How to use self-owned knowledge to face the future challenge and diversity, to absorb the fashion knowledge and to create the more valuable knowledge is the most important issue for the corporation that want to become the multinational corporation. In order to use the superiority of globalization well, the headquarter must transfer the core competency to other subsidiary. However, the topic about cross border knowledge transfer will let the factor become more complexity. The character of industry, the strategies of globalization, the inner organizational competency and the top management team will have serious impact to the meaning of knowledge transfer, and will have influence to the whole structure of knowledge transfer. To find out which factors influence the border knowledge transfer of multinational corporation is the core issue in this research. We got the results by mean of the interaction among the character of industry, the strategies of globalization and the inner organizational competency. Further, we can obtain the mutual relations with human capital of the corporation. Although the influence factors of cross border knowledge transfer are too numerous to count, three subs ructions of entirety are the industry of corporation, the inner organizational competency and the strategies of globalization. According to the qualitative analysis and data collection, the inductive inferences of this research are as following: 1. The factors influence sorts of knowledge transfer (1) The maturer product life cycle is, explicit knowledge is more than tacit knowledge of the cross border knowledge transfer. (2) If the industry technique of corporation is superior, the disposition of capital and resources is nearer centralization and origin of inner competency in the corporation is from high-level executive group. (3) Most tacit knowledge of R&D would be produced by headquarter when the product life cycle lasts longer. (4) The origin of inner competency in the corporation is from high-level executive group, because the corporation has the ¡§market ¡Vaccess¡¨ competency and the inner disposition of capital and resources is nearer centralization. 2. The factors influence model of knowledge transfer (1) The correlation between externalization articulating of cross border knowledge transfer and higher knowledge worker in this industry is straight. (2) More requisite the forces for national responsiveness / differentiation, higher degree the externalization articulating and socialization empathizing of cross-border knowledge transfer are.

Main goal of this thesis is to show to the reader process of planning, realisation and management in real international enterprise Hewlett-Packard. Second goal is to distinguish the specifics of work of the local marketing department and central marketing department of HP. For evaluation of both this goals is used the comparation between theory and real situation. The whole process of planning, preparation and management is shown on the example of real campaign HP forum.

Submitted by Cláudia Wirz Leite Sá (clwirz@yahoo.com.br) on 2011-09-30T04:08:51Z No. of bitstreams: 1 Tese Claudia Wirz.pdf: 772696 bytes, checksum: d3908fdd3e13fa53dcd21658a5baebcd (MD5) / Approved for entry into archive by Gisele Isaura Hannickel (gisele.hannickel@fgv.br) on 2011-09-30T13:32:34Z (GMT) No. of bitstreams: 1 Tese Claudia Wirz.pdf: 772696 bytes, checksum: d3908fdd3e13fa53dcd21658a5baebcd (MD5) / Approved for entry into archive by Gisele Isaura Hannickel (gisele.hannickel@fgv.br) on 2011-09-30T13:34:46Z (GMT) No. of bitstreams: 1 Tese Claudia Wirz.pdf: 772696 bytes, checksum: d3908fdd3e13fa53dcd21658a5baebcd (MD5) / Made available in DSpace on 2011-09-30T13:35:19Z (GMT). No. of bitstreams: 1 Tese Claudia Wirz.pdf: 772696 bytes, checksum: d3908fdd3e13fa53dcd21658a5baebcd (MD5) Previous issue date: 2011-08-30 / The general objective of this study was to identify the factors that influence the decision to participate with foreign direct investment (FDI) in emerging markets in the generation of electric power. To achieve the objective proposed, first, it was identified, systematized and integrated theories, treatments and theoretical approaches on the field of economics, strategy and internationalization of enterprises that influence the strategic decision to participate with foreign direct investment (FDI) in developing countries in electric power industry, as well it was identified in the literature the main factors that determine the strategic choice to participate with foreign direct investment (FDI) in emerging markets. Based on this systematization and integration, a framework was developed incorporating new elements, which in the specific case of the electric power industry in emerging countries were not previously addressed in FDI strategies. In this work it was also identified relationships between the concepts, dimensions, subdimensions, and the variables to be tested in later studies. This study also identified and described the main features of FDI in the electric power industry in emerging countries, with two important contributions: it was observed that the investment in new technologies took place in developed countries and there was the migration of mature technologies to developing countries (compatible with product life cycle theory of Vernon) and that some studies attribute low returns to foreign investors in regulated sectors, while others highlight the high profits in international investments in regulated industries, such as the energy sector. Finally, a new concept of developing country was proposed, through the inclusion of human (human assets) and technological factors (degree of industrialization and innovation capacity) in addition to the economic factors currently used (income and economic vulnerability). It is recommended that further research be undertaken, for example, with respect to the impact of the various technologies for generation of electric power on the decision to enter emerging countries by FDI, consolidation of the data bases of the various institutions responsible for gathering information on FDI, research into the varying perceptions presented by specialists and companies in relation to the FDI strategy of companies. It is also possible to replicate this study in other segments and industries. / A presente tese tem como objetivo geral identificar os fatores que influenciam a escolha de participar no mercado de países emergentes por meio de investimento externo direto (IED) na geração de energia elétrica. Para atingir o objetivo proposto, primeiramente, foram identificadas, sistematizadas e integradas teorias, tratamentos teóricos e abordagens do campo da economia, estratégia e internacionalização de empresas que influenciam a decisão estratégica de investimento externo direto na geração de energia elétrica em países emergentes, bem como foram identificados na literatura os principais fatores considerados intervenientes ou determinantes para a escolha estratégica de realizar investimentos externos diretos em países emergentes. Com base nesta sistematização e integração, foi elaborado um framework incorporando novos elementos, que em se tratar do setor específico de energia elétrica e o contexto específico de países emergentes incorpora novos elementos, não previamente contemplados de maneira explícita em se tratar de IED. Ao longo do trabalho também foram identificadas relações entre os conceitos, as dimensões, as subdimensões e as variáveis, a serem testadas posteriormente. O presente estudo também identificou e descreveu as principais características do IED no setor de elétrico e no segmento de geração em países emergentes, com duas contribuições relevantes: há o investimento em novas tecnologias nos países desenvolvidos e a migração de tecnologias maduras para os países em desenvolvimento (compatível com a teoria do ciclo de vida do produto de Vernon) e alguns estudos atribuem baixos retornos aos investidores estrangeiros em setores regulados, enquanto outros destacam os altos ganhos nos investimentos internacionais em indústrias reguladas, como o setor de energia. Por fim, foi proposta a formação de um novo conceito de países emergentes, por meio da inserção de fatores humanos (ativos humanos) e tecnológicos (ao exemplo do grau de industrialização e da capacidade de inovação), aos fatores econômicos (renda e vulnerabilidade econômica) atualmente utilizados. A título de sugestão, considera-se pertinente a continuação da investigação iniciada nesta tese, por meio da realização de pesquisas sobre os impactos das tecnologias de geração de energia elétrica na decisão de realizar IED em países emergentes, realização de cruzamento de bancos de dados das diversas instituições atuantes no cadastramento de IED, realização de pesquisa sobre as diferenças de percepções apresentadas por especialistas e empresas com relação à estratégia de IED das empresas. Também é possível reaplicar o estudo em outros segmentos e setores.

隨著時代的變遷，商業盛行，全世界的企業都很清楚了解到必須靈活運用經濟學的「比較利益法則」，才可以讓企業本身創造出成本極小化與利潤極大化的空間。美國密西根大學Ross Business School知名的教授C.K. Prahalad也提出「N＝1，R＝G」的觀念，證實了「全球化」在現今的確是一股讓我們不容忽視的力量與演進。 伴隨「全球化」而來的便是「在地化」所面臨的問題，這一點在過去傳統的實體產業中，國際企業已經對於在地化的策略有很深入的剖析與研究，但是由於時代的演進快速，現今商業市場最大，最具發展潛力的產業，儼然已經變成虛擬的網路資訊產業了。因此過去學者所研究的在地化策略是否在網路資訊產業中會有不同的地方？國際企業於在地化時，實體產業需要注意的地方會和虛擬的網路資訊產業相同或是相異？而網路資訊產業中的國際企業又應該如何制定在地化策略？針對國際企業的大舉入侵，本土產業是否有和抵抗其在地化的策略？這些問題在過去並無針對網路資訊產業做探討，因此本研究將以吳思華教授提出的策略三構面為研究架構基礎，針對網路資訊產業設計出新的研究架構與研究問題，研究問題分別為：（1）為了克服在地化的劣勢，國際企業如何爭取在地市場上的競爭力？（2）國際企業如何結合本身全球化的優勢與在地市場的競爭力？（3）國際企業達到全球在地化的關鍵成功因素為何？ 最後藉由次級資料的蒐集以及實地訪談在網路資訊產業中最具指標性的三家公司（Google、YAHOO!、愛情公寓）之一手資料，透過質性研究的方式，分析整理出以下研究結論，包括有在地市場環境的了解與掌握、網路位置的定位與連結整合在地資源、彈性策略、以及重新鍵結的在地策略…等。 / As time goes by, global commercial has been developed into a new stage. Businesses around the world now understand that the Law of Comparative Advantage must be used correctly to create the cost minimization and maximize their profits. Professor C.K. Prahalad, renowned professor in Ross Business School at the University of Michigan who developed a theory of “N=1, R=G”, restated that “Globalization” is indeed an invincible force in the new age. The topic of “Globalization” comes with the issue of “Localization”. In the past, localization business strategy has been analyzed and studied in depth for the traditional industry. Due to the rapid evolution of global business, the greatest business opportunities now lie in the virtual world of information and internet. Now the question is, are there any differences in the localization strategy of the traditional business and those of the information and internet industry? When traditional international enterprises develop their localization strategy, is it any different than the localization strategy of international information and internet businesses? How do international enterprises develop localization strategy in information and internet industry? How do local companies develop their best strategies to fight against the penetration of international enterprises? These issues are not discussed in depth in the information and internet industry in the past. This study is based on the Professor Wu’s theory, “Three dimensions of strategy”. This is redesigned in a new structure and, additionally, a set of innovative research questions. The research questions are: (1) In order to overcome the disadvantages in local market, how does international enterprise develop business strategies to gain the competitive advantages in a new market? (2) How do international enterprises combine their global competitive advantages with the special local market condition? (3) What are the key successful factors of “glocalization” for international enterprise? With the second-hand data collecting, and the first-hand information gathering by interviewing three representative companies (Google, YAHOO!, iPart) in information and internet industry, I developed the research conclusions through the qualitative research method which include the understanding and overall control of international enterprises in local market, the right positioning of the international enterprises in the internet and information industry, the integration of the global advantages and the local resources, flexible international business strategy, and recontextualization of local strategy…etc.