Práticas de gestão que influenciam o sucesso de novos produtos em empresas de base tecnológica
Management practices influencing new product success in technology-based companies
Jugend, Daniel; Silva, Sergio Luis da
http://dx.doi.org/10.1590/S0103-65132010005000041
Prod, vol.20, n3, p.335-346, 2010
Resumo
A excelência na gestão do processo de desenvolvimento de produtos (PDP) é fonte de vantagem competitiva para as empresas, especialmente para as de base tecnológica, que têm no lançamento de produtos com conteúdo tecnológico diferenciado importante fator de competitividade. O objetivo deste artigo é analisar práticas e fatores de sucesso relativos à gestão do PDP em empresas de base tecnológica de pequeno e médio porte do setor de automação de controle de processos. Para tanto, foram analisados fatores de gestão que influenciam o desempenho desse processo. O método de pesquisa adotado foi o survey , e os resultados enfatizam que o gerenciamento do PDP nas EBTs pesquisadas deve contemplar ações que valorizem as atividades de pré-desenvolvimento, tais como: a integração dos projetos de novos produtos com a estratégia da empresa, as características técnicas e econômicas que os produtos terão e o desenvolvimento das habilidades do gerente de projeto.
Palavras-chave
Processo de desenvolvimento de produtos. Empresas de base tecnológica. Setor de automação de controle de processos.
Abstract
Proficiency in management activities undertaken in product development processes is regarded as a key competitive advantage for companies, particularly for small and medium sized technology-based firms that have the offering of high-tech products as their main market differential factor. The present study aims to promote an analysis of the practices carried out in the management of product development processes of small and medium sized technologybased companies of process control automation. The data was obtained through a survey, among the main results observed, it was verified that the management techniques incorporated in the project and pre-development phases, especially those implemented to obtain the product characteristics, the synchrony between the company strategy and projects, technical and economic characteristics those products will have, and the development of the project manager managerial skills.
Keywords
Management product development process. Technology-based companies. Process control automation.
References
AMARAL, D. C.; ROZENFELD, H.; ARAUJO, C. A case study about product development process evaluation. In: LOUREIRO, G. C.; CURRAN, R. (Eds.). Complex systems concurrent engineering: collaboration, technology innovation and sustainability. London: Springer‑Verlag, 2007.
BOND, E. U.; HOUSTON, M. B. Barriers to matching new technologies and market opportunities in established firms. The Journal of Product Innovation Management, v. 20, n. 2, p. 120-135, 2003.
BROWN, S. L.; EISENHARDT, K. M. Product development - past research, present findings, and future-directions. Academy of Management Review, v. 20, n. 2, p. 343‑378, 1995.
BUSSAD, W.; MORETTIN, P. Estatística básica. 5. ed. São Paulo: Saraiva, 2002.
CALANTONE, R. J.; CHAN, K.; CUI, A. S. Decomposing product innovativeness and its effects on new product success. The Journal of Product Innovation Management, v. 23, n. 5, p. 408-421, 2006.
CARVALHO, M. M. Qualidade em projeto. In: AMATO NETO, J. (Org.). Manufatura de classe mundial: conceitos, estratégias, aplicações. São Paulo: Atlas, 2001. p. 130-145.
CLARK, K. B.; WHEELWRIGHT, S. C. Managing new product and process development: text and cases. New York: The Free Press, 1993.
CLAUSING, D. Total quality development: a step-by-step guide to world-class concurrent engineering. New York: Asme, 1994.
COOPER, R. G.; EDGETT, S. J.; KLEINSCHMIDT, E. K. Benchmarking best NPD practices-I: culture, climate, teams and senior management's roles are the focus of this first in a 3-parts series. Research Technology Management, v. 47, n. 1, p. 31-43, 2004.
CREVELING, C. M.; SLUTSKY, J. L.; ANTIS, D. Design for six sigma: in technology & product development. New Jersey: Pretince Hall, 2003.
CUSUMANO, M. A.; NOBEOKA, K. Thinking beyond lean: how multiple projects is transforming product development at Toyota and others companies. New York: The Free Press, 1998.
DOOLEY, K.; SUBRA, A.; ANDERSON, J. Adoption rates and patterns of best practices in new product development. International Journal of Innovation Management, v. 6, n. 1, p. 85-103, 2002.
DREJER, A. Integrating product and technology development. International Journal Technology Management, v. 24, n. 2-3, p. 124-142, 2002.
DREJER, A.; GUNGE, S.; HOLM, G. Management of technology in a complex world. International Journal of Materials and Product Technology, v. 12, n. 6-4, p. 239‑254, 1997.
ERHUN, F.; GONÇALVES, P.; HOPMAN, J. The art of managing new products transitions. MIT Sloan Management Review, v. 48, n. 3, p. 73-80, 2007.
ERNST, H. Success factors of new products development: a review of the empirical literature. International Journal of Management Reviews, v. 4, n. 1, p. 1-40, 2002.
FERNANDES, A. C.; CÔRTES, M. R.; OSHI, J. Innovation Characteristics of Small and Medium Sized Technology-Based Firms in São Paulo, Brazil: a preliminary analysis. In: PROCEEDINGS OF INTERNATIONAL CONFERENCE OF TECHNOLOGY POLICY AND INNOVATION, 4., 2000, Curitiba. Anais
GARCIA, R.; CALANTONE, R. A critical look at technological innovation typology and innovativeness terminology: a literature review. Journal of Product Innovation Management. v. 19, n. 2, p. 110-132, 2002.
GARCIA, R.; SANZO, M. J.; TRESPALACIOS, J. A. New product internal performance and market performance: evidence from Spanish firms regarding the role of trust, interfunctional integration, and innovation type. Technovation, v. 28, n. 11, p. 713-725, 2008.
GRIFFIN, A. Obtaining customer needs for product development. In: KAHN, K. B. (Ed.). The PDMA handbook of new product development. 2 ed. New Jersey: John Wiley & Sons, 2005. p. 211-227.
GRIFFIN, A. PDMA Research on new product development practices: updating trends and benchmarking best practices. Journal of Product Innovation Management, v. 14, n. 6, p. 429-459, 1997.
GRIFFIN, A.; HAUSER, J. R. Integrating R&D and marketing: a review and analysis of the literature. Journal of Product Innovation Management, v. 13, n. 3, p. 191-215, 1996.
INSTITUTO BRASILEIRO DE GEOGRAFIA - IBGE. Pesquisa Industrial de Inovação Tecnológica: 2003. Rio de Janeiro, 2005.
JUGEND, D.; SILVA, S. L.; TOLEDO, J. C. Esforço inovador presente em empresas de base tecnológica de pequeno e médio porte: a perspectiva do setor de automação industrial. In: SEMINáRIO LATINO-IBEROAMERICANO DE GESTIóN TECNOLOGICA (ALTEC): INNOVACIóN TECNOLÓGICA, COOPERACIÓN Y DESARROLLO, 11., 2005, Salvador. Anais
KAHN, K. B.; BARCZAK, G.; MOSS, R. Perspective: establishing an NPD best practices framework. The Journal of product innovation management, v. 23, n. 2, p. 106-116, 2006.
KAPPEL, T. A. Perspectives on roadmaps: how organisations talk about the future. The Journal of product innovation management, v. 18, n. 1, p. 39-50, 2001.
KIM, Y.; MIN, B.; CHA, J. The roles of R&D team leaders in Korea: a contingent approach. R&D Management, v. 29, n. 2, p. 153-165, 1999.
KOEN, P. A. et al. Fuzzy front end: effective methods, tools, and techniques. In: BELLIVEAN, P.; GRIFFIN, A.; SOMERMEYER, S. (Eds.). The PDMA Handbook of new product development. New Jersey: John Wiley & Sons, 2002. p. 1-35.
KOEN, P. A. Innovation in large companies: approaches and organizational architeture. In: KAHN, K. B. (Ed.). The PDMA Handbook of new product development. 2 ed. New Jersey: John Wiley & Sons, 2005. p. 111-126.
LEONE, N. M. C. P. G. As especificidades das pequenas e médias empresas. Revista de Administração, v. 34, n. 2, p. 91-94, 1999.
MACULAN, A. M. Ambiente empreendedor e aprendizado das pequenas empresas de base tecnológica. In: LASTRES, H. M. M.; CASSIOLATO, J. E.; MACIEL, M. L. Pequena empresa: cooperação e desenvolvimento local. Rio de Janeiro: Relume Dumará: UFRJ, 2003. p. 311-327.
MARCH-CHORDÀ, I.; GUNASEKARAN, A.; LLORIA-ARAMBURO, B. Product development process in Spanish SMEs: an empirical research. Technovation, v. 22, n. 5, p. 301-312, 2002.
MENDES, G. H. S.; TOLEDO, J. C. Uma visão dos principais arranjos organizacionais aplicados ao desenvolvimento de produto. In: CONGRESSO BRASILEIRO DE GESTÃO DO DESENVOLVIMENTO DE PRODUTOS, 4., 2003, Gramado. Anais
MEYER, M. H. Perspective: how Honda innovates. The Journal of Product Innovation Management, v. 25, n. 3, p. 261‑271, 2008.
MIGUEL, P. A. C. Implementação da gestão de portfólio de novos produtos: um estudo de caso. Revista Produção, v. 18, n. 2, p. 388-404, 2008.
MIKKOLA, J. M. Portfolio management of R&D projects: implications for innovation management. Technovation, v. 21, n. 7, p. 423-435, 2001.
MORGAN, J. M.; LIKER, J. K. Sistema Toyota de desenvolvimento de produtos: integrando pessoas, processos e tecnologia. Porto Alegre: Bookman, 2008.
MOULTRIE, J. P.; CLARKSON, J.; PROBERT, D. Development of a design audit tool for SME. The Journal of Product Innovation Management, v. 24, n. 4, p. 335-368, 2007.
OLIVER, N.; DOSTALER, I.; DEWBERRY, E. New product development benchmarks: the Japanese, North American, and UK consumer electronics industries. The Journal of High Technology Management Research, v. 15, n. 2, p. 249-265, 2004.
OLSON, E. M. et al. Patterns of cooperation during new product development among marketing, operations and R&D: implications for project performance. Journal of Product Innovation Management, v. 18, p. 258‑271, 2001.
PATTERSON, M. L. New product portfólio planning and management. In: KAHN, K. B. (Ed.). The PDMA handbook of new product development. 2. ed. New Jersey: John Wiley & Sons, 2005. p. 46-58.
PUGH, S. Creating innovative products using total design: the living legacy of Stuart Pugh. Massachusetts: Addison-Wesley, 1996.
ROZENFELD, H. et al. Gestão de desenvolvimento de produto: uma referência para a melhoria do processo. São Paulo: Saraiva, 2006.
SCOTT, G. M. Critical technology management issues of new product development in high-tech companies. Journal of Product Innovation Management, v. 17, n. 2, p. 57‑77, 2000.
SERVIÇO DE APOIO ÀS MICRO E PEQUENAS EMPRESAS DE SÃO PAULO - SEBRAE; INSTITUTO DE PESQUISAS TECNOLÓGICAS - IPT. MPES de base tecnológica: conceituação, formas de financiamento e análise de casos brasileiros. São Paulo, 2001. (Relatório de pesquisa)
SHULZ, A. P. et al. Development and integration of winning technologies as key to competitive advantage. Systems Engineering, v. 3, n. 4, p. 180- 211, 2000.
SONG, X. M.; MONTOYA-WEISS, M. M.; SCHMIDT, J. B. Antecedents and consequences of cross-functional cooperation: a comparison of R&D, manufacturing and marketing perspectives. Journal of Product Innovation Management, v. 47, n. 1, p. 14-35, 1997.
SOUDER, W. E.; BUISSON, D.; GARRET, T. Sucess throught customer-driven new product development: a comparison of US and New Zealand small entrepreneurial hight tecnology firms. Journal of Product Innovation Management, v. 14, n. 6, p. 459-472, 1997.
THIEME, R. J.; SONG, M. X.; SHIN, G. Project Management characteristics and new product survival. Journal of Product Innovation Management, v. 20, n. 2, p. 114‑119, 2003.
TOLEDO, J. C. et al. Fatores críticos de sucesso no gerenciamento de projetos de desenvolvimento de produto em empresas de base tecnológica de pequeno e médio porte. Gestão & Produção, v. 15, n. 1, p. 117‑134, 2008.
VERGANTI, R. Design, meanings and radical innovation: a metamodel and research agenda. Journal of Product Innovation Management, v. 25, n. 5, p. 436-456, 2008.
YAP, C. M.; SOUDER, W. E. Factors influencing new product success and failure in small entrepreneurial high-technology electronics firms. Journal of Product Innovation Management, v. 11, n. 5, p. 418-432, 1994.
Facebook
Google+
Twitter
LinkedIn
Mendeley
StumbleUpon
CiteULike
Reddit
Email