Inovação orientada para mercado : um estudo das relações entre orientação para mercado, inovação e performance

Esta tese trata das relações entre orientação para mercado e inovação organizacionais, enfocando seu impacto sobre a performance da organização. Seu objetivo central é o desenvolvimento de um modelo teórico descritivo do impacto específico da orientação para mercado e da inovação sobre a performance. A teoria de sustentação do modelo considerou a orientação para mercado como um construto de segunda ordem que inclui os comportamentos de geração, disseminação de inteligência de mercado e resposta à esta. Para isso foi empregado o conceito desenvolvido por Jaworski e Kohli (1993) e aprimorado por Matsuno, Mentzer e Rentz (2000). Considerou também os conceitos de inovação e performance apresentados por Calantone, Cavusgil e Zhao (2002). O modelo inclui as definições e as inter-relações entre esses elementos necessárias para explicar a performance. O objetivo do estudo foi atingido pelo emprego de um método executado em duas etapas. A etapa inicial, com propósito exploratório, empregou uma abordagem qualitativa. A segunda etapa, com propósito descritivo, adotou uma abordagem quantitativa. A etapa exploratória, empregou dados qualitativos obtidos em 14 entrevistas em profundidade com executivos de empresas de diversas características. Resultou na agregação de variáveis indicadoras de geração e disseminação de inteligência de mercado e inovação compatíveis com a realidade empresarial local. A etapa descritiva foi baseada em entrevistas por telefone com executivos e proprietários de 800 empresas brasileiras de um setor da indústria metal-mecânica. Resultou em evidências em favor da validade das escalas de mensuração dos construtos empregados. As evidências também se mostraram em favor da capacidade do modelo formulado em descrever a relação entre a orientação para mercado e inovação, bem como seus impactos específicos sobre a performance. Os parâmetros do modelo sugerem que a inovação, em um ambiente organizacional orientado para mercado, apresenta uma elevada capacidade de explicação da performance das empresas pesquisadas. A avaliação das inter-relações significantes do modelo sustenta a proposição de que a inovação deve ser suportada por inteligência de mercado disseminada na organização e que essa inovação deve ser introduzida na resposta da empresa à inteligência de mercado. Nessas condições, a inovação resulta em performance elevada. Moderadores do processo foram investigados. A pesquisa contribui para o conhecimento de administração pois apresenta algumas condições específicas nas quais a orientação para mercado e a inovação resultam em performance, esclarecendo, parcialmente, a complexa dinâmica entre os dois conceitos. Sua contribuição aumenta em relevância na medida em que os resultados encontrados dizem respeito diretamente à realidade empresarial brasileira.

A prática de marketing e a formação de gestores na indústria de tecnologia da informação

As atuais tendências da indústria de tecnologia da informação (TI) provocam mudanças nas estratégias de marketing das empresas de TI, que abandonam o foco na venda de produtos e serviços para a venda de soluções baseadas em conceitos de mais alto nível, como cenários e estratégias de negócios. À medida que os profissionais de marketing passam a examinar os vários processos de negócios dos clientes, a empresa de TI tem que rever o posicionamento do seu negócio e as suas práticas de marketing. Este novo cenário traz a necessidade de reflexão e investigação sobre os tipos de organizações de marketing que estão sendo implementadas pelas empresas de TI, bem como os perfis de profissionais procurados e os programas de formação mais adequados. O presente estudo reflete sobre estas questões, de modo a contribuir para que a EAESP/FGV possa oferecer conteúdos programáticos que formem os profissionais para as empresas de TI.

Marketing de serviços na indústria de tecnologia da informação - novos desafios e oportunidades

A economia mundial neste final de século apresenta duas tendências que impactam significativamente nos conceitos e práticas de marketing: a predominância do setor de serviços no PIB das economias; e a tecnologia da informação como um dos setores mais dinâmicos e alavancadores de crescimento econômico. Na literatura brasileira há escassez de estudos recentes que reflitam sobre as especificidades do marketing de serviços nas indústrias de tecnologia, e sobre o conteúdo dos programas de formação profissional e gerencial, ajustados às necessidades desta indústria, que apresenta acelerada taxa de mudança, inovação e obsolescência. O presente estudo reflete sobre estes novos desafios e oportunidades, de modo a gerar conhecimento que contribua para a prática e o ensino da gestão de marketing no Brasil.

Evolução setorial e trajetórias tecnológicas em nível de empresas na indústria de celulose e papel no Brasil (1970 - 2004): contexto da política de substituição de importações à competição globalizada

Accordingly, a variety of firms's technological capabilities studies, the literature recently is still lacking about the dynamic of sector evolution and technological development in inter-firm and their implication for technical and economical financial performance. More lacking is the research catching up the evolution of industrial sectors after the institutional reforms in the 90. For that, the focus of the dissertation is to analyze the main of the evolution of the pulp and paper industry from 1970 to 2004, using as reference points the import-substitution policy and the economic deregulation of the 1990s. Futhermore, the work tries to evaluate how such changes at industry level have been perceived from a firm point of view in terms of accumulation of technological capabilities and improvement of economic financial performance. This linkage is tested and examined in the following firms: Aracruz (Barra do Riacho establishment ), Klabin (Monte Alegre establishment) e Votorantim Celulose e Papel ¿ VCP (Jacareí establishment), defining the same time period of sectoral level. As far as the industry level study is concerned, it is based on the average rate of annual growth of some selected variables, given that the technological capabilities test is performed according to the methodology already existing in the literature, but properly adapted to the pulp and paper case. Similarly, the analysis regarding the improvement of the economic financial performance is based on a set of industry specific indicators. Hence, the work is built upon multiple case studies, taking into account both the qualitative and quantitative evidence, i.e. interviews, direct observations, as well as firm reports. Finally, it is worth emphasizing as the analysis of the changes in the sector, in conjunction with the above mentioned methodology used to measure the technological capabilities in the context of an evolving industrial regime, is still lacking in emerging economies as well as in Brazil. According to the empirical evidence, the reforms of the 1990s had a positive impact on the industrial development, from both the national and international viewpoint. Such a transformation was evident at firm level in terms of accumulation of technological capabilities and improvement of economic financial indicators. Indeed, the results show that the speed of accumulation of technological capabilities within the firms influences positively the performance indicators. On the other hand, these are also related to external factors, such as the macroeconomic conditions, which as such have not been considered in details.

Estratégias de inovação e mudança organizacional: o Programa de Racionalização e competitividade da Caixa Econômica Federal

A presente dissertação tem por objetivo identificar - por meio do estudo de caso da implantação do PRC - Programa de Racionalização e Competitividade na Caixa Econômica Federal - se existem padrões de respostas e soluções organizacionais que possam ensejar um modelo básico de inovação e mudança organizacional tipicamente brasileiro. Considerando que o turbulento ambiente empresarial brasileiro desenvolveu empresas altamente adaptáveis às provocações ambientais por meio de diversos modelos de gestão de mudança organizacional, o presente estudo num primeiro momento faz uma revisão da literatura sobre o tema. Em seguida, descreve o contexto e os diversos modelos de gestão experimentados pela CAIXA, no período de 1989 a 1998, visando registrar e sistematizar informações que poderão permitir que se vislumbre, ao longo do tempo, traços comuns que possam caracterizar esse típico modelo de inovação e mudança organizacional brasileiro. Os resultados obtidos da pesquisa de campo, respaldados pelo exame bibliográfico, permitiu concluir que o processo de mudança experimentado pela organização em virtude da implementação do programa foi despertado tanto por variáveis do contexto interno quanto do contexto externo, com semelhante intensidade. Adicionalmente, pode-se concluir que houve mais facilidade da organização em lidar com as perspectivas estratégica, estrutural e humana, e mais dificuldade em lidar com as perspectivas tecnológica, cultural e política. Confirma-se, portanto, que algumas perspectivas do processo de mudança experimentado pela CAIXA denotaram práticas de inovação organizacional e que, entretanto, outras perspectivas não puderam ser reproduzidas de modo confiável, em uma escala significativa a custos razoáveis.

A influência dos ativos intangíveis na análise de risco de crédito de empresas de base tecnológica

Evolution is present in world dynamics. And it is just in such transformational environment where companies have been encapsulated. In an economy of knowledge, physical assets alone are unable to provide profits to meet shareholders' demands. Now there comes an invisible component with the purpose of defining strategies and impelling results: Intangible Assets. Banking financing systems, however, have not kept pace with this knowledge revolution and its resulting new income generation techniques. Credit analysis methods for most financing agents would not employ any intangible parameters in their methodology of study as yet. This paper seeks to discuss the importance of intangible assets by focusing their role of influencial factor in decisions to finance technology-based companies. By studying the credit risk classification system employed by FINEP, Brazil's Federal Agency for innovation development, we wished to suggest indicators for intangibles which might be put to use in the Financiadora.

Fusões, aquisições estratégicas, e capacidades tecnológicas inovadoras: evidências da indústria de telecomunicações multinacional

This dissertation studies the innovative technological capabilities available in the merger and acquisitions processes and the relationship between these processes with the technological capabilities accumulation to get convergence of technology and services. This study was examined in fourteen companies of the telecommunications industry during 2002 to 2007. Starting on 1990 there were from one end a profusion of studies on the technological capabilities as source of competitive advantages; from another end there are studies on merger and acquisitions with the objective to evaluate the motivations derived from technological factors and stimulation to the competition and the opening of the market. However few of the empirical studies of long stated period that examine the correlation of these events in the industry of telecommunications under the optics of the technological qualification in the level of the companies and for the strategic perspective of enterprise based on the dynamics abilities. An analytical framework already available in the literature was used to describe the contribution of the merger and acquisitions processes for the accumulation of innovative technological capabilities in the studied companies. However the framework was adapted specifically for the industry of Telecommunications. This dissertation also studies the importance of the strategic merger and acquisitions as organizational form in the complementation of technological capability for external sources. Such empirical evidences had been collected from information and data bases published for the own companies who had been examined in this dissertation. Regarding the results, it was found that: 1. In terms of participation with ingress technological capabilities in strategic merger and acquisitions the equipment manufacturers had entered with 71% to 55 of the technological capabilities and the service operator company had entered with 61% to 71 technological capabilities. 2. In terms of implications of the merger and acquisitions for the configuration of resultant technologic capabilities, it was found that the equipment manufacturers had increased 31% the ratio of convergence of technology and the operators of services had increased 4% the ratio for the change in the organizational structure. 3. Regarding the accumulation technological capability to obtain convergence of technology and services was verified the increase these technological capabilities after the merger and acquisitions process in the companies studied. Considering the limitation of this study, the evidences found in this dissertation suggest that the companies use the processes of strategic merger and acquisitions to search for external complementation of their knowledge base to compete in the globalization market. The result demonstrates that this movement has implied in an alteration and accumulation of capability from organization on innovative technological activities regarding the convergence of technology and services.

Processos de aprendizagem e acumulação de competências tecnológicas na indústria de injeção plástica: o caso da Multibrás da Amazônia S.A.

This resume focus the connection between the learning process and the technological competences evolution. It is based on business case of a plastic injection company named Multibras da Amazonia S/A, that manufacture plastic parts to electro- electronic industry assemblers, the study used the company evolution from 1983 to 2000. Its conclusion allowed to demonstrate, how the theories developed by Figueiredo (2001) can be used to describe the technological competences and the learning process, and on it's scale from 1 to 6 the Multibras case has reached the level 5. Based on the business case, the study confirmed how the technological competences learning process and accumulation is linked to an organizational knowledge. Using the theory basis, but applied to an industry case, different from all the previous studies, this resume shows that it's necessary to have a continuous, organized and integrated effort to generate and develop the knowledge evolution inside the company to make possible the technological competences accumulation on a fast and effective track.

Acumulação de competências tecnológicas e os processos subjacentes de aprendizagem na indústria Mmtal - mecânica : o caso da empresa AGCO comércio e indústria LTDA em Santa Rosa - RS

This dissertation enfoca the relationship between technological competences accumulation and the learning underlying processes. This relationship is examined in the company AGCO Comércio and Indústria Ltda, during the period of 1970 to 2000. It is of a company metal-mechanics, agricultural machines manufacturer. In other words, the dissertation examines the processes technological learning implications for aA technological competences accumulation in the company in study. The dissertation enfoca the competences accumulation for three technological functions: processes and organization, products and equipments. The learning processes are examined to the light of four characteristic: variety, intensity, operation and interaction, from the structure existing analysis use in the literature. Based on study of individual case, this study found that the technological competences ways to accumulation in the studied company are associates to the several processes used to acquire technological knowledge and converts him in organizacional. Ademais, the simple incidence of these processes in the company didn't guarantee in the company a positive implication for the technological competences accumulation. The company accumulated level middleman-superior technological competence (level 6) to accomplish production and function products function processes and organization activities, and intermediary level (level 5) to accomplish function equipments activities. In haves to characteristic key, the learning processes introduce an oscillation differentiated along time: the variety oscillated of moderated the several; the intensity of intermittent the continuous; the operation of bad the good; and the interaction of weak the strong. Through the existing structure use in the literature, however applied to a previous studies different industry, this dissertation suggests that must there be an organized , continuous effort and integrated for the knowledge generation and sowing in every company in order to the technological training accumulation be accelerated in the company.

Acumulação de competências tecnológicas e os processos subjacentes de aprendizagem na indústria de bens de capital: O caso KVAERNER PULPING no Brasil

This dissertation is concerned with the implications of the learning processes for the technological capability accumulation at the firm level. This relationship was examined in Kvaerner Pulping over the period from 1980 to 2000. The firm is located in Curitiba/PR and supplies equipment and complete plants (capital goods) for pulp mills. In other words, based on an individual case study, this dissertation examines how the learning processes influence the building and accumulation of technological capability. The accumulation of technological capabilities is crucial for the survival and the competitive performance of the firms. An analytical framework already available in the literature was used to describe the paths (way and speed) of technological capability accumulation in the firm studied. However, the framework was adapted specifically for the capital goods industry for the pulp & paper sector. The paths of technological capability accumulation are analysed for three different technological functions: ¿engineering activities and project management¿, ¿operational processes and practices¿ and ¿process equipment¿. The learning mechanisms were examined in the light of four key features: variety, intensity, functioning and interaction. During the 1980s and 1990s the firm accumulated different levels of technological capability in the technological functions studied. It was only when the firm started to coordinate systematically the efforts to acquire and convert the knowledge from the individual to the organizational level, at the mid 1990s, that the accumulation of technological capability was accelerated. By the end of this decade the firm was able to accumulate innovative capabilities in all the functions analysed. Similarly to previous studies that investigated other types of firms, the conclusion of this dissertation suggests that the way and rate by which the firm accumulates technological capability can be explained by the learning process and its key features over time.

Mensuração de Capacidade Tecnológica no Contexto de Industrialização Recente: Uma Breve Reflexão Crítica Sobre Taxonomias e Evidências de Pesquisas Recentes

This dissertation aims at examining empirical evidences obtained in the light of taxonomies and strategies for measuring firms technological capabilities and innovation in the context of developing countries, motivated by the fact that debates and studies directed to innovation has been intensified, for the last thirty years, by the recognition of its vital and growing importance to the technological, economic, competitive and industrial development of firms and countries. Two main tendencies can be identified on this debate. At one side, it¿s the literature related to the developed countries logic, whose companies are, in majority, positioned at the technological frontier, characterized by the domain of innovative advanced capabilities, directed to its sustaining, deepening and renewal. At the other side, there are the perspectives directed to the developing countries reality, where there is a prevalence of companies with deficiency of resources, still in process of accumulating basic and intermediate technological capabilities, with characteristics and technological development trajectories distinct or even reverse from those of developing countries. From this last tradition of studies, the measuring approaches based in C&T indicators and in types and levels of technological capabilities stand out. The first offers a macro level, aggregated perspective, through the analysis of a representative sample of firms, seeking to the generation of internationally comparable data, without addressing the intraorganizational specificities and nuances of the paths of technological accumulation developed by the firms, using, mostly, R&D statistics, patents, individual qualifications, indicators that carry their own limitations. On the other hand, studies that examine types and levels of technological capabilities are scarce, usually directed to a small sample of firms and/or industrial sectors. Therefore, in the light of the focus and potentialities of each of the perspectives, this scenario exposes a lack of studies that examine, in a parallel and complementary way, both types of strategies, seeking to offer more realistic, consistent and concrete information about the technological reality of developing countries. In order to close this gap, this dissertation examines (i) strategies of innovation measurement in the contexts of developing countries based on traditional approaches and C&T indicators, represented by four innovation surveys - ECIB, PINTEC, PAEP and EAI, and, (ii) from the perspective of technological capabilities as an intrinsic resource of the firm, the development of which occurs in a cumulative way and based on learning, presents and extracts generalizations of empirical applications of a metric that identifies types and levels of technological capabilities, through a dynamic and intra-firm perspective. The exam of the empirical evidences of the two approaches showed what each one of the metrics are capable to offer and the way they can contribute to the generation of information that reflect the technological development of specific industrial sectors in developing countries. In spite of the fact that the focus, objective, perspective, inclusion, scope and lens used are substantially distinct, generating, on a side, an aggregated view, and of other, an intra-sector, intra-organizational and specific view, the results suggest that the use of one doesn't implicate discarding or abdicating the other. On the contrary, using both in a complementary way means the generation of more complete, rich and relevant evidences and analysis that offer a realistic notion of the industrial development and contribute in a more direct way to the design of corporate strategies and government policies, including those directed to the macro level aspects just as those more specific and focused, designed to increment and foment firms in-house innovative efforts.

Comportamento dos processos intra-organizacionais de aprendizagem tecnológica frente a uma mudança de estrutura de propriedade: o caso da TermoMacaé - PETROBRÁS

This academic work describes the interfirm technological learning processes behavior at a thermo plant throughout the years 2001 till 2007. Its former ownership structure was composed by two foreigners companies. This structure was changed by the acquisition of the company control by a Brazilian state owned company on April 2006. The company is a Natural Gas Fired Power Plant placed at Macaé City, at Rio de Janeiro State, Brazil generating electric power right to National Integrated System (SIN). The goal of this research is verify how the technological knowledge had been acquired by the firm and how it had been spread out throughout the organization before and after the change of the ownership structure. The taxonomy applied to determining of ownership structure take in account three parameters: type, specific characteristic and the ownership structure itself. Technological Learning Interfirm Processes have been examined from a model of systemic approach that establishes four key characteristics: ¿variety, intensity, functioning and interaction¿. During 2001 until 2006, till the change of owner structure, the firm developed its own learning processes in its own operational routines. The main learning processes have been identified from empirical evidences. It has been adopted the cut line at year of 2006 for the comparison among the technological learning processes behavior, when the change of ownership structure took place. The data capture occurred within April and August 2007 covering since 2001. Verified the behavior of these learning processes before and after the ownership structure changed from private property to state owned property. The conclusion of this case study suggests that interfirm processes of technological learning identified by the research had their dynamical behavior promptly affected by a change from private to ownerstate ownership structure, exposing the company to a poor performance in its industry, due to the lack of 51% of the technological intrafirm learning processes and reduction of the acquisition of new technical knowledge and its conversion throughout the organization.

Localização de empresas de base tecnológica e surto de criação de incubadoras: condicionantes do salto paradigmático

Este trabalho de doutoramento em Administração de Empresas pela EAESP/FGV de São Paulo apresenta estudo sobre a localização de 27 Incubadoras nacionais, abrangendo 9 Estados da Federação. A partir de dados coletados por meio de questionários, são avaliados os fatores de localização de pequenas empresas de base tecnológica e de incubadoras. Apresenta-se uma revisão dos principais aspectos . clássicos e contemporâneos da Teoria Locacional

Manutenção produtiva total : estudo de caso na indústria gráfica

A participação do Brasil no moderno processo tecnológico, disseminado através da globalização, tem colocado as organizações empresariais em ritmo aceleradode mudanças, proporcionando um mercado altamente competitivo. o aprimoramento da qualidade, valor, bom atendimento e inovação dos produtos e serviços, que precisam ser adaptados rapidamente, proporcionam condições de sobrevivência para as empresas num mundo altamente globalizado. O programa TPM - Total productive maintenance, que, traduzido, resulta em Manutenção Produtiva Total, auxilia as empresas na redução de ocorrência de falhas em instalações, máquinas e equipamentos nestes ambientes competitivos. O objetivo deste trabalho é consolidar uma metodologia de implementação de TPM. Para isso, tem-se o desenvolvimento de um estudo de caso de implementação do programa em uma indústris gráfica. O trabalho limita-se às etapas de planejamento, implantação e avaliação dos resultados obtidos com a aplicação do TPM em um equipamento piloto, buscando confirmar as vantagens do método proposto. Os resultados obtidos com a implantação do programa na equipe piloto demonstram a eficácia das atividades desenvolvidas em grupo.

Fatores críticos para o sucesso no mercado de videogames domésticos: os casos Sony e Microsoft na batalha pelo domínio da sala de estar

O presente trabalho visa identificar os fatores percebidos como críticos para o sucesso na indústria de consoles domésticos de videogame, e novos fatores importantes que possam surgir para o sucesso desta indústria dinâmica e em constante evolução. Para esta análise, utiliza-se como base o referencial teórico de estratégia emergente, valor da inovação, gerenciamento e dinâmica da cadeia de valor, e economia da informação. Faz-se uma revisão histórica da indústria, a cada geração de consoles, e um descritivo do seu momento atual, seguido de um detalhamento dos participantes da indústria e o mapeamento da cadeia de valor para os consoles domésticos de videogames, baseado na literatura existente e nas entrevistas com especialistas de mercado. Foi feito um estudo de caso com os dois líderes atuais deste mercado, Sony e Microsoft, e suas respectivas gerações de consoles com uma analise comparativa de suas cadeias de valor. A análise dos casos busca mostrar por que estas empresas entraram neste mercado, como tentaram utilizar suas core competences para obter sucesso em um mercado de forte economia de rede, marcado pelo surgimento freqüente de tecnologias de ruptura e novos entrantes, alta velocidade evolutiva do setor provocada pelos movimentos freqüentes de poder entre os elos da cadeia, em geral ao redor do fabricante do console e dos publishers dos jogos. Com base nesta análise, foram determinados os fatores críticos de sucesso da indústria até o momento e identificar os fatores críticos adicionais que estão surgindo para a última geração de consoles iniciada ao final de 2005, cuja competição tornou-se relevante ao final de 2006.