 e 2009. Os resultados obtidos mostraram que o Brasil está inserido fracamente em CGVs, pois se observou um baixo valor estrangeiro incorporado às exportações (11,62%, 11,04%, 9,22%). Comparando os complexos eletroeletrônico e metal mecânico brasileiros, observou-se que os índices de ambos complexos também são baixos, mas os resultados para o complexo eletroeletrônico (21,39%, 20,36%, 17,53%) se mostraram superiores aos resultados do complexo metal mecânico (18,52%, 17,24%, 16,32%). Dessa forma, mesmo após uma maior internacionalização produtiva a partir da abertura comercial, ainda existem dificuldades para o Brasil se integrar em CGVs de forma mais dinâmica e competitiva nos setores relevantes do ponto de vista industrial, dentre os quais se destaca o complexo metal mecânico e eletroeletrônico.

Os estudos de Governança de Cadeias Globais de Valor (CGVs) analisaram um grande espectro indústrias nos últimos 20 anos, mas a pesquisa de CGV em indústrias de bens de informação ainda é limitado. Cartões de crédito, sistemas operacionais, jogos digitais e aplicativos móveis são exemplos de indústrias que possuem provedores de plataforma, que mediam as interações entre fornecedores e consumidores. Nos últimos anos, o desenvolvimento de plataformas digitais em indústrias tradicionais possibilitou movimentos disruptivos conhecidos como uberização.Os relacionamentos em plataformas são desenhados para serem multilaterais e possuírem efeitos de rede para atrair um maior volume de participantes, o que muda a natureza da coordenação em relação às cadeias tradicionais baseadas em relacionamentos bilaterais sucessivos. Do ponto de vista normativo, as plataformas são baseadas convenção de projetos, típica do \"novo espírito do capitalismo\", cuja lógica de justificação ainda não incorporada no referencial de governança de CGVs. Este trabalho propõe governança por plataforma como um novo tipo de governança, conciliando as abordagens de coordenação e de normatização. A indústria de jogos digitais foi escolhida por ter simultaneamente características de plataforma tecnológica e de distribuição, enfatizadas respectivamente na literatura sobre plataformas industriais e multilaterais. Métodos mistos foram utilizados para a pesquisa em três países (Coreia do Sul, Finlândia e Brasil): questionários aplicados a 235 desenvolvedores de jogos digitais, 73 entrevistas com desenvolvedores, publishers e gestores públicos, e 6 entrevistas com representantes de plataformas, além de pesquisa documental sobre a indústria global. A análise confirmou a importância dos efeitos de rede e que a governança por plataformas possui simultaneamente características de governança presentes em tipos já estabelecidos na literatura e também características distintivas, tanto nos aspectos de coordenação como nos aspectos normativos. Confirmou ainda a aderência da convenção de projetos para compreender este tipo de governança. / Global Value Chain (GVC) Governance studies analyzed a great spectrum of industries last 20 years, but GVC research on information goods industries and the impact of the internet on GVC coordination and normalization is limited.Credit Cards, Operational Systems, Digital Games and Mobile Applications are some classic examples of industries that have platform providers, which mediate suppliers and consumers\' interactions. In recent years, the development of digital platforms in traditional industries possible disruptive movements, known as uberization. Relationships platforms are designed to be multilateral and have network effects to attract a greater volume of participants, which changes the nature of coordination in relation to traditional chains based in successive bilateral relationships. From a normative point of view, the platforms are based on the project convention, typical of the \"new spirit of capitalism\", which justification logic not yet incorporated into the GVCs governance framework. This work proposes governance through platform as a new type of governance and combining the approaches of coordination and standardization. The digital games industry was chosen because both have technology platform characteristics and distribution, respectively emphasized in the literature on industrial and multilateral platforms. Mixed methods were used for research in three countries (South Korea, Finland and Brazil): questionnaires given to 235 developers of digital games, 73 interviews with developers, publishers and public managers, and 6 interviews with representatives of platforms and research documentary on the global industry. The analysis confirmed the importance of network effects and that the governance platform has simultaneously governance characteristics present in types already established in the literature and distinctive characteristicsin both the coordination aspects as the normative aspects. It also confirmed the adherence to the project convention to understand this type of governance.