Socio-Emotional Wealth in family firms and its influence on green product innovations is an important theme in general management research. The purpose of the study was to understand the link between the socio-emotional wealth of family firms and green innovation to understand how family firms in their quest to preserve their socio-emotional wealth will influence green innovation motives. The study was based on a single case study, a packaging company chosen with an innovation center for green solutions. A total of 11 interviews were conducted. The study is based on constructionism and relativism research philosophy. The findings show that there is an influence of the dimensions of the FIBER model of socio-emotional wealth on green innovation while preserving their socio-emotional wealth. Organizations can use these findings to get an understanding of green innovation, as well as that family firms, need to embrace more their uniqueness as it’s the result of their reliance on socio-emotional wealth.

La théorie des ressources affirme que les avantages concurrentiels résident dans la mobilisation des actifs précieux qui sont difficiles à imiter. L'Approche du Capital Immatériel (ACI) prolonge cet argument en étudiant ces ressources; plus particulièrement celles qui sont fondées sur la connaissance et qui peuvent être classifiées dans l'une des catégories suivantes: Capital Humain, Capital Structurel, ou Capital Relationnel.Cette thèse cherche à évaluer l'ACI en tant que cadre pour rechercher les conditions favorables permettant aux entreprises d'innover en créant des nouveaux biens et services (produits). Spécifiquement, ce projet doctoral vise à analyser les rôles de chaque type de capital immatériel dans l'innovation de produits. Fondée sur des données européennes, cette thèse examine différents types d'entreprises (nouvelles, petites et moyennes entreprises, et grandes entreprises) et les secteurs d'activités (y compris l'industrie et les services). Le Chapitre 1 examine le capital humain et d'autres déterminants du taux de création d'entreprises dans les villes européennes. Ensuite, le Chapitre 2 examine l'impact de la diffusion des connaissances sur la façon dont l'investissement en R&D interne apporte à l'innovation de produits. Puis, le Chapitre 3 utilise le concept de capacité d'absorption pour explorer comment les similarités des actifs immatériels entre les entreprises sont associées à la performance de leur capital relationnel.En général, ce projet doctoral souligne que l'ACI fournit un cadre propice pour formuler et vérifier des hypothèses concernant les moteurs de l'innovation de produits. Il permet de mener des études portant sur la façon dont les entreprises mobilisent leurs actifs immatériels afin de développer et commercialiser de nouveaux produits. Par ailleurs, cette approche facilite l'interprétation des résultats afin de recommander des décisions managériales et des politiques publiques visant à articuler davantage les pratiques des entreprises. / The resource-based view of the firm argues that competitive advantages lie in the use of valuable resources that are difficult to emulate. The intellectual capital-based view (ICV) extends this argument by studying such resources; particularly intangible (or knowledge) assets that may be classified in three main components: human, structural, and relational capital.This thesis aims to evaluate the ICV as a framework for understanding the favorable conditions that allow firms to innovate by creating new goods and services (i.e., products). Specifically, this thesis seeks to analyze the specific roles of each capital capital component in product innovation. Using European data, it covers an ample range of firm types (i.e, nascent firms, small and medium-sized enterprises, and large firms) and business sectors (including manufacturing and services). Chapter 1 investigates human capital and other determinants of business creation as a measure of entrepreneurship in European cities. Chapter 2 examines the impact of knowledge spillovers on in-house R&D investment and innovation performance in firms. Chapter 3 leverages the concept of absorptive capacity to explore whether similar configurations of IC are associated with the performance of relational capital in companies.Overall, this dissertation finds that the ICV provides a fertile ground to formulate and test hypotheses concerning the drivers of product innovation. It allows to focus research on how companies mobilize intangible assets in order to develop and commercialize new goods and services. Furthermore, this approach provides several lessons for managers and policy recommendations that may help to articulate corporate practices.

Many specific methods and tools have been developed to deal with sustainability problems. However, without a unifying theory it is unclear how these relate to each other and how they can be used strategically. A Framework for Strategic Sustainable Development (FSSD) is being developed to cover this need for clarity and structure. It includes backcasting from a principled definition of sustainability as a key feature. The aim of this thesis is to study how this framework can guide the use and improvement of detailed methods and tools, in particular to support sustainable product innovation (SPI). First, a new strategic life-cycle management approach is presented, in which the selection of aspects to be considered are not based on typical down-stream impact categories, but on identified major violations of sustainability principles. Ideas of how this approach can inform various specific methods and tools are also presented, as a basis for an integrated “toolbox” for SPI. As part of such, a new “template” approach for sustainable product development (TSPD) is developed through a sustainability assessment case study of TVs. That study indicates that this approach can create a quick and strategically relevant overview of critical sustainability aspects of a product, as well as facilitate communication between top management, product developers and external stakeholders. Based on such an assessment, it is sometimes necessary to go deeper into details, including the use of specific engineering methods and tools. To facilitate a coordinated assessment of sustainability aspects and technical aspects, an introductory procedure for sustainability-driven design optimization is suggested trough a water jet cutting case study. Equally important, to get a breakthrough for SPI, it is essential to integrate sustainability aspects into the overall decision-making process at different levels in companies. An approach to assessing sustainability integration in strategic decision systems is therefore also developed through a case study involving several companies. Finally, the integration between the FSSD and general systems modeling and simulation (SMS) is discussed and tested in another water jet cutting case study. It is shown feasible to start with the FSSD to create lists of critical flows and practices, ideas of long term solutions and visions, and a first rough idea about prioritized early investments. After that, SMS can be applied to study the interrelationships between the listed items, in order to create more robust and refined analyses of the problems at hand, possible solutions and investment paths, while constantly coupling back to the sustainability principles and guidelines of the FSSD. This research shows that the combination of the FSSD with detailed methods and tools cohesively provides decision-makers with both a robust overview and, when needed, a more coordinated and effective detailed support. To utilize its full potential, this approach should now be integrated into decision processes, software and manuals for SPI.

2001年，小林一博的『出版大崩壞』一書中，精闢的解析日本出版業轉型的必要性，當時日本出版業面臨的困境，這幾年已經慢慢的在台灣傳統出版業上顯現。出版業的經營環境變遷甚鉅，出版商面臨了出版品供過於求、非紙製出版品的興起、營業額逐年下降、退貨率居高不下等困境；發行商則面臨了利潤空間被壓縮、業務量萎縮、發行費用日益增加的窘境；至於通路商，也面臨了低價促銷變成常態、資金不足、傳統書店經營漸趨困難的情況。另一方面，年輕族群閱聽的動能逐漸轉移到非紙本的媒體上，數位出版產業興起。目前數位出版之業者以價值鏈區分可分為內容創意、出版加值、數位流通與設備使用四種類型，在創新過程中可能會因其價值鏈位置的不同而在創新的作法上有所差異，而創新團隊的不同類型亦可能造成業者在創新過程中有不同的挑戰與因應措施。因此，本研究的目的在於探討數位出版產業中創新的關鍵因素以及創新組織的相關議題，並期望對目前發展中的數位出版事業在面臨創新時可能遇到之障礙與挑戰提出觀察與建議。主要探討之問題為： 一、 數位出版業者在創新的關鍵要素上作法各為何？有何相同處？ 二、 數位出版業者在從事創新活動時的組織特性為何？ 研究發現如下：一、數位出版業者不論位於什麼位置，皆有來自內部與外部的創意來源，其中，外部來源在現階段較為重要；二、數位出版業者皆重視市場之意見回饋，但在實際執行過程中，因”市場競爭、技術問題、使用者習慣” 等因素，因而面臨市場分析數據不足之情況；三、目前數位出版市場面臨之共同問題為需求、設備、軟體以及內容的不協調；四、資金方面，集團本身內部資源的流通與共享是相對於小型出版業者較有優勢之處；五、人才方面，其人才組成分為技術專業與編輯專業兩大類，而目前數位出版產業最缺乏兩種專業兼具之人才；六、在數位出版產業中，其創新關鍵要素之發展順序有一定之脈絡。目前之發展模式為先模擬市場並做小型嘗試，再依據顧客反應修改產品。等到被市場認同，市場擴大後需要新的創意，新的創意產生後，資金就湧入，人才既之被吸引而來。七、數位出版業者在從事創新時，組織以功能型->輕量級->重量級->自治型的順序轉變，當組織發覺有近似市場的機會時，會積極以輕量級或重量級團隊進行創新。

There is an intersection of challenges where society’s social and ecological problems coincide with the industrial firm’s challenge to maintain profitability in a globalizing world. Products connect these challenges. The development of these products together with services (product-service systems) therefore provides a critical intervention point to address these challenges. This includes e.g. defining what the products and services are, how they will deliver value to users, and the business models that enable them to be realized, as well as how these can contribute to sustainable development of society. The overarching goal of this research is to contribute to sustainable development of society by better understanding how a strategic sustainable development perspective based on backcasting from basic principles for a sustainable society can be brought into and guide product-service system innovation. Interviews with industry professionals, workshops with both manufacturing companies and within student projects, and industrial cases studies, together with a review of literature and theoretical considerations, provide the methodological basis for this work. This thesis contributes to clarifying theoretical and practical possibilities and limitations for a strategic sustainable development perspective to guide product-service system innovation and provides a basis for the integration of these concepts. The findings indicate that the co-innovation of products and services in product-service systems can contribute to sustainable development of society both by supporting reduced material and energy use and by supporting improved life cycle management of materials. Further, a strategic sustainable development perspective can contribute to the refinement of existing tools and methods in product-service system innovation by providing an operational definition of sustainability articulated in the form of first-order principles that describe the boundary conditions for a sustainable society, and by providing guidelines for how to approach a vision of success inside those boundaries in a strategic way. In order to identify solutions that meet society’s pressing challenges, new solution spaces may need to be identified, and this can be enabled by a shift from product development with service as “add-ons” to their co-innovation in product-service systems. An initial approach for how this could be enabled through bringing together set-based approaches to design product-service systems with a strategic sustainable development perspective is presented.

The population of high-net-worth-individuals (HNWIs) in Ghana is projected to increase from 2,400 in 2015 to 4,900 by 2024. HNWIs in Ghana desire to have access to alternative investment instruments to enhance diversification and improve investment returns on their portfolios. Guided by the product-market-grid-model, the purpose of this qualitative multiple case study was to explore diversification strategies some fund managers use to improve returns for HNWIs. Twelve participants from 3 investment firms in the Greater Accra Region of Ghana, including CEOs and fund managers with more than 5 years of professional and industry experience, participated in semistructured interviews. Observations and company documents served as secondary sources of data collection. Five themes emerged from the analysis of interview and document data: investment objectives and risk appetite level, product availability, asset allocation, limited knowledge and lack of sophistication, and, performance benchmarking. Findings may be used by fund managers to combine knowledge and innovation in identifying alternative investment options for HNWIs and improving investment returns. HNWIs may use their disposable income from returns to engage in entrepreneurial activities that may create employment opportunities and improve the economic environment in Ghana.

Ce projet de thèse étudie la relation entre le comportement inter-organisationnel et l’innovation au sein des clusters de sport. L’objectif est de répondre à deux questions centrales de recherche. La première question concerne les composantes d’un cluster de sport. La deuxième examine l’influence du comportement inter-organisationnel citoyen sur l’innovation de produit au sein des clusters de sport. Cette recherche utilise la méthode de l’étude de cas en étudiant quatre cas, dans deux secteurs sportifs et trois pays. La collecte des données consiste en des entretiens semi-directifs et formels (103), des entretiens exploratoires et informels (14), des observations non-participatifs (17), et d’un ensemble de données secondaires, telles que des informations organisationnelles et des données issues d’archives. La collecte et l’analyse des données proposent une approche combinant des méthodes inductives et déductives; ainsi, le travail utilise une démarche abductive. Les questions de recherche sont déduites de la littérature. Toutefois, l’analyse des données inclut des éléments emprunts à la méthode inductive. L’analyse inclut le codage des données avec NVivo 10, dont découlent des tableaux de fréquences, des rapports, et des analyses intra-cas et inter-cas.Les résultats montrent que les clusters de sport dépendent fortement de facteurs locaux spécifiques. Dans le cadre du développement et de la durabilité des clusters de sport, les principaux facteurs sont géoéconomiques, socio-économiques, et ceux liés au sport. Les facteurs politiques, géographiques, et historiques sont moins importants. Ces clusters regroupent un ensemble d’organisations sous forme de typologies, qui inclut le fabricant de l’équipement principal, les équipementiers associés, les fabricants d’accessoires, les prestataires de services liés au produit, les media, les concepteurs, les organisations relatives au sport professionnel et amateur, les institutions de l’éducation et de la recherche, et les organismes de gouvernance. Les organisations relatives au cluster sont liées entre elles, au travers de relations et réseaux formels et informels. Les comportements les plus courants dans ces liaisons sont l’avancement, l’altruisme, la loyauté, et la collaboration. Ces comportements favorisent l’innovation au sein des clusters. Les liens externes entre les organisations du cluster sont facilités par la citoyenneté inter-organisationnelle et encouragent l’innovation pendant tout le processus d’innovation, surtout par rapport à l’innovation relative au matériel, ainsi que celle liée au design ou à l’usage. Ce projet de thèse propose de réaliser davantage de recherches sur les clusters de sport, ainsi que sur le comportement inter-organisationnel citoyen et ses conséquences. / This thesis investigates the relationship between interorganisational behaviour and innovation in sport clusters. Two central research questions are addressed. The first research question asks what constitutes a sport cluster. The second research question investigates the influence of interorganisational citizenship behaviour on product innovation in sport clusters.This thesis employs a multiple case study research design, investigating four cases in two sport sectors and three countries. The data collection consists of formal semi-structured interviews (103), explorative informal interviews (14), non-participatory observations (17), and secondary data (i.e. organisational information and archival data). The data collection and analysis is a combination of deduction and induction, hence an abductive approach. The research questions are informed by literature. However, data analysis includes inductive tactics. Data analysis processing consists of interview transcribing and report writing. Data was analysed with data coding in NVivo 10, frequency counts, report writing, within-case analysis, and cross-case analysis. Results reveal that sport clusters depend heavily on location-specific factors. Most important for sport cluster development and sustainability are geo-economic, socio-economic, and sport-related factors. Less important are political, geographical, and historical location-specific factors. These clusters comprise typical cluster organisations as members which include core equipment manufacturers, system suppliers, accessory suppliers, services providers, media, designers, professional and amateur sport, education/research institutions, and governing bodies. These cluster organisations are connected via formal and informal relationships and networks. The most common interorganisational behaviours within those linkages are advancement, altruism, loyalty, and collaboration. These behaviours enhance innovation in clusters. External links between cluster organisations are facilitated through interorganisational citizenship. These links foster innovation throughout the entire innovation process, particularly material innovation but also design and use innovation. This thesis suggests further research of sport clusters as well as the study of interorganisational citizenship behaviour and its outcomes.

本研究主要乃針對我國汽車保險當前所面對市場規模逐漸縮小的問題，探討其癥結所在並試圖提出因應之道，雖然過去已有不少的文獻針對汽車保險行銷或商品創新分別提出，但以台灣車險市場實務運作之角度及實況為出發點做探討，加入更多不同元素，提出較切合實務因應對策的相關文獻實屬有限。 我國汽車保險之保費收入多年來均約佔產險市場之半數。因此，汽車保險之發展對我國產險經營有著不可忽視的地位，即因如此重要，以致市場惡意競爭，經營環境紊亂，加上近年國內經濟環境惡化，更突顯業者在汽車保險經營方針上的偏差；而長期以來國人對汽車保險之投保觀念仍嫌不足，亦導致我國產險規模及普及率始終無法與國際先進國家相提並論，其中任意車險投保率長期僅維持六成水準左右，即證明了國人對汽車保險的不重視。綜合上述原因，遂使多數產險公司在汽車保險經營上瀕臨無核保利潤甚至虧損之狀態，嚴重影響我國金融保險市場之發展。 在探討汽車保險整合行銷與商品創新的研究中，本論文以目前我國汽車保險業者所面臨的真實困境為基礎，並結合行銷的元素及排除不符合市場運作情況，除以消費者的角度重新思考外，同時加入我國產險業實際運作上所面臨的盲點，提出數點建議，以期探尋出適合我國汽車保險經營的行銷模式及商品設計，本論文所提的問題多為筆者長期身處市場觀察之實情，期許能為我國汽車保險經營帶來改革，扭轉目前越來越小的產值規模，兼達消費者及保險公司雙贏之目標。 / Due to the decreasing automobile insurance market in Taiwan, in this research I try to focus on the true situation which I observe during my career. Though a popular topic, this issue was seldom discussed in research papers in a practical way. That is why I try to explain this situation at a different angle with a combination of various factors. Automobile insurance premium accounts for over half of non-life insurance premium in Taiwan and has been an integral part. Because of its enormous market stance, all non-life insurance companies would expand their market share of it at any expense. In doing so, non-life insurance companies face a vicious cycle of increasing competition followed by decreasing premium rates and it proves them wrong to implement these strategies. Furthermore, a merely 60% penetration rate of automobile insurance, which is below the average of developed countries, shows that Taiwanese people do not take it seriously. In conclusion, the non-life insurance market has been hugely impacted. By clearing the blind spots of Integrated Marketing and Product Innovation, in this research I try to find a new way to improve the even worse situation of automobile insurance market in Taiwan. With my career experience in this field, I give some recommendations in the hope of reversing the situation in the future.

Vários estudos tem enfatizado a importância de uma efetiva gestão do conhecimento na geração de inovações especialmente em se tratando de empresas de alta tecnologia. Mas poucos estudos levam em consideração que a gestão do conhecimento pode ser igualmente efetiva sem adequar-se a um só padrão, ou seja existem vários estilos de gestão do conhecimento que podem estar associados a diferentes níveis de inovatividade. Esta tese tem como principal objetivo investigar a relação entre estilos de gestão do conhecimento e inovatidade em empresas de média e baixa tecnologia. Na construção de um referencial para atender a este objetivo considerou-se a descrição predominante na literatura sobre quatro etapas do processo de gestão do conhecimento: criação, armazenamento, distribuição e aplicação do conhecimento. Para definição dos estilos de gestão do conhecimento partiu-se da tipologia de Choi e Lee (2003) que consideraram a orientação para o conhecimento tácito ou explícito dando origem a quatro estilos: passivo, sistêmico, humano e dinâmico. Uma das contribuições desta tese foi desenvolver um conjunto de indicadores que permitem classificar não só o estilo da gestão de conhecimento como um todo mas também em cada uma das suas etapas. Para determinar o nível de inovatidade das empresas foram considerados dez indicadores sendo na sua maioria de carater qualitativo. As proposições eram de que empresas de estilo passivo estariam associadas a baixo nível de inovatividade, empresas de estilo dinâmico, associadas a alto nível de inovatividade, enquanto que empresas com estilo de gestão do conhecimento de orientação humana ou sistêmica estariam associadas a médios níveis de inovatividade. O método consistiu no estudo de casos de oito empresas, cada uma de um segmento distinto, classificadas pelos critérios da OCDE como de media-alta, média-baixa e baixa tecnologia, e que fazem parte do meio e do final da cadeia produtiva. A coleta de dados foi feita por meio de entrevistas e dados secundários constantes de documentos e sites. Os resultados indicaram que apenas uma empresa classificada como de estilo passivo teve baixo nível de inovatividade enquanto que outra empresa também de estilo passivo teve nível médio de inovatividade. As duas empresas com mais alto nível de inovatividade tem estilos humano e sistêmico e não dinâmico como previsto. E as empresas de estilo sistêmico tem inovatividade variando de nível médio a alto. Concluiu-se, portanto, que as proposições não se confirmaram pois, não houve relação entre estilo de gestão do conhecimento e inovatividade em empresas de baixa e média tecnologia de diferentes segmentos e posição na cadeia produtiva. Isso indica que cada segmento, de indústrias de média e baixa tecnologia tem de encontrar um estilo de gestão do conhecimento que maximize a inovatividade, que não é necessariamente o estilo dinâmico. É possível que uma empresa tenha um estilo passivo com um nível de inovatividade compatível com as exigências do seu segmento industrial. Novos estudos poderão investigar o estilo de gestão do conhecimento e o nível de inovatividade mais efetivos para cada segmento industrial. / Several studies have emphasized the importance of effective knowledge management in the generation of innovations especially when it comes to high technology companies. But few studies take into account that knowledge management can be effective without adapting to a single standard, that is, there are several styles of knowledge management that may lead to different levels of innovativeness . The main objective of this thesis is to investigate the relationship between styles of knowledge management and innovativeness in medium and low technology enterprises. In building a framework to achieve this goal, we considered the predominant description in the literature which identifies four stages of knowledge management: creation, storage, distribution and application. The definition of the style of knowledge management began with the typology offered by Choi and Lee (2003) who considered that orientation towards explicit or tacit knowledge gave rise to four styles: passive, systemic, human and dynamic. One of the contributions of this thesis was to develop a set of indicators to classify not only the style of knowledge management as a whole but also each of the four stages involved. To determine the level of innovativeness of the firms, ten indicators were considered, most of which are of a qualitative character. The propositions were that passive style firms would be associated with a low level of innovativeness and dynamic style firms associated with the highest level of innovativeness, while firms with a human or systemic style of knowledge management would be associated with average levels of innovativeness. The method consisted of case studies in eight companies, each from a separate segment, classified by the OECD criteria as medium-high, medium-low and low technology, and placed the middle and the end of the productive chain. Data was collected through interviews and secondary data contained in documents and websites. The results indicated that only one firm was classified as a passive style and had low level of innovativeness while another company also had passive style and a medium level of innovativeness. The two firms with the highest levels of innovativeness had human and systemic styles and not dynamic had been as expected. And systemic style firms have innovativeness ranging from medium to high level. We therefore conclude that the propositions were not confirmed since there was no relationship between style of knowledge management and innovativeness in firms with low and medium technology from different segments and positions in the supply chain. This indicates that each segment of medium and low technology industries must find a method of knowledge management that maximizes innovativeness, which is not necessarily the dynamic style. Furthermore, it is possible for an enterprise to have a passive style of knowledge management with a level of innovativeness compatible with the requirements of its industry segment. Other studies may indicate for each industry which style of knowledge management may lead to higher performance in innovativeness.

Decidir entre as melhores alternativas de produtos para compor o portfólio de uma empresa é um problema complexo e que envolve múltiplos critérios. Este trabalho tem como foco, a adaptação de um modelo de Gestão de Portfólio de Produtos, que possua um caráter quantitativo, flexível, de fácil aplicação e que contemple requisitos importantes para avaliação da carteira de projetos e produtos das indústrias farmacêuticas. O propósito é que este modelo auxilie os gestores das empresas deste setor na tomada de decisão estratégica em relação ao portfólio atual e futuro dos seus produtos, de maneira mais assertiva e reduzindo as subjetividades das escolhas. A abordagem metodológica utilizada foi a pesquisa-ação, cuja pesquisa de campo foi realizada em uma organização do setor farmacêutico nacional de pequeno porte, que buscava otimizar o seu processo de seleção e priorização de produtos / projetos. Desta forma, a partir de uma revisão sistemática simplificada do tema; do acesso a documentos que descrevem o processo de desenvolvimento de produtos e seleção de projetos da referida indústria; bem como de entrevistas em profundidade com os diretores da empresa, foi possível levantar os principais critérios para a tomada de decisão gerencial estratégica da carteira de produtos. Estes critérios foram alocados em uma estrutura de Gestão de Portfólio de Produtos, desenvolvida por Danilevicz e Ribeiro (2013), intitulada Decisões Estratégicas de INovação (DEIN), a qual deu origem ao modelo de Decisões Estratégicas de INovação para o setor Farmacêutico (DEIN-FARMA). Este modelo ajustado foi aplicado utilizando-se os produtos e projetos reais desta empresa gerando, ao final, um portfólio de produtos definido para o próximo período e com um ganho de inovação de 50%. Logo, o DEIN-FARMA permitiu o alinhamento dos produtos às estratégias da empresa, a otimização dos recursos, a redução dos riscos inerentes aos lançamentos, o balanceamento do portfólio e a maximização do seu valor. / Decision making in product portfolio of a company is a complex problem that involves multiple criteria. The aim of this study is the adaptation of a Product Portfolio Management Model. This model must to be quantitative, flexible, easy to be applied, and including important requirements for evaluating the pharmaceutical projects and products. The purpose of this model is to serve as a tool to help managers of the sector to make a strategic decision about the current and future portfolio of their products, being more assertive and decreasing the subjectivity of choices. The methodological approach used was the action research, whose fieldwork was carried out in a Brazilian pharmaceutical industry, seeking to optimize their process of selection and prioritization of their products / projects. Thus, from a simplified systematic review of the subject; access to the documents that describe the process of product development and selection of projects, as well as, in-depth interviews with the directors of the company , it was possible to raise the main criteria for making strategic management decision of the product portfolio. These criteria were allocated on a structure of Product Portfolio Management, previously developed, called Strategic Decisions of Innovation (DEIN), which gave rise to the Strategic Decisions of Innovation model for the Pharmaceutical Industry (DEIN-FARMA). This adjusted model was applied using the real products and projects of this company generating, in the end, a product portfolio set for the next period with a gain of 50% in innovation. Soon the DEIN-FARMA allowed the alignment of the products to the strategies of company, optimize resources, reduce inherent risks, balancing the portfolio and hence maximization of its value.