Made available in DSpace on 2016-04-27T14:30:44Z (GMT). No. of bitstreams: 1 Ligia Cristina Bada Rubim.pdf: 2296934 bytes, checksum: 1bef429babbf2f2d3dcedc3cfc3d728c (MD5) Previous issue date: 2011-05-27 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The aim of this research is to investigate the relations which emerge from the practice of the management of the processes of development of distance education courses, considering the different elements which directly influence the dynamics they involve. I assume there are no readymade models to be followed since the practice of the management of courses is done based on the concepts of general and distance education, considering the organizational context it happens and also the specific knowledge inherent to the courses of the modality. Taking into consideration the need of reference for the practice and academic writings pointing out new knowledge on the subject, this research presents a relevant social and scientific contribution. The methodological reference of this investigation is based on the value of the experience, the role of reflection and the investigation on one s own practice, in the view of qualitative methodology. The scenario in which this practice was investigated is the one of the development of the distance Lato Sensu Post Graduation course on Entrepreneurial Management at the Center for Applied Technology Education, at Senac São Paulo. I concluded that the practice of the managing of development of courses is composed by the definition of the stages of development, the adoption of the stages as guidelines for the management, the participation on the pedagogical project elaboration, the planning of the guidelines for the preparation of the course materials, the making up of the team and the alignment and acceleration of team work; and such dynamics has been made up of key elements related to the management values, institutional context, area specific knowledge, the characteristics of the course level and to the relation between my views and practice, among others / O objetivo desta pesquisa é investigar as relações que emergem da prática da gestão dos processos de desenvolvimento de cursos a distância, considerando os diferentes elementos que influenciam esta dinâmica. Parto do princípio de que não há modelos prontos a serem seguidos, uma vez que a prática da gestão do desenvolvimento de cursos constitui-se a partir dos conceitos que regem a gestão da educação em geral e a distância, da consideração ao contexto organizacional onde ela se faz e dos conhecimentos específicos da construção de cursos nesta modalidade. Diante da necessidade de referenciais sobre esta prática e de produções acadêmicas que tragam novos conhecimentos sobre o tema, esta pesquisa apresenta sua contribuição tanto em relação a sua relevância social como científica. Os referenciais metodológicos desta investigação estão pautados no valor da experiência, no papel da reflexão e na investigação sobre a própria prática, sob o ponto de vista da metodologia qualitativa. O cenário desta prática investigada é composto pelo desenvolvimento da Pós-graduação Lato Sensu a distância em Gestão Empreendedora, no Núcleo de Tecnologias Aplicadas à Educação, do Senac São Paulo. Conclui-se que a prática da gestão de desenvolvimento de cursos é composta pela definição das etapas de desenvolvimento, pela adoção das etapas como orientadoras da gestão, pela participação na elaboração do projeto pedagógico de curso, pelo planejamento das diretrizes de desenvolvimento dos materiais, pela constituição da equipe e pelo alinhamento e dinamização do trabalho da equipe; cuja dinâmica foi composta por elementos ligados aos valores de gestão, ao contexto institucional, aos conhecimentos da área, às características do nível de ensino do curso, à relação entre minhas concepções e a prática, entre outros

La presente investigación tiene como finalidad evaluar el impacto financiero y tributario de los desembolsos por contenido propio y derechos de transmisión en base a la NIC 38 “Activos Intangibles”. Los canales de televisión son la principal fuente de información, según CONCORTV en el 2017 los ciudadanos indican que uno de los medios de comunicación que tiene mayor presencia a nivel local y regional es la televisión, aunque existe una cierta insatisfacción por parte del ciudadano con respecto a la programación, ya que no es cultural ni educativa. Nos interesa investigar sobre los desembolsos por contenido propio y derechos de transmisión desde la perspectiva de los activos intangibles a nivel contable, al ser un caso particular en un sector poco investigado. La metodología utilizada es el diseño no experimental, el alcance es investigación exploratoria, ya que es un plan de investigación contable aplicado en Perú, el tamaño de la muestra son los canales de televisión que tienen una mayor participación de mercado, el cual concentra el 84 % en el sector de telecomunicaciones. La presente tesis se desarrollará en cinco capítulos. En el primer capítulo, se describirá investigaciones locales e internacionales. En el segundo capítulo, se plantean los problemas, las hipótesis a validar y los objetivos propuestos. En el tercer capítulo, se procederá a describir la metodología a utilizar es enfoque mixto. En el cuarto capítulo, se presentan los resultados del análisis cualitativo y cuantitativo y se plasma en un caso práctico con el que se pretende identificar la capitalización los desembolsos por contenido propio y derechos de transmisión, identificar la variable independiente las cuales puedan generar expectativa de cuan material representa dentro de los estados financieros. En el quinto capítulo se analizan conclusiones y recomendaciones. / The purpose of this research is to evaluate the financial and tax impact of disbursements for own content and transmission rights based on IAS 38 "Intangible Assets". Television channels are the main source of information, according to CONCORTV in 2017, citizens indicate that one of the media that has a greater presence at the local and regional level is television, although there is a certain dissatisfaction on the part of the citizen with respect to programming, since it is not cultural or educational. We are interested in investigating the own contents and transmission rights from the perspective of the intangible at the accounting level to be a particular case in a sector little investigated. The methodology used is the non-experimental design, the scope is exploratory research, since it is an accounting research plan applied in Peru, and the size of the sample is the television channels that have a greater market share, which concentrates 84 % in the telecommunications sector. This thesis will be developed in five chapters. In the first chapter, local and international investigations will be described. In the second chapter, the problems are posed, the hypotheses to be validated and the proposed objectives. In the third chapter, we will proceed to describe the methodology to be used is a mixed approach. In the fourth chapter, the results of the qualitative and quantitative analysis are presented and it is embodied in a practical case with which it is intended to identify capitalization disbursements by own content and transmission rights, identify the independent variables which can generate expectation of materials represent in the financial statements. In the fifth chapter conclusions and recommendations are analyzed. / Tesis

面對經營疆界( Business Boundary)越趨模糊的新世代，高科技電子消費性終端產業不斷展現誘人商機；隨著傳統映像管電視機式微，取而代之的薄型電視機進入市場，關鍵組件及軟體等科技研發競賽不斷推陳出新，刺激需求；原家電品牌(製造服務)業者主宰整個電視機產業，如今卻面臨強烈挑戰；覬覦液晶電視機(LCD TV)快速引爆市場需求，成長力道強勁並快速整合產業加值鏈，各業者競爭激烈，積極進場，甚至Electronic Manufacturing Service(EMS)大廠、資通訊業者等皆企圖搶奪液晶電視機市場。 液晶電視機產業能夠快速席捲市場，主要歸功於相關產業，積極投入研發與佈局，特別在投資新代線LCD面板廠、視訊晶片(IC)及設計代工的快速帶動下，讓產業加值鏈呈現蓬勃發展；而台商在此加值鏈佔有最重要的產業群聚。 從2009年德國柏林IFA、2010年美國CES Show、Computex等展覽中觀察到世界大廠不斷在技術研發向前推進；科技浪頭的百家爭鳴，似乎引領電視機產業來到一個不連續又不斷變動的競爭氛圍。在面臨產品生命週期短促、面板價格波動劇烈、多重廣播標準與門檻及終端市場需求變化巨大的經營挑戰下，產業加值鏈持續透過整合或外包策略因應；本研究個案廠商，考量資源分享極大化以提高競爭力，大多在此階段同時選擇代工(OEM/ODM)與自有品牌經營(OBM)。 本研究藉由文獻蒐集與個案深度訪談，得到來自不同資源基礎的四類個案廠商中，無論是選擇代工或自有品牌為主的商業模式，皆在任一模式佔總營收比重超過80%時，雖然產生部份限制，但從企業追求競爭力的角度來探討「驅動力」，其在降低成本、提高營業利益、養成關鍵技術Know-How、經營顧客服務等將展現最佳營運能量與效率；進一步就商業利益的角度檢視「平衡點」，其對於提高市場佔有率、構築自有品牌、經營顧客關係等亦將呈現效益最佳化。 至於，選擇代工與品牌並重之個案公司，則陷入較為不利之經營局面；然而，若能調整以自有品牌經營為主，與代工做切割，在創新能力、整體(含音質與畫質)設計能力等做到最具精緻特色，此亦極有機會先穩固區域品牌經營，再伺機擴張。最後對個案廠商未來發展做出策略建議，以及後續研究之方向，期為業界在強化競爭力與提高營業利益等經營議題，提供參考。 / The rapid penetration of Slim-Type TV with the price decline which is raised by the great progress of LCD related technology and increasing huge investment on new generation Fab. Taiwanese firms play significant roles in this worldwide prosperity and firmly integration at all-stream for a strong supply chain. As supply chain players keep implementing integration strategy to catch up with the cross-boundary opportunities, various business models have emerged. To address this phenomenon, a novel two-phase analytic framework was conducted to study the driving force and balance condition of Taiwan LCD TV vendors’ contract manufacturing (OEM)/OBM Model Choice. Through case-study and secondary data collection, we found that while facing tough business environment, Most of Taiwan LCD TV firms with different resource-bases , have choose both OEM/ODM and OBM to achieve economic scale for revenue increasing. Also, it’s a way to do cost reduction by sharing the resources. However, this study yielded different results when four-case companies implementing both OEM/ODM and OBM strategy, we found that if no appropriate resource allocation and right people/mechanism, increase another business model to existing model will bring the reverse effect. This paper finally concluded that different resource bases companies should consider various driving force and transform to the most suited business model through continue leveraging their own competences to catch the transient market opportunities.

台灣企業早期主要是扮演協助國際品牌大廠生產代工的角色，隨著廠商不斷地累積本身能力，提升給予客戶的附加價值過程中，台灣企業也由以裝配技術為主的原廠委託製造(Original Equipment Manufacturing，OEM)轉變為具有設計能力的原廠委託設計製造(Original Design Manufacturing，ODM)。但是近年來，台灣的低成本優勢已逐漸被新興市場所取代，加上產業發展成熟後，毛利率持續下探，代工廠商就成為品牌商為了維持獲利而犧牲的對象。因此，產業升級的概念開始受到重視，其中由代工轉型升級至自有品牌一直是產官學界最關注的話題之一。 過去國內文獻對於品牌經營的相關議題，已有多位專家學者投入研究，但在研究上大多著重品牌發展策略、關鍵成功因素等策略層面，或是品牌與績效之間的關係，亦或是對自有品牌關鍵成功因素之一的行銷通路建構，對於企業由OEM/ODM轉型為OBM的實務歷程之研究仍屬少數。因此本研究針對成功由OEM/ODM轉型為OBM的企業，探討其轉型過程中，建構行銷能力之動態歷程，讓研究成果可作為台灣產業未來欲投入自有品牌經營活動時的參考。 本研究之研究問題有二：1.企業由OEM/ODM轉型為OBM的動機為何？2.企業由OEM/ODM轉型為OBM的過程中，如何發展出新的能力以適應新的環境？ 本研究的研究結論如下： 1.企業從OEM/ODM轉型為OBM的動機主要在於永續經營與擺脫代工困境，背後的目的為欲提高事業附加價值，同時，企業考量轉型時機上會選在OEM/ODM業務還穩定發展時就先進行布局。 2.企業轉型為OBM的過程中，其發展新能力方式的選擇會受到過去發展路徑與經營策略的影響，並且會透過內部的教育訓練與組織管理程序的設計來提升組織能力。 3.企業從OEM/ODM轉型為OBM的過程中，會重視「發展新產品之能力」的培養，並且會指派人員負責發展與未來新產品有關的關鍵技術，以持續保有產品與技術上的競爭優勢。 4.企業於轉型為OBM過程有關國際化經營的活動中，在發展新產品時會採「區域分工、共同開發」的做法，以提高目標消費者對新產品的接受程度。 5.企業從OEM/ODM轉型為OBM的方式很多，以購併方式能夠快速取得品牌與通路，此時其購併目的的清楚與否，會是其購併能否成功的關鍵因素。 6.企業從OEM/ODM轉型為OBM的過程中，其全球總部會扮演資源協調整合與績效評估的監督管理角色；對於購併取得的品牌或通路，會授權其在地經營團隊自主經營。 / Taiwanese industrial firms in the early days played roles as facilitating manufacturers of OEM brands. As the manufacturers continued to accumulate their ability by enhancing the added-value they can provide to customers, they transferred from Original Equipment Manufacturing (OEM) to Original Design Manufacturing (ODM). However, Taiwan has lost its low cost advantage to emerging markets recently. Also, brand owners edged contract manufacturers’ gross margin lower to maintain their profitability when the industry got matured. Hence, the concept of industrial upgrading began to receive attention, including the transformation from OEM to own brand which is the most concerned topic of government and academia. In the past, most researches related to brand management focus on strategic level such as brand development strategy and key success factors, relation between brand and performance, or marketing channel construction which is one of the key success factors to develop own brand. Only small number of study investigates the practical transformation process of industrial firms from OEM/ODM to OBM. Thus, this study majorly focuses on the dynamic constructing process of marketing capability of industrial firms which have transformed from OEM/ODM to OBM successfully and aims to investigate following questions: 1. What are the motivations of industrial firms which decided to transform from OEM/ODM to OBM? 2. How did these firms develop new capability to adapt environment during their transformation process from OEM/ODM to OBM? The preliminary research findings include: 1.The motivations of firms which have transformed from OEM/ODM to OBM are sustainable operation and to get rid of OEM dilemma. The purpose behind is to increase added-value of business. Meanwhile, the firm take transformation into consideration when the OEM/ODM business still operates stably. 2.During transformation process from OEM/ODM to OBM, the way firms develop new ability is affected by their past pathes and operating strategies. They advance organization capability through internal traning and organizational procedures design. 3.During transformation process from OEM/ODM to OBM, firms emphasize on cultivating “capability of developing new product”, and assign R&D team to take charge of developing critical technology related to future products to maintain their competitive advantage in product and technology. 4.During transformation process from OEM/ODM to OBM and among activities related to international operations, firms adopt a "regional division of labor and joint development" approach when developing new products, to increase target consumers’ acceptance to new products. 5.Industrial irms can transform from OEM/ODM to OBM in many ways. Through merge and acquisition, firms can get brands and channels quickly. It is a key to merge and acquisition successfully if the purpose of the firm’s acquisition is clear. 6.During transformation process from OEM/ODM to OBM, firms’ global headquarters play a role of supervision and management, such as coordinating and integrating resources, also performing assessment; as for acquired brand or channels, local teams are fully authorized to operate in their own decisions.

<p><em>Syftet </em>med föreliggande studie var att ge en djupare förståelse för några unga kvinnors syn på könsroller och könsskillnader i relation till sin egen självbild, i dagens samhälle. De <em>frågeställningar</em> studien baserats på var: Hur uppfattade de unga kvinnorna könsskillnader och könsroller i samhället? På vilket sätt har de tagit till sig dessa i sin egen könsroll? Hur såg kvinnorna på sina framtida möjligheter som ung kvinna idag? Teoretiskt utgick studien främst från ett socialpsykologiskt perspektiv och forskning om utveckling av självbilden, men även utvecklingspsykologisk och kognitiv forskning till viss del. Det metodologiska angreppssätt som användes var en semistrukturerad intervjumetod. Intervjuernas längd varierade mellan</p><p>25 – 45 minuter och urvalet bestod av fyra kvinnliga studenter. Resultatet visade att intervjupersonerna upplevde att det fanns könsroller och könsskillnader i dagens samhälle, att detta påverkade relationerna till andra människor och att kraven på den unga kvinnan var stora. Resultatet visade även att det egna valet, att göra det man själv vill, var viktigt för intervjupersonerna. Diskussionen berörde det egna valet, utveckling av en självbild, den kvinnliga könsrollen och samhällets krav på den unga kvinnan.</p> / <p><em>The purpose </em>of this study was to get a deeper understanding of some young women’s visions of gender roles and gender differences in relation to their own self image, in today’s society. The <em>questions </em>that the study was based on were: How did the young women apprehend gender differences and gender roles in the society? In which ways had they put these in their own gender role? How did the women look at their future possibilities as a young woman today? Theoretically the study mainly assumed from a social psychologically point of view and research about the development of the self image, but also assumed from research in developmental psychology and cognitive psychology at some points. The methodologically approach used, was a semi structured interview method. The length of the interviews differed between 25 - 45 minutes and the selection consisted of four female students. The results of the study revealed that the informants experienced that there were gender roles and gender differences in today’s society, which effects the relations to other people and that the demands put on the young female gender were considered large. The results also revealed that one’s own choice, to do what you wish, was important to the informants. The discussion touched one’s own choice, development of a self image, the female gender role and the demands of the society put on young women.</p>

The purpose of this study was to explore the processes of hope in informal caregivers of palliative patients. Interviews were conducted with caregivers who were living with and currently providing care to a palliative patient at home. Saturation was reached with 10 caregivers, five females and five males, from 2 cities in Saskatchewan, Canada. <p>The design of this qualitative study was Glasers (2001) grounded theory. Broad, unstructured face to face audio taped interviews were conducted in the participants homes. Interviews were transcribed verbatim and analyzed using constant-comparative method of analysis in order to identify the main concern of the participants related to hope, and the basic social processes used to resolve that concern. <p>Eroding hope was the main concern relating to hope during caregiving for a palliative patient. Eroding hope was a result of bad days, negative messages, and experiences with the health care system. The participants deal with eroding hope by using the basic social process of hanging on to hope. Hanging on to hope has 4 sub-processes: a)doing what you have to do, b)living in the moment, c)staying positive, and d)writing your own story. The support of friends, family, and health care professionals and connecting with something bigger and stronger were sub-processes of hanging on to hope that together directly affect the other sub-processes.<p>The findings of this study have direct application for the care and support of informal caregivers providing palliative care at home, as a basis for assessment and interventions that will assist caregivers to hang on to hope. Nurses and other health care professionals need to recognize and value the experience of hope for caregivers by addressing, teaching, and reinforcing the sub-processes and ways of hanging on to hope into their practice.

The purpose of this study is to better understand the effects participatory pricing strategies have on consumer perceptions and behaviors in a sport event pricing scenario. Participatory pricing strategies are those that include the consumer in setting the final price of a good or service. These mechanisms include name-your-own-price (NYOP) and pay-what-you-want (PWYW). These pricing strategies are now being introduced into the sport industry. With the increased use of these strategies, and the lack of research in sport management pertaining to consumers’ perceptions of price, specifically consumer voice in price setting, there is a gap in the literature that needs to be filled. This study investigates the consumer’s perceptions of price fairness, perceived value, as well as consumer behavior (i.e. purchase intentions and willingness-to-pay), when encountering participatory pricing strategies. The following dissertation presents a quantitative experimental design, asking subjects to participate in a simulated ticket purchase experience. Difference between experimental groups was assessed based on price fairness, perceived value, willingness-to-pay, and purchase intentions. Results indicate there is a significant difference between participatory pricing groups and traditional fixed price groups when examining price fairness, perceived value, willingness-to-pay, and final average prices paid. Specifically, price fairness evaluations were significantly higher for the PWYW and fixed price groups, and lower for the NYOP group. In addition to the price fairness differences, the groups differed on their evaluations of perceived value (PWYW and fixed are the same, both higher than NYOP). Furthermore, the results reveal that consumers involved in the NYOP mechanism evoked higher levels of willingness-to-pay than PWYW and fixed. Furthermore, the study also found that the final average price paid following the experiment differed based on the mechanism. The PWYW and fixed price mechanisms paid similar amounts, while both of them were significantly higher than the NYOP mechanism. This suggests that while one of the biggest concerns for the PWYW treatment is a low final average price (even $0); this may not be an issue in a sport ticket pricing scenario. Study limitations and future research are included in the following dissertation.

The purpose of this study was to explore the processes of hope in informal caregivers of palliative patients. Interviews were conducted with caregivers who were living with and currently providing care to a palliative patient at home. Saturation was reached with 10 caregivers, five females and five males, from 2 cities in Saskatchewan, Canada. <p>The design of this qualitative study was Glasers (2001) grounded theory. Broad, unstructured face to face audio taped interviews were conducted in the participants homes. Interviews were transcribed verbatim and analyzed using constant-comparative method of analysis in order to identify the main concern of the participants related to hope, and the basic social processes used to resolve that concern. <p>Eroding hope was the main concern relating to hope during caregiving for a palliative patient. Eroding hope was a result of bad days, negative messages, and experiences with the health care system. The participants deal with eroding hope by using the basic social process of hanging on to hope. Hanging on to hope has 4 sub-processes: a)doing what you have to do, b)living in the moment, c)staying positive, and d)writing your own story. The support of friends, family, and health care professionals and connecting with something bigger and stronger were sub-processes of hanging on to hope that together directly affect the other sub-processes.<p>The findings of this study have direct application for the care and support of informal caregivers providing palliative care at home, as a basis for assessment and interventions that will assist caregivers to hang on to hope. Nurses and other health care professionals need to recognize and value the experience of hope for caregivers by addressing, teaching, and reinforcing the sub-processes and ways of hanging on to hope into their practice.

民國九十年左右，正值國內傳統行業轉型的年代，許多中小企業紛紛從所謂的夕陽工業轉型到科技業。近幾年來，政府也極力鼓勵民間企業自創品牌。但轉型成為自創品牌的企業寥寥可數，真正成功者更是少數。本研究試圖從台灣某家由傳統行業轉為自創品牌的中小企業來了解其建立品牌的經驗，除文獻探討及收集該公司之歷史資料外，並專訪該公司經理人後，進行個案分析及建立理論架構。此外，收集2000個顧客的調查資料與公司過去兩年來的銷售績效，以試圖了解競爭環境如何影響新自創品牌公司營運策略的調整，以及公司營運策略調整下，其創新研發與行銷之管理與運作。 本研究所得的重要結論有以下幾點： 一﹑新「自創品牌」公司面對競爭激烈的產業如何動態調整「營運策略」? 1. 新「自創品牌」公司的經營者對於所處競爭環境須有高度的靈敏度與機動性。 2. 資訊科技的運用可增加新「自創品牌」公司資訊的透明度與決策系統的正確性。 3. 新「自創品牌」公司正派的經營理念與形成的「品牌形象」與「企業形象」可獲得代工大廠的支持。 二﹑新「自創品牌」公司的「創新研發」與「行銷」之管理與運作為何？ 1. 新「自創品牌」公司內部「創新研發」機制是提升新「自創品牌」公司品牌知名度的關鍵。 2. 新「自創品牌」公司在「創新研發」的組織方面，會考慮藉由與異業的合作，以突破傳統的設計觀念。 3. 新「自創品牌」公司在選擇目標市場上，會鎖定利基市場與被忽略的市場，同時強調產品設計的「差異化」。 4. 集中於特定市場是擴張知名度是一較有效率的方法。 5. 新「自創品牌」公司初期階段會先以「創新研發」設計導向為主，當產品陸續被接受且市場擴大後，再轉為行銷導向。 6. 「自創品牌」公司基於產品價值的概念，其定價模式以「價值定價」而非一般傳統OEM廠商的成本加成定價。 7. 「產品品質」、「設計」與「服務體系」的整合對於新「自創品牌」公司品牌知名度與品牌認同的提升有很大的助益。 8. 新「自創品牌」公司的經營者品牌承諾的兌現，及品牌策略與產品定位的一致性，能獲得通路商及客戶的支持。 關鍵詞：營運策略，自創品牌，創新研發，行銷，差異化。 / Many small and medium-sized enterprises in Taiwan started to transform from conventional industries into high technology ones in the beginning of the 2000s, an era of transformation of the domestic industries in Taiwan. In recent years, the government also urges the private enterprises to establish their own brand . However, those that have transformed into new own brand manufacturers (OBMs) are few, and those successful even less. The study aims to explore the experience of a small and medium-sized enterprise that has transformed from a conventional industry into an own brand manufacturer. In addition to literature review and the collection of historical information of the company, the top executives and managers are interviewed in order to analyze the case and establish the theoretical framework. Furthermore, customer information and the sales performance over the past two years are collected to explore the influence of the competitive environment on adjustment of the business strategies of an OBM, and the company’s management and operation of the innovative research and development and marketing based on the adjustment. The conclusions drawn from the study are as following: 1. How does a new OBM dynamically adjust its business strategies to the keenly competitive environment of the industry? A. The CEO of a new OBM tends to show higher sensitivity and mobility to the competitive environment. B. The application of information technology enhances the transparency of the information of a new OBM and the accuracy of the decision-making system. C. The decent corporate ideology of a new OBM, its brand image and the corporate image are more likely to gain the support from the major original equipment manufacturers. 2. What is a new OBM’s management and operation of the innovative research and development and marketing? A. The innovative R&D mechanism of a new OBM is the key to the enhancement of its brand awareness. B. A new OBM may consider the inter-industry cooperation in order to make a breakthrough of traditional design concept. C. A new OBM may focus on niche markets and markets that are ignored, and put emphasis on the differentiation of product design simultaneously. D. Focusing on a certain market is a more efficient way to enhance brand awareness. E. A new OBM tends to adopt a design-oriented approach in the early stage, and consider turning to a customer-oriented or market-oriented approach when products are gradually accepted. F. A new OBM tends to adopt value pricing instead of traditional pricing. G. The integration of product quality, design and service system contributes a lot to the enhancement of brand awareness and brand identification. H. The fulfillment of the commitments of a brand by the manager of a new OBM and the consistency of brand strategy and product positioning are more likely to obtain the support from the distributors and the customers. Keywords: business strategy, own brand, innovative research and development, marketing, differentiation

Syftet med föreliggande studie var att ge en djupare förståelse för några unga kvinnors syn på könsroller och könsskillnader i relation till sin egen självbild, i dagens samhälle. De frågeställningar studien baserats på var: Hur uppfattade de unga kvinnorna könsskillnader och könsroller i samhället? På vilket sätt har de tagit till sig dessa i sin egen könsroll? Hur såg kvinnorna på sina framtida möjligheter som ung kvinna idag? Teoretiskt utgick studien främst från ett socialpsykologiskt perspektiv och forskning om utveckling av självbilden, men även utvecklingspsykologisk och kognitiv forskning till viss del. Det metodologiska angreppssätt som användes var en semistrukturerad intervjumetod. Intervjuernas längd varierade mellan 25 – 45 minuter och urvalet bestod av fyra kvinnliga studenter. Resultatet visade att intervjupersonerna upplevde att det fanns könsroller och könsskillnader i dagens samhälle, att detta påverkade relationerna till andra människor och att kraven på den unga kvinnan var stora. Resultatet visade även att det egna valet, att göra det man själv vill, var viktigt för intervjupersonerna. Diskussionen berörde det egna valet, utveckling av en självbild, den kvinnliga könsrollen och samhällets krav på den unga kvinnan. / The purpose of this study was to get a deeper understanding of some young women’s visions of gender roles and gender differences in relation to their own self image, in today’s society. The questions that the study was based on were: How did the young women apprehend gender differences and gender roles in the society? In which ways had they put these in their own gender role? How did the women look at their future possibilities as a young woman today? Theoretically the study mainly assumed from a social psychologically point of view and research about the development of the self image, but also assumed from research in developmental psychology and cognitive psychology at some points. The methodologically approach used, was a semi structured interview method. The length of the interviews differed between 25 - 45 minutes and the selection consisted of four female students. The results of the study revealed that the informants experienced that there were gender roles and gender differences in today’s society, which effects the relations to other people and that the demands put on the young female gender were considered large. The results also revealed that one’s own choice, to do what you wish, was important to the informants. The discussion touched one’s own choice, development of a self image, the female gender role and the demands of the society put on young women.