Evaluación de la efectividad de una organización en el campo de percepción de marca usando un sistema de simulación computarizado basado en agentes

El presente proyecto de investigación tiene como objetivo general evaluar la efectividad de los esfuerzos de una unidad de negocio particular de la compañía Novartis de Colombia S.A. en el área de la percepción de marca mediante un sistema de simulación que implementa una metodología para la medición de esta última. Se tiene en cuenta que contar con datos exactos acerca de cómo los clientes finales perciben una marca es un tarea dispendiosa y que aún no tiene una fórmula matemática, por lo tanto, es muy subjetivo el proceso de entender a los consumidores por parte de los directivos de la empresa. El proceso planea que por medio del procedimiento planteado que se basa en una simulación por computador y más concretamente con una modelación basada en agentes se permita acercar a las partes involucradas en el proceso de compra, es decir, la empresa involucrada, vendedores, clientes y finalmente clientes potenciales.

Perfil logístico para el sector naturista en Colombia

Los productos naturistas buscan mejorar la salud a base de aplicaciones fito terapéuticas o uso extractivo de plantas medicinales. Dada la ausencia de datos y la informalización del sector naturista en Colombia se adelanta un proceso de investigación para implementar procedimientos que aseguren una óptima gestión en cada una de las áreas y determinar las necesidades de los clientes y el mayor grado de satisfacción. En desarrollo de lo expuesto, se identifican los elementos claves a considerar en el diseño de un modelo óptimo de gestión de suministros y abastecimiento del sector para garantizar la generación de resultados positivos, en cumplimiento de las políticas y estrategias del sector.

Desarrollo y posicionamiento de productos mediante la relación estratégica comunitaria y el marketing

En este proyecto se determinara cómo se realiza el desarrollo y el posicionamiento de productos mediante la relación estratégica comunitaria y el marketing. A lo largo del tiempo se han venido observando diferentes cambios en el marketing. Anteriormente este era visto como un vínculo entre los procesos sociales y económicos más que como un conjunto de actividades que buscan satisfacer las necesidades del cliente. Por medio del marketing, las organizaciones se enfocaron en la importancia de ofrecer productos altamente competitivos los cuales satisficieran las necesidades de cada uno de los clientes con el fin de generar productos únicos, con una buena posición en el mercado y que no fueran remplazados por su competencia. Es por esto que ofrecían productos con estándares de alta calidad, disminuyendo costos de producción y tiempo para implementarlos en el mercado y satisfacer la demanda de los clientes. Hoy en día, los mercados están saturados es por esto que es de suma importancia que el cliente se encuentre satisfecho con el producto para que vuelva a comprarlo y se cree una relación perdurable y satisfactoria tanto para la compañía como para el cliente. Por este motivo las organizaciones que tengan la capacidad de innovar ya sea mejorando uno ya existente o creando uno totalmente nuevo serán más reconocidas por los consumidores, y así podrán desarrollar productos con precios elevados incrementando su rentabilidad. El marketing relacional tiene una visión un poco más amplia, la cual explica que así como la fidelización de los clientes es importante para una compañía, se debe tener en cuenta a todo el personal que trabaja en esta para mantenerlo satisfecho y crear confianza entre el vendedor y el cliente. En este proyecto utilizamos un enfoque cuantitativo siendo un estudio de tipo teórico-conceptual, seleccionando las bases de datos, las fuentes de información y los documentos más representativos o que proporcionen la máxima información. El proyecto se sitúa dentro del grupo de investigación en perdurabilidad empresarial, en la línea de gerencia, para lograr identificar oportunidades que privilegien a las organizaciones, y en el proyecto de relación de las organizaciones con el medio y marketing.

Análisis del modelo de Internacionalización de e-Tech Simulation según la teoría de redes

La teoría de redes de Johanson y Mattson (1988) explica como las pequeñas empresas, también conocidas como PyMes, utilizan las redes de negocio para desarrollar sus procesos de internacionalización. Es así que a través de las redes pueden superar sus limitaciones de tamaño para encontrar cierto tipo de fluidez y dinamismo en su gestión, con el fin de aprovechar los beneficios de la internacionalización. A partir del desarrollo y fortalecimiento de las relaciones dentro de la red la organización puede posicionarse en una instancia competitiva cada vez más fuerte (Jarillo, 1988). Según Forsgren y Johanson (1992), para los gerentes es importante coordinar la interacción entre los diferentes actores de la red, ya que a través de estas su posición dentro de la red mejora y así mismo el flujo de recursos será mayor. El propósito de este trabajo es analizar el modelo de internacionalización según la teoría de redes, desde una perspectiva cultural, de e-Tech Simulation una PyME “Born to be global” norteamericana. Esta empresa ha minimizado su riesgo de internacionalización, a través del desarrollo de acuerdos entre los diferentes actores. Al mejorar su posición dentro de la red, es decir al fortalecer aún más los lazos existentes y crear nuevas relaciones, la empresa ha obtenido mayores beneficios de la misma y ha logrado ser aún más flexible con sus clientes. Es por esto que a partir de este análisis se planteó una serie de recomendaciones para mejorar los procesos de negociación dentro de la red, bajo un contexto cultural. De igual forma se evidencio la importancia del papel del emprendimiento del gerente en los procesos de internacionalización, así como su habilidad para mezclar los recursos obtenidos de diferentes mercados internacionales para satisfacer las necesidades de los clientes.

Proceedings from the 2nd seminar on Development of Modular Products : December 13-14, 2004, Campus Framtidsdalen, Dalarna University, Sweden

Companies are focusing on efforts increasing the overall efficiency at the same time as the ability to meet customer needs becomes even more important. There is a need to improve the organisation and the product design at the same time through the visualisation of how a product family design should be performed in order to adapt to customers, company internal issues, and long-term strategy. Therefore, there is a need for qualified personnel in today’s companies with the knowledge of product development and modularity. The graduate course Development of Modular Products at Högskolan Dalarna has the objective to provide such knowledge. As a part of the course, each student will individually perform extensive research within a chosen area with respect to Product Development and Modularity. This proceeding is the result of the students own work and was presented during a two day seminar at Dalarna University. The contents of the papers cover many areas, from the identification of customer needs to cost effective manufacturing, and benefits of modularisation. The reader of this proceeding will not only benefit from many areas within Product Development and Modularity but also from the colour of many cultures. In this proceeding, students from nine countries are represented (Bangladesh, China, Costa Rica, Germany, Holland, India, Luxembourg Nigeria, and Sweden). Enjoy the reading.

Metodologia de implantação da construção enxuta: estudo de caso em construtora de porte médio

In recent years, the Brazilian construction industry has gone by changes like currency stability, increasing competition, shortage of skilled labor and increasing quality importance required by the customer, who made the sector companies seek solutions through new management practices in order to become more efficient. A alternative to these management practices is known as Lean Construction which is derived from the Toyota System Production. Lean Construction main goals are to reduce parts of activities that do not add value, increase product value by considering customer needs, reduce variability and production cycle time, simplify process by reducing the number of parts or steps, increase the flexibility in the product execution and transparency process, focus the control on overall process, introduce continuous improvement process, maintain a balance between improvements in flows and conversions and seek to learn from practices adopted by competitors. However, the construction industry is characterized by having nomadic activity, which undertakes an unique product with high cost of production and big inertia for behavioral change, making it difficult to implement the philosophy of lean construction in companies. In this sense, the main objective of this study is to develop a methodology for implementation of the principles of Lean Construction. The method of implementing the proposed management system was designed with the aid of 5W2H tool, and the implementation process is divided into three phases. The first one aims to know in a macro way the current operation of construction, identify who is its target audience and what are the products and services offered to the Market. The second phase aims to describe what actions should be taken and which documents are needed to be created or modified; finally, the third step goal consists in how to control and monitor established processes, where through Strategic Planning the company goals would be set along with their respective targets and indicators in order to keep the system working, aiming for continuous improvement with focus on the customer. This methodology was conceived as a case study analyzing a medium size construction with more than 18 years of activity and certified for almost 10 years with ISO9001 and level A in PBQP-H. We also conclude that this implementation process can be used in any developer and / or builder

Nível de maturidade e comparação dos PDPs de produtos automotivos

O desenvolvimento de novos produtos, que atendam às necessidades do mercado consumidor, é atividade estratégica para sustentabilidade das organizações. O objetivo deste artigo é comparar e avaliar o nível de maturidade desses processos em duas montadoras de veículos instaladas na região Sul Fluminense do País. São discutidas algumas características dos processos, expõe-se o modelo de avaliação, baseado nos critérios do CMMI (Capability Maturity Model Integration), e são apresentados os resultados de pesquisa que investigou o nível de maturidade junto a 47 representantes das empresas estudadas. Como resultado, foi possível identificar lacunas na estruturação dos PDP's, com diversas práticas e ferramentas usadas de forma isolada e não integradas, havendo campo suficiente - no entendimento dos próprios executivos - para serem aprimorados e refinados, o que permitiria torná-los mais completos, abrangentes e potentes para alavancar os resultados de mercado e financeiros das próprias organizações.

Alignment of operations strategy: Exploring the marketing interface

Purpose - The purpose of this paper is to identify factors that can help managers to overcome barriers to alignment of operations strategy at the interface with marketing. Design/methodology/approach - This objective required the application of a procedure based on strategic consensus and a deeper analysis, such that the delimitation of the study in a single case was mandatory. The strategic processes of interfacing involve managerial attributes that are subject to the influence of human aspects and, therefore, the research method used a qualitative approach. The protocol design included the following data sources: interviews, document reviews and researcher observations. The categorisation was made based on the theoretical references, the frequency of observations, common responses and information from documents. Findings - The balance between intra-functional trade-offs, joint research on the competitive context, reflections on the understanding of customer needs and operational performance, and understanding of inter-functional trade-offs were the main factors verified. They effectively support decisions associated with interface processes and promotes the integration of these processes. They can generate inputs that enable managers to achieve an appropriate balance among alternatives in light of various trade-offs. Practical implications - These factors make possible new connections between strategic processes in the context of operations and marketing functions. The formations of these strategies are aligned through a better understanding of both threats and opportunities by means of a joint analysis of the competitive context. The presented findings can be used to develop a clear definition of strategic objectives of operations and a more appropriate treatment of market needs. Originality/value - The findings from the research can be considered as new elements for promoting alignment in the formation process of the operations strategy. Little research to date has examined the operations-marketing strategic interface of companies in the context of strategic consensus. © Emerald Group Publishing Limited.

Fatores críticos de sucesso no processo de desenvolvimento de produtos

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Estudo sobre o gerenciamento de projeto de desenvolvimento de um veículo Baja para competições

This paper presents a study of practices in project management of a college team that participates in Baja SAE competitions. The use of management techniques can deliver benefits to the project in terms of meeting customer needs, use of time and resources and minimization of risks, for example. Should be sought methods and techniques in agreement with the project context and the team that leads it. This paper analyzes a specific case of baja vehicle project management, obtaining data by means of literature research, archival research and interviews with students on the team (structured and unstructured). The study allowed to relate the practices used by the team and to identify possible areas for improvement, based on the literature on project management. There was thus obtained a set of recommendations for the current team, in future initiatives, and to other teams responsible for carrying out similar projects

Improving logistics services through the technology used in fleet management

Outsourcing logistics has established itself in the area of the LSP (Logistics Service Provider), which offers a range of services to its customers. In this line, transportation is characterized as one of the most important services, and therefore efficient fleet management is essential for establishing a high level of customer service. With advances in technology and vehicle tracking systems, this approach of management has gained new possibilities for the improvement of logistics services. By studying the specific case of an LSP, this paper investigates the use of these technologies in the management of their business and services. The results indicate that the LSP seeks to increase its services and to streamline information in order to respond to customer needs in real time. It is also evident in this case under study that the combination of the technology available together with the fleet management system has become a distinguishing feature for this LSP, one which increases their skills and important information for both customers and business.

Análise do funcionamento e a evolução de um programa de sugestões de ideias e seus benefícios

The competition for markets have created extreme challenges for companies that need an efficient management system. The transformational system involve all the employees in the task of eliminating waste, add value to products, reduce variations in processes, increase reliability and discover customer needs. The collaborative management is one of the focuses of this research. It was based on the analysis of the Fleury's suggestion program called Central de Ideias, The Fleury Group is one of the most traditional organizations of medical and health in the country. We pointed out the evolution of the program and we also showed the results of the changed of the management tool ideas. An extensive theoretical study was conducted in order to enhance the benefits that a suggestion system provides to the organizations. The Programa Central de Ideias has saved millions for Fleury and it has been made processes more efficient. The increasing of employees participation, the improvement of the internal communication and the refinement of the quality services are one of the suggestion system benefits

O planejamento e desdobramento em ações da estratégia de uma pequena empresa varejista

This thesis presents a way to plan and deploy the strategy of a small retailing company with use of lean six sigma technics. In small companies there are mostly no future strategic planning based on the external market and customer needs. Aiming for effective strategies, it is necessary to deal with significant information and transparency of plans and targets. With lean six sigma method it can be achieved and this Thesis has the purpose of analysis of the method application in the creation of a strategy for a small company in the city of Franca, state of São Paulo. The outcomes are a financial and market analysis, a structured strategic planning, an employees function outline, the creation of plans, indicators and targets, and the employees and owners' opinion regarding the new way of working

Análise do funcionamento e a evolução de um programa de sugestões de ideias e seus benefícios

The competition for markets have created extreme challenges for companies that need an efficient management system. The transformational system involve all the employees in the task of eliminating waste, add value to products, reduce variations in processes, increase reliability and discover customer needs. The collaborative management is one of the focuses of this research. It was based on the analysis of the Fleury's suggestion program called Central de Ideias, The Fleury Group is one of the most traditional organizations of medical and health in the country. We pointed out the evolution of the program and we also showed the results of the changed of the management tool ideas. An extensive theoretical study was conducted in order to enhance the benefits that a suggestion system provides to the organizations. The Programa Central de Ideias has saved millions for Fleury and it has been made processes more efficient. The increasing of employees participation, the improvement of the internal communication and the refinement of the quality services are one of the suggestion system benefits

O planejamento e desdobramento em ações da estratégia de uma pequena empresa varejista

This thesis presents a way to plan and deploy the strategy of a small retailing company with use of lean six sigma technics. In small companies there are mostly no future strategic planning based on the external market and customer needs. Aiming for effective strategies, it is necessary to deal with significant information and transparency of plans and targets. With lean six sigma method it can be achieved and this Thesis has the purpose of analysis of the method application in the creation of a strategy for a small company in the city of Franca, state of São Paulo. The outcomes are a financial and market analysis, a structured strategic planning, an employees function outline, the creation of plans, indicators and targets, and the employees and owners' opinion regarding the new way of working