O problema da co-especialização no desenvolvimento colaborativo de novos produtos
The co-specialization problem in collaborative new product development
Moreira, Antonio Carrizo
http://dx.doi.org/10.1590/S0103-65132005000100003
Prod, vol.15, n1, p.23-33, 2005
Resumo
As abordagens cooperativas têm substituído algumas abordagens antagonistas na cadeia de valor, dando origem a relacionamentos inter-empresariais colaborativos. Um dos grandes desafios destas abordagens cooperativas tem sido o desenvolvimento de novos produtos envolvendo empresas industriais ao longo da cadeia de valor, especialmente os fornecedores e os seus clientes (produtores), devido fundamentalmente à complexidade do produto e à evolução dos interesses estratégicos das empresas intervenientes.A natureza destas colaborações varia conforme o tipo de indústria, o tipo de parceiros e o tipo de inovação introduzida. Embora alguns modelos tenham sido desenvolvidos com o intuito de explicar a progressiva integração dos fornecedores no negócio-chave do produtor, o artigo pretende abordar as diferentes teorias da inovação, relacioná-las com a mudança tecnológica no contexto específico da mudança partilhada entre empresas ao longo da cadeia de valor, de forma a mostrar, por intermédio do conceito de co-especialização, que há situações desvantajosas para o fornecedor que tornam potencialmente inviáveis algumas abordagens cooperativas.Metodologicamente foi seguida uma abordagem teórica para expor tanto os conceitos como as conclusões. No final do artigo são apresentadas algumas recomendações que apontam no sentido do aprofundamento dos relacionamentos colaborativos, sobretudo, em duas situações completamente diferentes e que se relacionam com a co-especialização dos parceiros e com o tipo de produto transacionado entre ambos.
Palavras-chave
Estratégias de inovação, estratégias tecnológicas, desenvolvimento colaborativo
Abstract
Cooperative approaches have been replacing antagonistic ones along the value chain. Collaborative product development has been one of the major challenges in cooperative strategies, namely in the supplier-producer relationship, due to product complexity and evolving strategic interests of both intervening firms.The nature of collaborations varies according to industry, to types of partners and to type of product innovation. Some models have been developed in order to explain the progressive integration of the suppliers into the producer's business. Nevertheless, the purpose of this paper is to approach the different innovation theories and to use the concept of co-specialization in order to show that there are some disadvantageous situations for suppliers not covered by general models.Methodologically a theoretical approach was followed in order to explain the concepts as well as the conclusions. In the end of the paper, some recommendations are put forward in order to deepen the collaborative relationships especially the situations in which the type of product transactioned and the co-specialization differ.
Keywords
Innovation strategies, technological strategies, collaborative new product development
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