O objetivo deste trabalho foi obter informações sobre a correlação qualitativa entre o sucesso econômico e a consistência estratégica das panificadoras de pequeno e médio porte de diferentes modelos de loja. O estudo da estratégia nas pequenas empresas é fundamental para o entendimento das ações que levam esse tipo de empresas ao sucesso, devido à suas especificidades em relação às grandes empresas; cuja literatura é ainda relativamente escassa. Por outro lado o setor de panificação é de grande relevância e para a economia nacional e vem apresentando boas taxas de crescimento anual e uma transição para a agregação de maior qualidade nas suas operações. Para a concepção do objetivo desta pesquisa a metodologia adotada foi a realização de um estudo multicascos, de caráter qualitativo, em dez panificadoras da cidade de São José do Rio Preto/SP. Este estudo compreendeu entrevistas com os proprietários das empresas, sendo que desse total três eram de médio porte e sete de pequeno porte. Os resultados obtidos apontaram que quanto mais aderentes forem as ações estratégicas tomadas pelas empresas às dimensões estratégicas de seu grupo estratégico, melhores serão os resultados apresentados. Além disso, o estudo trouxe uma contribuição ao oferecer um conjunto de dimensões estratégicas mais específico para cada um dos grupos estratégicos encontrados no segmento de panificação brasileiro. Espera-se com esse trabalho um maior entendimento sobre a estratégia em pequenas e médias empresas, e de forma mais específica, uma contribuição para o estudo e o ensino de estratégias para este setor. / The aim of this study was to obtain qualitative information about the correlation between economic success and consistency of strategic bakeries small and midsize different store models. The study of strategy in small businesses is crucial to understanding the actions that lead to this kind of business success, due to their specificity toward large companies, whose literature is still relatively scarce. Moreover the bakery sector is of great importance and for the national economy and is showing good growth rates and an annual aggregate transition to higher quality in their operations. For the design of the objective of the research methodology adopted was to conduct a study multihulls, qualitative, in ten bakeries in the city of São José do Rio Preto/SP. This study included interviews with business owners, and of this total three were midsize and seven small. The results showed that the more members are strategic actions taken by companies to strategic dimensions of its strategic group, the better the results. Moreover, the study has brought a contribution by providing a set of more specific strategic dimensions for each strategic groups found in Brazilian segment baking. It is expected that work with a greater understanding of the strategy in small and medium enterprises, and more specifically, a contribution to the study and teaching strategies for this sector.

O objetivo deste trabalho foi obter informações sobre a correlação qualitativa entre o sucesso econômico e a consistência estratégica das panificadoras de pequeno e médio porte de diferentes modelos de loja. O estudo da estratégia nas pequenas empresas é fundamental para o entendimento das ações que levam esse tipo de empresas ao sucesso, devido à suas especificidades em relação às grandes empresas; cuja literatura é ainda relativamente escassa. Por outro lado o setor de panificação é de grande relevância e para a economia nacional e vem apresentando boas taxas de crescimento anual e uma transição para a agregação de maior qualidade nas suas operações. Para a concepção do objetivo desta pesquisa a metodologia adotada foi a realização de um estudo multicascos, de caráter qualitativo, em dez panificadoras da cidade de São José do Rio Preto/SP. Este estudo compreendeu entrevistas com os proprietários das empresas, sendo que desse total três eram de médio porte e sete de pequeno porte. Os resultados obtidos apontaram que quanto mais aderentes forem as ações estratégicas tomadas pelas empresas às dimensões estratégicas de seu grupo estratégico, melhores serão os resultados apresentados. Além disso, o estudo trouxe uma contribuição ao oferecer um conjunto de dimensões estratégicas mais específico para cada um dos grupos estratégicos encontrados no segmento de panificação brasileiro. Espera-se com esse trabalho um maior entendimento sobre a estratégia em pequenas e médias empresas, e de forma mais específica, uma contribuição para o estudo e o ensino de estratégias para este setor. / The aim of this study was to obtain qualitative information about the correlation between economic success and consistency of strategic bakeries small and midsize different store models. The study of strategy in small businesses is crucial to understanding the actions that lead to this kind of business success, due to their specificity toward large companies, whose literature is still relatively scarce. Moreover the bakery sector is of great importance and for the national economy and is showing good growth rates and an annual aggregate transition to higher quality in their operations. For the design of the objective of the research methodology adopted was to conduct a study multihulls, qualitative, in ten bakeries in the city of São José do Rio Preto/SP. This study included interviews with business owners, and of this total three were midsize and seven small. The results showed that the more members are strategic actions taken by companies to strategic dimensions of its strategic group, the better the results. Moreover, the study has brought a contribution by providing a set of more specific strategic dimensions for each strategic groups found in Brazilian segment baking. It is expected that work with a greater understanding of the strategy in small and medium enterprises, and more specifically, a contribution to the study and teaching strategies for this sector.

工程產業一直扮演著產業火車頭的角色，台灣歷經多次的景氣循環，而工程產業的發展一直與景氣有著密不可分的關係；然而工程產業雖與景氣雖有著高度關聯性，但相較於其他產業的發展模式而言，卻具有相當高之差異度，因此本文對於工程產業之模式與發展欲進行較深入之分析；再者，台灣目前對於工程產業的分析文獻並不多見，並且大都著眼於大型工程公司的成功經驗，或是其發展成功之制度架構，但無法暸解該成功經驗之累積過程或是制度架構之轉換過程。而本研究欲對於現況進行突破，除針對成功發展經驗的累積及制度架構的轉換進行整合及連續性的分析，更引用個案A公司的實際中小型企業的案例，來觀察A公司的發展歷程，了解企業由小規模發展至中大規模的發展途徑上，可能的成功路徑與發展模式，並且由於個案A公司歷經台灣多次的景氣循環，其發展的經驗以及發展歷程更是彌足珍貴，對於台灣的中小型企業發展上，可提供有效的建議。 本文藉由產業價值鏈分析法，對於工程產業進行深入的分析，再藉由司徒老師所創制之策略矩陣，將產業價值鏈作為橫向面，與縱向面的產品策略構面及產業策略構面進行結合，賦予策略矩陣中的各「策略點」全新的邏輯與意義，以便於作為策略決策的連續動態過程的解釋。文中並舉以實際個案A公司之資料以及重大發展歷程與轉折，利用策略矩陣分析法，針對A公司進行分析，觀察其發展過程及決策過程。 / This paper will apply the strategic matrix which developed by Dr. Szu-Tu, utilizing a completely new strategic management perspective, to examine the relation between engineering industry and the transition of industry. The strategic matrix method was developed from industrial value chain and strategic types and is a logical procedure of strategic analysis and decision-making. It is very useful for analyzing the commercial environment, to know the operational features of the individual industry, and to determine the strengths of businesses. The strategic matrix method is often applied in the manufacturing industry due to the feasibility of determining the industrial value chain of the manufacturing industry. However, unlike the manufacturing industry, the industrial value chain of the engineering industry in this paper is difficult to determine. And most of the past studies discuss about engineering industry were aim at key-success factors of strategic management, but the paper to observe the dynamic process of the strategy for engineering industry is not exist. For the above reasons, this paper will perform the dynamic process between value chain and strategic dimensions, and providing the suggestions about how to improve the competitiveness for small and medium-sized enterprises in Taiwan.

本研究是以個案公司為例，藉以了解企業公司盛衰起伏的背後原由。對於這些果與因，雖然不能直接以簡單的原由來歸納與說明，但其發展過程中勢必有其脈絡，可以幫助了解公司發展與適應的做法。因此本研究透過描述個案公司各項策略作為，來了解企業經營的歷程。 　　本文第貳章說明研究動機與問題，並對本研究的各項變數做必要的定義。第參章對個案公司的基本資料與背景有較多的說明。本研究主體係個案公司責任中心二(Strategic Business Unit II)，該事業單位為自動資料蒐集產業(Automatic Data Collection)的本土製造商，自1985年第一台條碼閱讀機問世至今，在產業中已將近十六年的時光。 　　十六年以來，由人機介面(Input Device)的定位，以開發個人電腦鍵盤與自動資料辨識產品(Automatic Identification & Data Capture，AID)的條碼閱讀機(Bar Code Reader)，到目前以自動資料蒐集(Automatic Data Collection)產業的主流產品攜帶式自動資料蒐集終端機(Portable Data Collection Terminal)為主的經營範疇；經銷通路從貿易商為主的型態，轉而進入經銷商與系統整合商的通路；由完全沒有產業知名度，到進入美國前十名的自動資料蒐集產業供應商。地理構形也從本土企業出發，成為跨美、歐、日與大陸都有分支機構的跨國經營。 　　從以上的說明可以了解個案公司的發展歷程，詳細的內容可以參考第參章與第肆章的兩個策略轉折點前後的各個構面分析；本文中另以競技場分析，比較個案公司歷經策略轉折點之後在體系、產業結構、產品/市場的相關位置，透過競技場分析可以讓經營者更清楚未來的策略走向。 　　本文第伍章則提出研究發現與後續研究建議，其中的研究建議較值得注意的是個案公司最新的主流產品WinCE攜帶式終端機即將進入開放式的主流環境，在開放式的主流環境對未來成長有絕對的幫助，但風險當然也就大很多。而這項經驗在個案公司早期投入個人電腦鍵盤產品時期非常類似，若能透過對個人電腦產業的反思，相信面對未來的競爭思考能有方向的指引作用。 / “The Company” has been used as an example for my thesis, that helps to understand how an enterprise been successful and going dead. Those reasons and results to be successful and dead, which maybe not easy to get conclusion from simple examples, but we did understand all possible development from those tracks. We are also possible to find the way to adapt all those changes from all tracks’ studies. 　　In this case, the chapter 2 gives the motivation and answers about the reasons to have this thesis. It also defines all variables. In Chapter 3, I give more information and back ground about “The Company.” The major studied body is the SBU II (Strategic Business Unit II) of “ The Company”. That SBU II is the Taiwanese local maker for ADC (Automatic Data Capture) industry. The SBU II produced first Bar Code Reader since 1985 and is existed in the ADC industry more than 16 years. 　　Since last 16 years, “The Company” was positioned as “Input Device Provider,” that developed the keyboard for IBM Personal Computer and Bar Code Reader for AIDC (Automatic Identification and data collection) Industry. Up to now, the business scopes of “The Company” is producing the main trend products for ADC industry, which is Portable Data Collecting Terminal. During last 16 years, the distribution channels of “The Company” are changed from “Trading Company” to “VAR (Value Added Retails) and SI (System integrators). It is also changed from “ No Named Company” becomes one of ten major players of ADC industry in USA market. The geographical point of view is also changed from Taiwanese company to become multiple locations in Europe, USA, The Mainland China and Japan. 　　The description above helps to understand the development of “ The Company”. The detailed information will refer all details in “Three Dimensional Analysis” of those two strategic turning points in the Chapter 3 and Chapter 4. In these chapters, “The Competitive Field Model” is used to compare the different related positioning between two industrial structures, Products and Markets. After that study, I hope that can guide “The Company” to be much clear the way to the future. 　　In Chapter 5, I give some comments about my own development and also give some hints for future studies. There are some key comments about “The WinCE Portable Terminals”, which are going to be the main trend products and opened architecture environment. In the opened architecture environment that is very high growth in market size and industrial business. That is of course coming with very high risky in the future. This experience is very similar with the age of IBM PC Keyboard. If we can rethink the related experience from IBM PC age that may help a lot to face all future market competition. That is one of the key reasons to have this case study.