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Contribuições ao estudo da adoção de produtos/marcas por meio de comportamentos imitativos: uma investigação com o consumidor infantil; Contributions to the study of products/brands adopting through imitation behaviors: a child consumer research

Corrêa, Gisleine Bartolomei Fregoneze
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Tese de Doutorado Formato: application/pdf
Publicado em 23/11/2009 PT
Relevância na Pesquisa
26.8%
Muitos trabalhos de pesquisa têm sido realizados para conhecer as reações dos diferentes públicos quando expostos à propaganda. Neste trabalho, o parecer das diversas teorias sobre a aprendizagem mostrou as reações das crianças assimilando as propagandas e passando a querer consumir o que lhes foi mostrado. A especificidade das reações das crianças, seus olhares, falas, silêncios, gestos e comportamentos puderam indicar a experiência de construção de significados a partir dessas exposições. Considerando-se que a propaganda pode construir relações que ampliam o conhecimento de si e do outro, influenciar nos comportamentos e ditar modas e regras, este trabalho de pesquisa buscou investigar a apropriação das propagandas no universo infantil e responder a algumas questões, entre as quais, o problema central: a influência da propaganda televisiva no comportamento do consumidor infantil em idade de 3 a 6 anos é evidenciada por meio do comportamento imitativo no processamento de informações para a adoção de produtos/marca? Portanto por meio levantamento teórico multidisciplinar buscou-se conhecer a influência da propaganda dirigida ao consumidor infantil dessa faixa etária e seu processo de aquisição de bens e serviços; determinou-se como o comportamento de Imitação desse público pode evidenciar o poder dessa influência; estudou-se a criança e sua relação com as marcas...

Contribuição para o estudo da influência da espessura, cor, opacidade e marca comercial das porcelanas feldspáticas na propagação da luz visível, através da Teoria de Kubelka Munk e suas implicações na odontologia, para os intervalos de comprimento de onda de 410500nm e de 410700nm; A contribution to the study of the influence of thickness, shade, opacity and commercial brands of feldspatic porcelains on the propagation of visible light, through the Kubelka Munk Theory and its implications in dentistry, for the wavelength intervals of 410500nm and 410 700nm

Steagall Junior, Washington
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Tese de Doutorado Formato: application/pdf
Publicado em 02/09/2009 PT
Relevância na Pesquisa
26.8%
O estudo da propagação da luz nas porcelanas é importante para entender seu comportamento óptico frente a situações clínicas como fotoativação de cimentos resinosos e sua resposta estética, quando observada sobre diferentes fundos. Este trabalho estudou a influência da espessura, cor, opacidade e marca comercial das porcelanas feldspáticas na propagação da luz visível, através da teoria de KubelkaMunk (KM), nos intervalos de comprimento de onda de 410500nm e de 410700nm. Foram confeccionados discos de 12,5mm por 1 mm de espessura de porcelana feldspática de duas opacidades, corpo (B) e corpo opaco (BO), das marcas Vintage Halo (HALO), Noritake Super Porcelain EX3 (NORI) e IPS dSIGN (IPS), nas cores A1, A35 e B3 (n=7). Os discos foram polidos através de uma série de lixas abrasivas até a granulação 600 e acondicionados individualmente em ambiente seco. Os discos tiveram suas curvas espectrais de refletância obtidos em contato óptico, sobre fundo branco e preto, através do uso de um espectrofotômetro com esfera de integração acoplada, no intervalo de comprimento de onda de 410700nm. As curvas de refletância foram inseridas na teoria KM, para obtenção e análise quantitativa e qualitativa das propriedades ópticas de cada material. As análises qualitativas envolveram a observação do comportamento espectral das curvas de espalhamento...

Extensões de marca: um estudo de caso; Brand extensions: a case study

Turatti, Luiz Fernando Andreotti
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Dissertação de Mestrado Formato: application/pdf
Publicado em 14/10/2005 PT
Relevância na Pesquisa
26.8%
Este trabalho aborda diversos aspectos da extensão de marcas. A construção de marcas fortes tem sido uma alternativa para criar diferenciação e vantagem competitiva. O sucesso em um determinado mercado costuma ser decorrente de fatores que vão além do próprio produto; a percepção do consumidor sobre uma marca é formada por um complexo conjunto de associações onde coexistem aspectos racionais, funcionais e objetivos, bem como elementos emocionais, subjetivos e abstratos. A marca representa um código, um resumo de todas estas associações e percepções, e o posicionamento psicológico da marca influencia a decisão de compra dentro de uma categoria. Muitas empresas adotam as extensões de marca como uma estratégia de crescimento, o que resulta em uma proliferação de marcas estendidas para categorias adicionais de produto, categorias muitas vezes sem similaridade com a categoria original da marca. O objetivo principal e razão de ser da extensão é a transferência de valores da marca original para o novo produto, encurtando os caminhos que ele deve percorrer para sua consolidação e aumentando suas chances de sucesso. Entretanto, há diversos casos de extensão onde a marca não passa de um nome que caracteriza a origem do novo produto ou...

Luxury consumption motivations : a cross-cultural study between France and China

Almeida, Maria Sofia de Souza Coutinho Nunes de
Fonte: Universidade Católica Portuguesa Publicador: Universidade Católica Portuguesa
Tipo: Dissertação de Mestrado
Publicado em 15/05/2013 ENG
Relevância na Pesquisa
26.8%
During the last decade, international luxury brands have been expanding continuously to new markets, transferring the industry’s gravity center from West to East. The present research aims at investigating how consumers’ motivations for buying luxury products differ in developed and emerging markets and what role culture plays in those differences. More precisely, the paper focuses on two main actors of this industry: France (the first country offering luxury-branded products) and China (hosting the world major luxury consumers). An online questionnaire assessed Status & Conspicuousness, Conformity, Uniqueness, Hedonism and Quality motivations of 95 French and 72 Chinese students. Results were statistically analyzed trough a series of independent-sample t-tests and Mann-Whitney U tests. Conformity appears to be a dominant motivation in China, while Hedonism and Quality motivations prevail in France. Moreover, Uniqueness comes out as equally important in both markets. Cultural orientation was measured trough individuals’ self-construal and doesn’t have a significant influence in the previous results. The researcher proposes that differences in motivations might alternatively depend on luxury knowledge and on the industry development stage in a country. Further investigation concerning the causes of motivation differences is crucial. Finally...

Development of a scale to measure cool brands; Desenvolvimento de uma escala de medida de marcas cool

Lopes, Rui Alexandre Sousa
Fonte: Universidade de Aveiro Publicador: Universidade de Aveiro
Tipo: Dissertação de Mestrado
ENG
Relevância na Pesquisa
26.8%
The meaning of cool brands has attracted the attention of many marketing practitioners, but little attention has been given in academia. This study reports the development of a scale measuring characteristics of cool brands and the model is grounded in the accepted paradigm for scale development provided by Churchill (1979). Based on an exploratory qualitative and quantitative analysis (two national samples), a seven-dimension scale of a cool brand is identified: contemporary, singularity, remarkable experience, sub-group, social conscience, classic and preciousness. Construct, nomological and predictive validity is examined, and the relationship of the scale with important outcome variables assessed: brand credibility, consumer satisfaction, perceived quality, self-brand connection and communal-brand connection. The positive results demonstrate the validity and consistency of the scale as well as that most of the Cool Brand Characteristics dimensions were strongly associated with the outcome variables. This dissertation concludes with a brief discussion of the implications of the study for future research and marketing practicesl.; O significado de marcas cool tem atraído a atenção de muitos profissionais de marketing, mas não tem despertado muito interesse em contexto académico. Este estudo reporta o desenvolvimento de uma escala de medida de marcas cool e o modelo baseia-se no paradigma de desenvolvimento de escalas criado por Churchill (1979). Focando principalmente numa análise exploratória qualitativa e quantitativa (duas amostras nacionais)...

De que forma o uso de packaging revivalista contribui para aumentar a percepção da qualidade e genuinidade das marcas e dos seus produtos

Mira, Ana Isabel Falcão Trigoso Franco
Fonte: Escola Superior de Comunicação Social Publicador: Escola Superior de Comunicação Social
Tipo: Dissertação de Mestrado
Publicado em /11/2014 POR
Relevância na Pesquisa
26.8%
Dissertação apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.; Esta dissertação visa compreender de que forma o uso de packaging revivalista contribui para aumentar a percepção da qualidade e genuinidade das marcas e dos seus produtos. Mais especificamente, tem como objectivo entender se consumidores de segmentos etários distintos têm as mesmas percepções sobre este tipo de packaging. Com uma pesquisa profunda sobre o tema, e depois de conseguido um bom enquadramento teórico, recorremos à realização de um inquérito, dando como exemplo alguns tipos de embalagens que usam este design revivalista, e tentou verificar-se a opinião dos inquiridos sobre diversos factores dentro deste tema como: preço, qualidade, memórias, passado, atractividade, etc. Consequência dos tempos difíceis que vivemos hoje, efeitos da crise social e económica, o consumidor está cada vez mais carecido de recordar o que outrora foi bom. O passado ganha assim um lugar de destaque nas marcas e produtos. Os resultados indicam que no geral a utilização de um packaging com design revivalista evoca memórias e sensações relacionadas com o passado dos consumidores...

Evaluation of some physical and sensorial properties of Maria biscuits from different brands

Pereira, DFC; Guiné, Raquel; Correia, PMR
Fonte: Instituto Politécnico de Viseu Publicador: Instituto Politécnico de Viseu
Tipo: Conferência ou Objeto de Conferência
Publicado em //2012 ENG
Relevância na Pesquisa
26.8%
Maria biscuit is a very popular type of biscuit made with wheat flour, sugar, oil and vanilla essence. It features a round shape, with the name "Maria" engraved on the surface and intricate designs on the edge. The biscuit Maria is very popular among children, being consumed especially by infants, after dissolution in milk, for example, being also used in the confection of recipes. The low moisture content of bakery products such as biscuits or crackers, associated to their thinness, gives them a hard and crispy texture, very much appreciated upon eating [1]. The objectives of the present work were to compare different brands of Maria biscuits in terms of some physical properties, namely texture and color, as well as in sensorial terms. For evaluation of color a colorimeter was used (Chroma meter CR 400 from Konica Minolta) and textural parameters were calculated from the Texture Profile Analysis performed with a Texturometer (TA.XT.Plus, from Stable Microsystems). In terms of sensorial analyses the following attributes were evaluated: appearance, color intensity, toast, hardness, crispness and global appreciation. Regarding some of the textural attributes evaluated, hardness, chewiness and elasticity sowed some variability among the different brands...

Which characteristics, behaviours and perceptions influence the consumption of Nestum private label brands?

Silva, Cátia Susana Januário da
Fonte: NSBE - UNL Publicador: NSBE - UNL
Tipo: Dissertação de Mestrado
Publicado em /01/2010 ENG
Relevância na Pesquisa
26.8%
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics; The aim of this research about cereal flakes category is to understand through the consumer characteristics, purchasing behaviour and perceptions about the product category, why some of consumers switch from Nestum to private label brands. Through focus group with the young consumers and questionnaires to their parents, it was found that household income and family size are not the features that impact on private label purchasing intention and the price is not the key buying decision factor. Additionally, young consumers do not see each brand as unique, but their parents notice Nestum as being the best brand. It was demonstrated that the main myths about private label brands consumption are not applied in this product category.

Use of portable X-ray fluorescence to discriminate brands of nail polishes: a potential forensic tool

Shimamoto,Gustavo G.; Terra,Juliana; Bueno,Maria Izabel M. S.
Fonte: Sociedade Brasileira de Química Publicador: Sociedade Brasileira de Química
Tipo: Artigo de Revista Científica Formato: text/html
Publicado em 01/05/2013 EN
Relevância na Pesquisa
26.8%
In forensic analysis, a small quantity of a particular material (hairs, fibers, soils, glasses, paints, among others) can be important to elucidate the sequence of events in a crime scene or to establish the relationship among subjects and facts. There are several examples of cosmetics used as forensic evidences, such as lipsticks and nail polishes. The composition of nail polishes varies according to brand, color and purpose of the product. In this work, the separation of Brazilian nail polishes according to their brand was evaluated using a portable energy dispersive X-ray fluorescence spectrometer (EDXRF) and principal component analysis (PCA). The nonsupervised classification of five brands indicates that the proposed methodology may be a quick, low cost and green alternative to discriminate brands and other characteristics related to a nail polish sample, as possible evidence in crime scenes.

Physical and physicochemical evaluation of different brands of traditional, low calorie and sugar-free guava preserves

Pereira,P. A. P.; Souza,V. R.; Carneiro,J. D. S.; Borges,S. V.; Ferreira,L. O.; Queiroz,F.
Fonte: Brazilian Society of Chemical Engineering Publicador: Brazilian Society of Chemical Engineering
Tipo: Artigo de Revista Científica Formato: text/html
Publicado em 01/09/2013 EN
Relevância na Pesquisa
26.8%
The aim of this study was to evaluate the physical and physicochemical properties of different brands of traditional (A, B and E), low calorie (C) and sugar-free (D) guava preserves. The results of these analysis indicated that there are differences in the physical and physicochemical properties of the different brands studied, and the partial and/or total exclusion of sugar from guava alters its physical and physicochemical properties, making the product redder; even added body and sweetening agents are incapable of conferring properties similar to those of conventional products. Regarding the relaxation test, the Maxwell model was the best for sample discrimination. The results also showed that the samples have a traditional standardization and that the sample labeled "low calorie" has a tendency to exhibit a composition similar to the conventional sample, which is evidence that brand (C) cannot be considered to be low calorie.

Brand personality dimensions in the Brazilian context

Muniz,Karlan Muller; Marchetti,Renato Zancan
Fonte: ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração Publicador: ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração
Tipo: Artigo de Revista Científica Formato: text/html
Publicado em 01/06/2012 EN
Relevância na Pesquisa
26.8%
Brands may be perceived as possessing a set of distinct traits or characteristics, i.e., a personality, similar to a person. Thus, the personality of a brand is relevant as a source of differentiation in an increasingly competitive market environment. In this study, the authors explore the dimensions of brand personality proposed by J. Aaker (1997), seeking to discover the particular evaluation dimensions of the Brazilian context. The study was conducted in exploratory stages, beginning with a preparatory stage that was carried out by professionals and academics from the fields of communication and marketing. This was followed by stages of conclusive research using an online survey with a sample of 1,302 Brazilian consumers. Two sub-samples were extracted: one calibration sample for exploratory factor analysis and a validation sample to perform confirmatory factor analysis in order to verify the convergent and discriminant validities of the final scale. Five dimensions of brand personality in Brazil were detected: credibility, joy, audacity, sophistication and sensitivity. These dimensions showed some differences in comparison with similar studies that had been carried out in other countries. The study led to a scale of 28 items for measuring brand personality and made it possible to compare competing brands in terms of brand personality

Norwalk-Like Virus Sequences in Mineral Waters: One-Year Monitoring of Three Brands

Beuret, Christian; Kohler, Dorothe; Baumgartner, Andreas; Lüthi, Thomas M.
Fonte: American Society for Microbiology Publicador: American Society for Microbiology
Tipo: Artigo de Revista Científica
Publicado em /04/2002 EN
Relevância na Pesquisa
26.8%
In a recent study, RNA with nucleotide sequeces specific for “Norwalk-like viruses” (NLV) was detected in 11 different brands of European mineral waters. To clarify this finding, a 1-year monitoring study was conducted. Samples of three European brands of mineral water without gas were monitored weekly by reverse transcriptase PCR using generic and genogroup-specific oligonucleotides. Additional analyses were performed to investigate a possible correlation between NLV sequence contamination and mineral water lot numbers, the long-term stability (persistence) of NLV sequences in mineral water, and the level of contamination. NLV sequences were detected in 53 of 159 samples analyzed (33%) and belonged entirely to genogroup II. Although all NLV strains identified were closely related, three mineral water brand-specific clusters could be identified for both primer systems by sequencing. Analyses of second samples from lots previously shown to be positive for NLV sequences gave corresponding results in 45 of 53 cases (85%) (within a six-pack). NLV persistence was tested by analyzing 10 positive samples after 6 and 12 months of storage in darkness at room temperature. After 6 months, all samples remained positive; after 12 months, 9 of 10 samples were still positive for NLV sequences. No NLV sequences could be detected by analysis of 0.1-liter aliquots of 53 samples shown to be positive by testing of 1-liter volumes. Based on this fact and a test sensitivity of approximately 10 viral units...

Comparison of Various Brands of Membrane Filters for Their Ability to Recover Fungi from Water

Qureshi, A. A.; Dutka, B. J.
Fonte: PubMed Publicador: PubMed
Tipo: Artigo de Revista Científica
Publicado em /09/1976 EN
Relevância na Pesquisa
26.8%
Five brands of ethylene oxide- and autoclave-sterilized membrane filters were examined for their ability to recover fungi from natural waters. Results showed that the recovery on Gelman membranes was consistently higher than on the other brands tested.

Implication of Enterohepatic Re-Circulation on Single Dose Bioequivalence Evaluation of Two Brands of Clonidine Hydrochloride Tablets in Healthy Human Volunteers

Mehta, H. R.; Patel, I. K.; Patel, N. H.; Patel, D. M.; Parmar, A. B.
Fonte: Medknow Publications Publicador: Medknow Publications
Tipo: Artigo de Revista Científica
Publicado em //2009 EN
Relevância na Pesquisa
26.8%
A single dose, crossover bioequivalence study of two different brands of clonidine hydrochloride 25 μg tablets was conducted in 24 (+2 stand by) healthy, adult, male, Indian subjects under fasting conditions to check the implication of enterohepatic re-circulation on assessment of bioequivalence. After an overnight fasting of at least 10 h, the subjects received single oral dose of test or reference product with either of the product as per randomization schedule in each period with a washout period of 10 days. The pre-dose blood sample was collected within a period of one h before dosing. The post-dose blood samples were collected at specified time intervals up to 96 h. The plasma concentrations of clonidine were quantified by validated LCMS/MS method and pharmacokinetic parameters were computed. The 90% confidence intervals of test/reference ratios for Cmax and area under the plasma-concentration- time-curve AUC under 0-t were found to be between 0.80 and 1.25 for log-transformed data. Analysis of variance did not show significant difference to these parameters. No meaningful values of Kel and therefore AUC under 0-infinity could be calculated for significant number of subjects due to enterohepatic re-circulation. Based on the results obtained...

Does Taste Matter? How Anticipation of Cola Brands Influences Gustatory Processing in the Brain

Kühn, Simone; Gallinat, Jürgen
Fonte: Public Library of Science Publicador: Public Library of Science
Tipo: Artigo de Revista Científica
Publicado em 24/04/2013 EN
Relevância na Pesquisa
26.8%
Brands surround us everywhere in daily life. Here we investigate the influences of brand cues on gustatory processing of the same beverage. Participants were led to believe that the brand that announced the administration of a Cola mixture provided correct information about the drink to come. We found stronger fMRI signal in right mOFC during weak compared to strong brand cues in a contrast of parametric modulation with subjective liking. When directly comparing the two strong brands cues, more activation in the right amygdala was found for Coca Cola cues compared with Pepsi Cola cues. During the taste phase the same beverage elicited stronger activation in left ventral striatum when it was previously announced by a strong compared with a weak brand. This effect was stronger in participants who drink Cola infrequently and might therefore point to a stronger reliance on brand cues in less experienced consumers. The present results reveal strong effects of brand labels on neural responses signalling reward.

Analysis of essential elements in Pito—a cereal food drink and its brands by the single-comparator method of neutron activation analysis

Adazabra, Aaron N; Ntiforo, Apori; Bamford, Samuel A
Fonte: BlackWell Publishing Ltd Publicador: BlackWell Publishing Ltd
Tipo: Artigo de Revista Científica
EN
Relevância na Pesquisa
26.8%
Instrumental neutron activation analysis using the single-comparator method has been used for the multielement determination of essential elements in two main types of Pito brewed locally in Ghana. The precision and accuracy of the analytical method was validated and found to be within 10%. In all, eight different brands of Pito depending on the type of cereal crop used in brewing were analyzed for 13 different elements (Al, As, Ba, Cl, Co, Cu, Fe, K, Mg, Mn, Na, Si, and Zn). It was observed that all brands were particularly enriched in nutrient elements Cl, Mg, and K. The rest were generally found in varying concentrations. As these elements are bioavailable in natural form, perhaps in combination with organic constituents, they are likely to be easily digested and assimilated by the human body. Arsenic, a toxic element, was found in insignificant amounts suggesting that it was within safe limits.

An Ethnography of Brand Piracy in Guatemala

Thomas, Kedron
Fonte: Harvard University Publicador: Harvard University
Tipo: Thesis or Dissertation
EN_US
Relevância na Pesquisa
26.8%
An important dimension of contemporary capitalism is the global spread of intellectual property rights law, drawing new attention by governments and media to the unauthorized copying of fashion brands. In this dissertation, I draw on sixteen months of ethnographic research with small-scale, indigenous Maya garment manufacturers to examine the cultural and moral context of brand piracy in Guatemala. I analyze what practices of copying and imitation, some of which qualify as piracy under national and international law, among Maya manufacturers reveal about two aspects of the social field: first, changing economic and cultural conditions following waves of neoliberal economic and legal reform, and, second, the nonlinear reproduction of forms of moral and legal reckoning at the margins of the global economy and amidst mounting insecurities that include rising violent crime rates and legal impunity for violent crime. I examine how practices of copying and imitation among manufacturers and competitive behavior more generally are evaluated locally in light of kin relations that promote the sharing of knowledge and resources within a somewhat loose property regime and given ideologies of race and nation that encourage class-based solidarity among Maya people. I find that the normative models and business practices evident among these manufacturers parochialize official portraits of progress...

Avaliação das características de qualidade de néctares de goiaba light de diferentes marcas comercializadas em Lavras/MG; Evaluation of quality characteristics of guava nectars light of different brands marketed in Lavras/MG

Fonte: Universidade Tecnológica Federal do Paraná (UTFPR) Publicador: Universidade Tecnológica Federal do Paraná (UTFPR)
Tipo: Artigo de Revista Científica
PT_BR
Relevância na Pesquisa
26.8%
This work aimed to study the quality of five brands of guava nectar light marketed in Lavras / MG. Measurements of pH, acidity, soluble solids (º Brix), total sugars and color were performed according to the proposed methodology. We evaluated the sensory acceptance of samples and purchase intent by the team with 65 judges using hedonic scale. The results of the analysis and the acceptance test were evaluated by univariate statistical analysis (ANOVA) and mean test (Tukey, p ≤ 0.05). Based on information from consumers and affective test results, histograms were constructed. Multivariate Qualitative (principal component analysis) was also employed in order to better understand the differentiation of the samples. In all the attributes evaluated samples of nectar were found significantly (p ≤ 0.05) different. It was observed that the brand B was statistically different from the other brands, with higher soluble solids, sugars and acidity and lower pH value. The sample had a high value of C a* indicating red have more intense. For sensory evaluation, we found that consumers had a greater acceptance by the brand B when the flavor was evaluated and the greater acceptance when the color sample C was evaluated. The principal component analysis confirmed these results and concluded that there was a greater tendency to acceptance by a guava juice reddish color and sweet flavor and acid...

Physical and physicochemical evaluation of different brands of traditional, low calorie and sugar-free guava preserves

Fonte: Brazilian Society of Chemical Engineering Publicador: Brazilian Society of Chemical Engineering
Tipo: Artigo de Revista Científica
EN
Relevância na Pesquisa
26.8%
The aim of this study was to evaluate the physical and physicochemical properties of different brands of traditional (A, B and E), low calorie (C) and sugar-free (D) guava preserves. The results of these analysis indicated that there are differences in the physical and physicochemical properties of the different brands studied, and the partial and/or total exclusion of sugar from guava alters its physical and physicochemical properties, making the product redder; even added body and sweetening agents are incapable of conferring properties similar to those of conventional products. Regarding the relaxation test, the Maxwell model was the best for sample discrimination. The results also showed that the samples have a traditional standardization and that the sample labeled “low calorie” has a tendency to exhibit a composition similar to the conventional sample, which is evidence that brand (C) cannot be considered to be low calorie.

Global Value Chains in the Electronics Industry : Was the Crisis a Window of Opportunity for Developing Countries?

Sturgeon, Timothy J.; Kawakami, Momoko
Fonte: Banco Mundial Publicador: Banco Mundial
Relevância na Pesquisa
26.8%
This paper presents evidence of the importance of electronics global value chains (GVCs) in the global economy, and discusses the effects of the recent economic crisis on the industry. The analysis focuses on how information is exchanged and introduces the concept of "value chain modularity." The authors identify three key firm level actors -- lead firms, contract manufacturers, and platform leaders -- and discuss their development, or "co-evolution" in the context of global integration. Company, cluster, and country case studies are then presented to illustrate how supplier capabilities in various places have developed in the context of electronics global value chains. The findings identify some of the persistent limits to upgrading experienced by even the most successful firms in the developing world. Four models used by developing country firms to overcome these limitations are presented: (1) global expansion though acquisition of declining brands (emerging multinationals); (2) separation of branded product divisions from contract manufacturing (original design manufacturing (ODM) spinoffs); (3) successful mixing of contract manufacturing and branded products (platform brands) for contractors with customers not in the electronic hardware business; and (4) the founding of factory-less product firms that rely on global value chains for a range of inputs...