This study explores how brick-and-mortars toy retailer face the growing competition thatthe e-commerce is bringing to the market. It was found that the toy industry is reallysensitive to the increasing power online retailers are gaining, and that it is affecting theirstore loyalty. The foundation of this study is interviews of managers and salesman, indirect contact with the clients and their behavioural evolution.e-commerce has been previously studied through other academic researches, but wefound that its impact on brick-and-mortars store loyalty have been left aside and deservedto be studied.The purpose of this study was to explore the relationship between e-commerce and brickand-mortars, along with understanding it. On a second time, determining if the storeloyalty of brick-and-mortars would be affected so bad by e-commerce that it would meanthe end of the traditional way of retailing. We also aimed to provide solutions, elementsthat could be generalize and applicable for the entire industry, on how brick-and-mortarsshould react to face this growing competition that is online retailing. To meet this purpose,we conducted three interviews in which the respondents shared their thoughts andreflections. The research question we inquire to answer is: “How is the rise of ecommerceimpacting store loyalty for the brick-and-mortars in the toy industry?”.It was found that the brick-and-mortars, in the toys industry, are threatened by the ecommercebecoming more popular towards clients. However, it is no foregoneconclusion, and the interviews we conducted demonstrated that there is room for brickand-mortars in this industry, if they find how to adapt themselves to this new type ofcompetition. Another finding that came out of this study is the importance of bringingadded value to your store, in order to keep your store loyalty at a good level and to notget affected by e-commerce. Future researchers are recommended to develop this subjecton focusing on the customer point of view, or on the overall digitalisation of the retailindustry to get a broader perspective.

Submitted by Fabio Sobreira Campos da Costa (fabio.sobreira@ufpe.br) on 2016-04-29T14:25:23Z No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Fernandes Rodrigo - Gestao de design na industria de brinquedos versao digital (1).pdf certo.pdf: 6764868 bytes, checksum: 00e73b1016a0ca7a9e8c56adf08e7bdb (MD5) / Made available in DSpace on 2016-04-29T14:25:23Z (GMT). No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Fernandes Rodrigo - Gestao de design na industria de brinquedos versao digital (1).pdf certo.pdf: 6764868 bytes, checksum: 00e73b1016a0ca7a9e8c56adf08e7bdb (MD5) Previous issue date: 2015-09-25 / CAPEs / Nos últimos anos setores da indústria vêm reconfigurando seus processos de desenvolvimento de produtos (PDP) para melhor se adaptar às demandas da sociedade, estando o mercado caracterizado pelo rápido avanço de tecnologias e pela disseminação da informação. Diante dessas novas demandas, o design vem sendo mais aceito como um agente estratégico nas empresas, trazendo abordagens para o desenvolvimento de novos produtos (DNP) voltadas para as necessidades dos usuários e, com isso, possibilitando produtos com maior taxa de aceitação. Como outros setores, a indústria de brinquedos também vem se modificando para atender novas demandas, buscando desenvolver jogos e brinquedos que se alinhem com a criança contemporânea, um usuário específico cujas as principais necessidades estão relacionadas ao brincar e ao seu desenvolvimento. No entanto, não existem muitos registros na literatura sobre como o design está sendo praticado nesse setor, com empresas de brinquedo demonstrando também incertezas sobre como inseri-lo em seus processos. Nesse sentido, a gestão de design (GD) é apresentada como uma potencial prática e campo de pesquisa para auxiliar na disseminação, compreensão e integração do design dentro de empresas. De abordagem indutiva, a presente pesquisa tem por objetivo analisar os níveis da GD e a integração do design no processo de DNP de três das empresas consideradas entre as mais influentes do setor de brinquedos através de estudos de caso e analisando, comparativamente, os resultados obtidos. Durante o estudo, foram obtidos registros de suas estruturas e processos, sendo, por fim, aplicado o modelo Escada da Gestão de Design para analisar a GD em níveis, que levou a pesquisa a considerar tanto o nível de inserção do design quanto o modo como ele estava potencialmente contribuindo para o DNP. Os resultados comparativos apontam positivamente para um recente crescimento do uso do design no setor, com as empresas o atribuindo diretamente à qualidade de seus produtos. Porém, sendo essa inserção recente, a pesquisa concluiu que ainda predominam incertezas sobre as práticas de design e sobre como inserilo estrategicamente no DNP direcionados para o usuário infantil, encontrando, por fim, lacunas que podem ser preenchidas através de práticas mais direcionadas da gestão de design. / In recent years various industry segments have been reconfiguring their product development processes (PDP) to better adapt to the demands of society, with the market characterized by a rapid advance of technology and dissemination of information. Faced with these new demands, the design has been introduced as a strategic agent in business, bringing different approaches to new products development (NPD), geared to the needs of users, and thereby enabling higher acceptance rates. Like other segments, the toy industry has also been modified to meet new demands, seeking to develop games and toys that align with the contemporary child, a specific user whose main necessities is the play and their development. However, there aren’t as many reports in the literature about how the design is being integrated in this segment, as toy companies also demonstrate uncertainty about how to integrate it within their processes. In this sense, design management (DM) is presented as a potential practice and research field to assist in the dissemination, understanding and integration of design within companies. With an inductive approach, this study aims to analyze the DM levels and the integration of design in the NPD of three companies considered among the most influential in the toy segment through case studies, and analyzing, comparatively, the results obtained. During the study, were obtained records of their structures and processes, being applied, at least, the design management ladder model to analyze the DM levels, considering both the design implementation level as well as its potential contribution to NPD. The comparative results indicated a recent positive increase in the usage of design in this segment, with companies attributing it directly to the quality of its products. However, given the short time since its integration, this research found that still predominate uncertainties about design practices and how to strategically insert it into a NPD directed to a child user, pointing to gaps that can be filled through more targeted practices of design management.

No description available.

published_or_final_version / Criminology / Master / Master of Social Sciences

published_or_final_version / Business Administration / Master / Master of Business Administration

Submitted by JOSIANE SANTOS DE OLIVEIRA (josianeso) on 2018-09-24T17:57:35Z No. of bitstreams: 1 Rodrigo Ebert Harsteln_.pdf: 3044394 bytes, checksum: db5b1d95a22fb15fcdc3edb9439f30a0 (MD5) / Made available in DSpace on 2018-09-24T17:57:35Z (GMT). No. of bitstreams: 1 Rodrigo Ebert Harsteln_.pdf: 3044394 bytes, checksum: db5b1d95a22fb15fcdc3edb9439f30a0 (MD5) Previous issue date: 2018-06-12 / Nenhuma / O setor de brinquedos tem como característica o dinamismo em termos de criação, uma vez que as novidades impulsionam as vendas e a procura do novo é uma constante, por parte do consumidor. Em contrassenso, a necessária inovação, analisando os dados disponíveis na Pesquisa de Inovação e Tecnologia (PINTEC), realizada trienalmente pelo IBGE (Instituto Brasileiro de Geografia e Estatística), se vê que as empresas do setor não são inovadoras. Atualmente iniciativas de participação do consumidor, bem como outros atores externos a empresa no processo de inovação, já estão se destacando em todos os setores, desta forma a inovação colaborativa pode ser uma das formas de tornar o setor, de fato mais inovador. Sendo assim esse trabalho tem como objetivo identificar de que forma uma indústria de brinquedos pode integrar um processo colaborativo de inovação em desenvolvimento de produtos. O trabalho se desenvolveu em três etapas: a primeira foi uma análise documental da empresa pesquisada, para identificar como a inovação e a colaboração estão inseridas no processo formal de Pesquisa e Desenvolvimento (P&D) da empresa, a segunda ocorreu por meio de entrevista semiestruturada com consumidores líderes e a terceira etapa foi um grupo focal, realizado no formato de workshop, com participação de funcionários da empresa estudada, além de outros atores externos a empresa. O resultado foi um framework com uma proposta para inclusão de colaboração para inovação no desenvolvimento de produtos da empresa. / The toy industry is dynamic in terms of creation, new products drives the sales and the demand for of the consumer for the new is a constant. In contrast to the census, the analysis of the data available in the Research for Innovation and Technology (PINTEC), carried out triennially by IBGE (Brazilian Institute of Geography and Statistics), shows that the companies in the sector are not innovative. Now a days, consumer participation initiatives, as well as other actors outside the company in the process of innovation, are already emerging in all sectors, so collaborative innovation can be one the way to make the sector more innovative. Thus, this work aims to identify how a toy industry can integrate a collaborative process of innovation in product development. The work was developed in three stages: the first was a document analysis of the company researched, to identify how innovation and collaboration is embedded in the company's formal Research and Development (R&D) process, the second occurred through a semi-structured interview with leading consumers and the third stage was a focus group, held in the format of a workshop, with the participation of employees of the company studied, as well as other actors external to the company. The result was a framework with a proposal for inclusion of collaboration for innovation in the company's product development.

Apesar do levantamento de requisitos ser considerado pela literatura como a fase mais importante no PDP para a obtenção do sucesso comercial do produto, o referido levantamento é uma atividade pouco praticada pela indústria de brinquedos. Pesquisas cientificas buscam estudar a gestão de requisitos dentro do PDP de uma forma geral e superficial sem diferenciar os diversos tipos de consumidores. Entender o que os consumidores esperam de um determinado produto é uma tarefa que possui diversas complicações, pois analistas e consumidores tendem a ter linguagens diferentes além dos fatores emocionais que estão envolvidos. No desenvolvimento de brinquedos esta atividade pode ser ainda mais complexa, tendo em vista que os consumidores são as crianças e que possuem desejos e necessidades peculiares, diferentes dos demais tipos de consumidores. Portanto, este trabalho teve como objetivo o desenvolvimento de uma metodologia para auxiliar na identificação dos desejos do público infantil e utilização destas informações para tornar o produto atraente ao consumidor. A metodologia foi elaborada considerando modelos e ferramentas já utilizadas no desenvolvimento de produtos e as atividades já praticadas pela indústria de brinquedos. A simulação do desenvolvimento de um brinquedo demonstrou que, utilizando a metodologia proposta neste trabalho, é possível obter os desejos das crianças, as necessidades dos pais, considerar as orientações de pedagogos e demais interessados no produto, converter estas informações em especificações do produto, de modo que a essência dos desejos dos clientes não se perca, enquanto o projeto segue evoluindo. / Although the survey of requirements is considered by the literature as the most important non-PDP phase to obtain the commercial success of the product, said survey is an activity little practiced by the toy industry. Scientific researches seek to study a requirements management within the PDP in a general and superficial way without differentiating the different types of consumers. Understanding what consumers expect from a particular product is a task that has several complications, because analysts and consumers tend to have different languages beyond the emotional factors that are involved. There is no development of toys, and may be more complex, considering that they are consumers as needs and desires and special needs, different from other types of consumers. Please, this work had as objective the development of a methodology to help in the identification of the wishes of the children's public in its image to know the attractive product to the consumer. The methodology was elaborated considering models and tools already used to develop products and activities already practiced by the toy industry. A simulation of the development of a toy has demonstrated that, using a methodology proposed in the work, it is possible to obtain the desires of the children, such as parents needs, to consider as pedagogues orientations and other stakeholders without product, to talk this information in product specifications, So the essence of customers' desires is not lost as the project continues to evolve.

Abstrakt Titel: Leksaker i den digitala tidsåldern – Leksaksbranschens bemötande av nya preferenser Författare: Sandra Nilsson och Victor Tydesjö Handledare: Leif Rytting Kurs: Företagsekonomi III – examensarbete 15 hp. Linnéuniversitetet VT 2014 Syfte Vårt syfte med uppsatsen är att undersöka hur leksaksbranschen har förändrat och kommer att förändra sin verksamhet i den teknologiska tidsåldern. För att genomföra detta har vi fastställt några aspekter att undersöka: Butikernas nuvarande tillstånd gällande sortiment och arbetssätt Förändringar som har skett gällande sortiment som en konsekvens av barns förändrade teknologianvändning Leksaksbranschens framtid som en följd av den fortsatta teknologiutvecklingen Forskningsfrågan lyder: Hur påverkas leksaksbranschen av barns tidiga användande av olika former av digital teknologi? Metod Vi har för denna uppsats valt att använda den kvalitativa metoden. Detta för att på ett djupt sätt kunna få specifik data om branschens företeelser. Undersökningen har genomförts med en abduktiv ansats, där vald teori har format empirin men där empiri även har inverkat på den teori som presenteras. Det teoretiska materialet har präglats av akademisk litteratur och elektroniska källor. Empiriinsamlingen skedde genom kvalitativa intervjuer med fyra leksaksbutiker och en representant från branschorganisationen Leksaksbranschen. Slutsatser Gällande branschens nuläge framkom att inköp på speciella inköpsmässor för leksakshandlare och deras leverantörer bär stor betydelse för leksaksbutiker och inverkar även på utformning av deras sortiment. Samordning mellan mindre aktörer i en enda katalog föreslås vara ett sätt för de mindre starka butikerna att hävda sig bättre mot de stora kedjorna. Vi fann att lekåldern har minskat, vilket medför att barn är kunder under en kortare tid. Vissa sortimentsanpassningar har skett på grund av detta, men inte i särskilt stor skala. Gällande branschens framtid tydliggörs att aktörerna kan behöva göra vissa förändringar i sin verksamhet, där exakt vad detta skulle vara inte är självklart. / Abstract Our purpose with this study is to investigate how the toy industry has changed and will change its operations in the technological era. In order to do this, we determined a few aspects to investigate: The toy stores’ current state regarding assortment and ways of working Changes that have occurred regarding assortment as a consequence of children’s’ changed technological usage The future of the toy industry as a result of the continued technological development The research question goes as follows: How is the toy industry impacted by children’s early usage of different kinds of digital technology? In this study we decided to use the qualitative research method in order to gather profound and specific data about the happenings of the toy industry. The study has been carried out with an abductive methodology, allowing theoretical data to impact empirical data and also allowing empirical data to impact theoretical data. The theoretical data is characterized by usage of academic literature and electronic sources. The empirical data gathering was carried out by qualitative interviews with four toy stores as well as a representative from the Swedish toy industry association. Regarding the current state of the industry, it showed that purchasing at special toy dealer’s purchasing fairs is of significant importance for toy stores and also impacts the shaping of their assortments. Coordination between smaller actors in one single toy catalog is proposed as a way for the less powerful stores to assert themselves against large toy chains. We found that children stop playing with toys at an earlier age, which means that children are customers during a shorter time span. Certain assortment adaptations have happened due to this, but not in a very significant manner. Regarding the future of the industry it is conveyed that the actors may have to perform certain changes in their operations, but precisely what this would entail is not obvious.

Orientadora: Profa Dra. Cristina Fróes de Borja Reis / Dissertação (mestrado) - Universidade Federal do ABC, Programa de Pós-Graduação em Engenharia e Gestão da Inovação, 2017. / As brincadeiras fazem parte da vida das pessoas, principalmente quando crianças, seja nas escolas auxiliando no aprendizado, seja em casa nos momentos de lazer e descontração, auxiliando muito no desenvolvimento de criatividade. O brinquedo é, basicamente, o objeto que diverte a criança; o suporte da brincadeira desenvolvida. Sua produção há muito deixou de ser apenas artesanal e atualmente resulta de uma complexa gama de atividades articuladas em cadeias de valor globalizadas. Assim sendo, os objetivos desta pesquisa foram mapear as cadeias globais da indústria de brinquedos e investigar a inserção do Brasil nessas cadeias, tanto da indústria de brinquedos físicos, quanto digitais. Adicionalmente, buscou-se apresentar vias de sofisticação, de modo a melhorar a inserção do Brasil nas cadeias globais de valor de brinquedos. A metodologia tem natureza descritiva, contando com revisão bibliográfica e análise de dados quantitativos e qualitativos a partir do modelo estrutura-conduta-desempenho da Economia Industrial, aplicados no estudo de caso do setor de brinquedos ¿ definido conforme a International Standard Industrial Classification. Concluiu-se que o Brasil é mais um mercado importador de brinquedos tradicionais, do que produtor. Um dos caminhos para sofisticar sua participação nas cadeias seria através da indústria de jogos digitais, na qual o país já possui vantagens comparativas, atuando em atividades de maior valor adicionado. Atuar no nicho de jogos digitais tem, ainda, o benefício adicional de aplicar ferramentas tecnológicas e estimular inovações que promovam transformação nas tecnologias de informação e comunicação. / Play is part of people's lives, especially as children, whether in schools, helping with learning, or at home in moments of leisure and relaxation, helping a lot in the development of creativity. The toy is, basically, the object that amuses the child; the support of the game developed. Its production has long ceased to be just handcrafted and is now the result of a complex range of activities articulated in globalized value chains. Thus, the objectives of this research were to map the global chains of the toy industry and to investigate the insertion of Brazil in these chains, both the physical and digital toy industry. Additionally, we tried to present sophistication routes, in order to improve the insertion of Brazil in the global value chains of toys industry. The methodology is descriptive in nature, with bibliographical review and analysis of quantitative and qualitative data from the structure-conduct-performance model of the Industrial Economy, applied in the case study of the toy industry - defined according to the International Standard Industrial Classification. It was concluded that Brazil is more an importer market of traditional toys, than a producer. One of the ways to improve its participation in the chains would be through the digital gaming industry, in which the country already has comparative advantages, acting in activities of greater added value. Acting in the niche of digital games has the additional benefit of applying technological tools and stimulating innovations that promote transformation in information and communication technologies.