864 resultados para customer needs
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Máster Universitario en Sistemas Inteligentes y Aplicaciones Numéricas en Ingeniería (SIANI)
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onceptual design phase is partially supported by product lifecycle management/computer-aided design (PLM/CAD) systems causing discontinuity of the design information flow: customer needs — functional requirements — key characteristics — design parameters (DPs) — geometric DPs. Aiming to address this issue, it is proposed a knowledge-based approach is proposed to integrate quality function deployment, failure mode and effects analysis, and axiomatic design into a commercial PLM/CAD system. A case study, main subject of this article, was carried out to validate the proposed process, to evaluate, by a pilot development, how the commercial PLM/CAD modules and application programming interface could support the information flow, and based on the pilot scheme results to propose a full development framework.
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Este proyecto está desarrollado sobre la seguridad de redes, y más concretamente en la seguridad perimetral. Para mostrar esto se hará una definición teórico-práctica de un sistema de seguridad perimetral. Para ello se ha desglosado el contenido en dos partes fundamentales, la primera incide en la base teórica relativa a la seguridad perimetral y los elementos más importantes que intervienen en ella, y la segunda parte, que es la implantación de un sistema de seguridad perimetral habitual en un entorno empresarial. En la primera parte se exponen los elementos más importantes de la seguridad perimetral, incidiendo en elementos como pueden ser cortafuegos, IDS/IPS, antivirus, proxies, radius, gestores de ancho de banda, etc. Sobre cada uno de ellos se explica su funcionamiento y posible configuración. La segunda parte y más extensa a la vez que práctica, comprende todo el diseño, implantación y gestión de un sistema de seguridad perimetral típico, es decir, el que sería de aplicación para la mayoría de las empresas actuales. En esta segunda parte se encontrarán primeramente las necesidades del cliente y situación actual en lo que a seguridad se refiere, con los cuales se diseñará la arquitectura de red. Para comenzar será necesario definir formalmente unos requisitos previos, para satisfacer estos requisitos se diseñará el mapa de red con los elementos específicos seleccionados. La elección de estos elementos se hará en base a un estudio de mercado para escoger las mejores soluciones de cada fabricante y que más se adecúen a los requisitos del cliente. Una vez ejecutada la implementación, se diseñará un plan de pruebas, realizando las pruebas de casos de uso de los diferentes elementos de seguridad para asegurar su correcto funcionamiento. El siguiente paso, una vez verificado que todos los elementos funcionan de forma correcta, será diseñar un plan de gestión de la plataforma, en el que se detallan las rutinas a seguir en cada elemento para conseguir que su funcionamiento sea óptimo y eficiente. A continuación se diseña una metodología de gestión, en las que se indican los procedimientos de actuación frente a determinadas incidencias de seguridad, como pueden ser fallos en elementos de red, detección de vulnerabilidades, detección de ataques, cambios en políticas de seguridad, etc. Finalmente se detallarán las conclusiones que se obtienen de la realización del presente proyecto. ABSTRACT. This project is based on network security, specifically on security perimeter. To show this, a theoretical and practical definition of a perimeter security system will be done. This content has been broken down into two main parts. The first part is about the theoretical basis on perimeter security and the most important elements that it involves, and the second part is the implementation of a common perimeter security system in a business environment. The first part presents the most important elements of perimeter security, focusing on elements such as firewalls, IDS / IPS, antivirus, proxies, radius, bandwidth managers, etc... The operation and possible configuration of each one will be explained. The second part is larger and more practical. It includes all the design, implementation and management of a typical perimeter security system which could be applied in most businesses nowadays. The current status as far as security is concerned, and the customer needs will be found in this second part. With this information the network architecture will be designed. In the first place, it would be necessary to define formally a prerequisite. To satisfy these requirements the network map will be designed with the specific elements selected. The selection of these elements will be based on a market research to choose the best solutions for each manufacturer and are most suited to customer requirements. After running the implementation, a test plan will be designed by testing each one of the different uses of all the security elements to ensure the correct operation. In the next phase, once the proper work of all the elements has been verified, a management plan platform will be designed. It will contain the details of the routines to follow in each item to make them work optimally and efficiently. Then, a management methodology will be designed, which provides the procedures for action against certain security issues, such as network elements failures, exploit detection, attack detection, security policy changes, etc.. Finally, the conclusions obtained from the implementation of this project will be detailed.
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Greatly increased competition in the professional services and marketing sectors has reinforced the need for firms to develop an organisational culture that facilitates adaptation to changing conditions and competitive threats. More generally, competitive changes within business environments require new and creative ways of organising and managing firms. In order for marketing practitioners to be ahead of competitors in identifying and meeting customer needs, creative thought is essential. An organisational culture that supports creativity and facilitates the adoption of innovative practices, products and services, improves a firm’s ability to remain competitive within an uncertain environment. This paper presents a conceptual model of an organisational culture supporting creativity and innovation. The model posits relationships between creativity and innovation and organisational performance. The main contribution of the paper is to build a foundation for future research directed primarily towards exploring the relationships in the theoretical model of interest. Implications for marketing practitioners are also considered.
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In many firms, the marketing department plays a minor role in new product development (NPD). However, recent research demonstrates that marketing capabilities more strongly influence firm performance than other areas such as research and development. This finding underscores the importance of identifying relevant capabilities that can improve the position of marketing within the NPD process as part of the quest to improve innovation performance. However, thus far, it has remained unclear precisely how the marketing department can increase its influence on NPD to enhance a firm's innovation performance. The results of this study demonstrate that the relationship between marketing capabilities and innovation performance is generally mediated by the decision influence of marketing on NPD. In particular, both marketing research quality and the ability to translate customer needs into product characteristics serve to increase marketing's influence on NPD. This increased influence, in turn, positively contributes to overall firm innovation performance. Hence, these results show that in addition to having the appropriate marketing capabilities, the marketing department must achieve a status in which these capabilities can translate into performance implications.
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Napjainkban egyre nagyobb figyelem fordul a sporttevékenység társadalmi hasznosságára, ugyanakkor számos sportszervezet a túléléséért küzd. A legtöbb sportszervezetnél a sportteljesítmény mérése dominál, s viszonylag kevés figyelmet fordítanak az üzleti teljesítmény és az ezt befolyásoló tényezők mérésére, annak ellenére, hogy a vezetők tudatában vannak a sportteljesítmény és az üzleti teljesítmény kölcsönös összefüggésével. A sportteljesítményt a fogyasztói elégedettségen keresztül bevételre kell váltani, illetve biztosítani kell a finanszírozási forrásokat (gondolhatunk akár a játékosok fizetésére) a megfelelő sportteljesítmény eléréséhez. A sportszervezetek vezetőinek át kell látniuk a sportteljesítmény és az üzleti teljesítmény összefüggéseit, és azonosítaniuk kell a kritikus értékteremtő tényezőket. Ehhez adhat egy megfelelő gondolkodási keretet a Balanced Scorecard alkalmazása. Tanulmányunkban egy rövid áttekintést adunk a Balanced Scorecard alkalmazásának előnyeiről és kihívásairól a non-profit szervezetek esetében, majd egy magyarországi kézilabda klubnál készített esettanulmány segítségével megvizsgáljuk a BSC alkalmazási lehetőségét a sportkluboknál. _____ While performance measurement in the sport industry has a traditionally strong focus on sports results, commercial success of sports clubs needs to gain more ground. Sports results should generate market revenues, by satisfying customer needs, and allow continued investment in the further improvement of sports success (i.e. more funds for player transfers and wages). Club managers need to understand the complex relationship between on-field and off-the-field success, and identify critical success factors for achieving strategic objectives. The Balanced Scorecard approach provides a plausible framework for such analysis. Our paper explains the challenges of and opportunities for implementing a Balanced Scorecard system in non-profit organisations, and provides insights into its application in professional sport through an in-depth case study of a handball club in Hungary. We conclude by providing a model for managing sports organisations in line with strategic objectives, balancing out stakeholder expectations for both sports results and commercial success.
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A marketing koncepciónak kezdetektől fogva a vevőorientáció az egyik kulcsfogalma. Tulajdonképpen annak a szemléletváltásnak köszönheti felemelkedését és más menedzsmentdiszciplínától való elhatárolását is, amellyel a vevői igényeket helyezte a vállalati gondolkodás középpontjába. Későbbiekben azonban a kutatók rájöttek arra, hogy maguk az igények az üzleti gyakorlat során nagymértékben kontrollálhatók, és az eladói oldal azóta is él ezekkel a lehetőségekkel. A kutatás arra volt kíváncsi, hogy a vállalatok manipulációs gyakorlata hogyan csapódik le a fogyasztókban, melyek azok a manipulációs eszközök, amelyeket észlelnek, és azokra milyen válaszreakciókat adnak. Azonosíthatók-e tipikus gondolkodási sémák, magatartási mintázatok, amelyek jól jellemzik egyes vevők viszonyát a vállalati manipulációval. A tanulmány feltáró interjúkra épít, amely segít megérteni a fogyasztókban végbe menő komplex mechanizmusokat. Az eredmények azt sugallják, hogy kétfajta folyamat játszódik le a vevői oldalon Egyrészt a fogyasztók idővel rutinszerű magatartásmintákat vesznek fel, amely során a manipulációs eszközök érvényesülése nem tudatos, és a vállalatoknak kedvező reakciókat vált ki. Másrészt, a fogyasztói társadalom is egyfajta érési folyamaton megy át, aminek hatására megtanulják a vállalatok gondolkodásmódját, és – bár a kognitív korlátok miatt azokat nem tudják teljes mértékben lekövetni – igyekeznek önvédő heurisztikákat beépíteni a követett magatartásukba. A kutatás alapján hipotetikusan öt vevőtípust azonosítottunk, akiket egymástól eltérő reakciók jellemeznek. Customer orientation has been the key concept of marketing since the beginning. As a matter of fact, the emergence of marketing and the conceptual distinction between marketing and the related management disciplines can be attributed to this new approach, which put customer needs in the focus of company attention. Later, researchers revealed that the needs themselves can be controlled to a greater extent and sellers have been taking advantage of it since then. The main focus of the research concentrated on the effects of manipulation practices of companies on consumers, which manipulation tools are recognised and how consumers react to them. Furthermore the research also investigated whether typical cognitive, emotional and behavioural patterns, which reflect the relationship between consumers and the manipulation practices of companies, can be identified. The study relies on explorative interviews, which help understand the complex mechanisms of consumer attitudes. The results indicates that the opposite process occur on the consumer side. On the one hand, consumers tend to follow behavioural routines after a while, which help manipulation tools work in an unconscious way that triggers reactions for the favour of companies. On the other hand, the generations of consumers are getting more and more mature and learning the companies’ mentality and, despite having cognitive limitations to identify all the tricks and deceptive attempts, they try to develop and follow defensive heuristics. Based on the data explored we identified five customer types and we described their diverse reactions to manipulation.
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This dissertation analyzes how marketers define markets in technology-based industries. One of the most important strategic decisions marketers face is determining the optimal market for their products. Market definition is critical in dynamic high technology markets characterized by high levels of market and technological uncertainty. Building on literature from marketing and related disciplines, this research is the first in-depth study of market definition in industrial markets. Using a national, probability sample stratified by firm size, 1,000 marketing executives in nine industries (automation, biotechnology, computers, medical equipment and instrumentation, pharmaceuticals, photonics, software, subassemblies and components, and telecommunications) were surveyed via a mail questionnaire. A 20.8% net response rate yielding 203 surveys was achieved. The market structure-conduct-performance (SCP) paradigm from industrial organization provided a conceptual basis for testing a causal market definition model via LISREL. A latent exogenous variable (competitive intensity) and four latent endogenous variables (marketing orientation, technological orientation, market definition criteria, and market definition success) were used to develop and test hypothesized relationships among constructs. Research questions relating to market redefinition, market definition characteristics, and internal (within the firm) and external (competitive) market definition were also investigated. Market definition success was found to be positively associated with a marketing orientation and the use of market definition criteria. Technological orientation was not significantly related to market definition success. Customer needs were the key market definition characteristic to high-tech firms (technology, competition, customer groups, and products were also important). Market redefinition based on changing customer needs was the most effective of seven strategies tested. A majority of firms regularly defined their market at the corporate and product-line level within the firm. From a competitive perspective, industry, industry sector, and product-market definitions were used most frequently.
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Purpose: The purpose of this paper is to ascertain how today’s international marketers can perform better on the global scene by harnessing spontaneity. Design/methodology/approach: The authors draw on contingency theory to develop a model of the spontaneity – international marketing performance relationship, and identify three potential moderators, namely, strategic planning, centralization, and market dynamism. The authors test the model via structural equation modeling with survey data from 197 UK exporters. Findings: The results indicate that spontaneity is beneficial to exporters in terms of enhancing profit performance. In addition, greater centralization and strategic planning strengthen the positive effects of spontaneity. However, market dynamism mitigates the positive effect of spontaneity on export performance (when customer needs are volatile, spontaneous decisions do not function as well in terms of ensuring success). Practical implications: Learning to be spontaneous when making export decisions appears to result in favorable outcomes for the export function. To harness spontaneity, export managers should look to develop company heuristics (increase centralization and strategic planning). Finally, if operating in dynamic export market environments, the role of spontaneity is weaker, so more conventional decision-making approaches should be adopted. Originality/value: The international marketing environment typically requires decisions to be flexible and fast. In this context, spontaneity could enable accelerated and responsive decision-making, allowing international marketers to realize superior performance. Yet, there is a lack of research on decision-making spontaneity and its potential for international marketing performance enhancement.
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Transport and travel is necessary for our society to function. Today, the privately owned car stands for more than half of all personal trips in Sweden. In the last couple of years researchers have highlighted the idea that personal transport is facing a paradigm shift, which means a reduction in the use and dependent of the privately owned car and an increased focus on individuals buying their Mobility as a Service (MaaS). MaaS is described as an integrated mix of different mobility services which are arranged in the form of customized mobility packages to the customer. These mobility packages can be compared to a mobile phone subscription, which includes various mobility services, such as train, bus, subway, taxi, carpool, etc. in various amounts depending on the individual's changing needs. The individual can take care of their own travel planning, booking and payment via an app in their smartphone. What distinguish MaaS from other mobility services is that the customer can travel from door-to-door instead of a predefine station to another. There have been various Maas projects around the world in order to increase understanding of the concept of MaaS, there is still a lot of unanswered questions and researchers would like to see more studies in the field, in order to find factors that are important and vital to the concept MaaS. The aim of the thesis is to: Discuss some competences that may be significant for the further development of the concept Maas in Sweden and discuss potential challenges that may arise at further development of the concept MaaS in Sweden. This study is based on previous research and experiences and thoughts on the concept MaaS from various stakeholders with knowledge and experience of the concept. This study has an abductive approach. Primary data were obtained through qualitative semistructured interviews with eight people who have knowledge and experience of the Maas. The main conclusions in this study is that the competences that are most important in the development of MaaS is collaborative skills and competences required to create an attractive mobility package based on customer needs. One challenge identified in this study is the challenge of creating individualized mobility package in which different types of mobility services are integrated. Another challenge can arise when public and private organizations collaborate and when new organizations enter the transport network and try to cooperate with the established organizations
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Idag är det vanligt att företagen konkurrerar med produkter som innefattar en fysisk vara som har utvidgats med olika tjänster för att kunna tillfredsställa kundens behov. I takt med detta ökar produkternas komplexitet och högre krav ställs på leverantörerna. Denna utveckling har lett till att många företag som tillverkar produkter med hög variation måste arbeta helt kundorderstyrt för att kunna tillgodose kundernas ökande krav. Företagen som tillverkar dessa komplexa produkter har en tillverkning som karaktäriseras av hög variation och låg volym vilket benämns med förkortningen HVLV. Utmaningen för dessa HVLV-företag ligger i att ha en hög produktmixflexibilitet med så låg resursanvändning som möjligt. För att effektivisera verksamheten har många företag därför intresserat sig för Lean production som har visat sig vara ett framgångsrikt koncept för tillverkande företag runt om i världen som effektiviserat sin produktion. Ett flertal artiklar har uppmärksammat begränsningar vid implementeringen av Lean production i HVLV-miljöer. Artiklar pekar vidare på behovet av ytterligare forskning kring Lean productions applicerbarhet i HVLV-miljöer och detta var uppkomsten till examensarbetets bakgrund och syfte. En fallstudie har genomförts på Tibrokök som är ett företag med en helt kundorderstyrd produktion som kännetecknas av HVLV. Med hjälp av fallstudien syftar examensarbetet till att undersöka om verktygen processkartläggning inkl. tidsstudier och layoutflödesdiagram kan bidra till att skapa förutsättningar för implementering av Lean production i en enskild tillverkningsprocess i en HVLV-miljö. Trots att verktygen har behövt anpassas något så anses de ha varit användbara och bidragande till skapandet av förutsättningar för implementering av Lean production i denna HVLV-miljö. Detta eftersom vi kunde identifiera många orsaker till slöseri samt ta fram ett förslag som skapar effektiviseringar av Tibroköks ytbehandlingsprocess i det framtida läget.
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Tem-se verificado alguma discussão na literatura sobre o decréscimo da importância do Marketing nas empresas. De acordo com alguns estudos, apenas 10% do tempo é dedicado ao departamento de Marketing nas suas reuniões gerais. O estudo de caso é dedicado a uma empresa portuguesa, Oliveira & Irmão, líder ibérica de produtos de instalação sanitária que atua no mercado há 60 anos. Esta empresa exporta 80% da sua produção e tornou-se reconhecida por ser uma das empresas mais inovadoras da sua àrea, contando atualmente com 40 patentes ativas. Neste estudo será analisada a influência do departamento de Marketing numa empresa com gestão familiar e onde a satisfação do cliente é o seu objetivo primário. Para compreender as alterações que se verificaram desde a implementação do Departamento de Marketing, foram realizadas quatro entrevistas aos diretores da empresa (Departamento Financeiro, Inovação, Comercial e Marketing) para compreender, através do seu ponto de vista, quais as implicações e modificações principais que sentiram. Verificou-se que apesar do departamento de Marketing ser recente na empresa este já realizou algumas alterações notórias a nível interno (comunicação interna) e a nível externo (posicionamento da marca no mercado). Contudo, um dos grandes entraves tem sido a dificuldade em participar no processo desenvolvimento de novos produtos, que até então é coordenado pelo departamento de Inovação e departamento Comercial. A autora do estudo propõe um processo em que o departamento de Marketing fornece os inputs para o desenvolvimento de novos produtos, de modo a satisfazer as necessidades dos clientes.
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Atualmente, as empresas deparam-se com uma enorme competitividade dos mercados. Esta competitividade faz com que as empresas sejam obrigadas a reagir, através da redução de custos, maior qualidade, redução de desperdícios e processos produtivos mais aptos às necessidades dos clientes. De facto, o grande objetivo de qualquer empresa é a criação de valor para o cliente. É necessário disponibilizar o produto certo, na quantidade certa, no tempo certo e ao custo mínimo, contribuindo de forma eficiente para a melhoria do serviço ao cliente. Por forma a melhorar o serviço ao cliente, as empresas sentem cada vez mais necessidade de recorrer à estabilidade dos processos. O presente projeto tem como principal objetivo a criação de estabilidade nos processos da expedição de uma empresa de argamassas industriais, através do uso de ferramentas pertencentes ao programa World Class Manufacturing com base na filosofia Lean Thinking. Primeiramente, foi utilizado o Value Stream Mapping por forma a representar visualmente as etapas envolvidas nos fluxos de valor da expedição. Depois de calculados os indicadores referentes aos processos da expedição e identificação dos problemas, usaram-se as ferramentas “5 Porquês” e diagrama de Ishikawa para se identificarem as causas raiz dos mesmos. Como contramedida ao combate às causas raiz dos problemas, utilizou-se a ferramenta SMED, comparando o tempo de carga de um camião a um setup. Foram usadas como exemplo duas situações que retratam na íntegra os problemas que ocorrem na área da expedição da empresa. Como plano de ação, reorganizou-se o armazém de preparação de encomendas e utilizou-se a ferramenta Kanban como forma de auxílio no reabastecimento do armazém de preparação de encomendas. Após a implementação, foi feito o seguimento do plano de ações, do método de trabalho e dos indicadores Apesar de não terem sido atingidos todos os objetivos propostos no início do projeto, verificaram-se melhorias em todos os processos da expedição.
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Tässä tutkimuksessa tarkastellaan asiakkaan ja valmistajan osallistumista yhteistoiminnalliseen innovaatio- ja tuotekehitysprosessiin ja sen vaikutuksia yritysten kilpailukykyyn. Asiakaslähtöinen avoin innovaatio- ja tuotekehitystoiminta on yksi merkittävä kilpailuedun lähde, sillä se mahdollistaa tuotevariaatioiden nopeamman lanseerauksen ja asiakastarpeiden huomioimisen tuotekehitystoiminnassa. Tämän empiirisen tutkimuksen tavoitteena oli selvittää millä tavoin kulutustavaroihin kuuluvien muoti- ja sportvaatteiden suunnittelussa yhteistoiminnallinen innovaatio- ja tuotekehitystoiminta on mahdollista toteuttaa ja miten sitä voidaan hallita. Tutkimus toteutettiin kvalitatiivisena tapaustutkimuksena. Empiirinen aineisto kerättiin teemahaastatteluina tapausorganisaatiosta. Yhteistoiminnallisesta kehittämisestä ei ole olemassa yhtä kattavaa teoriaa, jota voitaisiin hyödyntää. Tämän vuoksi yritysten on luotava itse yhteistoiminnallisen innovaation ja tuotekehityksen viitekehys, joka parhaiten palvelee liiketoiminnan tarpeita. Viitekehys ja käytettävät menetelmät sekä yhteistoiminnallisuutta tukevat työvälineet ovat riippuvaisia mm. toimialasta ja sen markkinatilanteesta, liiketoimintamalleista, yrityksen toimintaympäristöstä, asiakkaista ja kehittämisen kohteeksi valitusta tuotealueesta. Empiirinen tutkimus osoittaa, että yhteistoiminnallinen innovaatio voi olla kilpailuedun lähde sekä valmistajille että asiakkaalle, mutta vaatii aina yrityskohtaista sopeuttamista. Tutkimuksen mukaan hyvin johdettu yhteistyömalli, oikeat tuotevalinnat ja asiakasinformaation monipuolinen hyödyntäminen vaikuttavat positiivisesti kehittämisprojektin tuloksiin.
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Atualmente, uma organização industrial com vista a singrar no mercado global é fortemente influenciada por pressões que visam o aumento da eficiência global e consequente redução de custos operacionais. O desafio para as mesmas passa, portanto, por expurgar do produto tudo aquilo que não lhe acrescenta valor percetível pelo cliente e por maximizar a utilização dos vários recursos industriais instalados. No seguimento deste desafio, surge o Problema de Planeamento e Programação da Produção, ao qual é necessário dar uma resposta eficiente. Este projeto tem como objetivo estudar o problema da Programação da Produção numa indústria de pavimentos e revestimentos cerâmicos, desenvolvendo uma heurística construtiva capaz de traduzir com fiabilidade a realidade do processo produtivo da mesma e, se possível, auxiliar na sua resolução. O problema da programação da produção em estudo visa responder às questões: o quê, em que quantidade, quando e em que linha produzir, por forma a satisfazer as necessidades dos clientes num prazo previamente estipulado como admissível, garantindo o enchimento dos fornos ligados. Sem grandes constrangimentos ao normal lavor da Produção, pretende obter-se com a heurística planos de produção viáveis, que minimizem o tempo necessário para a conclusão do conjunto de referências com necessidades produtivas. O problema é também abordado através de um modelo exato como um problema de máquinas paralelas idênticas capacitado, com matriz de compatibilidades, setups de família e de subfamília e com lotes mínimos de produção. Quer a heurística quer o modelo de programação inteira mista desenvolvidos permitem obter planos de produção válidos, equivalentes aos obtidos atualmente pela empresa através dos meios de programação atuais, embora com um dispêndio de tempo muito inferior.