A área de estratégia, por meio da teoria baseada em recursos (RBT), desenvolve estudos que procuram compreender as características, recursos, capacidades e processos que levam algumas empresas, na mesma indústria, a terem um desempenho melhor que seus concorrentes. A RBT atingiu a maturidade teórica exigindo novos rumos para a sua revitalização. Simultaneamente, os estudiosos de marketing internacional afirmam que a teoria sobre a imagem do país de origem (COI) precisa ser revigorada e recomendam que ela seja analisada à luz da literatura de estratégia. É sob essa perspectiva que esta tese apresenta a sua contribuição, desenvolvendo e validando uma escala de importância de COI na perspectiva empresarial. O construto foi desenvolvido com base em uma capacidade específica da empresa: a construção e gestão da marca. Para isso, as bases teóricas sobre RBT, interface entre RBT e marketing, COI e marca foram revisadas e, ancorada nesta literatura, foi possível identificar os processos para incorporar a COI na estratégia da marca, os quais foram utilizados como dimensões da escala. Foram realizados diversos procedimentos psicométricos seguindo as recomendações de diversos psicometristas. O constructo foi definido como a capacidade de gestão da incorporação da COI à marca (BCOI), que reflete a importância conferida pela empresa para usar a COI como um recurso na construção da capacidade de marca. Após a etapa inicial, em que foram gerados e validados os itens com pesquisadores e com gestores, realizou-se um levantamento com 457 executivos. A amostra foi dividida em duas subamostras para aplicação de diferentes técnicas estatísticas. Na subamostra 1 foi realizada uma análise fatorial exploratória que confirmou o modelo inicial da escala delineado junto a pesquisadores e gestores no processo de geração de itens. Esse modelo foi testado na subamostra 2 por meio da análise fatorial confirmatória e da modelagem de equação estrutural. Os resultados indicaram que a BCOI se manifesta por meio de 26 itens organizados em cinco dimensões: elementos textuais e visuais, sentidos, recursos culturais, recursos naturais e empregados / The strategy stream, through resource theory based (RBT), develops studies that seek to understand the characteristics, features, capabilities and processes that lead some companies in the same industry, to have a better performance compered to its competitors. The RBT has reached the theoretical maturity requiring new directions for its revitalization. Simultaneously, international marketing scholars claim that the theory about the country of origin image (COI) needs to be invigorated and recommend it to be examinated in the light of the strategy literature. It is from this perspective that this thesis presents its contribution by developing and validating a scale of importance of COI in business perspective. The construct was developed based on a specific capability of the company: building and manageming the brand (branding). For this, the theoretical basis of RBT, the interface between marketing and RBT, COI and branding were reviewed and anchored in this literature, it was possible to identify the processes to incorporate the COI in the brand strategy, which were used as scale dimensions. various psychometric procedures following the recommendations of several psychometricians were performed. The construct was defined as the branding capability of COI incorporation (BCOI), which reflects the importance given by the company to use the COI as a resource in brand building capability. After the initial stage, in which items were generated and evaluated with researchers and managers, a survey with 457 executives was held. The sample was divided into two subsamples for application of different statistical techniques. An exploratory factor analysis was performed with subsample 1. The EFA produced an initial scale model that was tested in subsample 2 through confirmatory factor analysis and structural equation modeling. The results indicated that the BCOI iis manifested through 26 items organized into five dimensions: textual and visual elements, senses, cultural resources, natural resources and employees.

無 / Facing today’s highly competitive market and changed business environment, whether the company has the capability to implement successful inter-organizational information systems to achieve efficient supply chain management becomes a significant issue. To fulfill this need, this research aims to develop a framework for measuring the IOS capability. After company interviews, our proposed framework is simplified to measure four IOS capabilities: (1) physical assets, (2) path dependency, (3) relational intangibles (trust and complementary resources), and (4) market power. We propose that firms with these IOS resources can have higher IOS usage, which in turn creates greater IOS performance. / A general survey is then conducted in the Taiwan PC industry to validate our proposed framework. The instrument was tested for validity and reliability properties, and multiple linear regression was used for testing our hypotheses. The results indicate that physical IT assets and relational specific intangibles are positively related with IOS usage. On the other hand, path dependency and market power do not have significant impact on IOS usage. We further explore the relationships between the IOS capabilities and firm performance. The result indicates firms with more IOS usage are more likely to achieve better firm performance. These results can further be examined in a more industry-wide survey in the future. The researchers can also build upon this model to further examine the factors that are discovered.

Submitted by Renard Machado Respino (machadorenard@gmail.com) on 2015-03-06T13:35:02Z No. of bitstreams: 1 Dissertacao_Renard Machado_vFinal_FGV.pdf: 1998531 bytes, checksum: d3b7841831985daa5e9a5d3e2f66c6bc (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2015-03-06T14:22:23Z (GMT) No. of bitstreams: 1 Dissertacao_Renard Machado_vFinal_FGV.pdf: 1998531 bytes, checksum: d3b7841831985daa5e9a5d3e2f66c6bc (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2015-03-12T18:45:49Z (GMT) No. of bitstreams: 1 Dissertacao_Renard Machado_vFinal_FGV.pdf: 1998531 bytes, checksum: d3b7841831985daa5e9a5d3e2f66c6bc (MD5) / Made available in DSpace on 2015-03-12T18:46:01Z (GMT). No. of bitstreams: 1 Dissertacao_Renard Machado_vFinal_FGV.pdf: 1998531 bytes, checksum: d3b7841831985daa5e9a5d3e2f66c6bc (MD5) Previous issue date: 2014-03-11 / Organizations are targets of constant changes imposed by factors that require fast and consistent decisions to remain competitive. The strategy that best leverages resources and capabilities to obtain sustainable competitive advantages can be found inside or outside organizational boundaries. This study aims to identify and assess the reasons for a beverage industry to migrate from an outsourced distribution model to a vertically integrated one. Therefore, we built a case study which allows us to evaluate carriers' behavior in the contractor perspective and to analyze the financial feasibility of their own fleet, not to mention the exploration of pilot project idea and the vertical implementation itself. With the results we could assess benefits and risks of having own physical distribution, exploring the intersection between theoretical and empirical contributions. Therefore, we broadened the vision of the academy and executives on the sourcing decision, exploring strategic aspects of this complex and important decision-making process. / As organizações são alvos constantes de mudanças impostas por fatores que exigem rápidas e consistentes decisões para se manterem competitivas. A estratégia que melhor explora os recursos e as competências como forma de obtenção de vantagens competitivas sustentáveis pode estar dentro ou fora das fronteiras organizacionais. Este trabalho tem como objetivo identificar e avaliar as razões que levaram uma indústria de bebidas à migração de um modelo de distribuição terceirizado para um verticalmente integrado. Para tal, foi realizado um estudo de caso que permitiu avaliar o comportamento dos transportadores na ótica do contratante, e o processo de análise e implementação desse projeto de verticalização. Com os resultados obtidos foi possível avaliar as vantagens e riscos desse novo modelo, explorando o cruzamento entre as contribuições teóricas e empíricas. Portanto, ampliamos a visão da academia e dos executivos sobre a decisão de sourcing, e exploramos os aspectos estratégicos desse complexo e importante processo decisório.

A área de estratégia, por meio da teoria baseada em recursos (RBT), desenvolve estudos que procuram compreender as características, recursos, capacidades e processos que levam algumas empresas, na mesma indústria, a terem um desempenho melhor que seus concorrentes. A RBT atingiu a maturidade teórica exigindo novos rumos para a sua revitalização. Simultaneamente, os estudiosos de marketing internacional afirmam que a teoria sobre a imagem do país de origem (COI) precisa ser revigorada e recomendam que ela seja analisada à luz da literatura de estratégia. É sob essa perspectiva que esta tese apresenta a sua contribuição, desenvolvendo e validando uma escala de importância de COI na perspectiva empresarial. O construto foi desenvolvido com base em uma capacidade específica da empresa: a construção e gestão da marca. Para isso, as bases teóricas sobre RBT, interface entre RBT e marketing, COI e marca foram revisadas e, ancorada nesta literatura, foi possível identificar os processos para incorporar a COI na estratégia da marca, os quais foram utilizados como dimensões da escala. Foram realizados diversos procedimentos psicométricos seguindo as recomendações de diversos psicometristas. O constructo foi definido como a capacidade de gestão da incorporação da COI à marca (BCOI), que reflete a importância conferida pela empresa para usar a COI como um recurso na construção da capacidade de marca. Após a etapa inicial, em que foram gerados e validados os itens com pesquisadores e com gestores, realizou-se um levantamento com 457 executivos. A amostra foi dividida em duas subamostras para aplicação de diferentes técnicas estatísticas. Na subamostra 1 foi realizada uma análise fatorial exploratória que confirmou o modelo inicial da escala delineado junto a pesquisadores e gestores no processo de geração de itens. Esse modelo foi testado na subamostra 2 por meio da análise fatorial confirmatória e da modelagem de equação estrutural. Os resultados indicaram que a BCOI se manifesta por meio de 26 itens organizados em cinco dimensões: elementos textuais e visuais, sentidos, recursos culturais, recursos naturais e empregados / The strategy stream, through resource theory based (RBT), develops studies that seek to understand the characteristics, features, capabilities and processes that lead some companies in the same industry, to have a better performance compered to its competitors. The RBT has reached the theoretical maturity requiring new directions for its revitalization. Simultaneously, international marketing scholars claim that the theory about the country of origin image (COI) needs to be invigorated and recommend it to be examinated in the light of the strategy literature. It is from this perspective that this thesis presents its contribution by developing and validating a scale of importance of COI in business perspective. The construct was developed based on a specific capability of the company: building and manageming the brand (branding). For this, the theoretical basis of RBT, the interface between marketing and RBT, COI and branding were reviewed and anchored in this literature, it was possible to identify the processes to incorporate the COI in the brand strategy, which were used as scale dimensions. various psychometric procedures following the recommendations of several psychometricians were performed. The construct was defined as the branding capability of COI incorporation (BCOI), which reflects the importance given by the company to use the COI as a resource in brand building capability. After the initial stage, in which items were generated and evaluated with researchers and managers, a survey with 457 executives was held. The sample was divided into two subsamples for application of different statistical techniques. An exploratory factor analysis was performed with subsample 1. The EFA produced an initial scale model that was tested in subsample 2 through confirmatory factor analysis and structural equation modeling. The results indicated that the BCOI iis manifested through 26 items organized into five dimensions: textual and visual elements, senses, cultural resources, natural resources and employees.

Abstract The main objective of this study is to observe product development sourcing strategies over technology life-cycle stages, including assessing evaluation conditions and strategy formulating models. This dissertation approaches product development sourcing from the perspectives of 1) main concepts of product development and technology life-cycles, 2) mapping product development activities over technology life-cycles, 3) mapping product development sourcing over technology life-cycles, and 4) a decision making flowchart. The individual findings are further synthesised and a three dimensional view to analyse the strategic positioning of technology, product and market development as a core context of the organisation is presented. This as it is proposed that the product development sourcing strategies should be analysed and decided according to strategic positioning of the technologies, products and markets and based on the related life-cycle phases. Different product development sourcing strategies can increase the competitiveness of the company by effectively managing critical knowledge of the technology and product development resources. The dissertation is qualitative and inductive in nature and is based on both, reviewing the literature and interviewing experienced industrial managers. The empirical material is based on semi-structured interviews with R&D managers and meetings with R&D directors. The study was realised by investigating historical data on product development activities and sourcing strategies of one of the high-tech industry leaders over four technology generations. The technology evolution of all the generations are considered and the collected data is analysed to understand if there are any significant relationships with the literature based findings. The analysis consists of five individual publications and related synthesis in this compilation. The principal results of this study is a product development sourcing framework (PDSF) proposing how product development sourcing strategies could be managed according to technology maturity levels by considering the specific needs and motivations of each prevailing situation. This necessitates the understanding of the characteristics of different technology life-cycle stages, and evaluating product development activities. This study points out how different models can be utilised to support the evaluation. As a result, various factors can be used to support the product development sourcing decisions for each specific situation, whereas strategy formulating theories are also beneficial as a support for these decisions. The main implications include providing a structure, PDSF, to support managers in their decisions on product development activities and sourcing strategies. The created PDSF is an amalgam of seven technology life-cycles that enable cross-functional investigations over each technology with market penetration situation, manufacturing capabilities, product development factors, and sourcing capability factors of all technology products. Aside providing support for selecting suitable product development sourcing strategies, this study may also ease the considerations over killing unproductive projects and unprofitable product lines. / Tiivistelmä Tämä tutkimus tarkastelee tuotekehityksen hankintastrategioita teknologioiden, tuotteiden ja markkinasegmenttien eri elinkaarivaiheissa. Väitöskirja lähestyy tuotekehityksen hankintaa seuraavista näkökulmista: 1) tuotekehityksen ja teknologioiden elinkaarien pääkonseptit, 2) tuotekehitystoiminnat teknologianelinkaarien vaiheissa, 3) tuotekehityksen hankinnat teknologianelinkaaren vaiheissa, ja 4) päätöksenteon vuokaavio. Yksittäiset löydökset on edelleen syntetisoitu ja kolmiulotteinen näkemys teknologioiden, tuotteiden ja markkinoiden kehittymiseen on esitetty keskeisenä kontekstina organisaatioille. Väitöstutkimus esittää että tuotekehityksen hankintastrategiat pitäisi analysoida ja päättää perustuen teknologioiden, tuotteiden ja markkinoiden strategiseen positioon elinkaarivaiheissa. Erilaiset tuotekehityksen hankintastrategiat voivat parantaa yritysten kilpailukykyä teknologioihin ja tuotekehitysresursseihin liittyvän kriittisen tiedon tehokkaan johtamisen ansiosta. Väitöskirja on luonteeltaan laadullista tutkimusta hyödyntäen induktiivista päättelylogiikkaa perustuen sekä aiemman kirjallisuuden tarkasteluun, että empiirisesti puolistrukturoituihin haastatteluihin kokeneiden tuotekehityspäälliköiden ja -johtajien kanssa. Tutkimus toteutettiin tarkastelemalla neljään eri teknologiasukupolveen liittyviä tuotekehityksen ja hankintastrategioiden historiatietoa ja aineistoa yhdessä johtavassa korkeanteknologian yrityksessä. Tarkasteltujen teknologiasukupolvien teknologiaevoluutiota on pohdittu ja kerättyä dataa on analysoitu mahdollisten merkittävien yhteyksien tunnistamiseksi ja ymmärtämiseksi suhteessa aikaisempiin tutkimuksiin ja kirjallisuuteen. Suoritettu analyysi sisältää viisi erillistä osajulkaisua ja tässä kokoomaosassa esitetyn synteesin. Tämän tutkimuksen keskeinen tulos on kehitetty tuotekehityksen hankintaviitekehys (PDSF) joka esittää tuotekehityksen hankintastrategioiden muodostamisen ja valitsemisen perustuen teknologioiden, tuotteiden ja markkinoiden kypsyysasteisiin, elinkaarivaiheisiin. Tämä edellyttää eri teknologiaelinkaarivaiheiden erityispiirteiden ymmärtämistä ja tuotekehitysaktiviteettien strategista arviointia. Tutkittuja strategisia tekijöitä voidaan hyödyntää tukemaan tuotekehityksen hankintamallin valitsemista ja päätöksiä. Tutkimuksen keskeiset implikaatiot sisältävät struktuurin luomisen, tuotekehityksen hankintaviitekehyksen (PDSF) muodossa tukemaan tuotekehitysjohtajia heidän päätöksenteossaan liittyen tuotekehityksen hankintastrategioihin. Luotu tuotekehityksen hankintaviitekehys mahdollistaa poikkiorganisaatiollisen tarkastelun tuotekehityksen strategisista hallintamalleista huomioiden teknologioiden, tuotteiden ja markkinasegmenttien elinkaaret ja niiden vaikutukset strategiseen päätöksen tekoon. Lisäksi, tämä tutkimus voi myös osaltaan helpottaa tuottamattomien tuotteiden ja tuotelinjojen lakkauttamiseen liittyvää analyysia ja päätöksentekoa.