El nuevo escenario global y un modelo de negocio para la industria naval militar del 2025

Los retos y oportunidades a los que se enfrentan las organizaciones y administraciones de las primeras décadas del siglo XXI se caracterizan por una serie de fuerzas perturbadoras como la globalización, el avance de las tecnologías emergentes y el desequilibrio económico, que están actuando como impulsores de la transformación del mercado. La acción conjunta de estos factores está obligando a todas las empresas industriales a tener que trabajar con mayores y más exigentes niveles de productividad planteándose continuamente como mejorar y lograr satisfacer los requerimientos de los clientes. De esta situación surge la necesidad de volver a plantearse de nuevo ¿quién es el cliente?, ¿qué valora el cliente? y ¿cómo se pueden generan beneficios sostenibles? La aplicación de esta reflexión a la industria naval militar marca los objetivos a los que esta tesis doctoral busca dar respuesta. El primer objetivo, de carácter general, consiste en la definición de un modelo de negocio sostenible para la industria naval militar del 2025 que se adapte a los requisitos del cliente y al nuevo escenario político, económico, social, tecnológico y ambiental que rodea esta industria. El segundo objetivo, consecuencia del modelo general, trata de desarrollar una metodología para ejecutar programas de apoyo al ciclo de vida del “buque militar”. La investigación se estructura en cuatro partes: en la primera se justifica, por un lado, la necesidad del cambio de modelo y por otro se identifican los factores estructurantes para la definición del modelo. La segunda parte revisa la literatura existente sobre uno de los aspectos básicos para el nuevo modelo, el concepto Producto-Servicio. La tercera parte se centra totalmente en la industria naval militar estudiando los aspectos concretos del sector y, en base al trabajo de campo realizado, se identifican los puntos que más valoran las Marinas de Guerra y como estas gestionan al buque militar durante todo su ciclo de vida. Por último se presentan los principios del modelo propuesto y se desarrollan los pilares básicos para la ejecución de proyectos de Apoyo al Ciclo de Vida (ACV). Como resultado de la investigación, el modelo propuesto para la industria naval militar se fundamenta en once principios: 1. El buque militar (producto de alto valor añadido) debe ser diseñado y construido en un astillero del país que desarrolla el programa de defensa. 2. El diseño tiene que estar orientado al valor para el cliente, es decir, se tiene que diseñar el buque militar para que cumpla su misión, eficaz y eficientemente, durante toda su vida operativa, asegurando la seguridad del buque y de las personas y protegiendo el medio ambiente de acuerdo con las regulaciones vigentes. 3. La empresa debe suministrar soluciones integrales de apoyo al ciclo de vida al producto. 4. Desarrollar y mantener las capacidades de integración de sistemas complejos para todo el ciclo de vida del buque militar. 5. Incorporar las tecnologías digitales al producto, a los procesos, a las personas y al propio modelo de negocio. 6. Desarrollar planes de actuación con el cliente domestico a largo plazo. Estos planes tienen que estar basados en tres premisas: (i) deben incluir el ciclo de vida completo, desde la fase de investigación y desarrollo hasta la retirada del buque del servicio; (ii) la demanda debe ser sofisticada, es decir las exigencias del cliente, tanto desde la óptica de producto como de eficiencia, “tiran” del contratista y (iii) permitir el mantenimiento del nivel tecnológico y de las capacidades industriales de la compañía a futuro y posicionarla para que pueda competir en el mercado de exportación. 7. Impulsar el sector militar de exportación mediante una mayor actividad comercial a nivel internacional. 8. Fomentar la multilocalización ya que representa una oportunidad de crecimiento y favorece la exportación posibilitando el suministro de soluciones integrales en el país destino. 9. Reforzar la diplomacia institucional como palanca para la exportación. 10. Potenciar el liderazgo tecnológico tanto en producto como en procesos con políticas activas de I + D+ i. 11. Reforzar la capacidad de financiación con soluciones innovadoras. El segundo objetivo de esta tesis se centra en el desarrollo de soluciones integrales de Apoyo al Ciclo de Vida (ACV). La metodología planteada trata de minimizar la brecha entre capacidades y necesidades a lo largo de la vida operativa del barco. Es decir, el objetivo principal de los programas de ACV es que la unidad conserve durante toda su vida operativa, en términos relativos a las tecnologías existentes, las capacidades equivalentes a las que tendrá cuando entre en servicio. Los ejes de actuación para conseguir que un programa de Apoyo al Ciclo de Vida cumpla su objetivo son: el diseño orientado al valor, la ingeniería de Apoyo al Ciclo de Vida, los proyectos de refresco de tecnología, el mantenimiento Inteligente y los contratos basados en prestaciones. ABSTRACT On the first decades of the 21st century, organizations and administrations face challenges and come across opportunities threatened by a number of disruptive forces such as globalization, the ever-changing emerging technologies and the economic imbalances acting as drivers of the market transformation. This combination of factors is forcing all industrial companies to have more and higher demanding productivity levels, while bearing always in mind how to improve and meet the customer’s requirements. In this situation, we need to question ourselves again: Who is the customer? What does the customer value? And how can we deliver sustainable economic benefits? Considering this matter in a military naval industry framework sets the goals that this thesis intends to achieve. The first general goal is the definition of a new sustainable business model for the 2025 naval industry, adapted to the customer requirements and the new political, economic, social, technological and environmental scenario. And the second goal that arises as a consequence of the general model develops a methodology to implement “warship” through life support programs. The research is divided in four parts: the first one justifies, on the one hand, the need to change the existing model and, on the other, identifies the model structural factors. On the second part, current literature regarding one of the key issues on the new model (the Product-Service concept) is reviewed. Based on field research, the third part focuses entirely on military shipbuilding, analyzing specific key aspects of this field and identifying which of them are valued the most by Navies and how they manage through life cycles of warships. Finally, the foundation of the proposed model is presented and also the basic grounds for implementing a Through Life Support (TLS) program are developed. As a result of this research, the proposed model for the naval industry is based on eleven (11) key principles: 1. The warship (a high added value product) must be designed and built in a shipyard at the country developing the defense program. 2. Design must be customer value oriented, i.e.warship must be designed to effectively fulfill its mission throughout its operational life, ensuring safety at the ship and for the people and protecting the environment in accordance with current regulations. 3. The industry has to provide integrated Through Life Support solutions. 4. Develop and maintain integrated complex systems capabilities for the entire warship life cycle. 5. Introduce the product, processes, people and business model itself to digital technologies. 6. Develop long-term action plans with the domestic customer. These plans must be based on three premises: (i) the complete life cycle must be included, starting from the research and development stage throughout the ship’s disposal; (ii) customer demand has to be sophisticated, i.e. customer requirements, both from the efficiency and product perspective, "attract" the contractor and (iii) technological level and manufacturing capabilities of the company in the future must be maintained and a competitive position on the export market has to be achieved. 7. Promote the military exporting sector through increased international business. 8. Develop contractor multi-location as it entails an opportunity for growth and promote export opportunities providing integrated solutions in the customer's country. 9. Strengthen institutional diplomacy as a lever for export. 10. Promote technological leadership in both product and processes with active R & D & I policies (Research & Development & Innovation) 11. Strengthen financing capacity through innovative solutions. The second goal of this thesis is focused on developing integrated Through Life Support (TLS) solutions. The proposed methodology tries to minimize the gap between needs and capabilities through the ship operational life. It means, the main TLS program objective is to maintain the ship’s performance and capabilities during operational life, in relative terms to current technologies, equivalent to those the ship had when it entered service. The main actions to fulfill the TLS program objectives are: value-oriented design, TLS engineering, technology updating projects, intelligent maintenance and performance based contracts.

O BOCA A BOCA ON-LINE: AS IMPLICAÇÕES DA VOZ DO CONSUMIDOR NA COMUNICAÇÃO DE MERCADO

O consumidor contemporâneo, inserido em um novo ambiente de comunicação, potencializa suas expressões, capaz de avaliar uma marca ou produto e transmitir sua opinião pelas redes sociais, ou seja, o consumidor expressa suas opiniões e desejos dialogando com seus pares de forma espontânea nas redes sociais on-line. É neste ambiente de participação e interação (ciberespaço) que está nosso objeto de estudo, o boca a boca on-line – a voz do consumidor contemporâneo, também conhecido como uma manifestação informativa pessoal ou uma conversa, a opinion sharing. Proporcionado pelos consumidores nas redes sociais on-line, o boca a boca se fortalece em função das possibilidades de interação, característica da sociedade em rede. Nesse cenário, oobjetivo desta pesquisa é caracterizar o boca a boca on-line como um novo fluxo comunicacional entre consumidores, hoje potencializado pelas novas tecnologias da comunicação, capazes de alterar a percepção da marca e demonstrar o uso, pelas marcas, das redes sociais on-line ainda como um ambiente de comunicação unidirecional. Mediante três casos selecionados por conveniência (dois casos nacionais e um internacional), o corpus de análise de nossa pesquisa se limitou aos 5.084 comentários disponibilizados após publicação de matérias jornalísticas no Portal G1 e nas fanpages (Facebook), ambos relativos aos casos selecionados. Com a Análise de Conteúdo dos posts, identificamos e categorizamos a fala do consumidor contemporâneo, sendo assim possível comprovar que as organizações/marcas se valem da cultura do massivo, não dialogando com seus consumidores, pois utilizam as redes sociais on-line ainda de forma unidirecional, além de não darem a devida atenção ao atual fluxo onde se evidencia a opinião compartilhada dos consumidores da sociedade em rede.

Paintings of the petroleum industry in Lea County, New Mexico

"The pr1.mary purpose of this thea1a waa to learn about and t .o produce a aeries of pa1nt1n~.a that aymbolized. tbe oil induatry 1n Lea. Count,-, New ltexic.o. The secondary purpose waa to learn more about tho oil industry, which is the big business in Le.a Countj, :New Mexico"

Studies in the packing industry /

[no. 1] The chain store and the packing industry, by E. L. Rhoades.--[no. 2] The management of chain meat markets, by E. L. Rhoades.--[no. 3] Chain stores and the independent meat retailer, by E. L. Rhoades.--[no. 4] Advertising of meats by chain grocery companies, by E. L. Rhoades.--[no. 5] Consumption of meat and meat products, with particular reference fo price, by J. H. Cover.

An exploratory analysis of the development and present status of voluntary and cooperative groups in food marketing.

Cover title.

Country market survey : CMS.

Description based on: Dec. 1982; title from cover.

Marketing Symposium University of Illinois : [papers].

Description based on: Oct. 1955.

A comprehensive classified marketing bibliography.

Mode of access: Internet.

Illinois Entrepreneurship Network Business Information Center ... annual report .

Description based on: 2005 ; title from cover.

Starting a value-added agribusiness : the legal perspective /

"First Printing: January 2000."--p. [ii].

Starting a business in Illinois : handbook.

The Illinois Entrepreneurship Network was established throughout the state to provide business management, counseling and training, assistance in entering international markets, information on competing for the state and federal contracts, developing technology related products and providing a supportive environment for new, startup businesses. This network consists of Small Business Development Centers, Procurement Technical Assistance Centers, International Trade/NAFTA Centers, Small Business Incubators and of course Entrepreneurship Centers. Assistance is provided in the areas of preparing business and marketing plans, securing capital, improving business skills, accessing international trade opportunities and addressing other business management needs. DCEO also has programs targeted to assist minority and women-owned business concerns. The Illinois Entrepreneurship Network is a collaborative arrangement among DCEO, the US Small Business Administration, the US Department of Defense, colleges and universities and private business organizations. Pursuant to the Business Assistance and Regulatory Reform Act, the Illinois Department of Commerce and Economic Opportunity (DCEO) created the IEN Business Information Center of Illinois (the Center). The goal of the Center is to enhance the state's business climate by making it easier for businesses to comply with government requirements and gain access to the information they need to be competitive. Whether a startup or existing business, this handbook will inform you of various legal requirements and guide you to additional resources.

Marketing industrial molasses in the United States /

Includes bibliographical references.

Relationships between wages, wage payment methods, and personnel efficiency in the furniture industry : a report on management opinion in eighteen furniture factories /

Includes bibliographical references.

The role of the board in firm strategy: Integrating agency and organisational control perspectives

The role of the board of directors in firm strategy has long been the subject of debate. However, research efforts have suffered from several deficiencies: the lack of an overarching theoretical perspective, reliance on proxies for the strategy role rather than a direct measure of it and the lack of quantitative data linking this role to firm financial performance. We propose a new theoretical perspective to explain the board's role in strategy, integrating organisational control and agency theories. We categorise a board's approach to strategy according to two constructs: strategic control and financial control. The extent to which either construct is favoured depends on contextual factors such as board power, environmental uncertainty and information asymmetry.

The effects of consumer knowledge on responses to event sponsorships

Research into consumer responses to event sponsorships has grown in recent years. However, the effects of consumer knowledge on sponsorship response have received little consideration. Consumers' event knowledge is examined to determine whether experts and novices differ in information processing of sponsorships and whether a sponsor's brand equity influences perceptions of sponsor-event fit. Six sponsors (three high equity/three low equity) were paired with six events. Results of hypothesis testing indicate that experts generate more total thoughts about a sponsor-event combination. Experts and novices do not differ in sponsor-event congruence for high-brand-equity sponsors, but event experts perceive less of a match between sponsor and event for low-brand-equity sponsors. (C) 2004 Wiley Periodicals, Inc.