A presente pesquisa trata da compreensão e caracterização do papel do design dentro de uma empresa de desenvolvimento de produtos digitais por meio do ponto de vista de membros das equipes de projetos e seus gestores. Uma das principais motivações para a condução do estudo provém do fato de que poucas pesquisas do tipo foram realizadas em âmbito regional e direcionadas a projetos digitais, a fim de explorar o tema. Pretende-se com a pesquisa, fornecer subsídios para um melhor aproveitamento dos benefícios do uso do design e das habilidades dos designers. A investigação foi conduzida, a partir de um estudo de caso realizado na empresa onde a pesquisadora atua também como designer e fundamentada sob uma perspectiva temporal dos papéis do design e do entendimento sobre o funcionamento de equipes multidisciplinares no processo de desenvolvimento de produtos digitais. Foram selecionados dois instrumentos de fundamentação teórica para análise dos resultados, a Design Ladder e a Taxonomia dos Papéis do Design. Por fim, apresenta-se uma discussão sobre a percepção do design pelos membros da equipe e concluiu-se que o nível de maturidade em design detectado no objeto de estudo encontra-se no segundo nível da Design Ladder: design como provedor de diferencial estético, embora seja percebido através dos discursos o desejo pelo terceiro nível, que trata o design como processo. / This research deals with the understanding and characterization of the role of design in a digital product development company and through the point of view of members of the project teams and their managers. One of the main motivation for conducting this study is due to the fact that little research has been conducted at the regional level and oriented for digital products, in order to explore the topic, and also with the aim of providing subsidies to better exploit the benefits of the use of design and designers skills. The investigation was conducted from a case study in the company where the researcher works as a designer too and based on a temporal perspective of the roles of design and understanding of the functioning of multidisciplinary teams in the digital product development process. Two instruments were selected from the theoretical background in order to analyze the results: the Design Ladder and the Taxonomy of Roles Design. Lastly, a discussion is presented on the perception of design and was concluded that the ripeness level of design are in the second level of Design Ladder: design as esthetics, although it is perceived by the team speech a desire for reach the third level who treats design as a process.

Promotion is one of the four major marketing elements of the marketing mix (others are product, price and place) in implementing marketing strategy. Promotion is dealing with the ways a company communicates with its customers to persuade them to buy the product. Promotion mix covers all the different ways a company choose to communicate with its customers such as advertising, personnel selling, PR, sales promotion and others. Selecting the optimal blend of the promotion mix is a tough and critical issue for marketers and does not have a fix operative formula. The fast pace of improvements in digitization in this era led companies produce digital products. Due to their inherent characteristic of digital products, such as intangibility, promotion mix selection is a more challenging issue. In my thesis study, I proposed a framework in classifying the digital products and then apply a fuzzy linguistic decision model approach with appropriate genetic algorithms to reach an optimum promotion mix set for digital products. Optimization is targeting to justify the objectives of the company, provide a satisfying marketing performance for the companies of digital product producers and utilize their budget effectively. The proposed model is implemented on an empirical case and produced satisfactory results.

A presente pesquisa trata da compreensão e caracterização do papel do design dentro de uma empresa de desenvolvimento de produtos digitais por meio do ponto de vista de membros das equipes de projetos e seus gestores. Uma das principais motivações para a condução do estudo provém do fato de que poucas pesquisas do tipo foram realizadas em âmbito regional e direcionadas a projetos digitais, a fim de explorar o tema. Pretende-se com a pesquisa, fornecer subsídios para um melhor aproveitamento dos benefícios do uso do design e das habilidades dos designers. A investigação foi conduzida, a partir de um estudo de caso realizado na empresa onde a pesquisadora atua também como designer e fundamentada sob uma perspectiva temporal dos papéis do design e do entendimento sobre o funcionamento de equipes multidisciplinares no processo de desenvolvimento de produtos digitais. Foram selecionados dois instrumentos de fundamentação teórica para análise dos resultados, a Design Ladder e a Taxonomia dos Papéis do Design. Por fim, apresenta-se uma discussão sobre a percepção do design pelos membros da equipe e concluiu-se que o nível de maturidade em design detectado no objeto de estudo encontra-se no segundo nível da Design Ladder: design como provedor de diferencial estético, embora seja percebido através dos discursos o desejo pelo terceiro nível, que trata o design como processo. / This research deals with the understanding and characterization of the role of design in a digital product development company and through the point of view of members of the project teams and their managers. One of the main motivation for conducting this study is due to the fact that little research has been conducted at the regional level and oriented for digital products, in order to explore the topic, and also with the aim of providing subsidies to better exploit the benefits of the use of design and designers skills. The investigation was conducted from a case study in the company where the researcher works as a designer too and based on a temporal perspective of the roles of design and understanding of the functioning of multidisciplinary teams in the digital product development process. Two instruments were selected from the theoretical background in order to analyze the results: the Design Ladder and the Taxonomy of Roles Design. Lastly, a discussion is presented on the perception of design and was concluded that the ripeness level of design are in the second level of Design Ladder: design as esthetics, although it is perceived by the team speech a desire for reach the third level who treats design as a process.

A presente pesquisa trata da compreensão e caracterização do papel do design dentro de uma empresa de desenvolvimento de produtos digitais por meio do ponto de vista de membros das equipes de projetos e seus gestores. Uma das principais motivações para a condução do estudo provém do fato de que poucas pesquisas do tipo foram realizadas em âmbito regional e direcionadas a projetos digitais, a fim de explorar o tema. Pretende-se com a pesquisa, fornecer subsídios para um melhor aproveitamento dos benefícios do uso do design e das habilidades dos designers. A investigação foi conduzida, a partir de um estudo de caso realizado na empresa onde a pesquisadora atua também como designer e fundamentada sob uma perspectiva temporal dos papéis do design e do entendimento sobre o funcionamento de equipes multidisciplinares no processo de desenvolvimento de produtos digitais. Foram selecionados dois instrumentos de fundamentação teórica para análise dos resultados, a Design Ladder e a Taxonomia dos Papéis do Design. Por fim, apresenta-se uma discussão sobre a percepção do design pelos membros da equipe e concluiu-se que o nível de maturidade em design detectado no objeto de estudo encontra-se no segundo nível da Design Ladder: design como provedor de diferencial estético, embora seja percebido através dos discursos o desejo pelo terceiro nível, que trata o design como processo. / This research deals with the understanding and characterization of the role of design in a digital product development company and through the point of view of members of the project teams and their managers. One of the main motivation for conducting this study is due to the fact that little research has been conducted at the regional level and oriented for digital products, in order to explore the topic, and also with the aim of providing subsidies to better exploit the benefits of the use of design and designers skills. The investigation was conducted from a case study in the company where the researcher works as a designer too and based on a temporal perspective of the roles of design and understanding of the functioning of multidisciplinary teams in the digital product development process. Two instruments were selected from the theoretical background in order to analyze the results: the Design Ladder and the Taxonomy of Roles Design. Lastly, a discussion is presented on the perception of design and was concluded that the ripeness level of design are in the second level of Design Ladder: design as esthetics, although it is perceived by the team speech a desire for reach the third level who treats design as a process.

Purchasing counterfeited luxury products and downloading pirated items have becomemore common nowadays. Fashion and IT industries are affected negatively by consumers’supportive attitude towards piracy and counterfeits. Many luxury branded companies havetheir exclusive brand names stolen by counterfeits producers. Likewise producers ofcomputer software, music, and movies are affected by individuals who download/streamtheir items for free. Consumers’ attitudes towards counterfeiting and piracy are importantto examine as to understand their acceptance and rejection towards counterfeits and piracy.The purpose of this thesis is to examine consumers’ attitudes towards counterfeits andpiracy. What is accepted and rejected by consumers? To answer the research questions, aqualitative method is used. The data is collected through semi-structured interviews with12 consumers of both/either counterfeits and piracy. The study is performed in Skåne(Scania), Sweden, mainly in Malmö, Perstorp and Kristianstad.We implemented the Theory of Reasoned Action, Theory of Moral Reasoning, ConsumerTheory and different attitudes for analysing the empirical presentation. The result of thestudy showed that the interviewees had a more accepting attitude towards piracy while themajority of them had a rejecting attitude towards counterfeits. Due to the fact thatcomputer and IT have become a part of the everyday life for many individuals. However,the interviewees who buy counterfeits consume the items while they are on vacationabroad since the supply of counterfeits in the Swedish market is not very big. When itcame to piracy and counterfeited products, the age of the interviewees did matter to someextent. Also, price was one important element why consumers are interested in counterfeitsor download piracy.This study contributes to fill the gap in the lack of studies of consumers’ attitudes towardsboth piracy and counterfeits. The conclusions can be used as a guideline and tool forcompanies to be aware of consumers’ attitudes towards illicit products. Keywords: Counterfeit products, Piracy, Consumer attitude, Physical products, Digitalproducts, Luxury brands, Genuine luxury brand, Illicit forged products

Com o crescente potencial da world wide web, a criação e desenvolvimento de aplicações web se tornaram atividades extremamente profissionalizadas, envolvendo principalmente os mercados de Design e de Tecnologias de Informação e Comunicação (TICs). As novas equipes de desenvolvimento têm caráter interdisciplinar, e são compostas por profissionais com perfis diferenciados, que acabam por incorporar novas combinações de competências e características de diferentes campos profissionais. Neste contexto, a presente pesquisa analisa as competências da equipe de desenvolvimento de aplicações web e os processos utilizados, a fim de traçar um paralelo entre o processo, o papel do profissional e as competências necessárias em cada etapa, por meio da realização de um estudo de caso. Os resultados permitiram a construção de um mapeamento que demonstra o alinhamento entre as competências da equipe de projeto e a metodologia de desenvolvimento de aplicações web, considerando todas as etapas do processo. / As world wide web has been increasing potentially, web applications creation and development have become highly professionalized activities, involving mainly Design and Information and Communication Technology areas. The new development teams have an interdisciplinary character, and are composed of professionals with different profiles, which eventually incorporate new competences and characteristics combinations of different professional areas. In this context, this research analyses the competences of the web applications development team and the used processes, in order to draw a parallel between the processes, the professional role and the wanted competences in witch stage through a study case. The results allowed constructing a map that exposes the alignment between the design team competences and the web applications development methodology, considering all process stages.

Com o crescente potencial da world wide web, a criação e desenvolvimento de aplicações web se tornaram atividades extremamente profissionalizadas, envolvendo principalmente os mercados de Design e de Tecnologias de Informação e Comunicação (TICs). As novas equipes de desenvolvimento têm caráter interdisciplinar, e são compostas por profissionais com perfis diferenciados, que acabam por incorporar novas combinações de competências e características de diferentes campos profissionais. Neste contexto, a presente pesquisa analisa as competências da equipe de desenvolvimento de aplicações web e os processos utilizados, a fim de traçar um paralelo entre o processo, o papel do profissional e as competências necessárias em cada etapa, por meio da realização de um estudo de caso. Os resultados permitiram a construção de um mapeamento que demonstra o alinhamento entre as competências da equipe de projeto e a metodologia de desenvolvimento de aplicações web, considerando todas as etapas do processo. / As world wide web has been increasing potentially, web applications creation and development have become highly professionalized activities, involving mainly Design and Information and Communication Technology areas. The new development teams have an interdisciplinary character, and are composed of professionals with different profiles, which eventually incorporate new competences and characteristics combinations of different professional areas. In this context, this research analyses the competences of the web applications development team and the used processes, in order to draw a parallel between the processes, the professional role and the wanted competences in witch stage through a study case. The results allowed constructing a map that exposes the alignment between the design team competences and the web applications development methodology, considering all process stages.

Com o crescente potencial da world wide web, a criação e desenvolvimento de aplicações web se tornaram atividades extremamente profissionalizadas, envolvendo principalmente os mercados de Design e de Tecnologias de Informação e Comunicação (TICs). As novas equipes de desenvolvimento têm caráter interdisciplinar, e são compostas por profissionais com perfis diferenciados, que acabam por incorporar novas combinações de competências e características de diferentes campos profissionais. Neste contexto, a presente pesquisa analisa as competências da equipe de desenvolvimento de aplicações web e os processos utilizados, a fim de traçar um paralelo entre o processo, o papel do profissional e as competências necessárias em cada etapa, por meio da realização de um estudo de caso. Os resultados permitiram a construção de um mapeamento que demonstra o alinhamento entre as competências da equipe de projeto e a metodologia de desenvolvimento de aplicações web, considerando todas as etapas do processo. / As world wide web has been increasing potentially, web applications creation and development have become highly professionalized activities, involving mainly Design and Information and Communication Technology areas. The new development teams have an interdisciplinary character, and are composed of professionals with different profiles, which eventually incorporate new competences and characteristics combinations of different professional areas. In this context, this research analyses the competences of the web applications development team and the used processes, in order to draw a parallel between the processes, the professional role and the wanted competences in witch stage through a study case. The results allowed constructing a map that exposes the alignment between the design team competences and the web applications development methodology, considering all process stages.

本研究回顧過去「資訊通路」相關研究發現，主要集中在幾個議題，例如：經營或競爭策略、通路管理、產品訂價模式、顧客忠誠度、通路服務品質、供應商關係管理、或個案公司之研究；而回顧關於「技術採用生命週期」與「跨越鴻溝」相關研究較少且多集中於高科技技術，如LED、IC設計、網站平台..或個案產品之研究，如iPod、筆記型電腦、電子書、網路電視..等。且大部研究的探討範圍較缺乏以產業角度研究數位產品之相關通路服務需求；且並未發現根據Geoffrey A . Moore(1991)跨越鴻溝一書所論述「高科技行銷通路」理論之提出有效履行「完整產品」之實務架構並進行可行性研究。 　　就實務面觀察，多數創新數位產品在通路推展成功機率很低且擴散速度緩慢，因此本研究針對影響數位產品成敗因素分為企業內部因素、外在環境因素與通路因素三部分，並針對品牌原廠非完全可控制之通路因素進行深入分析研究。關研究方法方面，本研究以通路服務業觀點先探討數位產品的演進趨勢對消費者與品牌原廠通路服務需求的影響，接著探討消費者與品牌原廠對現有主要數位產品通路型態之滿意度分析，找出「市場需求缺口」是否存在與各項服務需求與滿意度(放心度)之差異程度；再進一步驗證本研究提出創新服務模式-「官網下單&透過區域專業經銷商交貨」之適用性與滿意度改善之比較。本研究進一步分析可能影響各項通路服務需求與滿意度的因素，包括消費者類型與品牌原廠類型。 　　經過資料分析，本研究的主要研究結果有五點，包括：消費者與品牌原廠之通路服務需求的確存在且被數位產品的演進所影響、不同類型消費者會影響對通路服務需求與通路型態的放心程度、不同類型品牌原廠影響對通路服務需求的程度不大；但會影響推展新產品初期通路選擇之策略、創新通路服務模式(官網下單&透過區域專業經銷商交貨) 符合消費者與品牌原廠需求並提升滿意度、數位產品之採用生命週期曲線之「鴻溝現象」仍然存在，且與Geoffrey A . Moore(1991)之技術採用生命週期曲線之結構有所不同。 根據上述的研究結果，本研究提出下列建議給予實務界參考： 一、對數位產品通路服務公司：跳脫「競爭」與「去服務化」思維，以實際市場需求出發以建構企業價值鏈與提升附加價值、 有效整合數量龐大區域加值經銷商的在地力量建構「售後服務」機制、優先建構「導入時效」通路價值鏈。二、對創新數位產品之品牌原廠：運用創新通路服務模式彌補目前面臨通路服務滿意度之落差、以官網發展虛實整合的創新通路服務模式較可滿足消費者需求。 / In this study, we have reviewed the existing thesis and research about keyword of IT channel and found that focused on several issues , such as: business or competitive strategy, channel management, product pricing model, customer loyalty, channel service quality, supplier relationship management, or the case company the study; About the number of existing thesis and research of "technology adoption life cycle" and "Crossing the Chasm" is rare and found that more concentrated in high technology product, such as LED, IC design, web platform .. or some case studies, such as iPod, notebook, e-books, network TV .. and so on. And lack of research to explore the issue of digital products industry ‘s real demand for channel services; and we have not found according to the theory of "high-tech marketing channel" discussed by the book of Geoffrey A. Moore’s "Crossing the Chasm" to proposed the effective implementation architecture of "whole product" and do some research. Through the observations of the practical , most innovative digital products is very low probability of success in channel marketing and spread slowly, so the study of divided the success or failure factors of digital products into three parts,including business internal factors, external environmental factors and channel factors, and in this study focus and analysis depthly to the channel factor that the brand company ‘s non-completely control . About research methods, this research study first the impact of channel service demand of the consumers and brand company by evolution of digital products through channel service’s viewpoint. Then we analysis the the satisfaction of consumer and brand company to existing major channels of digital products to identify "market demand gap" and the difference degree between the service needs and satisfaction (comfort level); further validate the applicability and satisfaction improvement degree of the innovative service model - "place orders on the official website and delivery goods through the regional dealer in relatived field" . This study further analyzed the various factors that may affect the service needs and satisfaction, including types of consumers and the types of brand company. After data analysis, the main findings of this study have five points, including: The demand of consumer and the brand company for channel services are affected by the evolution of digital products; The demand for channel services and comfort level will be affected by the different types of consumers;The demand for channel services won’t be affected by the different types of brand company, but the choice of the initial channel strategy will be affected by the different types of brand company;The innovative service model - "place orders on the official website and delivery goods through the regional dealer in relatived field" can meet the demend and improve satisfaction of the customer and brand company;The " Chasm phenomenon" of " the digital product adoption life cycle curve " still exists, and different with the structure of Geoffrey A. Moore (1991) of the technology life-cycle curve . Based on the above findings, this study proposes to practitioners the following recommendations: First, for channel services company of digital products: Give up "competition" and "off service" thinking t o construct the enterprise value chain and value- up by actual market demand；To integrate the huge forces of local value-added- reseller to construct the "after-sale- service" mechanism;Give the high priority to construct the value chain of "Time to market". Second, for the brand company of digital product : Take advantage with the innovative service model - "place orders on the official website and delivery goods through the regional dealer in relatived field" to make up for the satisfaction of the channel service；To create the innovation virtual-physical- channel service model by the official website to meet consumer demand.

A maturidade da área de Interação Humano-Computador (IHC) pode ser atestada pela grande quantidade de conjuntos formados por regras, diretrizes e normas (aqui designados como diretivas) que têm sido formulados por dezenas de autores como guias para o estudo, criação e melhoria de interfaces de usuário. No entanto, esses conjuntos apresentam diferenças significativas entre si: muitas dessas diretivas, incluindo algumas já consagradas no universo da IHC, não pertencem ao mesmo nível de abstração nem formam um conjunto homogêneo de enunciados. Essa falta de unidade, aliada à acelerada evolução das tecnologias digitais, tem contribuído para manter essas diretivas (e a própria disciplina de IHC, segundo alguns) em um estado constante de fragmentação e permanente modificação. Mesmo assim, podem ser encontrados princípios — ou leis essenciais, universais e imutáveis — que são subjacentes às diretivas e que podem delas ser extraídos através de uma metodologia adequada. Para contribuir com esse processo, a presente pesquisa apresenta uma revisão dos critérios utilizados para a compilação de conjuntos de diretivas de usabilidade, além de um método de três etapas para a redução progressiva de um número significativo de diretivas a uma lista simples de princípios de usabilidade. Os resultados deste trabalho incluem um modelo metodológico e um conjunto de sete princípios que podem ser utilizados para a pesquisa a e prática da Interação Humano-Computador. / The maturity of the Human-Computer Interaction (HCI) field can be attested by the large number of existing sets of rules, guidelines and standards (called directives herein) that have been formulated by dozens of authors as guidelines for the study, design and improvement of user interfaces. Still, these sets present significant differences among themselves: many of these directives, including some already established in the realm of HCI, do not belong to the same level of abstraction and do not constitute a homogeneous set of statements. This lack of unity, coupled with the rapid evolution of digital technologies, has contributed to maintain these directives (and, according to some, the very discipline of HCI) in a constant state of fragmentation and perpetual change. Even so, it is possible to find among them certain principles — i.e., essential laws that are universal and immutable — which underlie these directives and can be extracted from them using an appropriate methodology. To contribute to this process, this research presents a review of the criteria used to compile these sets of usability directives and a three-step method for the progressive reduction of a significant number of directives to a simple list of usability principles. The results include a methodological framework and seven principles that can be used for the research and practice of Human-Computer Interaction.