Este trabalho visa identificar as principais características da cultura organizacional no Complexo Industrial Automotivo de Gravataí (CIAG), o qual é composto por dezesseis empresas de diferentes portes e países de origem, sob a liderança da General Motors. Como principal fonte de evidências, foram realizadas entrevistas junto a três dirigentes da General Motors e nove gerentes de empresas fornecedoras que se encontram localizadas no condomínio industrial. Os resultados das entrevistas foram analisados segundo oito tópicos: (a) missão; (b) valores comuns; (c) objetivos; (d) auto-imagem do CIAG; (d) mecanismos de disseminação da cultura; (e) participação dos sistemistas na tomada de decisão; (f) símbolos de identificação do grupo; (g) mecanismos de avaliação organizacional. Os resultados indicaram diversos exemplos de um espaço comum na cultura organizacional de todos os participantes do empreendimento, tais como: ênfases em segurança no trabalho e manufatura enxuta; padronização de uniformes para todos os intervenientes; terminologia comum para se referir a aspectos da gestão da produção. Tal cultura comum é resultado de ações iniciadas ainda na fase de concepção e implantação do empreendimento, principalmente a formação de comitês de trabalho, com representantes de todas as empresas, que se reúnem periodicamente para tratar de assuntos como políticas de pessoal e qualidade. Entretanto, as empresas têm espaço para manutenção de suas culturas particulares. Isso é evidenciado pelo fato de que as empresas têm autonomia para gerenciar seus processos de produção, desde que atendam as metas estabelecidas pelos comitês para que o complexo como um todo seja bem-sucedido. / This work seeks to identify the main characteristics of the organizational culture in the Automotive Industrial Complex of Gravataí (CIAG), which is formed by sixteen companies of different sizes and origin countries, under the leadership of General Motors. As a wellspring of evidence, it has been conducted interviews with three General Motors managers and nine from suppliers that are localized in the industrial condominium. The results of the interview were analyzed in accordance with eight items: (a) mission; (b) common values; (c) targets; (d) CIAG self image; (d) the culture dissemination mechanisms; (e) The suppliers participation in the decision-making; (f) teams identification symbols; (g) organizational evaluations tools. The results show several examples of a common share in the organizational culture between all participants of the enterprise, as such: emphases in work security and lean manufacturing; standardize uniforms to all the intervenient; common terminology to report aspects of manager manufacturing. Such common culture is the result of actions started in the beginning of the conception phase and implantation enterprise, specially the task forces formation, with members of all companies, which meet periodically to deal with subjects like employment policies and quality. However, the enterprises have room to keep their own culture. This is made evident by the fact that the companies have autonomy to manage their production process, as long as performed in accordance with the targets established by the task force for the complex to be well successful as a whole.

Este trabalho visa identificar as principais características da cultura organizacional no Complexo Industrial Automotivo de Gravataí (CIAG), o qual é composto por dezesseis empresas de diferentes portes e países de origem, sob a liderança da General Motors. Como principal fonte de evidências, foram realizadas entrevistas junto a três dirigentes da General Motors e nove gerentes de empresas fornecedoras que se encontram localizadas no condomínio industrial. Os resultados das entrevistas foram analisados segundo oito tópicos: (a) missão; (b) valores comuns; (c) objetivos; (d) auto-imagem do CIAG; (d) mecanismos de disseminação da cultura; (e) participação dos sistemistas na tomada de decisão; (f) símbolos de identificação do grupo; (g) mecanismos de avaliação organizacional. Os resultados indicaram diversos exemplos de um espaço comum na cultura organizacional de todos os participantes do empreendimento, tais como: ênfases em segurança no trabalho e manufatura enxuta; padronização de uniformes para todos os intervenientes; terminologia comum para se referir a aspectos da gestão da produção. Tal cultura comum é resultado de ações iniciadas ainda na fase de concepção e implantação do empreendimento, principalmente a formação de comitês de trabalho, com representantes de todas as empresas, que se reúnem periodicamente para tratar de assuntos como políticas de pessoal e qualidade. Entretanto, as empresas têm espaço para manutenção de suas culturas particulares. Isso é evidenciado pelo fato de que as empresas têm autonomia para gerenciar seus processos de produção, desde que atendam as metas estabelecidas pelos comitês para que o complexo como um todo seja bem-sucedido. / This work seeks to identify the main characteristics of the organizational culture in the Automotive Industrial Complex of Gravataí (CIAG), which is formed by sixteen companies of different sizes and origin countries, under the leadership of General Motors. As a wellspring of evidence, it has been conducted interviews with three General Motors managers and nine from suppliers that are localized in the industrial condominium. The results of the interview were analyzed in accordance with eight items: (a) mission; (b) common values; (c) targets; (d) CIAG self image; (d) the culture dissemination mechanisms; (e) The suppliers participation in the decision-making; (f) teams identification symbols; (g) organizational evaluations tools. The results show several examples of a common share in the organizational culture between all participants of the enterprise, as such: emphases in work security and lean manufacturing; standardize uniforms to all the intervenient; common terminology to report aspects of manager manufacturing. Such common culture is the result of actions started in the beginning of the conception phase and implantation enterprise, specially the task forces formation, with members of all companies, which meet periodically to deal with subjects like employment policies and quality. However, the enterprises have room to keep their own culture. This is made evident by the fact that the companies have autonomy to manage their production process, as long as performed in accordance with the targets established by the task force for the complex to be well successful as a whole.

A change is gradually taking place in the media industry. Traditional communication channels are being replaced by new, electronic, ones (Johnson, 2003). Segmented marketing is gaining popularity, as the mass-marketing model is becoming more or less obsolete (Kotler et al. 2001). At the same time, the consumers’ attention span is more divided than ever (Neff, 2004). These changes in the marketing environment demand a re-construction of the companies’ marketing efforts (Neff, 2004). They have to reach the customers online but also catch their scattered attention through different communication channels, both new and old ones (Halliday, 2004; Kotler et. al 2001). The subject for this study is this combination of new and old marketing methods. We decided to focus on the car-industry, since that industry both uses e-marketing and combine it with traditional marketing. Hence, the purpose of this thesis is to investigate the possible outcomes of the use of emarketing in combination with traditional marketing, within the car-industry. We investigated this matter from a business point-of-view, focusing on companies operating in Sweden. In order to gather information to this thesis, we conducted six interviews with representatives from different car-companies. The empirical study also includes secondary data from one car-company, this because we could not get an interview with this company. We decided to use interviews since it is a preferable method when investigating opinions and personal views (Andersson, 1994). We have identified three main outcomes of the combination of traditional marketing and emarketing. The first one is that companies can encourage their customers to become active, using this combination. The customer is, passively, receiving the advertisement thought traditional media, but can then decide to become active by visiting the company’s echannels. When online, the customer can continue to be active by interact with the content on the website. The second possible outcome, that we have identified, is the opportunity for companies to engage the customer in a two-way communication. The company can start the dialogue, using traditional marketing channels and the customer can answer by using e-channels. The third possible outcome of the combination of traditional- and e-marketing is that companies can use material gathered with electronic methods in their traditional marketing. / En förändring håller på att äga rum inom marknadsförings-industrin. De traditionella kanalerna håller på att få konkurrens av nya, elektroniska, medier (Johnson, 2003). Samtidigt håller den vedertagna massmarknadsföringsmetoden på att successivt ersättas med mer segmenterad marknadsföring (Kotler et al. 2001). Konsumenternas uppmärksamhet blir även allt mer splittrad på fler olika medier (Neff, 2004). Neff (2004) menar att denna förändring fodrar en omstrukturering av företagens marknadsföringsstrategier. Företagen måste dels nå konsumenterna där de finns idag, vilket bland annat på Internet eller spelandes TV-spel (Halliday, 2004). Samtidigt måste de fånga konsumenterna splittrade uppmärksamhet genom marknadsföringssatsningar på bred front i olika medier, både nya och gamla. (Halliday, 2004; Kotler et. al 2001). Det är just denna kombination av e-marknadsföring och traditionell marknadsföring som är fokus för denna uppsats. Vi har valt att studera bilindustrin eftersom de använder emarknadsföring i stor utsträckning och för att det inom branschen finns exempel på hur denna marknadsföring kombineras med traditionella metoder (Ford, 2005; Volvo, 2005). Syftet med uppsatsen är således att undersöka vilka möjliga effekter kombinationen av traditionell- och e-marknadsföring skapar för marknadsföringen inom bilindustrin. Detta fenomen kommer att undersökas med ett företagsperspektiv. Vi har studerat sju olika bilföretag som är verksamma i Sverige. Med syftet i åtanke har vi valt att göra en kvalitativ uppsats med intervjuer som primärkälla och litteraturstudier som sekundärkälla. Att använda oss av intervjuer som primärdatainsamlingsmetod är enligt Andersson (1994) effektivt för att få fram värderingar, upplevelser och tolkningar. Detta är viktigt då det rör sig om en kvalitativ undersökning. Vi har identifierat tre huvudsakliga möjliga kombinatoriska effekter. Den första är att företagen kan göra kunden aktiv genom att kombinera traditionell marknadsföring och e-marknadsföring. Kunden går då från att passivt ta del av reklambudskapet som levereras genom traditionell marknadsföring, till att aktivt besöka företagets e kanaler (hemsida, 3g-tjänst, e-post). Väl där kan de sedan interagera genom det aktiva innehåll som erbjuds på exempelvis hemsidan. Den andra av de kombinatoriska effekterna vi har identifierat är möjligheten till tvåvägskommunikation mellan företagen och kunden. Företaget uppmanar kunden till dialog genom traditionell marknadsföring. Kunden kan sedan följa denna uppmaning via företagets e-kanaler. Den tredje kombinatoriska effekten vi har hittat är att företag kan använda elektroniskt insamlad information om sina kunder till den traditionella marknadsföringen.

This thesis deals with the topic of how important is the automotive industry for the economy of the European Union. At the beginning of the new millennium, the automotive industry faces sales problems and this thesis will investigate whether this is caused by the unfavourable economic situation or by other factors. The thesis analyses the current status of the sector and describes its importance for the European economy, examines contemporary issues with which the automotive industry has to deal, and on the basis of this analysis, it foreshadows the direction in which the European automotive industry is likely to be in the future.

The aim of this paper is to find out, if the foreign exchange intervention executed by Czech National Bank influenced car sales in Czech Republic. Similar research was not examined by any author so far. The study analyze the case of four most sold car brands in Czech Republic (Hyundai, Skoda, Volkswagen, Opel) between the years 2012 and 2014. Positive impact of the intervention was found out in two cases.

This study is performed by conducting a rhetoric and semiotics analysis on the ‘About Us’-section of the webpages of General Motors, Hyundai and Volkswagen with the aim of finding how the companies used environmental values in their marketing communication. The interest in the topic is a consequence of the challenge that the car industry is facing, to increase their environmental activities in order to please the public as well as the costumers.   The analysis is performed using semiotics, brand mythology and the rhetorical tools of metaphor, personification, presupposition and business rhetoric. The key theoretical concepts are corporate social responsibility, marketing communication, corporate identity and competitiveness paradox.   The results show that environmental values are not a central topic in the companies marketing communication. The majority of the pictures have connotations towards traditional market values such as design and high technology. There is also a big presence of rhetorical tools in the texts showing that the companies attempt to persuade and affect the visitors of the webpage.   One issue faced in performing the study was the vastness of the material. The webpages provided a lot of content that was not up for analysis in this case but that would have been of great interest to study.

O objeto do presente trabalho é uma análise da produção do espaço da indústria, privilegiando a indústria automobilística brasileira, no contexto de passagem do chamado fordismo para a produção flexível. O objetivo do trabalho é o de examinar a intrincada rede de relações entre o espaço e as estratégias de produção e reprodução do capital, num contexto de transformação dessas estratégias. O espaço é considerado como um produto, mas por outro lado, também é aqui tomado como produtivo. Buscou-se, então, detectar quais são as principais mudanças (políticas, sociais, econômicas e espaciais) que ocorrem na passagem das estratégias fordistas de reprodução e acumulação do capital para as ligadas à produção flexível. E como essa passagem altera os fatores de localização industrial no território, além da própria organização das indústrias. Foi, portanto, feito um estudo de como o espaço da indústria se reorganiza a partir das transformações nas estratégias de reprodução do capital e a partir das relações deste com o Estado - dando destaque para a idéia a crescente importância do fundo público -, com o trabalho e com o espaço. Nesse processo, foi dado destaque ao estudo da indústria automobilística no Brasil, pois ela seria um exemplo paradigmático das recentes transformações no capitalismo contemporâneo, e, dada a sua importância e influência no Brasil, também um exemplo de como o espaço geográfico é produzido e reestruturado a partir de tais transformações. Para a viabilização do presente trabalho foi feita uma revisão bibliográfica de parte da literatura disponível sobre o tema, um levantamento de dados em fontes apropriadas e foram realizadas entrevistas com representantes e funcionários da Volkswagen do Brasil e com membros do Sindicato dos Metalúrgicos do ABC. / This work is an analysis of the production of space in the Brazilian motor car industry, involving the transition of fordism to flexible production. This study aims the examination of a complex network between space and capital’s production and reproduction strategies, including these strategies’ changes. Space is considered as a product. On the other hand, it is also considered as productive. It was sought to detect what are the main changes (political, social, economical and spatial ones) which take place in the transition from the fordist´s strategies of reproduction and accumulation of capital to the flexible production ones. It was also considered how this transition changes the industrial location factors in the territory, besides the internal industrial organization. It was, therefore, produced a study related to the industrial space reorganization that included the existing relations between capital and State (enhancing the role of the public fund), labor and space. The motor car industry in Brazil was particularly studied, as it constitutes a paradigmatic example of the recent changes in the contemporary capitalism, and due to its influence and importance in this country it is also an example of how the geographical space is produced and reorganized from such changes. A bibliographic revision about the related subject, a data search and interviews with employees from Volkswagen do Brasil and with members of the Metallurgy Workers Union from great São Paulo (Sindicato dos Metalúrgicos do ABC) were made to make this work possible.

在2000年後，全球開始面臨到前後未有的不景氣，美國的聯準會史無前例的不斷降息。社會的焦點也從高科技轉向傳統產業。大環境不景氣之外，台灣廠商還面臨加入WTO後市場開放的問題。在加入WTO之前，不少分析師都認為台灣的傳統產業將難以生存。但經過這幾年的觀察，台灣有不少傳統產業不但沒有倒下，反而更為茁壯，汽車產業就是一個例子。本研究期望透過選擇好的評價模式作客觀的評估，協助汽車產業相關的投資人與企業經營階層做為參考。 本研究以裕隆、中華、和泰等三家汽車廠商為研究對象，以2000至2004年之財務報表作為預估個案公司未來成長率與獲利表現的依據，利用現金流量折現法的銷售導向與盈餘導向兩種模式，模擬最樂觀、最可能發生與最悲觀三種情境估算實質價格區間，並與個股之實際股價相比較，推論目前股價的合理性，及目前股價所隱含的市場預期個案公司未來的銷售成長率與盈餘成長率；以敏感性分析繪製成的龍捲風圖觀察個別關鍵評價因子對股價的影響程度。 實證結果顯示，透過銷售導向和盈餘導向兩種模式的現金流量折現法，其結果為裕隆汽車的合理股價區間為22.37~63.41元間；中華汽車的合理股價區間為44.63~73.58元間；和泰汽車的合理股價區間為43.39~66.88元間。最後在敏感性分析方面，得到的結果都顯示著邊際利潤率對股價的影響最大，而銷售成長率對股價的影響則是最小。

L'industrie automobile tient une place à part dans l'histoire du capitalisme, dont elle détermine jusqu'à l'appellation de sa dernière grande période : le « fordisme ». Depuis la fin du 20ème siècle, elle se trouve confrontée à une double contrainte environnementale : l'épuisement annoncée des carburants fossiles et la lutte contre les pollutions, atmosphériques notamment. Le transport routier représente en effet 20% des émissions de GES. L'objectif de ce travail est d'analyser la réaction de cette industrie pour internaliser cette double contrainte, en se centrant sur la dimension « innovation ». La grille théorique proposée par Schumpeter et prolongée par les auteurs évolutionnistes est mobilisée pour tester l'hypothèse suivante : l'industrie automobile est en train d'amorcer un nouveau sentier de dépendance pour s'émanciper de cette double contrainte. Dès lors, le passage au moteur hybride, lu comme une éco-innovation de rupture, marque la fin du « lock in » sur le sentier précédant caractérisé par la dépendance au moteur à combustion interne. / Automotive industry has a special place in the history of the capitalism, of which it determines up to the name of its last great period: “Fordism”. It has to face double environmental constraints since the end of the 20th century: predicted exhaustion of world fossil fuel resources and the control of pollution, particularly atmospheric. Road transport accounts for 20% of the emission of greenhouse gases. The purpose of this work is to analyse how this industry will react to internalize that double constraint by focusing on “innovation”. The theoretical framework proposed by Schumpeter and prolonged by the evolutionary authors is mobilized to test the following assumption: automotive industry is starting a new path of dependence to become emancipated from this double constraint. Consequently, the transition to the hybrid engine, as an “breakthrough eco-innovation”, points out the end of the “lock in” on the previous path characterized by the dependence upon the internal combustion engine.

O objeto do presente trabalho é uma análise da produção do espaço da indústria, privilegiando a indústria automobilística brasileira, no contexto de passagem do chamado fordismo para a produção flexível. O objetivo do trabalho é o de examinar a intrincada rede de relações entre o espaço e as estratégias de produção e reprodução do capital, num contexto de transformação dessas estratégias. O espaço é considerado como um produto, mas por outro lado, também é aqui tomado como produtivo. Buscou-se, então, detectar quais são as principais mudanças (políticas, sociais, econômicas e espaciais) que ocorrem na passagem das estratégias fordistas de reprodução e acumulação do capital para as ligadas à produção flexível. E como essa passagem altera os fatores de localização industrial no território, além da própria organização das indústrias. Foi, portanto, feito um estudo de como o espaço da indústria se reorganiza a partir das transformações nas estratégias de reprodução do capital e a partir das relações deste com o Estado - dando destaque para a idéia a crescente importância do fundo público -, com o trabalho e com o espaço. Nesse processo, foi dado destaque ao estudo da indústria automobilística no Brasil, pois ela seria um exemplo paradigmático das recentes transformações no capitalismo contemporâneo, e, dada a sua importância e influência no Brasil, também um exemplo de como o espaço geográfico é produzido e reestruturado a partir de tais transformações. Para a viabilização do presente trabalho foi feita uma revisão bibliográfica de parte da literatura disponível sobre o tema, um levantamento de dados em fontes apropriadas e foram realizadas entrevistas com representantes e funcionários da Volkswagen do Brasil e com membros do Sindicato dos Metalúrgicos do ABC. / This work is an analysis of the production of space in the Brazilian motor car industry, involving the transition of fordism to flexible production. This study aims the examination of a complex network between space and capital’s production and reproduction strategies, including these strategies’ changes. Space is considered as a product. On the other hand, it is also considered as productive. It was sought to detect what are the main changes (political, social, economical and spatial ones) which take place in the transition from the fordist´s strategies of reproduction and accumulation of capital to the flexible production ones. It was also considered how this transition changes the industrial location factors in the territory, besides the internal industrial organization. It was, therefore, produced a study related to the industrial space reorganization that included the existing relations between capital and State (enhancing the role of the public fund), labor and space. The motor car industry in Brazil was particularly studied, as it constitutes a paradigmatic example of the recent changes in the contemporary capitalism, and due to its influence and importance in this country it is also an example of how the geographical space is produced and reorganized from such changes. A bibliographic revision about the related subject, a data search and interviews with employees from Volkswagen do Brasil and with members of the Metallurgy Workers Union from great São Paulo (Sindicato dos Metalúrgicos do ABC) were made to make this work possible.