Advertising has been one of marketing tools for companies for decades. The question of how advertising affects company¡¦s financial performance had also been answered by marketing literatures. But most of the literatures focus on advertising¡¦s direct effect. How the other factors influence advertising¡¦s effect had been researched rarely. The purpose of this article is to understand how the industry concentration influences the contribution of changes in advertising expenditures. The result shows: (1) the effect of advertising on net sales persist five years or more in manufacture, at the same time, six years or more in retail and service industries (2) in manufacture, the industry concentration has positive effect on the contribution of changes in advertising expenditures, the more industry concentration, the more contribution of changes in advertising expenditures.

While previous research has primarily focused on post-Merger & Acquisition (M&A) effects, influential factors, which trigger cross-border M&A transactions and whether the level of industry concentration play a key role in making the decision, have been largely neglected in research. This study aims to close this gap in research and investigates the influence of industry concentration on cross-border M&A decisions, including effects of profitability and corporate governance. The studied sample consists of 1105 companies across 48 countries, whereas 533 undertook cross-border M&A transactions across 40 countries. A logistic regression was used to predict the probability of cross-border M&A transactions. The study analyzed the effects on both the complete sample and on M&A companies only. The results indicate that large companies are more likely to undertake cross-border M&A with companies from a different industry in order to spread their level of risk. However, MNCs, which undertake transactions, are less likely to perform more transactions within one year. Over the time of observation the analysis revealed that market share did not change and thus, industries are not getting more concentrated in general, indicating that markets remain competitive. Multinational companies (MNCs), which have a higher market position and are more profitable, are less likely to undertake corporate restructuring, which was partially supported in this analysis. For both samples the findings do not support that the interaction between industry concentration and corporate governance have an influence on cross-border M&A. These findings increase the understanding of the role of industry concentration, profitability and corporate governance and that they do not play a crucial role in making cross-border M&A decisions.

<div> In the first chapter, I document that online feedback loops, such as search engines, drive customers and revenue to prominent firms, contributing to rising industry concentration. To identify prominent firms online, I measure centrality in a network of firm websites covering more than 100,000 public and private firms. Industries with firms that are more central become more concentrated and central firms increase their market share during the sample period. This appears to be due to firms' ability to meet earnings expectations. Central firms become more profitable and peripheral firms earn negative risk-adjusted returns and underperform earnings forecasts. Evidence from the COVID-19 shutdown, which drove economic activity to the Internet, supports these conclusions. Central firms received the vast majority of the influx of web traffic and had significantly higher returns during the shutdown.</div><div> </div><div> In the second chapter, I create a novel definition of peer groups (web-based peers) for over 100,000 public and private firms by extracting clusters from a network of firm websites. The network is built from unique data on overlapping web traffic. Peer firms are therefore more likely to have similar website users, and by extension, provide similar products or services. Web-based peer groups are related to traditional industry classifications, the preferred choice when defining industries for private firms, but outperform them in standard benchmarking tests. To further demonstrate the benefits of web-based peer groups, I examine IPO waves. IPO activity is closely related to peer-firm IPO activity in the past 12 months, controlling for the overall IPO market and waves within traditional industries. IPO followers earn lower post-IPO returns up to three months after going public, consistent with these firms being lower quality and attempting to benefit from the successful IPOs of their peers.</div>

The gradually changing behavior of the population, towards urbanization, ledto an increased shortage of available housing. This development has resultedin a serious issue in Sweden, where too few firms are providing solutions formulti-family houses in wood. Potential firms that could fill this increasingdemand are those in the single-family house industry. Yet, these firms mightface considerable problems with productivity, predominately derived fromincreasing production costs and inadequate production development.Developing these firms are associated with long-term investments, whichis investigated by evaluating the industry structure for sellers, highlightingthe financial and market situation within their industry. These factors aregrowing in importance due to the current market concentration, where morefirms are required to focus on product development driven by the demand toprefabricate wooden elements, volumes or modules in an industrialized way.This thesis studies Swedish firms producing wooden single-familyhouses, with the aim to investigate their possibilities to enter the woodenmulti-family house industry in Sweden.Investigations will be conducted by applying Altman’s Z’ value, riskposition model, the Herfindahl-Hirschman index, the Herfindahl-Hirschmannumber equivalent, productivity ratio model for profitability and finally amodel measuring market Concentration Ratio.Results show that the industry tends towards perfect competition with toomany firms involved, i.e. firms mainly have to compete by prices. Further,firms are grouped into three zones; risk, grey or safe zone. The levels withinthese zone show a reduction of firms in the red zone over time. Related to thecurrent risks, many firms have promising positions to invest in productdevelopment towards wooden multi-family houses, in addition to theircurrent products, even though firm productivity has declined during thestudied time frame. The results that the investigated firms have goodpossibilities gaining a competitive advantage by diversifying into thegrowing wooden multi-family house industry.

O objetivo principal deste trabalho écalcular o valor da perda de bem-estar do setor siderúrgico brasileiro, considerando os diferentes mercados relevantes, como o de aço bruto, laminados, vergalhões e ferro-gusa. Para alcançar este propósito foram estimadas diferentes equações de demanda para os referidos mercados relevantes para, então, encontrar as elasticidades-preço da demanda. O modelo teórico utilizado referente ao peso morto para mercados oligopolizados foi o de Daskin (1991). Tratandose do cálculo das elasticidades-preço, utilizaram-se modelos de equações simultâneas com o uso de variáveis instrumentais. O mercado siderúrgico é oligopolizado no mundo inteiro, incluindo o Brasil. As inúmeras fusões e aquisições ocorridas, principalmente após a desestatização do setor, contribuíram para a concentração do mercado. O mercado siderúrgico brasileiro apresentou um alto índice de concentração, principalmente no mercado de vergalhões onde apenas três grupos empresariais (Gerdau, Arcelor Mittal e Votorantim) controlam todo o mercado deste produto. Em um mercado altamente concentrado as firmas podem exercer poder de mercado e desta forma há perdas econômicas para a sociedade como um todo. As elasticidades-preço encontradas no trabalho refletem bem a estrutura do setor siderúrgico brasileiro, em que, todos os mercados relevantes analisados apresentaram baixos valores de elasticidade-preço, ou sejam, inelásticos às variações de preço. O mercado de vergalhões foi o mais inelástico se comparado aos demais mercados, além disso, os seus valores de peso morto em relação ao faturamento também foram os maiores, evidenciando uma forte perda de bem-estar. Apesar dos outros mercados relevantes terem apresentado valores de peso morto em relação ao faturamento do setor inferiores, os mesmos não foram desprezíveis. O mercado de aço bruto que neste estudo representa o mercado siderúrgico brasileiro como um todo (exceto o seguimento de ferro-gusa), por incorporar os demais mercados relevantes, é dominado pelos grupos empresariais Arcelor Mittal; Gerdau, Usiminas Cosipa e Companhia Siderúrgica Nacional - CSN, e também apresentou resultados indicativos de forte perda de bemestar, com alto valor de peso morto. Já o mercado de laminados, controlado pelos grupos Arcelor Mittal, Usiminas Cosipa, CSN e Gerdau, apresentou resultados muito próximos aos do aço bruto. O mercado de ferro-gusa, menos concentrado em comparação as demais, foi o que apresentou os menores valores de peso morto, o que era esperado, pois este mercado, apesar de ser dominado por quatro grandes grupos siderúrgicos (Arcelor Mittal, Usiminas Cosipa, CSN e Gerdau), é um mercado onde há a participação de inúmeros produtores de pequeno porte denominados guseiros. As conclusões deste trabalho mostram que o mercado siderúrgico brasileiro é muito concentrado e há o exercício do poder de mercado por parte das firmas participantes, ocasionando perda de bem-estar para sociedade brasileira. Espera-se que este estudo, ao apresentar os valores de perda de bem-estar, possacontribuir para a análise ou para elaboração de políticas públicas relacionadas ao setor em questão. / The main objective of this study was to calculate the value of the welfare loss for the Brazilian steel sector. Different relevant markets were analyzed, such as: crude steel, rolled steel, rebar and pig iron. Price-elasticities of demand were obtained by estimating different demand equations for each related market. The theoretical model proposed by Daskin (1991) was used to calculate the dead weight loss in oligopolistic markets. Elasticities were obtained by formulating the simultaneous equations model and using instrumental variables. Worldwide, steel market can be considered an oligolopy, as well as in Brazil. In the Brazilian market, mergers and acquisitions that happened after the privatization of the sector, contributed for the market concentration. The Brazilian steel market showed a high concentration ratio, especially in the rebar market where only three groups (Gerdau, Arcelor Mittal and Votorantim) control the entire Brazilian market for this product. In a highly concentrated market firms tend to exercise market power. Consequently, there are economic losses to the society. The price elasticities of demand that were found in this research highlight the structure of the Brazilian steel market. For all the relevant markets that were analyzed, there were found low values for elasticities. It shows that all the products are price-inelastic. The rebar market was found to be the more inelastic when compared to other markets. In addition, for this same market, the calculated values of dead weight loss related to sales were also higher. High welfare losses can be related to the high market concentration for this product. Even though other relevant markets have presented positive values of dead weight loss related to sales of the lower sector, these values were not negligible. The market for crude steel that was analyzed in this study represents the Brazilian steel market as a whole because it incorporates other relevant markets. Large groups, such as, Arcelor Mittal, Gerdau, Usiminas Cosipa and CSN dominate the market. The results analyzed for the crude steel indicate a strong welfare loss, with a high value of dead weight loss. The results for the rolled products market, dominated by Arcelor Mittal, Usiminas Cosipa, CSN e Gerdau, are close to those found for the crude steel market. The market for pig iron, which is less concentrated when compared to other markets, presented lower values of dead weight loss. This result was expected because although this sector is dominated by four big groups there are many other small companies also producing in this sector. According to the results, it can be concluded that the Brazilian steel market is highly concentrated what enables firms to exercise their market power, causing a welfare loss for the Brazilian society. It is expected that, by presenting values for the welfare loss in the steel market, this research can help in the analysis and development of public policies for this sector.

Submitted by Pedro Silveira (pepa2906@gmail.com) on 2017-09-17T22:27:56Z No. of bitstreams: 1 DISSERTAÇÃO versão final.pdf: 958805 bytes, checksum: fe6b415fa1a7c1085c5f2ee8e76e5f11 (MD5) / Rejected by Thais Oliveira (thais.oliveira@fgv.br), reason: Prezado, boa tarde. Por gentileza, colocar em negrito o título completo na capa e contracapa, e também o título "lista de Abreviaturas". Qualquer dúvida, entre em contato com mestradoprofissional@fgv.br ou ligue 3799-7764 Att. on 2017-09-18T18:06:32Z (GMT) / Submitted by Pedro Silveira (pepa2906@gmail.com) on 2017-09-21T14:36:24Z No. of bitstreams: 1 DISSERTAÇÃO publicada.pdf: 984997 bytes, checksum: d5a9458ccbf404e81f51b80771f865e9 (MD5) / Approved for entry into archive by Thais Oliveira (thais.oliveira@fgv.br) on 2017-09-21T18:07:36Z (GMT) No. of bitstreams: 1 DISSERTAÇÃO publicada.pdf: 984997 bytes, checksum: d5a9458ccbf404e81f51b80771f865e9 (MD5) / Made available in DSpace on 2017-09-22T13:58:50Z (GMT). No. of bitstreams: 1 DISSERTAÇÃO publicada.pdf: 984997 bytes, checksum: d5a9458ccbf404e81f51b80771f865e9 (MD5) Previous issue date: 2017-08-22 / We will address the relationship between concentration and competition in the banking industry, according to the contemporary models of Industrial Organization Theory, applying the Panzar-Rosse approach, as developed by Bikker, Schaffer, and Spierdijk, with the definition of the H statistic from a non-scaled return equation. The Panzar-Rosse approach was applied on a data sample of Brazilian commercial banks data between 2011 and 2016 using an OLS e FGLS models. The database starts in 2011, when the effects of the long 2009-2010 crisis were exhausted in the national banking system. Before applying the model, the present work reviews the literature on the theme, accentuating the diversity of approaches used to establish the causal relationships between concentration and competition. The results show the clear advance of banking concentration in several relevant markets and the evidence of market power. The CR10 index evolved from 86.8% in January 2011 to 88,5% in December 2016. The Hr statistic on the non-sacaled returns, chosen as reference for the analyzed period, indicated market power. / Para analisar a relação entre a concentração e a competição bancária, de acordo com os modelos contemporâneos da Teoria da Organização Industrial, faremos a aplicação da abordagem de Panzar-Rosse, tal como desenvolvida por Bikker, Schaffer e Spierdijk, com a definição da estatística H a partir de uma equação não-escalada de retornos. A abordagem de Panzar-Rosse foi aplicada a partir de uma amostra de dados dos bancos comerciais brasileiros de 2011 a 2016 com modelos OLS e FGLS. A base de dados começa a partir de 2011, período no qual os efeitos da longa crise de 2009 a 2010 foram esgotados no sistema bancário nacional. Antes da aplicação do modelo, o presente trabalho apresenta a revisão da literatura do tema, destacando a diversidade de abordagens para estabelecer as relações causais entre concentração e competição. Os resultados mostram o avanço claro da concentração bancária em diversos mercados relevantes e a evidência de poder de mercado. A evolução do índice CR10 saiu de 86,8% em janeiro de 2011, para 88,5% em dezembro de 2016. A estatística Hr, acerca dos retornos não escalados, escolhida como referência para o referido período, indicou poder de mercado.

O objetivo principal deste trabalho écalcular o valor da perda de bem-estar do setor siderúrgico brasileiro, considerando os diferentes mercados relevantes, como o de aço bruto, laminados, vergalhões e ferro-gusa. Para alcançar este propósito foram estimadas diferentes equações de demanda para os referidos mercados relevantes para, então, encontrar as elasticidades-preço da demanda. O modelo teórico utilizado referente ao peso morto para mercados oligopolizados foi o de Daskin (1991). Tratandose do cálculo das elasticidades-preço, utilizaram-se modelos de equações simultâneas com o uso de variáveis instrumentais. O mercado siderúrgico é oligopolizado no mundo inteiro, incluindo o Brasil. As inúmeras fusões e aquisições ocorridas, principalmente após a desestatização do setor, contribuíram para a concentração do mercado. O mercado siderúrgico brasileiro apresentou um alto índice de concentração, principalmente no mercado de vergalhões onde apenas três grupos empresariais (Gerdau, Arcelor Mittal e Votorantim) controlam todo o mercado deste produto. Em um mercado altamente concentrado as firmas podem exercer poder de mercado e desta forma há perdas econômicas para a sociedade como um todo. As elasticidades-preço encontradas no trabalho refletem bem a estrutura do setor siderúrgico brasileiro, em que, todos os mercados relevantes analisados apresentaram baixos valores de elasticidade-preço, ou sejam, inelásticos às variações de preço. O mercado de vergalhões foi o mais inelástico se comparado aos demais mercados, além disso, os seus valores de peso morto em relação ao faturamento também foram os maiores, evidenciando uma forte perda de bem-estar. Apesar dos outros mercados relevantes terem apresentado valores de peso morto em relação ao faturamento do setor inferiores, os mesmos não foram desprezíveis. O mercado de aço bruto que neste estudo representa o mercado siderúrgico brasileiro como um todo (exceto o seguimento de ferro-gusa), por incorporar os demais mercados relevantes, é dominado pelos grupos empresariais Arcelor Mittal; Gerdau, Usiminas Cosipa e Companhia Siderúrgica Nacional - CSN, e também apresentou resultados indicativos de forte perda de bemestar, com alto valor de peso morto. Já o mercado de laminados, controlado pelos grupos Arcelor Mittal, Usiminas Cosipa, CSN e Gerdau, apresentou resultados muito próximos aos do aço bruto. O mercado de ferro-gusa, menos concentrado em comparação as demais, foi o que apresentou os menores valores de peso morto, o que era esperado, pois este mercado, apesar de ser dominado por quatro grandes grupos siderúrgicos (Arcelor Mittal, Usiminas Cosipa, CSN e Gerdau), é um mercado onde há a participação de inúmeros produtores de pequeno porte denominados guseiros. As conclusões deste trabalho mostram que o mercado siderúrgico brasileiro é muito concentrado e há o exercício do poder de mercado por parte das firmas participantes, ocasionando perda de bem-estar para sociedade brasileira. Espera-se que este estudo, ao apresentar os valores de perda de bem-estar, possacontribuir para a análise ou para elaboração de políticas públicas relacionadas ao setor em questão. / The main objective of this study was to calculate the value of the welfare loss for the Brazilian steel sector. Different relevant markets were analyzed, such as: crude steel, rolled steel, rebar and pig iron. Price-elasticities of demand were obtained by estimating different demand equations for each related market. The theoretical model proposed by Daskin (1991) was used to calculate the dead weight loss in oligopolistic markets. Elasticities were obtained by formulating the simultaneous equations model and using instrumental variables. Worldwide, steel market can be considered an oligolopy, as well as in Brazil. In the Brazilian market, mergers and acquisitions that happened after the privatization of the sector, contributed for the market concentration. The Brazilian steel market showed a high concentration ratio, especially in the rebar market where only three groups (Gerdau, Arcelor Mittal and Votorantim) control the entire Brazilian market for this product. In a highly concentrated market firms tend to exercise market power. Consequently, there are economic losses to the society. The price elasticities of demand that were found in this research highlight the structure of the Brazilian steel market. For all the relevant markets that were analyzed, there were found low values for elasticities. It shows that all the products are price-inelastic. The rebar market was found to be the more inelastic when compared to other markets. In addition, for this same market, the calculated values of dead weight loss related to sales were also higher. High welfare losses can be related to the high market concentration for this product. Even though other relevant markets have presented positive values of dead weight loss related to sales of the lower sector, these values were not negligible. The market for crude steel that was analyzed in this study represents the Brazilian steel market as a whole because it incorporates other relevant markets. Large groups, such as, Arcelor Mittal, Gerdau, Usiminas Cosipa and CSN dominate the market. The results analyzed for the crude steel indicate a strong welfare loss, with a high value of dead weight loss. The results for the rolled products market, dominated by Arcelor Mittal, Usiminas Cosipa, CSN e Gerdau, are close to those found for the crude steel market. The market for pig iron, which is less concentrated when compared to other markets, presented lower values of dead weight loss. This result was expected because although this sector is dominated by four big groups there are many other small companies also producing in this sector. According to the results, it can be concluded that the Brazilian steel market is highly concentrated what enables firms to exercise their market power, causing a welfare loss for the Brazilian society. It is expected that, by presenting values for the welfare loss in the steel market, this research can help in the analysis and development of public policies for this sector.

Amid increasing trends of market concentration and corporate political activity in the United States, this thesis takes a quantitative approach to evaluating Luigi Zingales’ political theory of the firm. Using data from the Economic Census and from the Center for Responsive Politics, I find that concentration as measured by four and eight largest firms’ share of establishments exhibits a significant positive relationship to corporate lobbying at the intensive margin. On the other hand, concentration as measured by four and eight largest firms’ share of employment exhibits a significant negative relationship on politically active firms’ decision to lobby at the extensive margin. Through drawing upon existing quantitative literature on this subject, I conclude that Zingales’ theory remains sound and its implications on the political economy of the United States are bleak. Further research should look into politically feasible policy solutions to this troubling relationship.

在市場競爭不斷加劇之環境下，會計師事務所究竟要如何因應？削價競爭固然為一種經營策略，但並非長久之計。過去文獻指出，會計師事務所可藉由發展產業專業化以因應市場競爭，且會計師產業專精對審計公費有正向之影響。然而，過去文獻亦指出客戶產業特性對審計公費訂價有一定之影響力，故本研究目的乃在探討會計師產業專精對審計公費影響力之大小，及是否會計師產業專精對審計公費之影響力會大於客戶產業特性對審計公費之效果。實證結果顯示會計師產業專精與客戶產業特性兩者對審計公費皆有相當之影響力，但客戶產業特性對審計公費訂價之影響較大。另外，在將樣本區分為高科技產業與傳統產業後可發現，會計師在高科技產業之專長對客戶而言較具有價值，產業專精會計師在高科技產業對審計公費訂價之影響力較大、能夠收取較高之審計公費。 / How can accounting firms build up competitive advantages when they face increased competition? One way is to cut costs and decrease prices, but this may not be the best strategy in the long run. Casterella et al.(2004) suggest that product differentiation based on industry expertise may be a more sustainable solution because auditor specialization shows a significantly positive association with audit fees. Prior researches also indicate that client industry characteristics influence audit fees. Therefore, the main objective of this study is to examine whether auditor specialization and client industry characteristics influence audit fees and which one has greater effect. We find evidence that auditor specialization and client industry characteristics both have an influence on audit fees, while client industry characteristics exhibit even greater impacts. Furthermore relative to conventional industries, auditor specialization in high technology industries demonstrates greater value, and contributes to higher audit fees.

Submitted by David Kallás (david.kallas@gmail.com) on 2014-07-11T20:33:58Z No. of bitstreams: 1 Tese David Kallas Final.pdf: 12354207 bytes, checksum: 890a61179183220494642fef535a98e9 (MD5) / Rejected by PAMELA BELTRAN TONSA (pamela.tonsa@fgv.br), reason: Bom dia David, Conforme as Normas ABNT/APA e necessário a correção do Abstract. Ele deve estar no padrão normal e não em itálico. Sugiro também, que o titulo do seu trabalho seja colocado todo em caixa alta ( letra maiúscula ) Qualquer duvida estamos a disposição. Pâmela Tonsa 3799-7852 on 2014-07-14T11:12:39Z (GMT) / Submitted by David Kallás (david.kallas@gmail.com) on 2014-07-14T12:27:09Z No. of bitstreams: 1 Tese David Kallas Final.pdf: 12771470 bytes, checksum: 4e020f29abf69dc81c62015966e933a2 (MD5) / Approved for entry into archive by PAMELA BELTRAN TONSA (pamela.tonsa@fgv.br) on 2014-07-14T12:28:06Z (GMT) No. of bitstreams: 1 Tese David Kallas Final.pdf: 12771470 bytes, checksum: 4e020f29abf69dc81c62015966e933a2 (MD5) / Made available in DSpace on 2014-07-14T12:30:01Z (GMT). No. of bitstreams: 1 Tese David Kallas Final.pdf: 12771470 bytes, checksum: 4e020f29abf69dc81c62015966e933a2 (MD5) Previous issue date: 2014-06-18 / O presente estudo avança a compreensão da performance empresarial ao propor que condições dos setores, especificamente a concentração setorial, moderam a relação entre instituições e desempenho das firmas. Já é sabido que o ambiente institucional impacta o desempenho das firmas (Makino, Isobe, & Chan, 2004) e que as reformas pró-mercado contribuem para que esse efeito seja positivo, tanto para firmas domésticas como estrangeiras (Cuervo-Cazurra & Dau, 2009). A explicação desse efeito é baseada na economia dos custos de transação (Coase, 1937; Commons, 1934). Contudo, não se sabe se o efeito é o mesmo para todos os setores e se fatores moderam a relação. Esta tese contou com 230.222 observações referentes a 10.903 empresas em 64 países em um intervalo de 23 anos coletados em diferentes bancos de dados. Foi testada a interação de seis variáveis institucionais com o índice Herfindahl-Hirschman (HHI) para três variáveis dependentes diferentes: retorno sobre ativos (ROA), retorno sobre patrimônio líquido (ROE) e crescimento de vendas composto de três anos. Duas estratégias empíricas foram utilizadas: modelos com efeitos fixos e modelos hierárquicos (multinível). Os resultados confirmaram a hipótese de que a interação do HHI é significante e negativa com quatro variáveis institucionais: voice and accountability, efetividade do governo, qualidade regulatória e controle da corrupção. Concentração setorial modera o efeito do ambiente institucional na performance empresarial. Em contextos onde as instituições são sólidas, a força de agentes como sindicatos, associações, imprensa e consumidor assume poder de barganha, refreando o poder das empresas e o oportunismo. Regras legais, direito comum e instituições tendem a limitar o poder unilateral em relações contratuais de todos os tipos, independe da fonte do poder (Macneil, 1980). Observou-se adicionalmente que a proteção ao oportunismo se dá principalmente por meio das instituições informais, como a proteção à democracia, direitos do consumidor e controle da corrupção. Ao propiciar poder aos outros agentes que interagem com as empresas, instituições fortes garantem o enforcement de compromissos contratuais, em particular os contratos sociais (Argyres & Liebeskind, 1999). Como implicações, essa tese propõe que estratégias de expansão dentro do setor, aquisição de participação de mercado e fusões e aquisições dentro do setor são mais adequadas em ambientes institucionais mais fracos que em ambientes fortes. Empresas que possuem alta participação de mercado devem reconhecer o impacto negativo que podem sofrer em seu desempenho a partir de melhorias institucionais. Finalmente, o estudo reforça a importância do reconhecimento por parte de governos de que setores e firmas se beneficiam de forma desigual das mudanças institucionais. O conhecimento prévio desses impactos pode servir de direcionamento para a formulação de políticas públicas justas e eficientes. As principais limitações estão relacionadas à base de dados, exclusivamente composta de empresas com capital aberto, a forma pela qual a classificação de algumas empresas diversificadas foi feita e o fato dessa tese não investigar diretamente o poder de barganha nem ao menos o oportunismo, mas somente o poder moderador da concentração setorial no efeito das instituições no desempenho. / This research extend the understanding of firm performance by proposing that industry conditions, specifically industry concentration, moderates the relation among institutions and firm performance. It is already known that institution matters (Makino et al., 2004) and that promarket reforms positively affect firms’ profitability in developing countries for both domestic and foreign firms (Cuervo-Cazurra & Dau, 2009). The explanation is based on transaction costs economics (Coase, 1937; Commons, 1934). However, it is not known whether this effect is the same for all industries and if there is any moderating effect. This thesis built a database of 230,222 observations of 10,903 companies in 64 countries in a 23 years interval. Data was gathered from various sources. Regressions tested the interaction between the Herfindahl-Hirschman Index (HHI) and six institutional variables, considering three dependent variables: return on assets (ROA), return on equity (ROE) and 3-year compound annual sales growth rate. Two empirical strategies were used: fixed effects and hierarchical (multilevel) models. Results confirmed the hypothesis and were significant for the negative interaction between HHI and four institutional variables: voice and accountability, govern effectiveness, regulatory quality and control of corruption. Industry concentration moderates the effect of institutions on firm performance. When institutions are strong, the strength of stakeholders like unions, associations, press and consumers became bargaining power, limiting firms power and opportunism. Legal rules and institutions, common law and others, limit unilateral power in contractual relations of al kinds, whatever may be its source (Macneil, 1980). In addition, this thesis proposes that the protection against opportunism is mainly on informal institutions, like democracy protection, consumer rights and control of corruption. Strong institutions enforce contractual commitments, in particular, social contracts (Argyres & Liebeskind, 1999). As a result, this thesis argues that strategies of expansion within the industry, as market share dominance, mergers and acquisitions and growth strategies may fit better on weak institutional contexts. Firms that have high market share must acknowledge the negative impact of institutional improvements. Finally, governs must understand that industries and firms benefit unequally from institutional changes. Anticipating this knowledge may drive the formulation of efficient and fair public policies. The main limitations are the database was exclusively made of public traded companies, problems on industry classification for diversified firms, and that this work did not directly investigate the bargaining power or opportunism, but the moderating effect of industry concentration.