Abstract While Taiwan Tobacco and Wine Bureau transformed into Taiwan Tobacco and Liquor Corporation, the first presidency was selected publicly to account for privatization by Executive Yuan. The new president proposed ¡u123¡vobjectives to be the targets and visions in privatization process. This study observed the influences of the emergent events during change process, analyzed the elements that influenced the objectives, finally proposed some management implications. Thus, there are three stages in this case study: (1) elected critical events in the change process, (2) build the model that influenced the objectives, (3) explored the feasible management action. We divided the change process into different phases, including initiating change , forming top level managers, proposing objectives of management, communicating the vision, creating new competitive advantages, launching new products and implementing social responsibilities. In the wake of 11 critical process events, the¡u123¡vobjectives was becoming impossible. We analyzed the influencing model which composed by three elements: (1) Executive and Legislative Yuan, (2) social and market, (3) employees and union. Furthermore, by in-depth interviewing with selected employees, we found that the success of privatizing transformation and the improvement of competitive advantage not only depend on management by objectives but also rely on the management by value. In summary, from external perspective, the real meaningful management action should focus on building the legitimacy and competitive advantages of corporation. On the other side, from the internal perspective, we suggest the participating management by objective and deep structural management by transferring the value of employee. To effective change management of privatization, we recommend that (1) predict and control only work for short term objectives, (2) the role of leader is the player of context, (3) the change of value is the critical factor of privatization.

Made available in DSpace on 2016-04-25T16:44:43Z (GMT). No. of bitstreams: 1 Hannah de Carvalho.pdf: 805595 bytes, checksum: 23d6412f78ab73fb087c2091aa668e51 (MD5) Previous issue date: 2015-04-06 / The impact of globalization and the information age and the network society brought the social, technological and economic development by modifying the processes of communication and the strategy in organizations. In this context, companies had the need to develop new business models, as well as, with organizational communication as a strategic element, so as construction of organizational actions, as a compound of the architecture and framework for competitiveness in the business arena . The study of this application in Management by Values focused its concept directed to the person, which is based element to the first market composition and disseminator of information where the emotional and spiritual dimensions impact on your engagement profile and commitment. This dissertation analyzes the implementation of the strategy of organizational communication based on management by values, in view of the global environment, the information society and the network society / O impacto da globalização, na era da informação e da sociedade em rede, trouxe o desenvolvimento social, tecnológico e econômico, modificando os processos de comunicação e a estratégia nas organizações. Nesse contexto, houve a necessidade de as empresas desenvolverem novos modelos de gestão, bem como, a aplicação da comunicação organizacional como elemento estratégico, portanto, como construtora das ações organizacionais, ou seja, como um composto que dá arquitetura e estrutura para competitividade na arena de negócios. O estudo dessa aplicação na Gestão por Valores teve como foco o seu conceito direcionado à pessoa, que constitui elemento base para composição do primeiro mercado e disseminador da informação em que as dimensões emocionais e espirituais impactam o seu perfil de engajamento e de compromisso. Esta dissertação analisa a aplicação da estratégia da comunicação organizacional baseada na gestão por valores, tendo em vista o ambiente globalizado, a sociedade da informação e a sociedade em rede