Gestão do pré-desenvolvimento de produto: estudo de casos na indústria de equipamentos médico-hospitalares
Management of fuzzy front end: case studies in medical device industry
Mendes, Glauco Henrique de S.; Toledo, José Carlos de
http://dx.doi.org/10.1590/S0103-65132012005000031
Prod, vol.22, n3, p.391-404, 2012
Resumo
O pré-desenvolvimento engloba as primeiras etapas do processo de desenvolvimento de novos produtos, nas quais as decisões são mais estratégicas e tomadas, geralmente, com alto grau de incerteza. O objetivo é analisar e discutir as práticas de gestão do pré-desenvolvimento em um conjunto de empresas de pequeno e médio portes da indústria de equipamentos médico-hospitalares. A análise é baseada num modelo conceitual, desenvolvido a partir da revisão bibliográfica, composto por cinco dimensões de gestão: orientação estratégica; processo; organização; avaliação; e ferramentas. A pesquisa de campo indica que as empresas estudadas apresentam deficiências na adoção e estruturação de boas práticas de gestão do pré-desenvolvimento. O modelo conceitual proposto serve de base para análise, estruturação e melhoria das atividades e do desempenho do pré-desenvolvimento.
Palavras-chave
Pré-desenvolvimento. Desenvolvimento de novos produtos. Indústria de equipamentos médico-hospitalares.
Abstract
The fuzzy front end encompasses the first stages of new product development process. In that phase and period, the decisions are more strategic and are usually made with a high degree of uncertainty. This article aims to analyze and discuss the fuzzy front end management practices in small and medium medical device companies. The analysis is based on a conceptual model that was developed from the literature review and it consists of five dimensions of management: strategic orientation, process, organization, evaluation and tools. The results provide evidence that the studied companies have deficiencies in the adoption of best practices for managing the fuzzy front end, and the conceptual model suggested could serve as a basis for analysis, structuring and improving the fuzzy front end activities and performance.
Keywords
Fuzzy front end. New product development. Medical device industry.
References
ASSOCIAÇÃO BRASILEIRA DA INDÚSTRIA DE ARTIGOS E EQUIPAMENTOS MÉDICOS, ODONTOLÓGICOS, HOSPITALARES E DE LABORATÓRIO - ABIMO. Disponível em: < http://www.abimo.com.br/>. Acesso em: 19 jun. 2009.
ATUAHENE-GIMA, K. Differential potency of factors affecting innovation performance in manufacturing and services firms in Australia. Journal of Product Innovation Management, v. 13, p. 35-52. 1996. http://dx.doi.org/10.1016/0737-6782(95)00090-9
BACKMAN, M.; BORJESSON, S.; STEN, S. Working with concepts in the fuzzy front end: exploring the context for innovation for different types of concept at Volvo Cars. R&D Management, v. 37, p. 17-28, 2007. http://dx.doi.org/10.1111/j.1467-9310.2007.00455.x
BARCZAK, G.; GRIFFIN, A.; KAHN, K. B. Perspective: Trends and Drivers of Success in NPD Practices: Results of the 2003 PDMA Best Practices Study. The Journal of Product Innovation Management, v. 26, p. 3-23, 2009. http://dx.doi.org/10.1111/j.1540-5885.2009.00331.x
BROWN, S. L.; EISENHARDT, K. M. Product development: past research, present findings, and future-directions. Academy of Management Review, v. 20, p. 343-378, 1995.
CHRISSIS, M. B.; KONRAD, M.; SHRUM, S. CMMI: guidelines for process integration and product improvement. Addison-Wesley, 2003.
CLARK, K. B.; WHEELWRIGHT, S. C. Managing new product and process development: text and cases. New York: The Free Press, 1993.
COOPER, R. G. Predevelopment activities determine new product success. Industrial Marketing Management, v. 17, n. 3, p. 237-247, 1988. http://dx.doi.org/10.1016/0019-8501(88)90007-7
COOPER, R. G. Winning at new products: accelerating the process from idea to launch. Readin: Perseus Books, 1993.
COOPER, R. G.; KLEINSCHIMIDT, E. Benchmarking the firm's critical success factors in New Product Development. The Journal of Product Innovation Management, v. 12, p. 374-391, 1995. http://dx.doi.org/10.1016/0737-6782(95)00059-3
COOPER, R. G. et al. Benchmarking Best NPD Practices - I. Research Technology Management, v. 47, n. 1, p. 31-43, 2004a.
COOPER, R. G. et al. Benchmarking Best NPD Practices - II. Research Technology Management, v. 47, n. 3, p. 50-59, 2004b.
COOPER, R. G. et al. Benchmarking Best NPD Practices - III. Research Technology Management, v. 47, n. 6, p. 43-55, 2004c.
DOOLEY, K.; SUBRA, A.; ANDERSON, J. Adoption rates and patterns of best practices in new product development. International Journal of Innovation Management, v. 6, p. 85-103, 2002. http://dx.doi.org/10.1142/S1363919602000525
EISENHARDT, K. M. Building theories from case study research. Academy of Management Review, v. 14, n. 4, p. 532-550, 1989.
ERNST, H. Success factors of new product development: a review of the empirical literature. International Journal of Management Review, v. 4, n. 1, p. 1-40. 2002. http://dx.doi.org/10.1111/1468-2370.00075
FRASER, P.; MOULTRIE, J.; GREGORY, M. The use of maturity model/grids as a tool in assessing product development capability. In: ENGINEERING MANAGEMENT CONFERENCE, 2002. Proceedings... IEEE, 2002. http://dx.doi.org/10.1109/IEMC.2002.1038431
GLASER, B.; STRAUSS, A. The discovery of grounded theory: strategies for qualitative research. Aldine, Chicago, 1967.
GRIFIN, A. PDMA Research on new product development practices: Updating trends and bechmarking best practices. Journal of Product Innovation Management, v. 14, p. 429-458, 1997. http://dx.doi.org/10.1016/S0737-6782(97)00061-1
KAHN, K. B.; BARCZAK, G.; MOSS, R. Perspective: Establishing an NPD best practices Framework. Journal of Product Innovation Management, v. 23, p. 106-116, 2006. http://dx.doi.org/10.1111/j.1540-5885.2006.00186.x
KHURANA, A.; ROSENTHAL, S. R. Towards holistic 'front ends' in new product Development. Journal of Product Innovation Management, v. 15, p. 57-74, 1998. http://dx.doi.org/10.1016/S0737-6782(97)00066-0
KIM, Y.; BYUNGWOOK, M.; JONGSEOK, C. The roles of R&D team leaders in Korea: a contingent approach. R&D Management, v. 29, p. 153-165, 1999. http://dx.doi.org/10.1111/1467-9310.00126
KIM, J.; WILEMON, D. Focusing the fuzzy front-end in new product development. R&D Management, v. 32, n. 4, p. 269-279, 2002. http://dx.doi.org/10.1111/1467-9310.00259
KOEN, P. A. et al. Fuzzy front end: effective methods, tools and techniques. In: BELLIVEAU, B.; GRIFFIN, A.; SOMEMYER, S. The PDMA toolbook for new product development. New York: John Wiley & Sons, 2002. p. 5-35.
LANGERAK, F.; HULTINK, E. J.; ROBBEN, H. S. J. The role of predevelopment activities in the relationship between market orientation and performance. R&D Management, v. 34, n. 3, p. 295-309, 2004. http://dx.doi.org/10.1111/j.1467-9310.2004.00340.x
LARSON, E. W.; GOBELI, D. H. Organizing for product development projects. Journal of Product Innovation Management, v. 5, n. 3, p. 180-190, 1988. http://dx.doi.org/10.1016/0737-6782(88)90021-5
LEE, J.; LEE, J.; SOUDER, W. E. Differences of organizational characteristics in new product development cross-cultural comparison of Korea and US. Technovation, v. 20, p. 497-508, 2000. http://dx.doi.org/10.1016/S0166-4972(99)00169-8
MOENAERT, R. K. et al. R&D/Marketing communication during the fuzzy front-end. IEEE Transactions on Engineering Management, v. 42, p. 243-258, 1995. http://dx.doi.org/10.1109/17.403743
MOULTRIE, J. P.; CLARKSON, J.; PROBERT, D. Development of a design audit tool for SME. The Journal of Product Innovation Management, v. 24. p. 335-368, 2007. http://dx.doi.org/10.1111/j.1540-5885.2007.00255.x
QUINTELLA, H. L. M.; ROCHA, H. M. Avaliação da maturidade do processo de desenvolvimento de veículos automotivos. Gestão & Produção, v. 13, p. 297-310, 2006. http://dx.doi.org/10.1590/S0104-530X2006000200011
REID, S.E.; BRENTANI, U. The fuzzy front end of new product development for discontinuous innovation: a theoretical model. Journal of Product Innovation Management, v. 21, n. 3, p. 170-184, 2004. http://dx.doi.org/10.1111/j.0737-6782.2004.00068.x
REINERTSEN, D.G.; SMITH, P.G. The strategist's role in shortening product development. The Journal of Business Strategy, v. 12, n. 4, p. 18-23, 1991. PMid:10113668. http://dx.doi.org/10.1108/eb039425
RICE, M. P. et al. Radical innovation: triggering initiation of opportunity recognition and evaluation. R&D Management, v. 31, n. 4, p. 409-420, 2001. http://dx.doi.org/10.1111/1467-9310.00228
ROZENFELD, H. et al. Gestão do desenvolvimento de produtos: uma referência para a melhoria do processo. São Paulo: Saraiva, 2006.
SHERMAN, J. D.; BERKOWITZ, D.; SOUDER, W. E. New Product Development Performance and the Interaction of Cross-Functional Integration and Knowledge Management. Journal of Product Innovation Management, v. 22, p. 399-411, 2005. http://dx.doi.org/10.1111/j.1540-5885.2005.00137.x
SONG, X. M.; NOH, J. Best new product development and management practices in the Korean high-tech industry. Industrial Marketing Management, v. 35, p. 262-278, 2006. http://dx.doi.org/10.1016/j.indmarman.2005.04.007
SONG, X. M.; SOUDER, W. E.; DYER, B. A causal model of the impact of skills, synergy and design sensitivity on new product performance. Journal of Product Innovation Management, v. 14, n. 2, p. 88-101, 1997. http://dx.doi.org/10.1016/S0737-6782(96)00076-8
SONG, Y. I. et al. Managing uncertainty and ambiguity in frontier R&D projects: A Korean case study. Journal of engineering and technology management, vol. 24, p. 231-250, 2007. http://dx.doi.org/10.1016/j.jengtecman.2007.05.001
SOUDER, W. E.; BUISSON, D.; GARRET, T. Sucess throught customer-driven new product development: a comparison of US and New Zealand small entrepreneurial high technology firms. Journal of Product Innovation Management, v. 14, p. 459-472, 1997. http://dx.doi.org/10.1016/S0737-6782(97)00064-7
THIEME, R. J.; SONG, X. M.; SHIN, G. C. Project management characteristics and new product survival. Journal of Product Innovation Management, v. 20, n. 2, p. 104-119, 2003. http://dx.doi.org/10.1111/1540-5885.2002004
VERYZER JUNIOR, R. W. Discontinuous innovation and the new product development process. Journal of Product Innovation Management, v. 15, n. 4, p. 304-321, 1998. http://dx.doi.org/10.1016/S0737-6782(97)00105-7
WERWORN, B. A structural equation model of the impact of the "fuzzy front end" on the success of new product development. Research Policy, v. 38, p. 1571-1581, 2009.
WERWORN, B.; HERSTATT, C.; NAGAHIRA, A. The fuzzy front end of Japanese new product development projects: impact on success and differences between incremental and radical projects. R&D Management, v. 38, n. 1, p. 1-19, 2008. http://dx.doi.org/10.1111/j.1467-9310.2007.00492.x
WILLIAMS, M. A.; KOCHHAR, A. K.; TENNANT, C. An object-oriented reference model of the fuzzy front end of the new product introduction process. International Journal of Advanced Manufacturing Technology, v. 34, p. 826-841, 2007. http://dx.doi.org/10.1007/s00170-006-0645-9
YAP, C. M.; SOUDER, W. E. Factors Influencing New Product Success and Failure in Small Entrepreneurial High-Technology Electronic Firms. Journal of Product Innovation Management, v. 11, p. 418-432, 1994. http://dx.doi.org/10.1016/0737-6782(94)90030-2
ZHANG, Q.; DOLL, W. J. The fuzzy front end and success of new product development: a causal model. European Journal of Innovation Management, v. 4, p. 95-112, 2001. http://dx.doi.org/10.1108/14601060110390602
ATUAHENE-GIMA, K. Differential potency of factors affecting innovation performance in manufacturing and services firms in Australia. Journal of Product Innovation Management, v. 13, p. 35-52. 1996. http://dx.doi.org/10.1016/0737-6782(95)00090-9
BACKMAN, M.; BORJESSON, S.; STEN, S. Working with concepts in the fuzzy front end: exploring the context for innovation for different types of concept at Volvo Cars. R&D Management, v. 37, p. 17-28, 2007. http://dx.doi.org/10.1111/j.1467-9310.2007.00455.x
BARCZAK, G.; GRIFFIN, A.; KAHN, K. B. Perspective: Trends and Drivers of Success in NPD Practices: Results of the 2003 PDMA Best Practices Study. The Journal of Product Innovation Management, v. 26, p. 3-23, 2009. http://dx.doi.org/10.1111/j.1540-5885.2009.00331.x
BROWN, S. L.; EISENHARDT, K. M. Product development: past research, present findings, and future-directions. Academy of Management Review, v. 20, p. 343-378, 1995.
CHRISSIS, M. B.; KONRAD, M.; SHRUM, S. CMMI: guidelines for process integration and product improvement. Addison-Wesley, 2003.
CLARK, K. B.; WHEELWRIGHT, S. C. Managing new product and process development: text and cases. New York: The Free Press, 1993.
COOPER, R. G. Predevelopment activities determine new product success. Industrial Marketing Management, v. 17, n. 3, p. 237-247, 1988. http://dx.doi.org/10.1016/0019-8501(88)90007-7
COOPER, R. G. Winning at new products: accelerating the process from idea to launch. Readin: Perseus Books, 1993.
COOPER, R. G.; KLEINSCHIMIDT, E. Benchmarking the firm's critical success factors in New Product Development. The Journal of Product Innovation Management, v. 12, p. 374-391, 1995. http://dx.doi.org/10.1016/0737-6782(95)00059-3
COOPER, R. G. et al. Benchmarking Best NPD Practices - I. Research Technology Management, v. 47, n. 1, p. 31-43, 2004a.
COOPER, R. G. et al. Benchmarking Best NPD Practices - II. Research Technology Management, v. 47, n. 3, p. 50-59, 2004b.
COOPER, R. G. et al. Benchmarking Best NPD Practices - III. Research Technology Management, v. 47, n. 6, p. 43-55, 2004c.
DOOLEY, K.; SUBRA, A.; ANDERSON, J. Adoption rates and patterns of best practices in new product development. International Journal of Innovation Management, v. 6, p. 85-103, 2002. http://dx.doi.org/10.1142/S1363919602000525
EISENHARDT, K. M. Building theories from case study research. Academy of Management Review, v. 14, n. 4, p. 532-550, 1989.
ERNST, H. Success factors of new product development: a review of the empirical literature. International Journal of Management Review, v. 4, n. 1, p. 1-40. 2002. http://dx.doi.org/10.1111/1468-2370.00075
FRASER, P.; MOULTRIE, J.; GREGORY, M. The use of maturity model/grids as a tool in assessing product development capability. In: ENGINEERING MANAGEMENT CONFERENCE, 2002. Proceedings... IEEE, 2002. http://dx.doi.org/10.1109/IEMC.2002.1038431
GLASER, B.; STRAUSS, A. The discovery of grounded theory: strategies for qualitative research. Aldine, Chicago, 1967.
GRIFIN, A. PDMA Research on new product development practices: Updating trends and bechmarking best practices. Journal of Product Innovation Management, v. 14, p. 429-458, 1997. http://dx.doi.org/10.1016/S0737-6782(97)00061-1
KAHN, K. B.; BARCZAK, G.; MOSS, R. Perspective: Establishing an NPD best practices Framework. Journal of Product Innovation Management, v. 23, p. 106-116, 2006. http://dx.doi.org/10.1111/j.1540-5885.2006.00186.x
KHURANA, A.; ROSENTHAL, S. R. Towards holistic 'front ends' in new product Development. Journal of Product Innovation Management, v. 15, p. 57-74, 1998. http://dx.doi.org/10.1016/S0737-6782(97)00066-0
KIM, Y.; BYUNGWOOK, M.; JONGSEOK, C. The roles of R&D team leaders in Korea: a contingent approach. R&D Management, v. 29, p. 153-165, 1999. http://dx.doi.org/10.1111/1467-9310.00126
KIM, J.; WILEMON, D. Focusing the fuzzy front-end in new product development. R&D Management, v. 32, n. 4, p. 269-279, 2002. http://dx.doi.org/10.1111/1467-9310.00259
KOEN, P. A. et al. Fuzzy front end: effective methods, tools and techniques. In: BELLIVEAU, B.; GRIFFIN, A.; SOMEMYER, S. The PDMA toolbook for new product development. New York: John Wiley & Sons, 2002. p. 5-35.
LANGERAK, F.; HULTINK, E. J.; ROBBEN, H. S. J. The role of predevelopment activities in the relationship between market orientation and performance. R&D Management, v. 34, n. 3, p. 295-309, 2004. http://dx.doi.org/10.1111/j.1467-9310.2004.00340.x
LARSON, E. W.; GOBELI, D. H. Organizing for product development projects. Journal of Product Innovation Management, v. 5, n. 3, p. 180-190, 1988. http://dx.doi.org/10.1016/0737-6782(88)90021-5
LEE, J.; LEE, J.; SOUDER, W. E. Differences of organizational characteristics in new product development cross-cultural comparison of Korea and US. Technovation, v. 20, p. 497-508, 2000. http://dx.doi.org/10.1016/S0166-4972(99)00169-8
MOENAERT, R. K. et al. R&D/Marketing communication during the fuzzy front-end. IEEE Transactions on Engineering Management, v. 42, p. 243-258, 1995. http://dx.doi.org/10.1109/17.403743
MOULTRIE, J. P.; CLARKSON, J.; PROBERT, D. Development of a design audit tool for SME. The Journal of Product Innovation Management, v. 24. p. 335-368, 2007. http://dx.doi.org/10.1111/j.1540-5885.2007.00255.x
QUINTELLA, H. L. M.; ROCHA, H. M. Avaliação da maturidade do processo de desenvolvimento de veículos automotivos. Gestão & Produção, v. 13, p. 297-310, 2006. http://dx.doi.org/10.1590/S0104-530X2006000200011
REID, S.E.; BRENTANI, U. The fuzzy front end of new product development for discontinuous innovation: a theoretical model. Journal of Product Innovation Management, v. 21, n. 3, p. 170-184, 2004. http://dx.doi.org/10.1111/j.0737-6782.2004.00068.x
REINERTSEN, D.G.; SMITH, P.G. The strategist's role in shortening product development. The Journal of Business Strategy, v. 12, n. 4, p. 18-23, 1991. PMid:10113668. http://dx.doi.org/10.1108/eb039425
RICE, M. P. et al. Radical innovation: triggering initiation of opportunity recognition and evaluation. R&D Management, v. 31, n. 4, p. 409-420, 2001. http://dx.doi.org/10.1111/1467-9310.00228
ROZENFELD, H. et al. Gestão do desenvolvimento de produtos: uma referência para a melhoria do processo. São Paulo: Saraiva, 2006.
SHERMAN, J. D.; BERKOWITZ, D.; SOUDER, W. E. New Product Development Performance and the Interaction of Cross-Functional Integration and Knowledge Management. Journal of Product Innovation Management, v. 22, p. 399-411, 2005. http://dx.doi.org/10.1111/j.1540-5885.2005.00137.x
SONG, X. M.; NOH, J. Best new product development and management practices in the Korean high-tech industry. Industrial Marketing Management, v. 35, p. 262-278, 2006. http://dx.doi.org/10.1016/j.indmarman.2005.04.007
SONG, X. M.; SOUDER, W. E.; DYER, B. A causal model of the impact of skills, synergy and design sensitivity on new product performance. Journal of Product Innovation Management, v. 14, n. 2, p. 88-101, 1997. http://dx.doi.org/10.1016/S0737-6782(96)00076-8
SONG, Y. I. et al. Managing uncertainty and ambiguity in frontier R&D projects: A Korean case study. Journal of engineering and technology management, vol. 24, p. 231-250, 2007. http://dx.doi.org/10.1016/j.jengtecman.2007.05.001
SOUDER, W. E.; BUISSON, D.; GARRET, T. Sucess throught customer-driven new product development: a comparison of US and New Zealand small entrepreneurial high technology firms. Journal of Product Innovation Management, v. 14, p. 459-472, 1997. http://dx.doi.org/10.1016/S0737-6782(97)00064-7
THIEME, R. J.; SONG, X. M.; SHIN, G. C. Project management characteristics and new product survival. Journal of Product Innovation Management, v. 20, n. 2, p. 104-119, 2003. http://dx.doi.org/10.1111/1540-5885.2002004
VERYZER JUNIOR, R. W. Discontinuous innovation and the new product development process. Journal of Product Innovation Management, v. 15, n. 4, p. 304-321, 1998. http://dx.doi.org/10.1016/S0737-6782(97)00105-7
WERWORN, B. A structural equation model of the impact of the "fuzzy front end" on the success of new product development. Research Policy, v. 38, p. 1571-1581, 2009.
WERWORN, B.; HERSTATT, C.; NAGAHIRA, A. The fuzzy front end of Japanese new product development projects: impact on success and differences between incremental and radical projects. R&D Management, v. 38, n. 1, p. 1-19, 2008. http://dx.doi.org/10.1111/j.1467-9310.2007.00492.x
WILLIAMS, M. A.; KOCHHAR, A. K.; TENNANT, C. An object-oriented reference model of the fuzzy front end of the new product introduction process. International Journal of Advanced Manufacturing Technology, v. 34, p. 826-841, 2007. http://dx.doi.org/10.1007/s00170-006-0645-9
YAP, C. M.; SOUDER, W. E. Factors Influencing New Product Success and Failure in Small Entrepreneurial High-Technology Electronic Firms. Journal of Product Innovation Management, v. 11, p. 418-432, 1994. http://dx.doi.org/10.1016/0737-6782(94)90030-2
ZHANG, Q.; DOLL, W. J. The fuzzy front end and success of new product development: a causal model. European Journal of Innovation Management, v. 4, p. 95-112, 2001. http://dx.doi.org/10.1108/14601060110390602
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