Euroma2008_iPod_modelo_Fine - UNDERSTANDING VALUE CHAIN...

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UNDERSTANDING VALUE CHAIN STRATEGIES FOR THE IPOD THROUGH THE PERSPECTIVE OF FINE'S EVOLUTIONARY MODEL Como referenciar este artigo: GRAEML, Alexandre Reis; ENGELBERT, Ricardo; WEILER, Alexandre Luís Götz. Understanding value chain strategies for the iPod through the perspective of Fine's evolutionary model. Proceedings of the 15th Annual International Conference of the European Operations Management Association (EurOMA), Groningen, Netherlands, 15-18 June, 2008.
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1 UNDERSTANDING VALUE CHAIN STRATEGIES FOR THE IPOD THROUGH THE PERSPECTIVE OF FINE'S EVOLUTIONARY MODEL Alexandre Reis Graeml 1 , Ricardo Engelbert 2 and Alexandre Luís Götz Weiler 3 1 – Universidade Positivo / Universidade Tecnológica Federal do Paraná Rua Chichorro Junior, 364 Curitiba-PR BRAZIL 80035-040 Phone/fax # 55 41 3352-4424 e-mail: [email protected] 2 – Universidade Positivo R. Parigot de Souza, 5300 Curitiba – PR 81280-330 Phone #: 3317-3275 [email protected] 3 – Universidade Positivo R. Parigot de Souza, 5300 Curitiba – PR 81280-330 Phone #: 3317-3275 [email protected] ABSTRACT This paper analyzes the impacts of Apple's strategies for the iPod/iTunes solution in the infotainment market, revisiting Charles Fine's concepts, introduced ca. one decade ago. The research was based on secondary data obtained from the specialized media and technology oriented websites. The conclusion was that Fine's concepts about the evolution of the value chain have not been proven wrong by time. In fact, Fine's forecasts for the infotainment sector were right: Apple and several other players in that market have strategically positioned themselves according to Fine's double helix model, trying to take advantage of their core competences as box , conductor and/or content providers. Keywords: evolution, strategy, value chain, double helix model INTRODUCTION In order to justify the object of his research on the evolution of value chains, Fine (1999) compares the way companies evolve - and the way they coordinate their activities to produce goods and services - to the way species evolve in the animal world. He reminds us that fruit flies are studied much more often by biologists than any other animal. The reason for that is their short life-cycle, which allows a single researcher to study many generations of drosophilae , following up changes that occur over time. He then suggests that "corporate geneticists" should focus on studying companies that belong to the fastest evolving industries, because any phenomena observed there may lead to better understanding of changes that are happening in other industries but that are difficult to notice because of their slow pace. Among the sectors that are considered by Fine (1999) as having high evolutionary speed and therefore deserving special attention is the infotainment (information + entertainment) sector, also known as Mice (m ultimedia, i nformation, c ommunication and e lectronics).
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