A interação de estratégia competitiva e custos com o processo de desenvolvimento de produtos: um estudo multi-casos

Abstract

Companies need to develop specific capabilities in the process of product development, in order to this process contributes directly to competitive strategy, producing products with costs, prices and expectations compatible to the market in which they operate. Thus, the interaction of competitive strategy and cost with PDP becomes central to companies competitiveness. In this context, this research aims to understand how the competitive strategy and cost interact with PDP of companies. To this end, it was developed an exploratory study with qualitative approach, using multiple case study as research strategy, and in-depth individual interviews as technique for data collection. According to theoretical review and analysis addressed by this study, the PDP model developed by Ulrich and Eppinger (2004) was used as basis for analyzing the interactions. That model discusses in general terms the interaction between company, market and macro-environment with the PDP. The main contributions of the work are directed to the understanding of these interactions. Thus, this study contributes exploring more focused how competitive strategy and cost interact with the PDP in three organizations with different sizes and segments. In addition, this study has analyzed each step of the PDP and its respective elements of interactions. Finally, we present the limitations and suggestions for future studies.