Design industrial como fonte de vantagem estratégica - estudo de caso na indústria moveleira

AUTOR(ES)

Cardoso, Márcia Lousada

DATA DE PUBLICAÇÃO

2006

RESUMO

This research was based on the lack of academic investigations which recognize industrial design as an strategic advantages source. It was chosen to adopt a wide approach, not common in administration researches, through which aspects frequently ignored by most of the strategy and marketing literature could be recognized. The investigation took place at a big brazilian company, from the furniture industry, more specifically from the office furniture segment. Two product development cases were selected: one of them classified by the company as an example of success and the other as a failure case. It is an exploratory study. Some important topics were identified, and they may be developed in future researches: the existence of intra-organizational conflicts between marketing and engineering; the big companies' power over market configuration, and the State influence over local markets dinamics

ASSUNTO(S)

desenho industrial marketing planejamento estratégico

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