¶EPIEXOMENAEPIEXOMENA PO O O 23 ∂ È Ï¤ÔÓ ÀÏÈÎfi ÁÈ· ÙÔ˘˜ ∞Ó·ÁÓÒÛÙ˜...

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Transcript of ¶EPIEXOMENAEPIEXOMENA PO O O 23 ∂ È Ï¤ÔÓ ÀÏÈÎfi ÁÈ· ÙÔ˘˜ ∞Ó·ÁÓÒÛÙ˜...

  • ¶EPIEXOMENA

    ¶PO§O°O™.............................................................................................23∂ÈϤÔÓ ÀÏÈÎfi ÁÈ· ÙÔ˘˜ ∞Ó·ÁÓÒÛÙ˜ ÙÔ˘ μÈ‚Ï›Ô˘.........................................26ŒÚ¢ӷ Û ı¤Ì·Ù· ™ÙÚ·ÙËÁÈ΋˜ ÛÙÔ ΔÌ‹Ì· √¢∂ ÙÔ˘ √¶∞...........................27∂ÈϤÔÓ ¢È‰·ÎÙÈÎfi ÀÏÈÎfi ÁÈ· ÙÔ˘ ∫·ıËÁËÙ¤˜ Ô˘ ÀÈÔıÂÙÔ‡Ó ÙÔ μÈ‚Ï›Ô.........28

    EI™A°ø°HO‰ËÁfi˜ AÓ¿Ï˘Û˘ MÂÏÂÙÒÓ ¶ÂÚÈÙÒÛˆÓ..............................................29E.1 ¶Ò˜ ∞ӷχÂÙ·È ÌÈ· ªÂϤÙË ¶ÂÚ›ÙˆÛ˘ (Case Study)-√‰ËÁfi˜ ÁÈ·

    ™Ô˘‰·ÛÙ¤˜...........................................................................................29E.1.1 √ÚÈÛÌfi˜ ÌÂϤÙ˘ ÂÚ›ÙˆÛ˘ (case study)....................................29E.1.2 ∂›‰Ë ÌÂÏÂÙÒÓ ÂÚÈÙÒÛÂˆÓ (case studies)....................................29E.1.3 ™Ù¿‰È· ·Ó¿Ï˘Û˘ ÌÈ·˜ ÌÂϤÙ˘ ÂÚ›ÙˆÛ˘ (case study)..............30

    E.2 √‰ËÁ›Â˜ ÁÈ· ÙËÓ ∞Ó¿Ï˘ÛË ÌÈ·˜ ªÂϤÙ˘ ¶ÂÚ›ÙˆÛ˘ (Case Study)..........34BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·..................................................................37

    ENOTHTA I¢ÈÂıÓ›˜ MÂϤÙ˜ ¶ÂÚÈÙÒÛˆÓ

    ME§ETH ¶EPI¶Tø™H™ 1·SWATCH: √ ∫§∞¢√™ Δ∏™ øƒ√§√°√¶√ππ∞™ ª∂Ãπ Δ√ Δ∂§√™ Δ∏™ ¢∂∫∞∂Δπ∞™ Δ√À 1970...............................................411.1 ∏ ∂Ï‚ÂÙÈ΋ ‚ÈÔÌ˯·Ó›· ÚÔÏÔÁÈÒÓ ÛÙ· Ù¤ÏË Ù˘ ‰ÂηÂÙ›·˜ ÙÔ˘ 1970.........411.2 ƒÈ˙ÈΤ˜ ∞ÏÏ·Á¤˜ ÛÙÔÓ ∫Ï¿‰Ô Î·È ÙËÓ ÎÔÈÓˆÓ›·.........................................441.3 πÛÙÔÚÈο ™ÙÔȯ›· ÁÈ· ÙËÓ ∂Δ∞, ÙËÓ Ebauches Î·È ÙËÓ ASUAG.................471.4 ¶ÂÚÈÁÚ·Ê‹ Ù˘ ¶·ÁÎfiÛÌÈ·˜ ∞ÁÔÚ¿˜ ƒÔÏÔÁÈÒÓ.......................................481.5 ∏ ∂Ï‚ÂÙÈ΋ øÚÔÏÔÁÔÔÈ›·......................................................................501.6 ∏ π·ˆÓÈ΋ øÚÔÏÔÁÔÔÈ›·......................................................................51 1.7 ∏ øÚÔÏÔÁÔÔÈ›· ÛÙÔ Hong Kong............................................................521.8 ∏ øÚÔÏÔÁÔÔÈ›· ÛÙȘ ∏ӈ̤Ó˜ ¶ÔÏÈÙ›˜ Ù˘ ∞ÌÂÚÈ΋˜.........................52∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ SWATCH (A).....54

  • ME§ETH ¶EPI¶Tø™H™ 1‚H ¶PO™¶A£EIA ANA¢IAP£Pø™H™ TH™ ∂Δ∞...................................55∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ SWATCH (B).....58

    ME§ETH ¶EPI¶Tø™H™ 1ÁSWATCH: H NEA ™TPATH°IKH.............................................................591.9 ™‡ÏÏË„Ë ÙÔ˘ ™¯Â‰›Ô˘ Swatch Î·È ™¯¤‰È· ∂ÈÛ·ÁˆÁ‹˜ ÙÔ˘ ÛÙËÓ ∞ÁÔÚ¿....591.10 §›Á· ÏfiÁÈ· ÁÈ· ÙË ˙ˆ‹ ÙÔ˘ Nicolas Hayek.............................................61 1.11 ∑ËÙ‹Ì·Ù· ÁÈ· ÙË ¢È·‰Èηۛ· ¶·Ú·ÁˆÁ‹˜ Î·È M¿ÚÎÂÙÈÓÁÎ ÙÔ˘ ™¯Â‰›Ô˘

    Swatch................................................................................................611.12 ¢ÔÎÈ̤˜ ¶ÔÈfiÙËÙ·˜-¢ÔÎÈ̤˜ AÁÔÚ¿˜....................................................631.13 ¶ÚÔ‚ÏËÌ·ÙÈÛÌÔ› ÁÈ· ÙËÓ ∂ÈÙ˘¯›· ÙÔ˘ ¶ÚÔ˚fiÓÙÔ˜ Swatch.....................631.14 To “ŸÓÂÈÚÔ” ÙˆÓ Thomke Î·È Hayek. ∞Ó E›Û·ÛÙ M¤ÙÔ¯Ô˜ Ù˘

    Eȯ›ÚËÛ˘ ı· ÙÔ ™ÙËÚ›˙·ÙÂ;..............................................................64∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ SWATCH (°).....65

    ME§ETH ¶EPI¶Tø™H™ 1‰SWATCH: ∏ E¶ITYXIA............................................................................661.15 ∏ μ·ÛÈ΋ ∞ÁÔÚ¿ ™Ùfi¯Ô˜ ÙÔ˘ Swatch....................................................671.16 ∏ TÈÌ‹.................................................................................................671.17 ΔÔ ¶ÚÔ˚fiÓ...........................................................................................681.18 ∏ ¢È·ÓÔÌ‹...........................................................................................691.19 ∏ EÈÎÔÈÓˆÓ›·.....................................................................................701.20 ¶ÚÔ‚ÏËÌ·ÙÈÛÌÔ› ÁÈ· ÙËÓ ¶ÂÚ·ÈÙ¤Úˆ AÓ¿Ù˘ÍË Ù˘ EˆÓ˘Ì›·˜ Swatch..701.21 ∫Ú›ÛÈÌ· EÚˆÙ‹Ì·Ù· ÁÈ· ÙÔ M¤ÏÏÔÓ.......................................................72∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ SWATCH (¢).....72

    ME§ETH ¶EPI¶Tø™H™ 1ÂSWATCH: H ¢EKAETIA TOY 1990 KAI H NEA XI§IETIA...................731.22 √ AÓÙ·ÁˆÓÈÛÌfi˜...................................................................................741.23 ΔÔ ÃÔÓÁÎ ∫ÔÓÁÎ Î·È Ë π·ˆÓ›·.............................................................771.24 ∏ ∞ÌÂÚÈ΋............................................................................................781.25 ∏ EͤÏÈÍË ÙÔ˘ ¶ÚÔ˚fiÓÙÔ˜ Ù˘ Swatch...................................................781.26 ∏ ¢È·ÓÔÌ‹...........................................................................................791.27 ∏ EÈÎÔÈÓˆÓ›·.....................................................................................791.28 ΔÔ Smart.............................................................................................801.29 ™˘ÏÏÔÁ‹ ∫ÔÛÌËÌ¿ÙˆÓ – Dress Your Body (DYB).................................811.30 √ ŸÌÈÏÔ˜ Swatch (The Swatch Group Ltd)..........................................821.31 √È ∂Ù·ÈÚ›˜ √Ì›ÏÔ˘ ·Ó¿ ÙÔ̤· ‰Ú·ÛÙËÚÈfiÙËÙ·˜....................................82

    ™ÙÚ·ÙËÁÈ΋ ÙˆÓ EȯÂÈÚ‹ÛˆÓ88

  • 1.32 √ÈÎÔÓÔÌÈο ™ÙÔȯ›· ÙÔ˘ Swatch Group................................................841.33 ¶ÚÔ‚ÏËÌ·ÙÈÛÌÔ› ÁÈ· ÙȘ ∂ÍÂÏ›ÍÂȘ ÛÙÔÓ 21Ô ∞ÈÒÓ·................................86∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ SWATCH (E).....88BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·..................................................................89

    ME§ETH ¶EPI¶Tø™H™ 2·CISCO SYSTEMS 2002: ™ÙÚ·ÙËÁÈ΋ ∞Ó¿Ù˘Í˘ ª¤Ûˆ ∂Í·ÁÔÚÒÓ.................................................932.1 Δ· ¶ÚÒÙ· μ‹Ì·Ù·..................................................................................93

    2.1.1 Δ· ÚÔ˚fiÓÙ·.................................................................................942.1.2 √È ·ÁÔÚ¤˜ ÛÙȘ Ôԛ˜ ‰Ú·ÛÙËÚÈÔÔÈÂ›Ù·È Ë Cisco...........................952.1.3 √È ·ÓÙ·ÁˆÓÈÛÙ¤˜ Ù˘ Cisco2.1.4 Cisco: ∏ ÂÙ·ÈÚ›· ÙˆÓ ÚÂÎfiÚ 2.1.5 √ John Chambers ÛÙË ı¤ÛË ÙÔ˘ ÁÂÓÈÎÔ‡ ‰È¢ı˘ÓÙ‹

    Î·È Ô ÚfiÏÔ˜ ÙÔ˘ ÛÙË ‰È·ÌfiÚʈÛË Ù˘ ÛÙÚ·ÙËÁÈ΋˜ Ù˘ Cisco.........98 2.1.6 ∞ÓÙ·ÁˆÓÈÛÙÈο ÏÂÔÓÂÎÙ‹Ì·Ù· Î·È ·Ú¿ÁÔÓÙ˜ ÂÈÙ˘¯›·˜ Ù˘ Cisco.982.1.7 ªÈ· ÁÚ‹ÁÔÚË Ì·ÙÈ¿ ÛÙÔ Ì¤ÏÏÔÓ....................................................101

    2.2 ∏ ™ÙÚ·ÙËÁÈ΋ ·Ó¿Ù˘Í˘ ̤ۈ EÍ·ÁÔÚÒÓ Ù˘ CISCO............................1022.2.1 ™ÎÔfi˜ ÙˆÓ ÂÍ·ÁÔÚÒÓ................................................................1022.2.2 ∫ÚÈÙ‹ÚÈ· ÂÈÏÔÁ‹˜ ÙˆÓ ÂÍ·ÁÔÚ·˙ÔÌ¤ÓˆÓ ÂȯÂÈÚ‹ÛˆÓ................1022.2.3 ¢È·‰Èηۛ· ÂÓۈ̿وÛ˘ ÙˆÓ ÂÍ·ÁÔÚ·˙fiÌÂÓˆÓ ÂȯÂÈÚ‹ÛˆÓ.....104

    2.3 ¶ÚfiÛÊ·Ù˜ EÍÂÏ›ÍÂȘ Î·È MÂÏÏÔÓÙÈΤ˜ ¶ÚÔÔÙÈΤ˜...............................1072.3.1 ∏ ÎÚ›ÛË ÛÙÔÓ ÎÏ¿‰Ô Ù˘ ˘„ËÏ‹˜ Ù¯ÓÔÏÔÁ›·˜.............................1072.3.2 ∂ÈÙÒÛÂȘ ÁÈ· ÙË Cisco ·fi ÙËÓ ÙÒÛË Ù˘ ÙÈÌ‹˜ Ù˘ ÌÂÙÔ¯‹˜.....110 2.3.3 ¶Ò˜ Ë Cisco ÛΤÊÙÂÙ·È Ó· ·ÓÙÈÌÂÙˆ›ÛÂÈ ÙËÓ ÎÚ›ÛË.....................1122.3.4 ∏ ·ÂÈÏ‹ ÙˆÓ Ó¤ˆÓ ·ÓÙ·ÁˆÓÈÛÙÒÓ...............................................115

    ∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ CISCO (A).......116BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................117

    ME§ETH ¶EPI¶Tø™H™ 2‚H ™Δƒ∞Δ∏°π∫∏ ¢π∞™ø™∏™/∞¡∞™Δƒ√º∏™ Δ∏™ CISCO...............1202.4 John Chambers: ¶ÚfiÛˆÔ-ÎÏÂȉ› ÛÙË ¢È·ÌfiÚʈÛË

    Ù˘ ™ÙÚ·ÙËÁÈ΋˜ Ù˘ Cisco....................................................................120 2.5 ∏ CISCO K·ÙÔÚıÒÓÂÈ Ó· Aӷο̄ÂÈ....................................................123 2.6 EÍ·ÁÔÚ¤˜.............................................................................................124 2.7 ™˘ÓÂÚÁ·Û›Â˜........................................................................................130 2.8 NÔÌÈο ¶ÚÔ‚Ï‹Ì·Ù·............................................................................132 2.9 H ¶·ÁÎfiÛÌÈ· KÚ›ÛË.............................................................................133 2.10 OÈÎÔÓÔÌÈο AÔÙÂϤÛÌ·Ù·.................................................................133

    ¶ÂÚȯfiÌÂÓ· 99

  • 2.11 ∏ ÔÚ›· Ù˘ ÌÂÙÔ¯‹˜ Ù˘ Cisco..........................................................135∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ CISCO (B).......136BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................137

    ME§ETH ¶EPI¶Tø™H™ 3·NOKIA: ∏ ∫Àƒπ∞ƒÃ√™ Δ∏™ ∫π¡∏Δ∏™ Δ∏§∂ºø¡π∞™....................1413.1 EÈÛ·ÁˆÁ‹.............................................................................................141

    3.1.1 ∏ Nokia ÙȘ ‰ÂηÂٛ˜ ÙÔ˘ ’60 Î·È ’70..........................................141 3.2 ∏ ¶ÔÚ›· ÙÔ˘ OÌ›ÏÔ˘ M¤¯ÚÈ ÙÔ 1996...................................................142

    3.2.1 ∏ ™ÙÚ·ÙËÁÈ΋ ÛÙÔÓ ÙÔ̤· ÙˆÓ ËÏÂÎÙÚÔÓÈÎÒÓ Î·Ù·Ó·ÏˆÙÈÎÒÓ ·Á·ıÒÓ ÙË ‰ÂηÂÙ›· ÙÔ˘ 1980............................142

    3.2.2 ∞ÏÏ·Á‹ Ï‡Û˘ ÁÈ· ÙË Nokia-√ ÚfiÏÔ˜ ÙÔ˘ J. Ollila.....................1463.3 H K˘ÚÈ·Ú¯›· Î·È ÙÔ ŸÚ·Ì· Ù˘ NOKIA ÛÙËÓ KÈÓËÙ‹ TËÏÂʈӛ·............147

    3.3.1 ∏ Ú·Á‰·›· ·Ó¿Ù˘ÍË Ù˘ Nokia....................................................1473.3.2 √È ÚÔÛ¿ıÂȘ ÁÈ· ·ÁÎfiÛÌÈ· ΢ÚÈ·Ú¯›· ÛÙÔ ¯ÒÚÔ ÙˆÓ

    ÎÈÓËÙÒÓ ÙËÏÂÊÒÓˆÓ....................................................................1483.3.3 ΔÔ fiÚ·Ì· ÙÔ˘ J. Ollila.................................................................151

    ∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ ¡√∫π∞ (∞)........160¶·Ú¿ÚÙËÌ· MÂϤÙ˘ ¶ÂÚ›ÙˆÛ˘ 3·¶›Ó·Î˜ Ì OÈÎÔÓÔÌÈο ™ÙÔȯ›· Ù˘ NOKIA...........................................161BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................163

    ME§ETH ¶EPI¶Tø™H™ 3‚NOKIA 2002-2011: A¶O THN ¶A°KO™MIA KYPIAPXIA ™THN ABEBAIOTHTA.........................................................................1653.4 √È ·ÏÏ·Á¤˜ ÛÙË ‰ÔÌ‹ Ù˘ Nokia ÁÈ· ÙËÓ ¶·ÁÎfiÛÌÈ· ∫˘ÚÈ·Ú¯›·

    ÛÙÔ ÃÒÚÔ ∫ÈÓËÙÒÓ ΔËÏÂÊÒÓˆÓ............................................................165 3.5 ∞ÏÏ·Á‹ ÛÙÚ·ÙËÁÈ΋˜ - ΔÔ fiÚ·Ì· ÙÔ˘ Kallasvuo (2002-2008).................1683.6 ∞ÂÈϤ˜ – ¶ÚÔÎÏ‹ÛÂȘ ÁÈ· ÙË Nokia fiˆ˜ ÙȘ ¤‚ÏÂÂ

    Ë ·ÓÒÙ·ÙË ‰ÈÔ›ÎËÛË (2002-2008).........................................................1703.7 ∏ ¶·ÁÎfiÛÌÈ· ∫Ú›ÛË ÙÔ˘ 2008-2009 Î·È Ë ∞ÓÙÈÌÂÙÒÈÛ‹ Ù˘..................1733.8 √È “ΔÂÎÙÔÓÈΤ˜” ∞ÏÏ·Á¤˜ ÛÙËÓ ·ÁÎfiÛÌÈ· ·ÁÔÚ¿ ÙˆÓ ÎÈÓËÙÒÓ

    Ô˘ ‰ÂÓ Â›‰Â Ë Nokia...........................................................................1753.9 √ μ·ÛÈÏÈ¿˜ Â›Ó·È Á˘ÌÓfi˜; ∏ ·ÓÙ›‰Ú·ÛË Ù˘ Nokia.................................1783.10 ¶ÔÈÔ ÙÔ Ì¤ÏÏÔÓ Ù˘ Nokia;.................................................................181∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ ¡√∫π∞ (B).......182 BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................182

    ™ÙÚ·ÙËÁÈ΋ ÙˆÓ EȯÂÈÚ‹ÛˆÓ1100

  • ME§ETH ¶EPI¶Tø™H™ 4·DELL COMPUTER CORPORATION 2002..........................................1874.1 ΔÔ πÛÙÔÚÈÎfi Ù˘ Dell.............................................................................1874.2 ¢‹ÏˆÛË ∞ÔÛÙÔÏ‹˜ Ù˘ Dell.................................................................1924.3 ∏ ™ÙÚ·ÙËÁÈ΋ Ù˘ Dell..........................................................................1924.4 ∏ Dell Online.......................................................................................1954.5 ∞ÓÙ·ÁˆÓÈÛÙ¤˜ Ù˘ Dell..........................................................................1984.6 ™‡Á¯ÚÔÓ˜ EÍÂÏ›ÍÂȘ-¶ÚÔ‚Ï‹Ì·Ù·-¶ÚÔÔÙÈΤ˜.....................................200∂ƒøΔ∏ª∞Δ∞ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ DELL (A)..............................204BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................205

    ME§ETH ¶EPI¶Tø™H™ 4‚¶ƒ√μ§∏ª∞Δ∞ ™Δ√ "μ∞™π§∂π√" Δ√À MICHAEL DELL (2002-2011)...2084.7 ™‡ÓÙÔÌË IÛÙÔÚÈ΋ AÓ·‰ÚÔÌ‹................................................................2084.8 ¶ÚÔ‚Ï‹Ì·Ù· ÛÙÔ "B·Û›ÏÂÈÔ" ÙÔ˘ Michael Dell........................................2094.9 TÈ ¶Ú·ÁÌ·ÙÈο ŒÊÙ·ÈÍÂ.......................................................................210

    4.9.1 ÃÂÈÚfiÙÂÚË ÔÈfiÙËÙ· ÚÔ˚fiÓÙˆÓ...................................................2104.9.2 ¶ÚÔ‚Ï‹Ì·Ù· ÛÙÔ ‰˘ÙÈÎfi ÎfiÛÌÔ (Î·È ÙȘ ∏.¶.∞.)...........................2114.9.3 ªÈÎÚ‹ ‰È›ۉ˘ÛË ÛÙËÓ ·ÛÈ·ÙÈ΋ ·ÁÔÚ¿........................................2124.9.4 ∏ ·ÚÓËÙÈ΋ ÛÙ¿ÛË Ù˘ Dell ·¤Ó·ÓÙÈ Û Linux Î·È AMD...............213

    4.10 KÈÓ‹ÛÂȘ ÙˆÓ AÓÙ·ÁˆÓÈÛÙÒÓ................................................................2144.11 KÈÓ‹ÛÂȘ AÓ·ÛÙÚÔÊ‹˜ ·fi ÙÔÓ Michael Dell........................................2154.12 OÈ ¶ÚÒÙ˜ KÈÓ‹ÛÂȘ ™ÙÚ·ÙËÁÈ΋˜ ÙÔ˘ Dell...........................................2164.13 ™˘ÌÂÚ·ÛÌ·ÙÈο................................................................................2204.14 TÔ ¶·ÚfiÓ Î·È ÙÔ M¤ÏÏÔÓ....................................................................223∂ƒøΔ∏ª∞Δ∞ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ DELL (B)..............................223BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................224

    ME§ETH ¶EPI¶Tø™H™ 5·FIAT: Δ∂§√™ ∂¶√Ã∏™ °π∞ Δ∏¡ "∞ÀΔ√∫ƒ∞Δ√ƒπ∞" Δ√À GIANNI AGNIELLI;.........................................................................2275.1 °ÂÓÈΤ˜ ÏËÚÔÊÔڛ˜............................................................................2275.2 1998-2000: ∏ ¤Ó·ÚÍË ÙˆÓ ÚÔ‚ÏËÌ¿ÙˆÓ...............................................2285.3 2001: √ fiÌÈÏÔ˜ Fiat ·Ó·ÎÔÈÓÒÓÂÈ ˙ËÌȤ˜...............................................2295.4 2002: ∏ Fiat Û ‰Ú·Ì·ÙÈ΋ ηٿÛÙ·ÛË..................................................2305.5 2003: Δ¤ÏÔ˜ ÂÔ¯‹˜ Î·È ÙÔ Ó¤Ô Û¯¤‰ÈÔ ·Ó·Û˘ÁÎÚfiÙËÛ˘.......................233∂ƒøΔ∏™∂π™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ FIAT (A)..................................236BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................145

    ¶ÂÚȯfiÌÂÓ· 1111

  • ME§ETH ¶EPI¶Tø™H™ 5‚FIAT: ∏ ∂ÈÙ˘¯Ë̤ÓË ¢È¿ÛˆÛË................................................................2395.6 °ÂÓÈο..................................................................................................2395.7 ∏ ÂÈÙ˘¯Ë̤ÓË ‰È¿ÛˆÛË Ù˘ Fiat...........................................................240

    5.7.1 ™ÙÚ·ÙËÁÈ΋.................................................................................2405.7.2 ∂ÛˆÙÂÚÈΤ˜ ∞ÏÏ·Á¤˜...................................................................2425.7.3 ¡¤· MÔÓ٤Ϸ..............................................................................2425.7.4 ∞ÓÙ·ÁˆÓÈÛÙÈο ¶ÏÂÔÓÂÎÙ‹Ì·Ù·....................................................2435.7.5 √ÈÎÔÓÔÌÈο ÛÙÔȯ›·...................................................................244

    5.8 ∏ ÊÈÏfi‰ÔÍË ÂÍ·ÁÔÚ¿ Ù˘ Chrysler ·fi ÙÔÓ fiÌÈÏÔ Fiat.............................2465.8.1 Marchionne Î·È Chrysler.............................................................246

    ∂ƒøΔ∏™∂π™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ FIAT (B).................................250BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................251

    ME§ETH ¶EPI¶Tø™H™ 6·WALT DISNEY COMPANY (1923-1984)...............................................253

    6.1.1 H ÂÙ·ÈÚ›· ÌÂÙ¿ ÙÔÓ Walt Disney (1967-1984)..............................257

    ME§ETH ¶EPI¶Tø™H™ 6‚WALT DISNEY COMPANY: O EPXOMO™ TOY EISNER......................262

    6.2.1 H ÂÙ·ÈÚ›· ˘fi ÙÔÓ Michael Eisner (1984+)...............................2626.2.2 √ ÙÔ̤·˜ Ù˘ ‰È·ÛΤ‰·Û˘ Î·È „˘¯·ÁˆÁ›·˜

    (Entertainment and recreation)..................................................2636.2.3 Δ·Èӛ˜ ÎÈÓËÌ·ÙÔÁÚ¿ÊÔ˘ Î·È ‚›ÓÙÂÔ (Motion pictures

    and home videos)......................................................................2666.2.4 ∫·Ù·Ó·ÏˆÙÈο ÚÔ˚fiÓÙ· (Consumer Products)............................270

    ME§ETH ¶EPI¶Tø™H™ 6ÁWALT DISNEY COMPANY (1990-2002): XANEI O EISNER TO MA°IKO TOY A°°I°MA;.....................................271

    6.3.1 ¶ÚÔ‚Ï‹Ì·Ù· ÛÙË ‰ÈÔ›ÎËÛË...........................................................2766.3.2 ∏ Û˘Á¯ÒÓ¢ÛË Ù˘ Disney Ì ÙËÓ Capital Cities/ABC Inc.............2776.3.3 ∫ÚÈÙÈ΋ Ù˘ ÂÍ·ÁÔÚ¿˜...................................................................2796.3.4 ∏ ηٿÛÙ·ÛË ÛÙËÓ Capital Cities/ABC..........................................2806.3.5 ∏ Disney ÌÂÙ¿ ÙË Û˘Á¯ÒÓ¢ÛË.....................................................2806.3.6 ∏ Walt Disney Company ·fi ÙË Û˘Á¯ÒÓ¢ÛË Ì ÙËÓ

    Capital Cities/ABC ̤¯ÚÈ ÙÔ 2002................................................2826.3.7 ∏ ∂›ÛÔ‰Ô˜ Ù˘ Disney ÛÙÔ Internet...............................................2826.3.8 ¢ÈÂıÓ‹˜ ‰Ú·ÛÙËÚÈfiÙËÙ·...............................................................289

    ™ÙÚ·ÙËÁÈ΋ ÙˆÓ EȯÂÈÚ‹ÛˆÓ1122

  • 6.3.9 ∏ ÎÔ˘ÏÙÔ‡Ú· Ù˘ Disney ˘fi ÙÔÓ Eisner......................................2906.3.10 ∏ Disney ÌÂÙ¿ ÙËÓ ÙÚÔÌÔÎÚ·ÙÈ΋ ›ıÂÛË Ù˘

    11˘ ™ÂÙÂÌ‚Ú›Ô˘ 2001...........................................................2926.3.11 ¶ÚÔÎÏ‹ÛÂȘ Î·È Î›Ó‰˘ÓÔÈ ÙÔ˘ ̤ÏÏÔÓÙÔ˜: ∏ Û˘Á¯Ò-

    Ó¢ÛË Ù˘ America Online Ì ÙËÓ Time Warner........................293∂ƒøΔ∏™∂π™ ¶√À ∫∞§À¶Δ√À¡ Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ Δ∏™ DISNEY- Δª∏ª∞Δ∞ ∞, μ, °...............................................................295BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................296

    ME§ETH ¶EPI¶Tø™H™ 6‰Δ∂§√™ ∂¶√Ã∏™ °π∞ Δ√¡ EISNER;......................................................2996.4 2002: ¶ÚÔ‚Ï‹Ì·Ù· ÛÙËÓ Disney............................................................2996.5 H ™˘Á¯ÒÓ¢ÛË Ì ÙÔ ABC ‰ÂÓ ¤¯ÂÈ AÔ‰ÒÛÂÈ K·ÚÔ‡˜ AÎfiÌ·...............3006.6 AÓÙȉڿÛÂȘ ÛÙÔ ¶ÚfiÛˆÔ ÙÔ˘ Eisner....................................................3016.7 OÈ EÍÂÏ›ÍÂȘ ÛÙÔ ¶ÂÚÈ‚¿ÏÏÔÓ ‰ÂÓ E˘ÓÔÔ‡Ó ÙËÓ Disney...........................3026.8 EÙ·ÈÚÈ΋ ¢È·Î˘‚¤ÚÓËÛË........................................................................3036.9 H AÔÌ¿ÎÚ˘ÓÛË ÙÔ˘ Roy Disney..........................................................3036.10 Pixar Animations Studios....................................................................3046.11 H Miramax.........................................................................................305∂ƒøΔ∏™∂π™ BA™I™MENE™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ Δ∏™ DISNEY (¢)........................................................................................305

    ME§ETH ¶EPI¶Tø™H™ 6¡∂∞ ∂¶√Ã∏ °π∞ Δ∏ DISNEY ME TON BOB IGER..............................3066.12 H AÔÌ¿ÎÚ˘ÓÛË ÙÔ˘ Michael Eisner.....................................................3066.13 O EÚ¯ÔÌfi˜ ÙÔ˘ Bob Iger.....................................................................3076.14 EÍÂÏ›ÍÂȘ ÛÙȘ ™¯¤ÛÂȘ Ì ÙËÓ Pixar......................................................3086.15 ¶ÚÔÎÏ‹ÛÂȘ ÁÈ· ÙË Disney...................................................................3086.16 N¤· ™ÙÚ·ÙËÁÈ΋..................................................................................3096.17 TÔ ÕÓÔÈÁÌ· ÛÙËÓ K›Ó·.........................................................................3106.18 H Disney ÛÙË „ËÊȷ΋ EÔ¯‹.............................................................3126.19 Disney Î·È Ë OÈÎÔÓÔÌÈ΋ KÚ›ÛË ÙÔ˘ 2008-2010...................................3146.20 ¶ÚfiÛÊ·Ù˜ EÍÂÏ›ÍÂȘ ÛÙË Disney.........................................................3166.21 H Marvel Î·È Ë Playdom.....................................................................3176.22 H Dreamworks...................................................................................3186.23 E›ÏÔÁÔ˜ Ì ÙËÓ ¶ÒÏËÛË Ù˘ Miramax...............................................318∂ƒøΔ∏™∂π™ BA™I™MENE™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ Δ∏™ DISNEY (E)........................................................................................318BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................319

    ¶ÂÚȯfiÌÂÓ· 1133

  • ME§ETH ¶EPI¶Tø™H™ 7GOOGLE: ∏ ∫˘Ú›·Ú¯Ô˜ ªË¯·Ó‹ ∞Ó·˙‹ÙËÛ˘ (Î·È fi¯È ÌfiÓÔ…)......3217.1 EÈÛ·ÁˆÁ‹............................................................................................3217.2 πÛÙÔÚÈ΋ ∞Ó·‰ÚÔÌ‹.............................................................................322

    7.2.1 1997-2000: Δ· ÚÒÙ· ¯ÚfiÓÈ·.....................................................3227.2.2 2000-2004: ∏ Google ·Ó·Ù‡ÛÛÂÙ·È..........................................3237.2.3 2004-2011: ƒ·Á‰·›· ·Ó¿Ù˘ÍË Ì¤Ûˆ ÂÈÛ·ÁˆÁ‹˜

    ÛÙÔ ¯ÚËÌ·ÙÈÛÙ‹ÚÈÔ......................................................................3247.3 Δ· ÚÔ˚fiÓÙ· Ù˘ Google......................................................................3307.4 ∏ ÎÔ˘ÏÙÔ‡Ú· Ù˘ Google.....................................................................3327.5 ∏ ÊÈÏÔÛÔÊ›· Ù˘ Google.....................................................................333 7.6 O ∂Ù·ÈÚÈ΋ ¢È·Î˘‚¤ÚÓËÛË...................................................................334 7.7 ΔÔ ∞ÓıÚÒÈÓÔ ¢˘Ó·ÌÈÎfi.....................................................................335 7.8 √È ·ÓÙ·ÁˆÓÈÛÙ¤˜ Ù˘ Google................................................................336 7.9 Yahoo!................................................................................................337 7.10 Microsoft...........................................................................................338 7.11 ™˘ÓÂÚÁ·Û›· Microsoft- Yahoo!...........................................................339 7.12 Apple................................................................................................340 7.13 ΔÔ M¤ÏÏÔÓ Ù˘ Google......................................................................340 7.14 ∂›ÏÔÁÔ˜...........................................................................................343 ∂ƒøΔ∏™∂π™ ¶√À ∞¡∞º∂ƒ√¡Δ∞π ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ Δ∏™ GOOGLE...........................................................................................344 ¶·Ú¿ÚÙËÌ· MÂϤÙ˘ ¶ÂÚ›ÙˆÛ˘ 7 ªÂÚÈο ·fi Ù· ÊËÌÈṲ̂ӷ ÏÔÁfiÙ˘· Ù˘ Google.........................................345BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................346

    ME§ETH ¶EPI¶Tø™H™ 8·HEWLETT PACKARD 2002: ™ÙÚ·ÙËÁÈ΋ EÈ‚›ˆÛ˘ Û ¤Ó· ȉȷ›ÙÂÚ· AÓÙ·ÁˆÓÈÛÙÈÎfi ¶ÂÚÈ‚¿ÏÏÔÓ......................................................................3518.1 EÈÛ·ÁˆÁÈο.........................................................................................351

    8.1.1 ¶ÔÚ›· Ù˘ Hewlett Packard......................................................3518.1.2 ™ÙÚ·ÙËÁÈ΋ Ù˘ HP ˘fi ÙË ‰ÈÔ›ÎËÛË ÙÔ˘ Lewis Platt...................353

    8.2 K·Ù¿ÛÙ·ÛË Ù˘ Hewlett Packard ηٿ ÙËÓ E›ÛÔ‰Ô Ù˘ C. Fiorina...........3538.2.1 ∫·Ù¿ÛÙ·ÛË Ù˘ ·ÁÔÚ¿˜ Ô˘ ‰Ú·ÛÙËÚÈÔÔÈÂ›Ù·È Ë Âȯ›ÚËÛË.......3538.2.2 ∏ ‰ÔÌ‹ Ù˘ Âȯ›ÚËÛ˘.............................................................3548.2.3 ∞Ó¿Ï˘ÛË ÙˆÓ ÚÔ‚ÏËÌ¿ÙˆÓ Ù˘ ÂÙ·ÈÚ›·˜ ÚÈÓ ÙË Ó¤· ‰ÈÔ›ÎËÛË....355

    8.3 H ŒÏ¢ÛË Ù˘ C. Fiorina.....................................................................3568.3.1 ΔÔ ÚÔÊ›Ï Ù˘ Ó¤·˜ CEO...........................................................3538.3.2 √È ÚÒÙ˜ ÎÈÓ‹ÛÂȘ....................................................................357

    8.4 ¶ÚfiÁÚ·ÌÌ· AÏÏ·Á‹˜...........................................................................357

    ™ÙÚ·ÙËÁÈ΋ ÙˆÓ EȯÂÈÚ‹ÛˆÓ1144

  • 8.4.1 √È ÂÛˆÙÂÚÈΤ˜ ·ÏÏ·Á¤˜...............................................................3578.4.2 √È Â͈ÙÂÚÈΤ˜ ·ÏÏ·Á¤˜...............................................................3608.4.3 √ Ù¯ÓÔÏÔÁÈÎfi˜ ÚÔÛ·Ó·ÙÔÏÈÛÌfi˜..............................................362

    8.5 T· ¶ÚÒÙ· AÔÙÂϤÛÌ·Ù·.....................................................................3648.6 XÚËÌ·ÙÔÔÈÎÔÓÔÌÈ΋ K·Ù¿ÛÙ·ÛË Ù˘ Hewlett Packard...........................3658.7 AÓ·ÛÙ·ÏÙÈÎÔ› ¶·Ú¿ÁÔÓÙ˜ ÁÈ· ÙÔ M¤ÏÏÔÓ.............................................3668.8 ¶ÚfiÛÊ·Ù˜ EÍÂÏ›ÍÂȘ...........................................................................3678.9 ¶ÚÔÔÙÈΤ˜ ÁÈ· ÙÔ M¤ÏÏÔÓ...................................................................369∂ƒøΔ∏™∂π™ ∞¡∞º∂ƒ√ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ Δ∏™ HP (A)..371BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................372

    ME§ETH ¶EPI¶Tø™H™ 8‚HEWLETT PACKARD 2011: ∏ ÌÂÙ¿ Fiorina ∂Ô¯‹...............................3768.10 H AÔ¯ÒÚËÛË Ù˘ CEO, Carly Fiorina................................................3768.11 O N¤Ô˜ CEO: Mark Hurd..................................................................3788.12 OÈ ¶ÚÒÙ˜ AÔÊ¿ÛÂȘ ÙÔ˘ Mark Hurd...............................................3798.13 T· §¿ıË Ô˘ O‰‹ÁËÛ·Ó Û ™Î¿Ó‰·ÏÔ...............................................3808.14 OÈ ™ÙÚ·ÙËÁÈΤ˜ Aӿη̄˘ Î·È ÔÈ EÓ¤ÚÁÂȘ AÓ·‰ÈÔÚÁ¿ÓˆÛ˘...........3828.15 OÈ ™ÙÚ·ÙËÁÈΤ˜ AÓ¿Ù˘Í˘..................................................................3838.16 H ¶·Ú·›ÙËÛË ÙÔ˘ Mark Hurd.............................................................3908.17 O N¤Ô˜ CEO: Leo Apotheker.............................................................391∂ƒøΔ∏™∂π™ ∞¡∞º∂ƒ√ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ Δ∏™ HP (B)...............................................................................................392BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................393

    ME§ETH ¶EPI¶Tø™H™ 9BOEING ENANTION AIRBUS: AÓ·˙ËÙÒÓÙ·˜ ÙÔ B·ÛÈÏÈ¿ ÙˆÓ AÈı¤ÚˆÓ.....3979.1 ∞ÌÂÚÈηÓÈ΋ ∫˘ÚÈ·Ú¯›·........................................................................398

    9.1.1 H ·ÍÈÔı·‡Ì·ÛÙË ÔÚ›· Ù˘ Boeing.............................................3989.2 ∞¿ÓÙËÛË ÙˆÓ ∂˘Úˆ·˚ÎÒÓ ∫˘‚ÂÚÓ‹ÛÂˆÓ ÛÙËÓ ∫˘ÚÈ·Ú¯›· Ù˘ μOEING....400

    9.2.1 ∏ ›‰Ú˘ÛË Ù˘ Airbus....................................................................4009.2.2 ∏ ‰È·¯ÚÔÓÈ΋ ÔÚ›· Ù˘ Airbus..................................................4019.2.3 ∏ ·Ó¿Ù˘ÍË Ù˘ Airbus................................................................402

    9.3 ¶fiÏÂÌÔ˜ ∞ÌÂÚÈ΋˜-∂˘ÚÒ˘................................................................405 9.4 ∏ AÓÙ›‰Ú·ÛË Ù˘ Boeing......................................................................405

    9.4.1 Δ· ·ÔÙÂϤÛÌ·Ù· Ù˘ Û˘Á¯ÒÓ¢Û˘-ÚÔ‚Ï‹Ì·Ù·.........................4069.4.2 ¶ÔÈfi˜ ÂÍ·ÁfiÚ·Û ÔÈfiÓ;..............................................................4089.4.3 ∫ÈÓ‹ÛÂȘ Â͢Á›·ÓÛ˘ ÁÈ· ÙË μoeing..............................................409

    9.5 ¶ÚÔ‚Ï‹Ì·Ù· ¢ÈÔ›ÎËÛ˘ ÛÙËÓ Boeing ÛÙ· ̤۷ Ù˘ ÚÒÙ˘ ‰ÂηÂÙ›·˜ Ù˘ Ó¤·˜ ¯ÈÏÈÂÙ›·˜.........................................................................410

    ¶ÂÚȯfiÌÂÓ· 1155

  • 9.6 Super Jumbo.......................................................................................411 9.6.1 ΔÔ ∞380.....................................................................................4119.6.2 ¶ÔÈ· Â›Ó·È Ë ·ÁÔÚ¿ ÁÈ· ÙÔ ∞380;..................................................4149.6.3 ¢‡Ô ‰È·ÊÔÚÂÙÈΤ˜ ÎÔÛÌÔıˆڛ˜ – ÚÔÛÂÁÁ›ÛÂȘ Ù˘ ·ÁÔÚ¿˜.......4149.6.4 ∞ÂÚÔÛοÊË ÊÔÚÙ›Ô˘...................................................................4189.6.5 ∫·Ï‹ ·Ú¯‹ ÁÈ· ÙÔ ∞380 Î·È ·ÓÙ›‰Ú·ÛË ÙˆÓ ∞ÌÂÚÈηÓÒÓ...............418

    9.7 ΔÈ ¤ÁÈÓ ٷ ÙÂÏÂ˘Ù·›· ¯ÚfiÓÈ·;................................................................4209.8 ∫·È Ô ¡ÈÎËÙ‹˜ ›ӷȅ..........................................................................425∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ Δ∏™ BOEING-AIRBUS:..............................................................................424BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................425

    ME§ETH ¶EPI¶Tø™H™ 10H VIRGIN TOY RICHARD BRANSON: MIA MH ™YMBATIKH E¶IXEIPH™H......................................................42910.1 EÈÛ·ÁˆÁ‹..........................................................................................429

    10.1.1 ∞Ú¯‹ ÙÔ˘ OÌ›ÏÔ˘ Virgin (1970 – 1984)......................................42910.1.2 Richard Branson: ª›· ȉȷ›ÙÂÚË ÚÔÛˆÈÎfiÙËÙ·.........................430

    10.2 EȯÂÈÚ‹ÛÂȘ OÌ›ÏÔ˘ Virgin...............................................................43210.2.1 Virgin Records Î·È Virgin Retail.................................................43210.2.2 ∏ ÂÌÊ¿ÓÈÛË Ù˘ Virgin Atlantic Airways (1984 – 1990)...............434

    10.2.2.1 ÿ‰Ú˘ÛË Î·È ∞Ó¿Ù˘ÍË................................................43410.2.2.2 ¶·Ú¯fiÌÂÓ˜ ÀËÚÂۛ˜...........................................43510.2.2.3 ∫Ï¿‰Ô˜ - ∞ÓÙ·ÁˆÓÈÛÌfi˜............................................43610.2.2.4 ª¿ÚÎÂÙÈÓÁÎ - ™˘ÁÎÚÈÙÈÎfi ¶ÏÂÔÓ¤ÎÙËÌ·......................43610.2.2.5 ∂›ÛÔ‰Ô˜ ÛÙÔ ÃÚËÌ·ÙÈÛÙ‹ÚÈÔ.......................................437

    10.3 EÍÂÏ›ÍÂȘ ÛÙÔÓ ŸÌÈÏÔ (1990 – 2010)..................................................43710.3.1 ∂ÍÂÏ›ÍÂȘ Ô˘ ÛËÌÂÈÒıËÎ·Ó Û ‰È¿ÊÔÚ˜ ÂÙ·ÈÚ›˜ ÙÔ˘ ÔÌ›ÏÔ˘..43710.3.2 ∂ÍÂÏ›ÍÂȘ ÛÙËÓ Virgin Atlantic Airways......................................44010.3.3 ∂ÍÂÏ›ÍÂȘ ÛÙË Virgin Blue..........................................................44110.3.4 ∂ÍÂÏ›ÍÂȘ ÛÙË Virgin America....................................................44210.3.5 ∂ÍÂÏ›ÍÂȘ ÛÙË Virgin Media.......................................................44310.3.6 ∂ÍÂÏ›ÍÂȘ ÛÙË Virgin Money......................................................44510.3.7 ∂ÍÂÏ›ÍÂȘ ÛÙË Virgin Holidays...................................................44610.3.8 ∂ÍÂÏ›ÍÂȘ ÛÙË Virgin Galactic....................................................446

    10.4 ∏ÏÂÎÙÚÔÓÈ΋ ÂÔ¯‹ ÁÈ· ÙÔÓ fiÌÈÏÔ Virgin............................................44710.4.1 Virgin.com...............................................................................44710.5 ¶ÚÔÔÙÈΤ˜ Î·È Û¯¤‰È· ÁÈ· ÙÔ Ì¤ÏÏÔÓ ÙÔ˘ Virgin Group................44810.5.1 ¶ÚÔÔÙÈΤ˜ ÁÈ· ÙÔ ª¤ÏÏÔÓ.......................................................44810.5.2 ™¯¤‰È· ÁÈ· ÙÔ ¿ÌÂÛÔ Ì¤ÏÏÔÓ....................................................449

    ™ÙÚ·ÙËÁÈ΋ ÙˆÓ EȯÂÈÚ‹ÛˆÓ1166

  • 10.5.3 ÃÚËÌ·ÙÔ‰fiÙËÛË Ó¤ˆÓ ÂÁ¯ÂÈÚËÌ¿ÙˆÓ........................................45010.6 √ÚÁ·ÓˆÙÈ΋ ¢ÔÌ‹ Î·È ∫Ô˘ÏÙÔ‡Ú· ÙÔ˘ ÔÌ›ÏÔ˘ Virgin..........................450

    10.6.1 √ÚÁ·ÓˆÙÈ΋ ¢ÔÌ‹ Ù˘ Virgin....................................................45010.6.2 ∏ ÎÔ˘ÏÙÔ‡Ú· Ù˘ Virgin...........................................................45210.6.3 ¶Ô˘ ‚·Û›˙ÂÙ·È Ë ÂÈÙ˘¯›· Ù˘ Virgin..........................................452

    10.7 ∏ Virgin ÌÚÔÛÙ¿ ÛÙËÓ ÔÈÎÔÓÔÌÈ΋ ÎÚ›ÛË..........................................45410.8 ªÂÙ¿ ÙÔÓ Branson ˘¿Ú¯ÂÈ Ì¤ÏÏÔÓ ÁÈ· ÙËÓ Virgin;..............................456∂ƒøΔ∏™∂π™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ Δ∏™ VIRGIN..........................456¶·Ú¿ÚÙËÌ· 1 ∂ȯÂÈÚ‹ÛÂȘ ÙÔ˘ √Ì›ÏÔ˘ Virgin.............................................................457¶·Ú¿ÚÙËÌ· 2 ∂ȯÂÈÚ‹ÛÂȘ Virgin ·Ó¿ ‹ÂÈÚÔ.............................................................459BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................461

    ME§ETH ¶EPI¶Tø™H™ 11STARBUCKS: H "¶ÚÔÛÈÙ‹ ¶ÔÏ˘Ù¤ÏÂÈ·" ÛÙÔÓ ∫·Ê¤ ..............................46511.1 EÈÛ·ÁˆÁ‹...........................................................................................46511.2 ŸÚ·Ì· Î·È A͛˜................................................................................46611.3 ¶ÚÔ˚fiÓÙ·...........................................................................................46711.4 ¶ÚÔÌËıÂ˘Ù¤˜.....................................................................................46811.5 ¢È·ÓÔÌ‹.............................................................................................46911.6 TÔ ¶ÂÚÈ‚¿ÏÏÔÓ Ù˘ Starbucks.............................................................46911.7 EÚÁ·Ûȷ΋ KÔ˘ÏÙÔ‡Ú·........................................................................47111.8 KÔÈÓˆÓÈ΋ ¶ÚÔÛÊÔÚ¿ Ù˘ Starbucks...................................................47111.9 ¶ÚÔ‚Ï‹Ì·Ù· ÛÙÔÓ OÚ›˙ÔÓÙ·................................................................472∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ Δ∏™ STARBUCKS......................................................................................476 BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................477

    ME§ETH ¶EPI¶Tø™H™ 12ZARA (ŸÌÈÏÔ˜ Inditex): O ËÁ¤Ù˘ Ù˘ "°Ú‹ÁÔÚ˘ ªfi‰·˜" (Fast Fashion)..........................................................................................47912.1 TÔ ¶ÚÔÊ›Ï Ù˘ Inditex........................................................................47912.2 OÈ B·ÛÈÎÔ› AÓÙ·ÁˆÓÈÛÙ¤˜....................................................................47912.3 TÔ EȯÂÈÚËÌ·ÙÈÎfi MÔÓÙ¤ÏÔ Ù˘ Zara (Fast fashion model)..................48312.4 ™ÙÚ·ÙËÁÈΤ˜ EÍÂÏ›ÍÂȘ ÙˆÓ ÂÙÒÓ 2009-2011.........................................487

    12.4.1 ∂›ÛÔ‰Ô˜ Û Ӥ˜ ·ÁÔÚ¤˜...........................................................48812.4.2 ¶ˆÏ‹ÛÂȘ ̤ۈ ‰È·‰ÈÎÙ‡Ô˘......................................................48812.4.3 ∂ÂÓ‰‡ÛÂȘ Î·È ÔÈÎÔÓÔÌÈο ÛÙÔȯ›·.........................................489

    12.5 TÔ M¤ÏÏÔÓ Î·È ÔÈ ¶ÚÔÎÏ‹ÛÂȘ............................................................489

    ¶ÂÚȯfiÌÂÓ· 1177

  • ∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ Δ∏™ ZARA......491BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................492

    ENOTHTA IIEÏÏËÓÈΤ˜ MÂϤÙ˜ ¶ÂÚÈÙÒÛˆÓ

    ME§ETH ¶EPI¶Tø™H™ 13H E•A°OPA TH™ TPA¶EZA™ EP°A™IA™ A¶O TH Eurobank.........497BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................501

    ME§ETH ¶EPI¶Tø™H™ 14·Oƒ°∞¡π™ª√™ Δ∏§∂¶π∫√π¡ø¡πø¡ ∂§§∞¢√™ (√TE): √ ª∂Δ∞™Ã∏ª∞Δπ™ª√™ ∞¶√ ∂°Ãøƒπ√ ª√¡√¶ø§π√ ™∂ π™ÃÀƒ√ ¶∂ƒπº∂ƒ∂π∞∫√ ¶∞π∫Δ∏....................................................50314.1 ∂ÈÛ·ÁˆÁ‹...........................................................................................50314.2 πÛÙÔÚÈÎfi-¢Ú·ÛÙËÚÈfiÙËÙ˜ √Δ∂............................................................50414.3 H ™ÙÚ·ÙËÁÈ΋ ¢ÈÂıÓÔÔ›ËÛ˘ ÙÔ˘ OTE...............................................505

    14.3.1 ΔÚfiÔÈ ‰Ú·ÛÙËÚÈÔÔ›ËÛ˘ ÙÔ˘ √Δ∂ ÛÙÔ Â͈ÙÂÚÈÎfi.....................50614.3.2 ∫˘ÚÈfiÙÂÚ˜ ¯ÒÚ˜ Î·È ÙÔÌ›˜ ÂÂÓ‰˘ÙÈ΋˜ ‰Ú·ÛÙËÚÈfiÙËÙ·˜ √Δ∂..507

    14.4 §fiÁÔÈ EÈÏÔÁ‹˜ Ù˘ ™ÙÚ·ÙËÁÈ΋˜ ¢ÈÂıÓÔÔ›ËÛ˘.................................512 14.5 K›Ó‰˘ÓÔÈ Î·È OʤÏË Ù˘ ™ÙÚ·ÙËÁÈ΋˜ ¢ÈÂıÓÔÔ›ËÛ˘...........................514

    14.5.1 ∫›Ó‰˘ÓÔÈ...................................................................................51414.5.2 √ʤÏË......................................................................................515

    14.6 AÔÙÂϤÛÌ·Ù· Ù˘ ™ÙÚ·ÙËÁÈ΋˜ ¢ÈÂıÓÔÔ›ËÛ˘....................................51614.7 ªÂÏÏÔÓÙÈο ™¯¤‰È·.............................................................................518∂ƒøΔ∏™∂π™ ∞¡∞º∂ƒ√ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ ΔOY OTE (A)..............................................................................................518BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................519

    ME§ETH ¶EPI¶Tø™H™ 14‚√ ÎÏ¿‰Ô˜ ÙˆÓ ÙËÏÂÈÎÔÈÓˆÓÈÒÓ ÛÙËÓ ∂ÏÏ¿‰· Î·È Ô ÂÚ¯ÔÌfi˜ Ù˘ DeutscheTelecom (2002-2011).................................................................................52214.8 ∂ÈÛ·ÁˆÁ‹...........................................................................................522

    14.3.1 ¢Ú·ÛÙËÚÈfiÙËÙ˜ √Ì›ÏÔ˘............................................................52314.9 AÓ·‰È¿ÚıÚˆÛË ÙÔ˘ OÚÁ·ÓÈÛÌÔ‡.........................................................52414.10 ¶ÚÔÎÏ‹ÛÂȘ ÛÙË ÂÛˆÙÂÚÈ΋ ·ÁÔÚ¿....................................................52514.11 OTE - Deutsche Telekom.................................................................533∂ƒøΔ∏™∂π™ ∞¡∞º∂ƒ√ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ ΔOY OTE (B)..............................................................................................535BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................536

    ™ÙÚ·ÙËÁÈ΋ ÙˆÓ EȯÂÈÚ‹ÛˆÓ1188

  • ME§ETH ¶EPI¶Tø™H™ 15·TITAN A.E.: H E§§HNIKH T™IMENTOBIOMHXANIA TøN TPIøN H¶EIPøN...........................................................................53915.1 √ ΔÈÙ¿Ó·˜ ÚÈÓ ÙÔ 1990......................................................................53915.2 √ ΔÈÙ¿Ó·˜ ·fi ÙÔ 1990 ¤ˆ˜ ÙÔ 2002...................................................540

    15.2.1 ¶·ÚÔ˘Û›·ÛË Ù˘ ÛËÌÂÚÈÓ‹˜ ηٿÛÙ·Û˘ ÙÔ˘ ÔÌ›ÏÔ˘..................54015.2.2 ¢Ú·ÛÙËÚÈfiÙËÙ˜ ÙÔ˘ ΔÈÙ¿Ó· ÛÙÔ Â͈ÙÂÚÈÎfi.................................54115.2.3 ƒ·Á‰·›Â˜ ÌÂÙ·‚ÔϤ˜ ÛÙȘ Û˘Óı‹Î˜ Ù˘ ·ÁÔÚ¿˜ ·fi ÙÔ 1990.....541 15.2.4 ∏ ›ÛÔ‰Ô˜ Í¤ÓˆÓ ÔÌ›ÏˆÓ ÛÙËÓ ÂÏÏËÓÈ΋ ·ÁÔÚ¿.........................54215.2.5 ∏ ·¿ÓÙËÛË ÙÔ˘ ΔÈÙ¿Ó· (·fi ÙÔ 1990)......................................542

    15.3 √ AÓÙ·ÁˆÓÈÛÌfi˜................................................................................54715.3.1 ∏ ÂÈÎfiÓ· Ù˘ ÂÏÏËÓÈ΋˜ ·ÁÔÚ¿˜................................................54715.3.2 ∂Í·ÁÔÚ¤˜/Û˘ÌÌ·¯›Â˜/Û˘Á¯ˆÓ‡ÛÂȘ Û ·ÁÎfiÛÌÈÔ

    Â›Â‰Ô - ∏ ·Ó¿ÌÈÍË Ù˘ ∞°∂Δ ÛÙȘ ÂÍÂÏ›ÍÂȘ.............................54715.3.3 ∏ ·ÚÔ˘Û›· ÛÙËÓ ∂ÏÏ¿‰· ÙˆÓ Í¤ÓˆÓ ·ÓÙ·ÁˆÓÈÛÙÒÓ..................549

    15.4 ™‡ÁÎÚÈÛË OÈÎÔÓÔÌÈÎÒÓ MÂÁÂıÒÓ ΔÈÙ¿Ó·-∞°∂Δ -∏ ¶ÔÚ›· ÙÔ˘ ΔÈÙ¿Ó· ÛÙÔ Ã∞∞...........................................................550

    15.4.1 ΔÈÙ¿Ó-∞°∂Δ: ™‡ÁÎÚÈÛË ÈÛÔÏÔÁÈÛÌÒÓ.........................................55015.4.2 ∏ ÔÚ›· ÙÔ˘ ΔÈÙ¿Ó· ÛÙÔ Ã∞∞..................................................550

    15.5 ∂›ÏÔÁÔ˜............................................................................................553∂ƒøΔ∏™∂π™ ¶√À ∞¡∞º∂ƒ√¡Δ∞π ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ ΔOY TITANA (A)........................................................................................554 BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................555

    ME§ETH ¶EPI¶Tø™H™ 15‚ΔπΔ∞¡ ∞.∂. (‚): ¶ƒ√μ§∏ª∞Δ∞ ∫∞𠶃√√¶Δπ∫∂™ ªπ∞™ ¢π∂£¡√¶√π∏ª∂¡∏™ ∂¶πÃ∂πƒ∏™∏™.....................................55715.6 √ ΔÈÙ¿Ó·˜ ÌÂÙ¿ ÙÔ 2000: √È ÎÈÓ‹ÛÂȘ ÙÔ˘ √Ì›ÏÔ˘ ΔπΔ∞¡

    ÙË ‰ÂηÂÙ›· ÙÔ˘ 00’............................................................................55715.7 ¢Ú·ÛÙËÚÈfiÙËÙ˜ ÙÔ˘ ΔÈÙ¿Ó· ÛÙÔ Â͈ÙÂÚÈÎfi..........................................55815.8 ∂ȯÂÈÚËÌ·ÙÈ΋ ‰Ú·ÛÙËÚÈfiÙËÙ·............................................................560 15.9 ∏ ÂÈÎfiÓ· Ù˘ ÂÏÏËÓÈ΋˜ ·ÁÔÚ¿˜..........................................................56115.10 √ ·ÓÙ·ÁˆÓÈÛÌfi˜...............................................................................56115.11 ΔÔ 2008: ¯ÚÔÓÈ¿ ÛÙ·ıÌfi˜ ÁÈ· ÙÔÓ fiÌÈÏÔ ÙÔ˘ ΔÈÙ¿Ó·..........................56215.12 2011: √ ŸÌÈÏÔ˜ ΔπΔ∞¡ Û‹ÌÂÚ·.......................................................56315.13 ∂›ÏÔÁÔ˜..........................................................................................565∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ TOY ΔπΔ∞¡∞ (μ)........................................................................................566BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................567

    ¶ÂÚȯfiÌÂÓ· 1199

  • ME§ETH ¶EPI¶Tø™H™ 16MARFIN INVESTMENT GROUP (MIG), 2011.....................................56916.1 √ ŸÌÈÏÔ˜ MIG...................................................................................569

    16.1.1 ™ÎÔfi˜....................................................................................57016.1.2 ∂Ù·ÈÚÈÎfi ÷ÚÙÔÊ˘Ï¿ÎÈÔ............................................................570

    16.1.2.1 ∫Ï¿‰Ô˜ ΔÚÔÊ›ÌˆÓ Î·È ¶ÔÙÒÓ.....................................57016.1.2.2 ∫Ï¿‰Ô˜ ªÂÙ·ÊÔÚÒÓ Î·È ¡·˘ÙÈÏ›·˜..............................57116.1.2.3 ∫Ï¿‰Ô˜ ΔÔ˘ÚÈÛÌÔ‡ Î·È æ˘¯·ÁˆÁ›·˜...........................57216.1.2.4 ∫Ï¿‰Ô˜ ÀÁ›·˜...........................................................57216.1.2.5 ∫Ï¿‰Ô˜ REAL ESTATE..............................................57316.1.2.6 ∫Ï¿‰Ô˜ ¶ÏËÚÔÊÔÚÈ΋˜ & ΔËÏÂÈÎÔÈÓˆÓÈÒÓ................573

    16.2 √ÈÎÔÓÔÌÈΤ˜ ¶ÏËÚÔÊÔڛ˜.................................................................57316.3 MIG Î·È √Δ∂.....................................................................................57416.4 MIG Î·È ƒ∞¢π√ ∫√ƒ∞™π¢∏...............................................................57516.5 MIG Î·È √§Àª¶π∞∫∏ ∞∂ƒ√¶√ƒπ∞..................................................576

    16.5.1 ¶ÚfiÙ·ÛË Û˘Á¯ÒÓ¢Û˘ Olympic Air Î·È Aegean Airlines...........57716.6 MIG Î·È VIVARTIA............................................................................57816.7 ∂Í·ÁÔÚ¿ Ù˘ ª∂μ°∞§.......................................................................579

    16.7.1 ¶·Ú·ÙËÚ‹ÛÂȘ.........................................................................580 16.8 E›ÏÔÁÔ˜............................................................................................580∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ Δ∏™ MIG.........583BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................585

    ME§ETH ¶EPI¶Tø™H™ 17H ANO¢O™ KAI H ¶Tø™H TH™ A™¶I™ ¶PONOIA...........................58917.1 ∂ÈÛ·ÁˆÁ‹........................................................................................589 17.2 °ÂÓÈο ÛÙÔȯ›· ÁÈ· ÙËÓ ∞Û›˜ ¶ÚfiÓÔÈ·..............................................59017.3 √ ÚfiÏÔ˜ ÙÔ˘ Î. ¶·‡ÏÔ˘ æˆÌÈ¿‰Ë ÛÙË ‰ËÌÈÔ˘ÚÁ›· ÙÔ˘ √Ì›ÏÔ˘ ∞Û›˜....59017.4 Δ· ‚·ÛÈο ÛËÌ›· ÙÔ˘ ÛÙÚ·ÙËÁÈÎÔ‡ ۯ‰›Ô˘ Ù˘ ∞Û›˜........................59217.5 ∏ ˘ÏÔÔ›ËÛË Ù˘ ÛÙÚ·ÙËÁÈ΋˜ ·Ó¿Ù˘Í˘ ÙÔ˘ √Ì›ÏÔ˘ ∞Û›˜

    ̤ۈ ∂Í·ÁÔÚÒÓ Î·È ™˘Á¯ˆÓ‡ÛˆÓ...................................................592 17.6 ∏ ÂÈÎfiÓ· ÙÔ˘ √Ì›ÏÔ˘ ∞Û›˜ Ï›ÁÔ˘˜ Ì‹Ó˜ ÚÈÓ ÙËÓ Î·Ù¿ÚÚ¢ÛË.........59417.7 ∏ ·Ú¯‹ Î·È Ë ÂͤÏÈÍË Ù˘ ÎÚ›Û˘........................................................59517.8 ¢ÈÂÚ‡ÓËÛË ÙˆÓ ·ÈÙÈÒÓ Ù˘ ÎÚ›Û˘ ÛÙÔÓ ŸÌÈÏÔ ∞Û›˜.........................598 17.9 ∞ÍÈÔÏfiÁËÛË ÙˆÓ ÛÙÚ·ÙËÁÈÎÒÓ ÎÈÓ‹ÛÂˆÓ ·Ó¿Ù˘Í˘ ÙÔ˘ √Ì›ÏÔ˘ ∞Û›˜..601 17.10 ™˘Ó¤ÂȘ ·fi ÙÔ ÎÏ›ÛÈÌÔ ÙˆÓ ÂÙ·ÈÚÂÈÒÓ ÙÔ˘ √Ì›ÏÔ˘ ∞Û›˜.............602 17.11 ™˘ÌÂÚ¿ÛÌ·Ù·.................................................................................606 ∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ Δ∏™ A™¶I™ ¶PONOIA..............................................................................607BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................608

    ™ÙÚ·ÙËÁÈ΋ ÙˆÓ EȯÂÈÚ‹ÛˆÓ2200

  • ME§ETH ¶EPI¶Tø™H™ 18·SANYO E§§A™ ™YMMETOXIKH: ƒ·Á‰·›· ∞Ó¿Ù˘ÍË ª¤Ûˆ ÃÚËÌ·ÙÈÛÙËÚ›Ô˘............................................................................61118.1 ∂ÈÛ·ÁˆÁ‹...........................................................................................611

    18.1.1 ™Ù¿‰È· ÌÂÙ·ÙÚÔ‹˜ Ù˘ Sanyo Hellas Û Holding......................61118.1.2 ∏ ÔÚÁ¿ÓˆÛË Ù˘ Sanyo Hellas..................................................61318.1.3 ∂ÂÎÙ·ÙÈΤ˜ ÎÈÓ‹ÛÂȘ ÙÔ˘ OÌ›ÏÔ˘ Sanyo ·Ó¿ ÎÏ¿‰Ô..................61518.1.4 ÃÚËÌ·ÙÔÔÈÎÔÓÔÌÈο ÛÙÔȯ›· ÙÔ˘ ÔÌ›ÏÔ˘...................................62318.1.5 μÚ·¯˘ÚfiıÂÛÌ· Û¯¤‰È· ÁÈ· ·Ó¿Ù˘ÍË & ÂÍÂÏ›ÍÂȘ ÙÔ˘ ÔÌ›ÏÔ˘....625

    18.2 ∂›ÏÔÁÔ˜............................................................................................627BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................629

    ME§ETH ¶EPI¶Tø™H™ 18‚SANYO HELLAS 2011: ΔÔ Ù¤ÏÔ˜ ¯ÚËÌ·ÙÈÛÙËÚȷ΋˜ ¢ÊÔÚ›·˜;.........62918.3 ∂ÈÛ·ÁˆÁ‹...........................................................................................63118.4 ∂ÈÎfiÓ· Ù˘ SANYO HELLAS HOLDING S.A. Û‹ÌÂÚ· (̤۷ 2011).....63318.5 ∂›ÏÔÁÔ˜............................................................................................635∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ TH™ SANYO....636BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................397

    ME§ETH ¶EPI¶Tø™H™ 19E¶IBATH°O™ NAYTI§IA ™TO AI°AIO (2011)...................................63919.1 ∂ÈÛ·ÁˆÁ‹............................................................................................639 19.2 ¶ÔÈÔÈ Â›Ó·È ÔÈ ÌÂÁ¿ÏÔÈ ·›ÎÙ˜ ÙÔ˘ ÎÏ¿‰Ô˘;.........................................640

    19.2.1 ¶Ô˘ Û˘Ó·ÓÙÈÔ‡ÓÙ·È ¡∂§, HSW Î·È ∞¡∂∫.................................64519.3 H ı¤ÛË ÙÔ˘ ÎÏ¿‰Ô˘ ÛÙËÓ ÔÈÎÔÓÔÌ›·....................................................64619.4 X·Ú·ÎÙËÚÈÛÙÈο ÎÏ¿‰Ô˘......................................................................64819.5 EÂÓ‰˘ÙÈÎÔ› ΛӉ˘ÓÔÈ..........................................................................649

    19.5.1 ∞‡ÍËÛË ÙÔ˘ ÎfiÛÙÔ˘˜.................................................................64919.5.2 ∂Ô¯ÈÎfiÙËÙ·.............................................................................65119.5.3 ™¯¤ÛË Ì ÙÔ˘ÚÈÛÌfi..................................................................651

    19.6 ¢ÈÂıÓ‹˜ ÔÈÎÔÓÔÌÈ΋ ÎÚ›ÛË & ÂÈ‚·ÙËÁfi˜ Ó·˘ÙÈÏ›·...............................65119.7 KÈÓ‹ÛÂȘ ÂÍÔÚıÔÏÔÁÈÛÌÔ‡ ÁÈ· ÙÔ Î·ÏÔη›ÚÈ 2011................................65319.8 TÈ Ì¤ÏÏÂÈ ÁÂÓ¤Ûı·È ÛÙÔ AÈÁ·›Ô;............................................................654 ∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™.........................655 BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................656

    ME§ETH ¶EPI¶Tø™H™ 20HELPING HAND - "Ã∂Iƒ∞ μ√∏£∂I∞™"...............................................659∂ƒøΔ∏ª∞Δ∞ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ HELPING HAND..................664

    ¶ÂÚȯfiÌÂÓ· 2211

  • ME§ETH ¶EPI¶Tø™H™ 21ªπ∞ ¡∂∞ ¢∏§ø™∏ ∞¶√™Δ√§∏™ °π∞ Δ∏¡ TELETRON..................66521.1 EÈÛ·ÁˆÁ‹...........................................................................................665 21.2 E›ÏÔÁÔ˜............................................................................................668∂ƒøΔ∏™∂π™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ Δ∏™ TELETRON....................668

    ME§ETH ¶EPI¶Tø™H™ 22H E•A°OPA TH™ GENERIC A¶O TH VITAE......................................669∂ƒøΔ∏ª∞Δ∞ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™..............................................667

    ME§ETH ¶EPI¶Tø™H™ 23CRETA FARM 2009................................................................................679∂ƒøΔ∏ª∞Δ∞ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ TH™ CRETA FARM...............684

    ÕÏÏ· μÈ‚Ï›· ÙÔ˘ ȉ›Ô˘ ™˘ÁÁڷʤ·.........................................................685

    ™ÙÚ·ÙËÁÈ΋ ÙˆÓ EȯÂÈÚ‹ÛˆÓ2222

  • ¶ƒ√§√°√™ £· Ú¤ÂÈ Ó· ‹Ù·Ó ¯ÂÈÌÒÓ·˜ ÙÔ˘ 1998 fiÙ·Ó ÁÈ· ÚÒÙË ÊÔÚ¿ ›¯· ÙÔ ÂÚ¤ıÈ-

    ÛÌ· Ó· ‰ËÌÈÔ˘ÚÁ‹Ûˆ ÌÈ· ÛÂÈÚ¿ ÌÂÏÂÙÒÓ ÂÚÈÙÒÛÂˆÓ ÛÙÚ·ÙËÁÈ΋˜ ÙˆÓ ÂȯÂÈ-Ú‹ÛˆÓ. ∞˘Ùfi ÚÔ‹Ïı ·fi ÌÈ· Û˘˙‹ÙËÛË Ì ÙÔÓ ¢Ú· ƒ‹Á· Δ˙ÂϤÔÁÏÔ˘, ¶Úfi-‰ÚÔ ÙÔ˘ ICBS, Ô ÔÔ›Ô˜ ¤¯ÔÓÙ·˜ ‰È·‚¿ÛÂÈ ÙËÓ 2Ë, ÙfiÙÂ, ¤Î‰ÔÛË ÙÔ˘ ‚È‚Ï›Ô˘ ÌÔ˘Ù˘ ‘™ÙÚ·ÙËÁÈ΋˜ ÙˆÓ ∂ȯÂÈÚ‹ÛˆӒ ·Ó·ÚˆÙ‹ıËΠÁÈ·Ù› ‰ÂÓ ÛÎÂÙfiÌÔ˘Ó ÛÔ‚·-Ú¿ Ó· ‰ËÌÈÔ˘ÚÁ‹Ûˆ ÌÈ· ÛÂÈÚ¿ ‰È·ÎÚÈÙÒÓ ÌÂÏÂÙÒÓ ÂÚÈÙÒÛˆÓ.

    √ÌÔÏÔÁÒ fiÙÈ Ë È‰¤· ÙfiÙ ‰ÂÓ Ì ÂÓıÔ˘Û›·ÛÂ. ∏ ‰ËÌÈÔ˘ÚÁ›· ‚È‚Ï›ˆÓ, ·Î·-‰ËÌ·˚ο ‰ÂÓ ÂÈ‚Ú·‚‡ÂÙ·È. ŸÌˆ˜, Ô ÙÚfiÔ˜ Ô˘ ‰›‰·Ûη ÙÔ Ì¿ıËÌ· Ù˘ ÛÙÚ·-ÙËÁÈ΋˜ ÛÙÔ √ÈÎÔÓÔÌÈÎfi ¶·ÓÂÈÛÙ‹ÌÈÔ ∞ıËÓÒÓ ‚·ÛÈ˙fiÙ·Ó Û ÌÈ· ÏÂÈ¿‰· ÌÂÏÂ-ÙÒÓ ÂÚÈÙÒÛÂˆÓ ÙfiÛÔ ÂÏÏËÓÈÎÒÓ fiÛÔ Î·È ‰ÈÂıÓÒÓ ÂȯÂÈÚ‹ÛˆÓ.

    ™Ù· ÂfiÌÂÓ· ¯ÚfiÓÈ· Ë È‰¤· ·˘Ù‹ ‰ÂÓ ÂÁηٷÏ›ÊıËÎÂ. ∞ÓÙ›ıÂÙ·, ÍÂΛÓËÛ·Ó· Û˘ÏϤÁˆ Û˘ÛÙËÌ·ÙÈο ˘ÏÈÎfi, ·Ú¯Èο ÁÈ· ÂÚ›Ô˘ 10-15 ÂȯÂÈÚ‹ÛÂȘ. ∞ÚÁfi-ÙÂÚ· Ô ·ÚÈıÌfi˜ ÙˆÓ ÂȯÂÈÚ‹ÛÂˆÓ ¿ÁÁÈÍ ÙȘ 40-45. •ÂΛÓËÛ· Ó· ‰ËÌÈÔ˘ÚÁÒ ÙÔ“ÂÚ›ÁÚ·ÌÌ·” ÂÓfi˜ ÌÂÏÏÔÓÙÈÎÔ‡ ‚È‚Ï›Ô˘ ÙÔ ÔÔ›Ô ı· ÂÚÈ›¯Â ÌÂÚÈΤ˜ ·fi ÙȘÈÔ ÁÓˆÛÙ¤˜ ÂȯÂÈÚ‹ÛÂȘ ÛÙËÓ ∂ÏÏ¿‰· Î·È ·ÁÎfiÛÌÈ·.

    H ÚÔÛ¿ıÂÈ· ·˘Ù‹ ηÚÔÊfiÚËÛ ÙÔ 2002 Ì ÙËÓ ¤Î‰ÔÛË ÙÔ˘ ‚È‚Ï›Ô˘,‘™ÙÚ·ÙËÁÈ΋ ÙˆÓ ∂ȯÂÈÚ‹ÛˆÓ: ΔfiÌÔ˜ μ’ ªÂϤÙ˜ ¶ÂÚÈÙÒÛˆӒ. ΔÔ ‚ȂϛԷ˘Ùfi ¤Ï·‚ ıÂÙÈ΋ ·ÓÙ·fiÎÚÈÛË ·fi ÊÔÈÙËÙ¤˜ Û ‰È¿ÊÔÚ· ÂÏÏËÓÈο ¶·ÓÂÈÛÙ‹-ÌÈ·, fiÔ˘ ·˘Ùfi ‰È‰¿¯ıËÎÂ, Î·È ·fi ÛÙÂϤ¯Ë ÂȯÂÈÚ‹ÛˆÓ.

    ŸÌˆ˜, ÂȉÈο ¤Ó· ‚È‚Ï›Ô ÌÂÏÂÙÒÓ ÂÚÈÙÒÛÂˆÓ ¯ÚÂÈ¿˙ÂÙ·È Û˘Ó¯‹ ·Ó·Ó¤ˆ-ÛË Î·È ÂÓ·Û¯fiÏËÛË. ∏ ÚÔÛ¿ıÂÈ· Û˘ÏÏÔÁ‹˜ ˘ÏÈÎÔ‡ ÁÈ· ·˘Ù¤˜ ÙȘ 40-45 ÂȯÂÈ-Ú‹ÛÂȘ ‰ÂÓ ÛÙ·Ì¿ÙËÛ ÔÙ¤. ¶ÔχÙÈÌÔÈ ·ÚˆÁÔ› ÛÙ¿ıËÎ·Ó ‰È·¯ÚÔÓÈο, ‰Âο‰Â˜ÚÔÙ˘¯È·ÎÔ› ·ÏÏ¿ Î·È ÌÂÙ·Ù˘¯È·ÎÔ› ÊÔÈÙËÙ¤˜ ÙÔ˘ √¶∞ (ȉȷ›ÙÂÚ· ÊÔÈÙËÙ¤˜ ÌÔ˘·fi ÙÔ ¢È·ÙÌËÌ·ÙÈÎfi ªμ∞ ÙÔ˘ √¶∞, ÙÔ ΔÌ‹Ì· √¢∂ Î·È ÙÔ ΔÌ‹Ì· ª¿ÚÎÂÙÈÓÁÎÎ·È ∂ÈÎÔÈÓˆÓ›·˜). ∫¿ÔÈÔÈ ·fi ·˘ÙÔ‡˜ ‰È¿‚·Û·Ó ÙȘ ·Ú¯ÈΤ˜ ÂΉfiÛÂȘ ÌÂÚÈÎÒÓ·fi ÙȘ ÌÂϤÙ˜ ÂÚÈÙÒÛÂˆÓ Ô˘ ˘¿Ú¯Ô˘Ó ÛÙÔ ·ÚfiÓ ‚È‚Ï›Ô Î·È Û˘Ó¤‚·ÏÏ·ÓÛÙËÓ ÂÈηÈÚÔÔ›ËÛ‹ ÙÔ˘˜ Ì Ӥ· ÛÙÔȯ›·. ÕÏÏÔÈ, ·Ó¤Ï·‚·Ó ηٿ ηÈÚÔ‡˜ Ó··ÚÔ˘ÛÈ¿ÛÔ˘Ó ÛÙÔ ·ÌÊÈı¤·ÙÚÔ ÙȘ Û˘ÁÎÂÎÚÈ̤Ó˜ ÌÂϤÙ˜ ÂÚÈÙÒÛˆÓ. ΔÔ˘˜Â˘¯·ÚÈÛÙÒ fiÏÔ˘˜ ÁÈ· ÙȘ ȉ¤Â˜ ÙÔ˘˜, ÙËÓ ÚÔı˘Ì›· ÙÔ˘˜, ÙÔÓ ·˘ıÔÚÌËÙÈÛÌfi ÙÔ˘˜Î·È ÙË ‚Ô‹ıÂÈ· Ô˘ ÚÔÛ¤ÊÂÚ·Ó ÛÙËÓ ÚÔÛ¿ıÂÈ· ·˘Ù‹. ∂›Ó·È ÂӉȷʤÚÔÓ fiÙÈ·ÎfiÌ· Î·È ¯ÚfiÓÈ· ÌÂÙ¿, οÔÈÔÈ ·fi ÙÔ˘˜ ·ÏÈÔ‡˜ ÊÔÈÙËÙ¤˜ ÌÔ˘ ÂÈÎÔÈÓˆÓÔ‡Ó

  • Ì·˙› ÌÔ˘ ̤ۈ ËÏÂÎÙÚÔÓÈÎÔ‡ Ù·¯˘‰ÚÔÌ›Ԣ ÁÈ· Ó· Ì ÂÓËÌÂÚÒÛÔ˘Ó Î·È Ó· ÌÔ˘ÛÙ›ÏÔ˘Ó ˘ÏÈÎfi ÁÈ· ÙȘ ÙÂÏÂ˘Ù·›Â˜ ÂÍÂÏ›ÍÂȘ Û ÂÈ̤ÚÔ˘˜ ÂȯÂÈÚ‹ÛÂȘ. ∂›Û˘ ı·‹ıÂÏ· Ó· ¢¯·ÚÈÛÙ‹Ûˆ ÙÔ ‰È‰·ÎÙÔÚÈÎfi ÌÔ˘ ÊÔÈÙËÙ‹ ÎÔ £¿ÓÔ, ÁÈ· ÙÔ ÚÔÛÂÎÙÈÎfi‰È¿‚·ÛÌ· ÙˆÓ ÌÂÏÂÙÒÓ ÂÚÈÙÒÛÂˆÓ Î·È ÙÔÓ ÂÓÙÔÈÛÌfi Î·È ‰ÈfiÚıˆÛË Ï·ıÒÓ.

    ΔËÓ ¿ÓÔÈÍË ÙÔ˘ 2010 ÍÂΛÓËÛ· ÌÈ· ÚÔÛ¿ıÂÈ· ·ӷÍÈÔÏfiÁËÛ˘ fiÏÔ˘·˘ÙÔ‡ ÙÔ˘ ˘ÏÈÎÔ‡ ÙÔ ÔÔ›Ô ‹‰Ë ·ÚÈıÌÔ‡Û ÂÚÈÛÛfiÙÂÚ˜ ·fi 50 ÂȯÂÈÚ‹ÛÂȘ.¶ÔÏϤ˜ ·ÔÚÚ›ÊıËÎ·Ó ÁÈ· Ó· ÂÈÏÂÁ› ÙÂÏÈο ¤Ó·˜ Û¯ÂÙÈο ÌÈÎÚfi˜ ·ÚÈıÌfi˜,ÙfiÛÔ ÂÏÏËÓÈÎÒÓ fiÛÔ Î·È ‰ÈÂıÓÒÓ ÂȯÂÈÚ‹ÛˆÓ, ÔÈ Ôԛ˜ ηχÙÔ˘Ó ¤Ó· Â˘Ú‡Ê¿ÛÌ· ÂȯÂÈÚËÌ·ÙÈÎÒÓ ‰Ú·ÛÙËÚÈÔًوÓ. √È ÌÂϤÙ˜ ·˘Ù¤˜ Â›Ó·È ÂÓËÌÂڈ̤Ә̠ÙȘ ÙÂÏÂ˘Ù·›Â˜ Ù¿ÛÂȘ Î·È ÂÍÂÏ›ÍÂȘ ÛÙȘ ÂÓ ÏfiÁˆ ÂȯÂÈÚ‹ÛÂȘ ̤¯ÚÈ Î·È ÙÔ™Â٤̂ÚÈÔ ÙÔ˘ 2011.

    Δ¤ÛÛÂÚȘ Â›Ó·È ÔÈ ‚·ÛÈÎÔ› ÙÔ˘ ÛÙfi¯ÔÈ ÙÔ˘ ‚È‚Ï›Ô˘ ÙˆÓ ·Û΋ÛˆÓ-ÌÂÏÂÙÒÓÂÚÈÙÒÛˆÓ: 1. ¡· ÂÚÈÁÚ¿„ÂÈ ÙËÓ ÔÚ›· Î·È ÙȘ ÛÙÚ·ÙËÁÈΤ˜ ÎÈÓ‹ÛÂȘ ÌÂÚÈÎÒÓ ·fi ÙȘ ÈÔ

    ÁÓˆÛÙ¤˜ Î·È ÛËÌ·ÓÙÈΤ˜ ÂÏÏËÓÈΤ˜ (.¯. Eurobank, ŸÌÈÏÔ˜ MIG, √Δ∂, ∞Û›˜¶ÚfiÓÔÈ·, ΔÈÙ¿Ó, ∂Ù·ÈÚ›˜ ∂È‚·ÙËÁÔ‡ ¡·˘ÙÈÏ›·˜ ÛÙÔ ∞ÈÁ·›Ô) ·ÏÏ¿ Î·È ‰ÈÂ-ıÓ›˜ ÂȯÂÈÚ‹ÛÂȘ (.¯. Google, Starbucks, Zara, Fiat, Cisco Systems, Nokia,Swatch, Dell, Disney, Hewlett Packard). √È ÌÂϤÙ˜ ÂÚÈÙÒÛÂˆÓ ÙÔ˘ ·Úfi-ÓÙÔ˜ ‚È‚Ï›Ô˘ ·ÚÔ˘ÛÈ¿˙Ô˘Ó Î·È ·Ó·Ï‡Ô˘Ó Ù· ÛÙÚ·ÙËÁÈο ‰ÈÏ‹ÌÌ·Ù· Ì ٷÔÔ›· ‹Ïı·Ó ·ÓÙÈ̤و· Ù· ÛÙÂϤ¯Ë, ÙÔ ˆ˜ ·˘Ù¿ ·ÓÙÈÌÂÙˆ›ÛÙËηÓ, Î·È ÙÔ‚·ıÌfi ÂÈÙ˘¯›·˜ ‹/Î·È ·ÔÙ˘¯›·˜ ÙˆÓ ÛÙÚ·ÙËÁÈÎÒÓ ÙÔ˘˜ ÂÈÏÔÁÒÓ.

    2. ª¤Ûˆ Û˘ÁÎÂÎÚÈÌ¤ÓˆÓ ÂÚˆÙ‹ÛÂˆÓ Ô˘ ˘¿Ú¯Ô˘Ó ÛÙÔ Ù¤ÏÔ˜ Ù˘ οı ÌÂϤÙ˘ÂÚ›ÙˆÛ˘, Ó· ‰ÒÛÂÈ ÙË ‰˘Ó·ÙfiÙËÙ· ÛÙÔÓ ·Ó·ÁÓÒÛÙË Ó· ηٷÓÔ‹ÛÂÈ Î·È Ó···ÓÙ‹ÛÂÈ Ô ›‰ÈÔ˜ ÛÙ· ‰ÈÏ‹ÌÌ·Ù· ÛÙÚ·ÙËÁÈ΋˜ Ì ٷ ÔÔ›· Â›Ó·È ·ÓÙÈ̤و˜ÔÈ ÂȯÂÈÚ‹ÛÂȘ. ªÂ ÙÔÓ ÙÚfiÔ ·˘Ùfi Û˘Ó‰¤ÂÙ·È Ë Ú¿ÍË Ù˘ ÛÙÚ·ÙËÁÈ΋˜ (fiˆ˜·ÚÔ˘ÛÈ¿˙ÂÙ·È ÛÙË Û˘ÁÎÂÎÚÈ̤ÓË ÌÂϤÙË ÂÚ›ÙˆÛ˘), Ì ÙË ıˆڛ· Ù˘ ÛÙÚ·-ÙËÁÈ΋˜ (fiˆ˜ ·˘Ù‹ ·Ó·Ï‡ÂÙ·È ÛÙÔÓ ∞’ ΔfiÌÔ Ù˘ ™ÙÚ·ÙËÁÈ΋˜ ÙˆÓ ∂ȯÂÈÚ‹-ÛˆÓ). ™Â ¿ÏϘ ÂÚÈÙÒÛÂȘ ˙ËÙÂ›Ù·È ·fi ÙÔÓ ·Ó·ÁÓÒÛÙË Ó· ÂÊ·ÚÌfiÛÂÈÛ˘ÁÎÂÎÚÈ̤Ó˜ Ù¯ÓÈΤ˜ (¯ ¶¤ÓÙ ¢˘Ó¿ÌÂȘ ÙÔ˘ Porter), Ó· ·ÍÈÔÏÔÁ‹ÛÂÈ ÙËÛÙÚ·ÙËÁÈ΋ ‹ ·ÎfiÌ· Î·È Ó· ÚÔÙ›ÓÂÈ ÛÙÚ·ÙËÁÈ΋ ÁÈ· Û˘ÁÎÂÎÚÈ̤Ó˜ ÂȯÂÈ-Ú‹ÛÂȘ. ¶ÈÛÙ‡ˆ ÂÈÏÈÎÚÈÓ¿ fiÙÈ ÂÓÒ ÔÈ ÊÔÈÙËÙ¤˜ Î·È Ù· ÛÙÂϤ¯Ë ÙˆÓ ÂȯÂÈÚ‹ÛÂ-ÒÓ Ì·˜ ÁÓˆÚ›˙Ô˘Ó ÙȘ Ù¯ÓÈΤ˜ ÛÙÚ·ÙËÁÈ΋˜ ·Ó¿Ï˘Û˘, ·‰˘Ó·ÙÔ‡Ó Ó· ÙȘÂÊ·ÚÌfiÛÔ˘Ó ÛÙËÓ Ú¿ÍË. ºÈÏÔ‰ÔÍ›· ÙÔ˘ ·ÚfiÓÙÔ˜ ‚È‚Ï›Ô˘ ›ӷÈ, ̤۷ ·fi ÙËÛ‡Ó‰ÂÛË ÙˆÓ ÌÂÏÂÙÒÓ ÂÚÈÙÒÛÂˆÓ Ì ÙË ıˆڛ· Ù˘ ÛÙÚ·ÙËÁÈ΋˜, Ó· ‚ÂÏ-ÙÈÒÛÂÈ ÙË ÛÙÚ·ÙËÁÈ΋ ÛΤ„Ë ÙˆÓ ÊÔÈÙËÙÒÓ ·ÏÏ¿ Î·È ÙˆÓ ÛÎÂÙfiÌÂÓˆÓ ÛÙÂÏÂ-¯ÒÓ.

    3. ¡· ‰Â›ÍÂÈ ÛÙÔÓ ·Ó·ÁÓÒÛÙË fiÙÈ Û¯Â‰fiÓ Î·Ì›· Âȯ›ÚËÛË ‰ÂÓ Â›Ó·È ÂÈÙ˘¯Ë̤-ÓË ÁÈ· ¿ÓÙ·. ¶ÔÏϤ˜ ·fi ÙȘ ÌÂϤÙ˜ ÂÚÈÙÒÛÂˆÓ Î·Ï‡ÙÔ˘Ó ÙËÓ ÔÚ›· ηÈÙȘ ÛÙÚ·ÙËÁÈΤ˜ ÎÈÓ‹ÛÂȘ ÂÙ·ÈÚÂÈÒÓ ÁÈ· 2-3 ‰ÂηÂٛ˜ (¯ Swatch, Disney,Nokia, Dell, ΔÈÙ¿Ó, Sanyo EÏÏ¿˜ ™˘ÌÌÂÙÔ¯È΋, OTE, Cisco Systems, Î.·.).°›ÓÂÙ·È Û·Ê¤˜ fiÙÈ Î·Ì›· ÛÙÚ·ÙËÁÈ΋ ‰ÂÓ ÂÁÁ˘¿Ù·È ÙËÓ ·ÓÙÔÙÈÓ‹ ÂÈÙ˘¯›·. ¶ÔÏ-

    ™ÙÚ·ÙËÁÈ΋ ÙˆÓ EȯÂÈÚ‹ÛˆÓ2244

  • Ϥ˜ ·fi ÙȘ ÂÍ·ÈÚÂÙÈο ÂÈÙ˘¯Ë̤Ó˜ ÂÙ·ÈÚ›˜ Ù˘ ‰ÂηÂÙ›·˜ ÙÔ˘ 90 Û‹ÌÂÚ··ÓÙÈÌÂÙˆ›˙Ô˘Ó ‰ÈÛÂ›Ï˘Ù· ÚÔ‚Ï‹Ì·Ù· ÛÙÚ·ÙËÁÈ΋˜. ™˘¯Ó¿, Ù· ·ÓÙ·ÁˆÓÈÛÙÈ-ο ÏÂÔÓÂÎÙ‹Ì·Ù· ÙÔ˘ ·ÚÂÏıfiÓÙÔ˜ ·ÔÙÂÏÔ‡Ó ·Á΢ÏÒÛÂȘ ÁÈ· ÙËÓ ÔÚ›·ÚÔ˜ ÙÔ Ì¤ÏÏÔÓ.

    4. ¡· ·ÚÔ˘ÛÈ¿ÛÂÈ ÙÔ Ò˜ ‰È·ÊÔÚÂÙÈΤ˜ ÂȯÂÈÚ‹ÛÂȘ Û ‰È·ÊÔÚÂÙÈÎÔ‡˜ ÎÏ¿-‰Ô˘˜ ·ÓÙÈÌÂÙˆ›˙Ô˘Ó ÙËÓ ·ÁÎfiÛÌÈ· ÔÈÎÔÓÔÌÈ΋ ÎÚ›ÛË ÙˆÓ ÙÂÏÂ˘Ù·›ˆÓ 2-3ÂÙÒÓ. ªÂ ÙÔÓ ÙÚfiÔ ·˘Ùfi Ô ·Ó·ÁÓÒÛÙ˘-Û٤ϯԘ ÌÈ·˜ Âȯ›ÚËÛ˘ ÌÔÚ› Ó··ÔÎÔÌ›ÛÂÈ ÔχÙÈÌ· ‰È‰¿ÁÌ·Ù·, ·ÏÏ¿ Î·È Ó· ·ÓÙÏ‹ÛÂÈ È‰¤Â˜ ÁÈ· Èı·Ó¤˜ÛÙÚ·ÙËÁÈΤ˜ ÎÈÓ‹ÛÂȘ Ù˘ Âȯ›ÚËÛ‹˜ ÙÔ˘.

    ∂Ï›˙ˆ ÙÔ ·ÚfiÓ ‚È‚Ï›Ô Ó· ·ÔÙÂϤÛÂÈ ¯Ú‹ÛÈÌÔ ‚Ô‹ıËÌ· ÙfiÛÔ ÁÈ· ÙÔ˘˜ ÊÔÈ-ÙËÙ¤˜ Ô˘ ÂӉȷʤÚÔÓÙ·È ÁÈ· ÙËÓ Û‡Ó‰ÂÛË Ù˘ ıˆڛ·˜ Ì ÙËÓ Ú¿ÍË, fiÛÔ Î·È ÁÈ·Ù· ÛÙÂϤ¯Ë ÂȯÂÈÚ‹ÛÂˆÓ Ô˘ ı· ‹ıÂÏ·Ó Ó· ÌÂÏÂÙ‹ÛÔ˘Ó ÙȘ Ú·ÁÌ·ÙÈΤ˜ ηٷ-ÛÙ¿ÛÂȘ οو ·fi ÙȘ Ôԛ˜ ‰È·ÌÔÚÊÒÓÂÙ·È Ë ÛÙÚ·ÙËÁÈ΋ Î·È Ï·Ì‚¿ÓÔÓÙ·È ÔÈÛÙÚ·ÙËÁÈΤ˜ ·ÔÊ¿ÛÂȘ.

    Δ¤ÏÔ˜, ı· ‹ıÂÏ· Ó· ÙÔÓ›Ûˆ fiÙÈ fiÏË ·˘Ù‹ Ë ÚÔÛ¿ıÂÈ· ‰ËÌÈÔ˘ÚÁ›·˜ ÙÔ˘·ÚfiÓÙÔ˜ ‚È‚Ï›Ô˘ ¤ÁÈÓ οو ·fi ÙËÓ ›ÂÛË ÙˆÓ ÂÚ¢ÓËÙÈÎÒÓ Î·È ‰È‰·ÎÙÈÎÒÓ˘Ô¯ÚÂÒÛÂÒÓ ÌÔ˘ ·ÏÏ¿ ΢ڛˆ˜ ÙˆÓ ‰ÈÔÈÎËÙÈÎÒÓ ÌÔ˘ ˘Ô¯ÚÂÒÛÂˆÓ ÛÙÔ √.¶.∞(ˆ˜ Úfi‰ÚÔ˜ ÙÔ˘ ΔÌ‹Ì·ÙÔ˜ √ÚÁ¿ÓˆÛ˘ Î·È ¢ÈÔ›ÎËÛ˘ ∂ȯÂÈÚ‹ÛˆÓ). ∂›Ó·ÈÈı·ÓfiÓ ÔÈ ÔÏϷϤ˜ ·˘Ù¤˜ ˘Ô¯ÚÂÒÛÂȘ, ηıÒ˜ Î·È Ë ›ÂÛË ÙÔ˘ ¯ÚfiÓÔ˘, Ó· ÌÂÔ‰‹ÁËÛ·Ó Û ÛÊ¿ÏÌ·Ù· Î·È ·Ù¤ÏÂȘ ÁÈ· Ù· ÔÔ›· Î·È ·Ó·Ï·Ì‚¿Óˆ ÙËÓ Â˘ı‡ÓË.

    ¶ÚfiÏÔÁÔ˜ 2255

    Aı‹Ó·, 16 OÎÙˆ‚Ú›Ô˘ 2011 μ·Û›Ï˘ ª. ¶··‰¿Î˘

    °È· ÂÈÎÔÈÓˆÓ›· Ì ÙÔ Û˘ÁÁڷʤ·¯ÚËÛÈÌÔÔÈ‹ÛÙ ÙËÓ ÈÔ Î¿Ùˆ ‰È‡ı˘ÓÛË:μ·Û›Ï˘ ¶··‰¿Î˘, ∫·ıËÁËÙ‹˜, ¶Úfi‰ÚÔ˜ ΔÌ‹Ì·ÙÔ˜ √ÚÁ¿ÓˆÛ˘ Î·È ¢ÈÔ›ÎËÛ˘ ∂ȯÂÈÚ‹ÛˆÓ√ÈÎÔÓÔÌÈÎfi ¶·ÓÂÈÛÙ‹ÌÈÔ ∞ıËÓÒÓ,¶·ÙËÛ›ˆÓ 76, 10434 ∞ı‹Ó·ΔËÏ: 210 – 8203 272Email: [email protected]¶ÚÔÛˆÈ΋ πÛÙÔÛÂÏ›‰·: www.aueb.gr/users/papadakisπÛÙÔÛÂÏ›‰· ∂ÚÁ·ÛÙËÚ›Ô˘ ™ÙÚ·ÙËÁÈ΋˜ ÙÔ˘ ΔÌ‹Ì·ÙÔ˜ √¢∂: www.lbs.aueb.gr

  • ∂ÈϤÔÓ ÀÏÈÎfi ÁÈ· ÙÔ˘˜ ∞Ó·ÁÓÒÛÙ˜ ÙÔ˘ μÈ‚Ï›Ô˘°È· ÙËÓ ÚfiÛ‚·ÛË ÙˆÓ ·Ó·ÁÓˆÛÙÒÓ ÙÔ˘ ·ÚfiÓÙÔ˜ ‚È‚Ï›Ô˘ Û ÂÈϤÔÓ ÏË-

    ÚÔÊfiÚËÛË, ¤¯ÂÈ ‰ËÌÈÔ˘ÚÁËı› Ë ÚÔÛˆÈ΋ ÈÛÙÔÛÂÏ›‰· ÙÔ˘ Û˘ÁÁڷʤ· ÛÙÔ√ÈÎÔÓÔÌÈÎfi ¶·ÓÂÈÛÙ‹ÌÈÔ ∞ıËÓÒÓ, ÛÙË ‰È‡ı˘ÓÛË www.aueb.gr/users/papadakis.

    ™ÙË Û˘ÁÎÂÎÚÈ̤ÓË ‰È‡ı˘ÓÛË ˘¿Ú¯ÂÈ ÙÔ ÂÍ‹˜ ÂÚȯfiÌÂÓÔ.1. ¶·ÚÔ˘Û›·ÛË ÙÔ˘ Ì·ı‹Ì·ÙÔ˜ “∂ȯÂÈÚËÛȷ΋˜ ¶ÔÏÈÙÈ΋˜ Î·È ™ÙÚ·ÙËÁÈ΋˜”

    ÙÔ ÔÔ›Ô ‰È‰¿ÛÎÂÙ·È ÛÙÔ ΔÌ‹Ì· √ÚÁ¿ÓˆÛ˘ Î·È ¢ÈÔ›ÎËÛ˘ ∂ȯÂÈÚ‹ÛÂˆÓ ÙÔ˘√.¶.∞., ηıÒ˜ Î·È ÙˆÓ ··ÈÙ‹ÛÂÒÓ ÙÔ˘, Ù˘ ÂÍÂÙ·˙fiÌÂÓ˘ ‡Ï˘ Î.·. ¶·Ú¿Ï-ÏËÏ·, ÂÚÈÁÚ¿ÊÔÓÙ·È Î·È ¿ÏÏ· Ì·ı‹Ì·Ù· Ù· ÔÔ›· ‰È‰¿ÛÎÔÓÙ·È ·fi ÙÔÓ Û˘Á-Áڷʤ· Û ªÂÙ·Ù˘¯È·Î¿ Î·È ¶ÚÔÙ˘¯È·Î¿ ÚÔÁÚ¿ÌÌ·Ù· ÙÔ˘ ¶·ÓÂÈÛÙËÌ›-Ô˘.

    2. ¶ÂÚÈÁÚ·Ê‹ ÙˆÓ ÂÚÁ·ÛÈÒÓ Ô˘ ‰›ÓÔÓÙ·È ÛÙ· Ï·›ÛÈ· ÙÔ˘ Ì·ı‹Ì·ÙÔ˜ ‘∂ȯÂÈ-ÚËÛȷ΋˜ ¶ÔÏÈÙÈ΋˜ Î·È ™ÙÚ·ÙËÁÈ΋˜’,

    3. ¢È·Ê¿ÓÂȘ ÔÈ Ôԛ˜ ηχÙÔ˘Ó ÙË ‰È‰·ÛÎfiÌÂÓË ‡ÏË fiÏˆÓ ÙˆÓ ÎÂÊ·Ï·›ˆÓÙÔ˘ ‚È‚Ï›Ô˘.

    4. ¶ÚfiÛ‚·ÛË Û ÈÛÙÔÛÂÏ›‰Â˜ ÔÈ Ôԛ˜ ¤¯Ô˘Ó ÂÚȯfiÌÂÓÔ ÛÙÚ·ÙËÁÈ΋˜.™˘ÁÎÂÎÚÈ̤ӷ ˘¿Ú¯ÂÈ ¿ÌÂÛË ÚfiÛ‚·ÛË Û ÈÛÙÔÛÂÏ›‰Â˜: ·) ÂÙ·ÈÚÂÈÒÓ Û˘Ì-

    ™ÙÚ·ÙËÁÈ΋ ÙˆÓ EȯÂÈÚ‹ÛˆÓ2266

  • ‚Ô‡ÏˆÓ ÂȯÂÈÚ‹ÛÂˆÓ Û ı¤Ì·Ù· ÛÙÚ·ÙËÁÈ΋˜, ‚) ¿ÏÏˆÓ ∫·ıËÁËÙÒÓ ¶·ÓÂÈ-ÛÙËÌ›Ô˘ ÔÈ ÔÔ›ÔÈ ‰È‰¿ÛÎÔ˘Ó Ì·ı‹Ì·Ù· ™ÙÚ·ÙËÁÈ΋˜, Á) ‰ÈÂıÓÒÓ, ηٿ ·ÚÈÔÏfiÁÔ, ÂÚÈÔ‰ÈÎÒÓ Ù· ÔÔ›· ηχÙÔ˘Ó ı¤Ì·Ù· ÛÙÚ·ÙËÁÈ΋˜ ÙˆÓ ÂȯÂÈÚ‹ÛˆÓ

    5. ¢›ÓÂÙ·È Ë ‰˘Ó·ÙfiÙËÙ· ÛÙÔÓ ÂÈÛΤÙË Ù˘ ÈÛÙÔÛÂÏ›‰·˜ Ó· ‘ηÙ‚¿ÛÂÈ’(download) ‰˘ÓËÙÈο ¯Ú‹ÛÈÌÔ ÂÚȯfiÌÂÓÔ. ∞˘Ùfi ·ÔÙÂÏÂ›Ù·È ·fi: ñ ªÂϤÙ˜ ÂÚÈÙÒÛÂˆÓ ÔÈ Ôԛ˜ ‰È‰¿ÛÎÔÓÙ·È ÛÙÔ ‚·ÛÈÎfi Ì¿ıËÌ· ™ÙÚ·-

    ÙËÁÈ΋˜ Ô˘ ‰È‰¿ÛÎÂÙ·È Û ‰È¿ÊÔÚ· ΔÌ‹Ì·Ù· ÙÔ˘ √¶∞ (¯ ÌÂϤÙË ÂÚ›-ÙˆÛ˘ Ù˘ Swatch).

    ñ ¿ÚıÚ· ÙÔ˘ Û˘ÁÁڷʤ· Ù· ÔÔ›· ¤¯Ô˘Ó ‰ËÌÔÛÈ¢ı› ›Ù Û ‰ÈÂıÓ‹ ÂÈ-ÛÙËÌÔÓÈο ÂÚÈÔ‰Èο, ›Ù Û ÂÏÏËÓÈο ÂÚÈÔ‰Èο Î·È ÂÊËÌÂÚ›‰Â˜ Î·È Ù·ÔÔ›· ¿ÙÔÓÙ·È ÙˆÓ ·ÓÙÈÎÂÈÌ¤ÓˆÓ Ô˘ ηχÙÂÈ ÙÔ ‚È‚Ï›Ô.

    ñ ∞ÔÙÂϤÛÌ·Ù· ÂÚ¢ÓÒÓ ÔÈ Ôԛ˜ ‰ÈÂÍ‹¯ıËÛ·Ó ÛÙËÓ ∂ÏÏ¿‰· (¯ ·ÔÙÂ-ϤÛÌ·Ù· Ù˘ ¤Ú¢ӷ˜ ∂Í·ÁÔÚÒÓ Î·È ™˘Á¯ˆÓ‡ÛˆÓ).

    ŒÚ¢ӷ Û ı¤Ì·Ù· ™ÙÚ·ÙËÁÈ΋˜ ÛÙÔ ΔÌ‹Ì· √¢∂ ÙÔ˘ √¶∞ŸÛÔÈ ·Ó·ÁÓÒÛÙ˜ ÂӉȷʤÚÔÓÙ·È ÁÈ· ÙËÓ ¤Ú¢ӷ Ë ÔÔ›· ‰ÈÂÍ¿ÁÂÙ·È ÛÙÔ

    ΔÌ‹Ì· √ÚÁ¿ÓˆÛ˘ Î·È ¢ÈÔ›ÎËÛ˘ ∂ȯÂÈÚ‹ÛÂˆÓ ÙÔ˘ √¶∞, Û ı¤Ì·Ù· ÛÙÚ·ÙËÁÈ-΋˜, ÌÔÚÔ‡Ó Ó· ÂÈÛÎÂÊıÔ‡Ó ÙËÓ ÈÛÙÔÛÂÏ›‰· ÙÔ˘ “∂ÚÁ·ÛÙËÚ›Ô˘ ∂ȯÂÈÚËÛÈ·-΋˜ ™ÙÚ·ÙËÁÈ΋˜” ÛÙË ‰È‡ı˘ÓÛË (www.lbs.aueb.gr)

    ¶ÚfiÏÔÁÔ˜ 2277

  • ∂ÈϤÔÓ ¢È‰·ÎÙÈÎfi ÀÏÈÎfi ÁÈ· ÙÔ˘ ∫·ıËÁËÙ¤˜ Ô˘ ÀÈÔıÂÙÔ‡ÓÙÔ μÈ‚Ï›Ô

    °È· ÙÔ˘˜ ∫·ıËÁËÙ¤˜ Ô˘ ÂÈϤÁÔ˘Ó Ó· ˘ÈÔıÂÙ‹ÛÔ˘Ó ÙÔ ·ÚfiÓ ‚È‚Ï›Ô ÛÙˉȉ·Ûηϛ· ÙÔ˘˜, ˘¿Ú¯ÂÈ ÂÈϤÔÓ ˘ÏÈÎfi, ¤Ú· ·fi ·˘Ùfi, Ô˘ Â›Ó·È ‰È·ı¤ÛÈÌÔÛÙËÓ ÈÛÙÔÛÂÏ›‰· ÙÔ˘ ‰È‰¿ÛÎÔÓÙ·. ∞˘Ùfi ·ÔÙÂÏÂ›Ù·È ·fi:1. ™˘Ì‚Ô˘Ï¤˜ ÚÔ˜ ÙÔ˘˜ ‰È‰¿ÛÎÔÓÙ˜ ˆ˜ ÚÔ˜ ÙÔ Ò˜ ÌÔÚÔ‡Ó Ó· ¯ÚËÛÈÌÔÔÈ-

    ‹ÛÔ˘Ó ÙȘ ÌÂϤÙ˜ ÂÚÈÙÒÛÂˆÓ ÙÔ˘ ·ÚfiÓÙÔ˜ ‚È‚Ï›Ô˘ Î·È Ó· ÙȘ Û˘Ó‰˘¿ÛÔ˘ÓÌ ÙÔÓ ∞’ ΔfiÌÔ Ù˘ ™ÙÚ·ÙËÁÈ΋˜ ÙˆÓ ∂ȯÂÈÚ‹ÛÂˆÓ (£ÂˆÚ›·).

    2. ¶ÚfiÙ˘Â˜ ··ÓÙ‹ÛÂȘ ÛÙȘ ÂÚˆÙ‹ÛÂȘ Ô˘ ˘¿Ú¯Ô˘Ó ÛÙÔ Ù¤ÏÔ˜ Ù˘ οı ÌÈ·˜ÌÂϤÙ˘ ÂÚ›ÙˆÛ˘.

    3. ¶ÚÔÙ¿ÛÂȘ ‰È‰·Ûηϛ·˜ ÙˆÓ ÂÈ̤ÚÔ˘˜ ÌÂÏÂÙÒÓ ÂÚÈÙÒÛÂˆÓ Û ÚÔÙ˘¯È·-ο Î·È ÌÂÙ·Ù˘¯È·Î¿ ÚÔÁÚ¿ÌÌ·Ù· ÛÔ˘‰ÒÓ.

    √È ÂӉȷÊÂÚfiÌÂÓÔÈ ‰È‰¿ÛÎÔÓÙ˜ ÌÔÚÔ‡Ó Ó· ÂÈÎÔÈÓˆÓ‹ÛÔ˘Ó Î·Ù’ ¢ı›·ÓÌ ÙÔÓ Û˘ÁÁڷʤ· ÛÙËÓ ËÏÂÎÙÚÔÓÈ΋ ‰È‡ı˘ÓÛË: [email protected]

    ™ÙÚ·ÙËÁÈ΋ ÙˆÓ EȯÂÈÚ‹ÛˆÓ2288

  • EI™A°ø°H

    √¢∏°√™ ∞¡∞§À™∏™ ª∂§∂Δø¡ ¶∂ƒπ¶Δø™∂ø¡

    E.1 ¶ˆ˜ ∞ӷχÂÙ·È ÌÈ· ªÂϤÙË ¶ÂÚ›ÙˆÛ˘ (Case Study)-√‰ËÁfi˜ ÁÈ· ™Ô˘‰·ÛÙ¤˜

    E.1.1 √ÚÈÛÌfi˜ ÌÂϤÙ˘ ÂÚ›ÙˆÛ˘ (case study)11,,22

    ∏ ·Ó¿Ï˘ÛË ÌÈ·˜ ÌÂϤÙ˘ ÂÚ›ÙˆÛ˘ ·ÔÙÂÏ› ·Ó·fiÛ·ÛÙÔ ÎÔÌÌ¿ÙÈ ÙˆÓÌ·ıËÌ¿ÙˆÓ ÛÙÚ·ÙËÁÈ΋˜ ÙˆÓ ÂȯÂÈÚ‹ÛˆÓ. ™Ùfi¯Ô˜ Ù˘ Â›Ó·È Ó· ·Ú¤¯ÂÈ ÛÙÔ˘˜ÛÔ˘‰·ÛÙ¤˜ ÙËÓ ÂÌÂÈÚ›· ÂÓ·Û¯fiÏËÛ˘ Ì ڷÁÌ·ÙÈο ÂȯÂÈÚËÛȷο ÚÔ‚Ï‹-Ì·Ù·, Ù· ÔÔ›· Èı·Ófiٷٷ Ó· ÌËÓ Â›¯·Ó ̤¯ÚÈ ÙfiÙ ÙËÓ Â˘Î·ÈÚ›· Ó· ·ÓÙÈÌÂÙˆ›-ÛÔ˘Ó. ªÈ· ÌÂϤÙË ÂÚ›ÙˆÛ˘, ·Ú·ı¤ÙÂÈ Ì ÙÂÎÌËÚȈ̤ÓÔ ÙÚfiÔ Ù· ÁÂÁÔÓfiÙ·Ô˘ ÂÚÈÏ·Ì‚¿ÓÂÈ ÌÈ· Û˘ÁÎÂÎÚÈ̤ÓË ‰ÈÔÈÎËÙÈ΋ ηٿÛÙ·ÛË, ÙÔÔıÂÙ› ÙÔÓ ·Ó·-ÁÓÒÛÙË Û ı¤ÛË ·Ó¿Ï˄˘ ‰Ú¿Û˘ Î·È ÙÔÓ ÂÍÔÈÎÂÈÒÓÂÈ Ì ·Ó¿ÏÔÁ˜ ÂÚÈÙÒ-ÛÂȘ.

    ¶·Ú¿ÏÏËÏ·, ÂÓ‰¤¯ÂÙ·È Ó· ı¤ÙÂÈ Î¿ÔÈ· ÂÚˆÙ‹Ì·Ù· ÚÔ˜ ÂÚ·ÈÙ¤Úˆ ‰ÈÂÚ‡-ÓËÛË.

    E.1.2 ∂›‰Ë ÌÂÏÂÙÒÓ ÂÚÈÙÒÛÂˆÓ (case studies)°ÂÓÈο, ˘¿Ú¯Ô˘Ó ÙÚÂȘ Ù‡ÔÈ ÌÂÏÂÙÒÓ ÂÚÈÙÒÛÂˆÓ Ì ÚÔÛ·Ó·ÙÔÏÈÛÌfi

    ÛÙË ÛÙÚ·ÙËÁÈ΋:33

    Δ‡Ô˜ 1: Û ·˘Ù¤˜, Ë ·ÓÒÙ·ÙË ‰ÈÔ›ÎËÛË ¤Ú¯ÂÙ·È ·ÓÙÈÌ¤ÙˆË Ì ÌÈ·ÛÂÈÚ¿ ηٷÛÙ¿ÛÂˆÓ Ô˘ ··ÈÙÔ‡Ó ÙË Ï‹„Ë ÛÙÚ·ÙËÁÈÎÒÓ ·ÔÊ¿ÛˆÓ. ΔÔ ÚÔ˜

  • Â›Ï˘ÛË Úfi‚ÏËÌ· ÌÔÚ› ›Ù ӷ Â›Ó·È ÂÌÊ·Ó¤˜ ›Ù ӷ ¯ÚÂÈ¿˙ÂÙ·È Ô ÚÔÛ‰ÈÔ-ÚÈÛÌfi˜ ÙÔ˘, ÚÈÓ ÙËÓ ·Ó·˙‹ÙËÛË Ï‡ÛˆÓ. √ ÛÔ˘‰·ÛÙ‹˜-·Ó·Ï˘Ù‹˜ ηÏÂ›Ù·È Ó·Î¿ÓÂÈ ÌÈ· ÛÂÈÚ¿ Áӈ̷Ù‡ÛˆÓ, ˆ˜ ÚÔ˜ ÙȘ ‰Ú¿ÛÂȘ Ô˘ Ú¤ÂÈ Ó· ·Ó·ÏË-ÊıÔ‡Ó, ·ÏÏ¿ Î·È Ó· ÙÂÎÌËÚÈÒÛÂÈ Î·ıÂÌ›· ·fi ÙȘ ‰Ú¿ÛÂȘ ·˘Ù¤˜, ‚·ÛÈ˙fiÌÂÓÔ˜ÛÙË ıˆڛ· Ô˘ ·Ó·Ù‡ÛÛÂÙ·È ÛÙÔÓ 1Ô ÙfiÌÔ ÙÔ˘ ‚È‚Ï›Ô˘ ™ÙÚ·ÙËÁÈ΋˜ ÙˆÓ ∂ȯÂÈ-Ú‹ÛˆÓ.

    Δ‡Ô˜ 2: ·˘Ù¤˜ ·ÚÔ˘ÛÈ¿˙Ô˘Ó ÁÂÓÈΤ˜ ÂÙ·ÈÚÈΤ˜ ÏËÚÔÊÔڛ˜, ¯ˆÚ›˜,fï˜, Ó· ÂÚÈÏ·Ì‚¿ÓÔ˘Ó ¤Ó· ÚÔ˜ Â›Ï˘ÛË Úfi‚ÏËÌ·. ∂Ó ·ÓÙÈı¤ÛÂÈ Ì ÙÔÓÚÔËÁÔ‡ÌÂÓÔ Ù‡Ô, ÔÈ ÌÂϤÙ˜ ÂÚÈÙÒÛÂˆÓ ÙÔ˘ 2Ô˘ Ù‡Ô˘ Â›Ó·È Û¯Â‰È·Ṳ̂Ó˜ÁÈ· Ó· ·Ú¤¯Ô˘Ó ÛÙÔ ÛÔ˘‰·ÛÙ‹ Ì›· ÔÏÔÎÏËڈ̤ÓË ÂÈÎfiÓ· Ù˘ ÏÂÈÙÔ˘ÚÁ›·˜ ÌÈ·˜Âȯ›ÚËÛ˘. √ ÛÔ˘‰·ÛÙ‹˜-·Ó·Ï˘Ù‹˜ ηÏÂ›Ù·È Ó· ηٷÓÔ‹ÛÂÈ ÙÔÓ ÙÚfiÔ ÔÚÁ¿-ÓˆÛ˘ Î·È ÏÂÈÙÔ˘ÚÁ›·˜ Ù˘ Âȯ›ÚËÛ˘ Î·È Ó· ·Ú¤¯ÂÈ Î¿ÔÈ· ÏÔÁÈ΋ ÂÍ‹ÁËÛË·Ó·ÊÔÚÈο Ì ÙÔ˘˜ ÏfiÁÔ˘˜ ÁÈ· ÙÔ˘˜ ÔÔ›Ô˘˜ Ë Âȯ›ÚËÛË ÏÂÈÙÔ˘ÚÁ› Ì ÙÔÓÙÚfiÔ ·˘Ùfi.

    Δ‡Ô˜ 3: ·˘Ù¤˜ ·ÚÔ˘ÛÈ¿˙Ô˘Ó ÏËÚÔÊÔڛ˜ Û¯ÂÙÈο Ì ÙÔ ÛÙ˘Ï ËÁÂ-Û›·˜ Ô˘ ˘ÈÔıÂÙ› ÙÔ ·ÓÒÙ·ÙÔ ‰ÈÔÈÎËÙÈÎfi Û٤ϯԘ ÌÈ·˜ ÂÙ·ÈÚ›·˜. ™Â ·˘Ù¤˜ ÙȘÌÂϤÙ˜ ÂÚÈÙÒÛÂˆÓ ·Ú·Ù›ıÂÙ·È Û˘ÁÎÂÎÚÈ̤ÓË ÏËÚÔÊfiÚËÛË ·Ó·ÊÔÚÈο ÌÂÙȘ ‰Ú¿ÛÂȘ Ô˘ ÙÔ Û٤ϯԘ ·˘Ùfi ¤¯ÂÈ ‹‰Ë ‹ ÚfiÎÂÈÙ·È Ó· Ï¿‚ÂÈ. Ÿˆ˜ Î·È ÛÙԉ‡ÙÂÚÔ Ù‡Ô ÌÂÏÂÙÒÓ ÂÚÈÙÒÛˆÓ, Ô ÛÔ˘‰·ÛÙ‹˜-·Ó·Ï˘Ù‹˜ ηÏÂ›Ù·È Ó· ηٷ-ÓÔ‹ÛÂÈ ÙË ÏÔÁÈ΋ ÁÈ· οı ̛· ÂÎ ÙˆÓ ÚÔ·Ó·ÊÂÚfiÌÂÓˆÓ ‰Ú¿ÛˆÓ-Ú·ÎÙÈÎÒÓÎ·È Ò˜ ·˘Ù¤˜ Û˘Ì‚¿ÏÏÔ˘Ó ÛÙËÓ ÂÓ‰˘Ó¿ÌˆÛË Ù˘ Âȯ›ÚËÛ˘.

    ∞˜ ÛËÌÂȈı› fiÙÈ ·Ó ηÈ, ÂӉ¯Ô̤ӈ˜, Ó· ˘¿Ú¯Ô˘Ó Î·È ¿ÏÏ· ›‰Ë ÌÂÏÂÙÒÓÂÚÈÙÒÛˆÓ, Ù· ÂÚÈÛÛfiÙÂÚ· ·Ó‹ÎÔ˘Ó, Û ÁÂÓÈΤ˜ ÁÚ·Ì̤˜, Û ̛· ·fi ÙȘ ÙÚÂȘÚÔ·Ó·ÊÂÚı›Û˜ ηÙËÁÔڛ˜.

    E.1.3 ™Ù¿‰È· ·Ó¿Ï˘Û˘ ÌÈ·˜ ÌÂϤÙ˘ ÂÚ›ÙˆÛ˘ (case study)44,,55,,66

    °ÂÓÈο, ÌÈ· ÏÂÙÔÌÂÚ‹˜ ·Ó¿Ï˘ÛË ÌÂϤÙ˘ ÂÚ›ÙˆÛ˘, Û˘Ó‹ıˆ˜, ÂÚÈÏ·Ì-‚¿ÓÂÈ Ù· ÂÍ‹˜ ÛÙ¿‰È·:

    1. πÛÙÔÚÈ΋ ·Ó·‰ÚÔÌ‹, ÂͤÏÈÍË Î·È ·Ó¿Ù˘ÍË Ù˘ ÂÙ·ÈÚ›·˜ ÛÙÔ ¤Ú·-ÛÌ· ÙÔ˘ ¯ÚfiÓÔ˘: ŒÓ·˜ «‚ÔÏÈÎfi˜» ÙÚfiÔ˜ ‰ÈÂÚ‡ÓËÛ˘ ÙÔ˘ Ò˜ Ë ·ÚÂÏ-ıÔ‡Û· ÔÚÁ¿ÓˆÛË- ÛÙÚ·ÙËÁÈ΋ ÌÈ·˜ ÂÙ·ÈÚ›·˜ ÙËÓ ÂËÚ¿˙ÂÈ ÛÙÔ ·ÚfiÓ,Â›Ó·È Ë ·Ú¿ıÂÛË ÙˆÓ ÎÚ›ÛÈÌˆÓ ÁÂÁÔÓfiÙˆÓ ÛÙËÓ ÈÛÙÔÚ›· Ù˘ ÂÙ·ÈÚ›·˜,‰ËÏ·‰‹ ÙˆÓ ÁÂÁÔÓfiÙˆÓ ÂÎÂ›ÓˆÓ Ô˘ ‹Ù·Ó Ù· ϤÔÓ ·Û˘Ó‹ıÈÛÙ· ‹ Ô˘ÛÈÒ‰ËÁÈ· ÙËÓ ·Ó¿Ù˘ÍË Ù˘ ÂÙ·ÈÚ›·˜ ¤ˆ˜ Û‹ÌÂÚ·. ∫¿ÔÈ· ·fi ·˘Ù¿ Ù· ÁÂÁÔÓfiÙ··ÊÔÚÔ‡Ó ÛÙËÓ ›‰Ú˘ÛË Ù˘ ÂÙ·ÈÚ›·˜, ÛÙ· ·Ú¯Èο ÚÔ˚fiÓÙ· Ù˘, ÛÙÔÓ ÙÚfiÔÌ ÙÔÓ ÔÔ›Ô ·˘Ù‹ ¤Ï·‚ ÛÙÚ·ÙËÁÈΤ˜ ·ÔÊ¿ÛÂȘ ÁÈ· ÙËÓ ·Ó¿Ù˘ÍË Ó¤ˆÓÚÔ˚fiÓÙˆÓ Î·È ÙËÓ Â›ÛÔ‰fi Ù˘ Û Ӥ˜ ·ÁÔÚ¤˜ Î·È ÛÙÔ Ò˜ Ë ÂÙ·ÈÚ›· ¤-ÏÂÍ ·ÏÏ¿ Î·È ·Ó¤Ù˘Í ıÂÌÂÏÈÒ‰ÂȘ ÈηÓfiÙËÙ˜.

    ™ÙÚ·ÙËÁÈ΋ ÙˆÓ EȯÂÈÚ‹ÛˆÓ3300

  • 2. ∞Ó¿Ï˘ÛË ¢˘Ó¿ÌˆÓ-∞‰˘Ó·ÌÈÒÓ-∂˘Î·ÈÚÈÒÓ-∞ÂÈÏÒÓ (SWOTanalysis): 77 ªfiÏȘ ÔÏÔÎÏËÚˆı› Ë ÛÎÈ·ÁÚ¿ÊËÛË ÙÔ˘ ÈÛÙÔÚÈÎÔ‡ ÚÔÊ›Ï Ù˘ÂÙ·ÈÚ›·˜, Ô ÛÔ˘‰·ÛÙ‹˜ ÌÔÚ› Ó· ÍÂÎÈÓ‹ÛÂÈ ÙË Û˘ÁÎÂÎÚÈ̤ÓË ·Ó¿Ï˘ÛË.∞˘Ù‹ ÂÚÈÏ·Ì‚¿ÓÂÈ ‰‡Ô ÂÈ̤ÚÔ˘˜ ·Ó·Ï‡ÛÂȘ:

    ñ ∞Ó¿Ï˘ÛË ÙÔ˘ Â͈ÙÂÚÈÎÔ‡ ÂÚÈ‚¿ÏÏÔÓÙÔ˜ Ù˘ ÂÙ·ÈÚ›·˜, ÂÓÙÔÈÛÌfi˜Â˘Î·ÈÚÈÒÓ-·ÂÈÏÒÓ (Opportunities, Threats) Ô˘ ·ÓÙÈÌÂÙˆ›˙ÂÈ Ë ÂÙ·È-Ú›·. ∂‰Ò, Ô ÛÔ˘‰·ÛÙ‹˜ ηÏÂ›Ù·È Ó· ·Ó·Ï‡ÛÂÈ ÙfiÛÔ ÙÔ ÌÈÎÚÔ-ÂÚÈ‚¿ÏÏÔÓfiÛÔ Î·È ÙÔ Ì·ÎÚÔ-ÂÚÈ‚¿ÏÏÔÓ (PEST) ÛÙÔ ÔÔ›Ô ‰Ú·ÛÙËÚÈÔÔÈÂ›Ù·È Ë ÂÈ-¯Â›ÚËÛË (ÔÈÎÔÓÔÌÈÎfi, Ù¯ÓÔÏÔÁÈÎfi, ÔÏÈÙÈÎfi-ÓÔÌÈÎfi, ÎÔÈÓˆÓÈÎfi-ÔÏÈÙÈÛÙÈ-Îfi). π‰È·›ÙÂÚ˘ ÛËÌ·Û›·˜, ‰Ò, ¯Ú‹˙ÂÈ ÙÔ ÌÔÓÙ¤ÏÔ ÙˆÓ 5 ‰˘Ó¿ÌÂˆÓ ÙÔ˘Porter (·ÓÙ·ÁˆÓÈÛÙ¤˜, ÚÔÌËıÂ˘Ù¤˜, ·ÁÔÚ·ÛÙ¤˜, ˘ÔηٿÛٷٷ, ΛӉ˘ÓÔ˜ÂÈÛfi‰Ô˘ Ó¤ˆÓ ·ÓÙ·ÁˆÓÈÛÙÒÓ) ·ÏÏ¿ Î·È Ù· ÛÙ¿‰È· ÙÔ˘ ·ÎÏÔ˘ ˙ˆ‹˜ ÌÈ·˜ ÂÈ-¯Â›ÚËÛ˘ (›ÛÔ‰Ô˜, ·Ó¿Ù˘ÍË, ˆÚÈÌfiÙËÙ·, ÙÒÛË). ΔÔ ÔÈÔÈ ·Ú¿ÁÔÓÙ˜ ÙÔ˘Ì·ÎÚÔ-ÂÚÈ‚¿ÏÏÔÓÙÔ˜ Ù˘ ÂÙ·ÈÚ›·˜ ÚÔ¤¯Ô˘Ó, ÂÍ·ÚÙ¿Ù·È ·fi ÙË Û˘ÁÎÂÎÚÈ-̤ÓË ÂÙ·ÈÚ›· Ô˘ ·Ó·Ï‡ÂÙ·È Î¿ı ÊÔÚ¿. ¶¿ÓÙˆ˜, ηÏfi Â›Ó·È Ô ÛÔ˘‰·ÛÙ‹˜Ó· ¯ÚËÛÈÌÔÔÈ› ¤Ó·Ó ·Ú¿ÁÔÓÙ· ÙË ÊÔÚ¿ (.¯. ‰ËÌÔÁÚ·ÊÈÎÔ‡˜ ·Ú¿ÁÔ-ÓÙ˜) ÚÔÎÂÈ̤ÓÔ˘ Ó· ÂÍÂÙ¿ÛÂÈ Î·Ù¿ fiÛÔ Î·ı¤Ó·˜ ·’ ·˘ÙÔ‡˜ Â›Ó·È Û¯ÂÙÈ-Îfi˜ Ì ÙËÓ ˘fi ·Ó¿Ï˘ÛË Âȯ›ÚËÛË. Δ¤ÏÔ˜, ÁÈ· ÙÔ˘˜ ÚÔ¯ˆÚË̤ÓÔ˘˜ ÊÔÈ-ÙËÙ¤˜ ¯Ú‹ÛÈÌË Â›Ó·È Î·È Ë ·Ó¿Ï˘ÛË ÙˆÓ ÛÙÚ·ÙËÁÈÎÒÓ ÔÌ¿‰ˆÓ ÙÔ˘ ÎÏ¿‰Ô˘(strategic group analysis), fiÛÔ Î·È Ô ÚÔÁÚ·ÌÌ·ÙÈÛÌfi˜ Ì ‚¿ÛË ÛÂÓ¿ÚÈ·(Scenario Planning).

    ñ ∞Ó¿Ï˘ÛË ÙÔ˘ ÂÛˆÙÂÚÈÎÔ‡ ÂÚÈ‚¿ÏÏÔÓÙÔ˜ Ù˘ ÂÙ·ÈÚ›·˜ (Strengths,Weaknesses): ªÂ ÙË ¯Ú‹ÛË fiÏˆÓ ÙˆÓ ÁÂÁÔÓfiÙˆÓ Ô˘ ÂÚÈÁÚ¿ÊËÎ·Ó ÛÙÔ1Ô ÛÙ¿‰ÈÔ ·Ó¿Ï˘Û˘ ÌÈ·˜ ÌÂϤÙ˘ ÂÚ›ÙˆÛ˘, Â›Ó·È ‰˘Ó·Ù‹ Ë ÂÎÙ›ÌËÛË ÙˆÓ¢ηÈÚÈÒÓ-·ÂÈÏÒÓ ·fi ÙÔ Â͈ÙÂÚÈÎfi ÂÚÈ‚¿ÏÏÔÓ. ™ÙË Û˘Ó¤¯ÂÈ· ÙÔ ÂӉȷ-ʤÚÔÓ ÛÙÚ¤ÊÂÙ·È ÛÙÔ ÂÛˆÙÂÚÈÎfi ÂÚÈ‚¿ÏÏÔÓ Ù˘ ÂÙ·ÈÚ›·˜. √ ÛÔ˘‰·ÛÙ‹˜Ú¤ÂÈ Ó· ÂÍÂÙ¿ÛÂÈ Î·ıÂÌ›· ·fi ÙȘ ÏÂÈÙÔ˘ÚÁ›Â˜ Ù˘ ÂÙ·ÈÚ›·˜, ÚÔÎÂÈ̤ÓÔ˘Ó· ÚÔÛ‰ÈÔÚ›ÛÂÈ ÙȘ ÏÂÈÙÔ˘ÚÁ›Â˜ ÛÙȘ Ôԛ˜ Ë ÂÙ·ÈÚ›·, ÙË ‰Â‰Ô̤ÓË ¯ÚÔÓÈ-΋ ÂÚ›Ô‰Ô, ˘ÂÚÙÂÚ› ·ÏÏ¿ Î·È ·˘Ù¤˜ ÛÙȘ Ôԛ˜ ˘ÛÙÂÚ› (·Ó¿Ï˘ÛË Ù˘·Ï˘Û›‰·˜ ·Í›·˜). ∫·ÙfiÈÓ, Ú¤ÂÈ Ó· Û¯ËÌ·ÙÈÛÙ› Ì›· Ï›ÛÙ· Ì ÙȘ ‰˘Ó¿ÌÂȘ-·‰˘Ó·Ì›Â˜ Ù˘ ÂÙ·ÈÚ›·˜. ÃÚ‹ÛÈÌË Â‰Ò Â›Ó·È Î·È Ë ·Ó¿Ï˘ÛË ÙˆÓ fiÚˆÓ Î·ÈÈηÓÔÙ‹ÙˆÓ (resource based view).

    3. ∞ÍÈÔÏfiÁËÛË Ù˘ ·Ó¿Ï˘Û˘ ¢˘Ó¿ÌˆÓ-∞‰˘Ó·ÌÈÒÓ-∂˘Î·ÈÚÈÒÓ-∞ÂÈ-ÏÒÓ (SWOT analysis): Œ¯ÔÓÙ·˜ ηıÔÚ›ÛÂÈ ÙȘ Â͈ÙÂÚÈΤ˜ ¢ηÈڛ˜-·ÂÈ-Ϥ˜ ·ÏÏ¿ Î·È ÙȘ ÂÛˆÙÂÚÈΤ˜ ‰˘Ó¿ÌÂȘ-·‰˘Ó·Ì›Â˜ Ù˘ Âȯ›ÚËÛ˘, Ô ÛÔ˘-‰·ÛÙ‹˜ Ú¤ÂÈ Ó· ·Ó·ÏÔÁÈÛÙ› ÙÈ ·ÎÚÈ‚Ò˜ ÛËÌ·›ÓÔ˘Ó Ù· Â˘Ú‹Ì·Ù¿ ÙÔ˘. ªÂ¿ÏÏ· ÏfiÁÈ·, Ú¤ÂÈ Ó· ÛÙ·ıÌ›ÛÂÈ ÙȘ ¢ηÈڛ˜ Î·È ·ÂÈϤ˜ Ì ÙȘ ‰˘Ó¿ÌÂÈ˜Î·È ·‰˘Ó·Ì›Â˜. ∂ÚˆÙ‹Ì·Ù· Ô˘ Ú¤ÂÈ Ó· ··ÓÙËıÔ‡Ó ÛÙÔ ÛÙ¿‰ÈÔ ·˘Ùfi ›ӷÈÙ· ÂÍ‹˜: ∂›Ó·È Ë ÂÙ·ÈÚ›·, ÛÙÔ Û‡ÓÔÏfi Ù˘, Û ÌÈ· ÈÛ¯˘Ú‹ ·ÓÙ·ÁˆÓÈÛÙÈ΋

    EÈÛ·ÁˆÁ‹: O‰ËÁfi˜ AÓ¿Ï˘Û˘ MÂÏÂÙÒÓ ¶ÂÚÈÙÒÛÂˆÓ 3311

  • ı¤ÛË; ªÔÚ› Ó· Û˘Ó¯›ÛÂÈ Ó· ·ÎÔÏÔ˘ı›, ÂÈÎÂÚ‰Ò˜, ÙËÓ ˘¿Ú¯Ô˘Û· ÛÙÚ·-ÙËÁÈ΋ ·ÓÙ·ÁˆÓÈÛÙÈÎÔ‡ ÏÂÔÓÂÎÙ‹Ì·ÙÔ˜ (business level) ‹ ÂÙ·ÈÚÈ΋/ÂȯÂÈÚË-Ì·ÙÈ΋ (corporate level) ÛÙÚ·ÙËÁÈ΋; ΔÈ ÌÔÚ› Ó· οÓÂÈ ÚÔÎÂÈ̤ÓÔ˘ Ó·ÌÂÙ·ÙÚ¤„ÂÈ ÙȘ ·‰˘Ó·Ì›Â˜ Û ‰˘Ó¿ÌÂȘ Î·È ÙȘ ·ÂÈϤ˜ Û ¢ηÈڛ˜; ªÔÚ›ӷ ·Ó·Ù‡ÍÂÈ Ó¤Â˜ ÂÙ·ÈÚÈΤ˜ ÛÙÚ·ÙËÁÈΤ˜, ÛÙÚ·ÙËÁÈΤ˜ ÛÂ Â›Â‰Ô ÙˆÓ ÂÈ-̤ÚÔ˘˜ ÏÂÈÙÔ˘ÚÁÈÒÓ Ù˘ Âȯ›ÚËÛ˘ (functional), ηÈ/‹ ÛÙÚ·ÙËÁÈΤ˜ ·ÓÙ·-ÁˆÓÈÛÙÈÎÔ‡ ÏÂÔÓÂÎÙ‹Ì·ÙÔ˜ ÚÔÎÂÈ̤ÓÔ˘ Ó· ˘ÔÛÙËÚ›ÍÂÈ ·˘Ù¤˜ ÙȘ ·ÏÏ·Á¤˜; ŒÓ·, ¿ÓÙˆ˜, Â›Ó·È Û›ÁÔ˘ÚÔ: ¢ÂÓ Ú¤ÂÈ Ô ÛÔ˘‰·ÛÙ‹˜ Ó· Ú·ÁÌ·ÙÔÔÈ›ÌÈ· ·Ó¿Ï˘ÛË SWOT Î·È ÌÂÙ¿ Ó· ÙËÓ ·Ê‹ÓÂÈ ÛÙËÓ ¿ÎÚË. ∫È’ ·˘Ùfi, ‰ÈfiÙÈ Ë·Ó¿Ï˘ÛË ·˘Ù‹ ·Ú�