Desenvolvimento de modelo de negócio de PSS:um estudo de caso na Mercedes-Benz do Brasil
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Tipo de produção
Dissertação
Data
2017
Autores
Ferreira Junior, R.
Orientador
Almudi, Gabriela Scur
Periódico
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Citação
FERREIRA JUNIOR, R. Desenvolvimento de modelo de negócio de PSS: um estudo de caso na Mercedes-Benz do Brasil. 2017. 115 p. Dissertação (Mestrado em Engenharia Mecânica) - Centro Universitário FEI, São Bernardo do Campo, 2017. Disponível em: . Acesso em: 16 ago. 2018.
Texto completo (DOI)
Palavras-chave
Serviços ao cliente,Negócios,Servitização
Resumo
Um desafio para as empresas de manufatura de produtos e de bens de capital é a busca constante de melhoria da sua eficiência econômica e rentabilidade, uma vez que as margens financeiras têm sofrido constantes deteriorações provocadas pela globalização e crescente aumento da competitividade, com excessiva pressão nos custos internos. Na busca da lucratividade e manutenção de negócios, é perceptível o crescimento da integração de serviços aos produtos, a conhecida servitização, criando uma possibilidade de melhor utilização de todos os recursos, num modelo de negócio PSS (Product Service System). Com o crescimento do uso da tecnologia de informação e comunicação, Internet das Coisas, Big Data, além dos conceitos de sustentabilidade, vem-se estruturando uma nova estratégia, que visa agregar valor ao modelo tradicional PSS, na integração de novos serviços aos produtos. Entretanto, não é trivial a mudança de modelo de negócio de uma empresa, de manufatura orientada a produto para orientada a serviço. Muitas pesquisas têm sido desenvolvidas no sentido de entendê-la conceitualmente, mas muito tem-se a discutir quanto à efetiva estratégia de mudança, sendo o objetivo de este estudo propor a integração de serviços aos produtos PSS numa indústria automobilística de transporte de cargas e aprofundar-se nas estratégias para a mudança do seu
modelo de negócio. Através de um estudo partindo de uma revisão bibliográfica, conseguiu-se determinar as boas práticas de empresas que praticam o modelo de negócio PSS. As principais ações foram selecionadas e organizadas de forma estratégica, construindo-se um direcionador para uma mudança de modelo de negócio. Para validar a proposta, foi desenvolvida uma pesquisa e colocado em discussão com executivos de empresas do grupo Daimler, tanto no
Brasil como no exterior. Pelo resultado alcançado nesta pesquisa e pela sua extensão, inclusive internacional, este estudo contribui e consolida-se como um roteiro de mudança de modelo de negócio PSS para uma indústria automobilística de transporte de cargas, podendo também ser utilizado por diferentes empresas de outros segmentos..
A challenge for companies producing goods and capital goods is the constant pursuit of improving their economic efficiency and profitability, as financial margins have been constantly deteriorated by globalization and increasing competitiveness, with excessive pressure on internal costs. In the quest for profitability and business maintenance, the growth of the integration of services to the products, the well-known servitization, is visible, creating a possibility of better use of all the resources, in a PSS (Product Service System) business model. With the increase in the usage of information technology and communication, Internet of Things, Big Data, in addition to the concepts of sustainability, a new strategy has have been structured, a strategy that aims to add value to the traditional PSS model, in the integration of new services to products. However, it is not trivial to change the business model to an enterprise, from product-oriented to service-oriented. Many researches have been developed to conceptually understand it, but there is much more to be discussed about the effective change strategy, this study aims to propose the product and services integration PSS in an automotive transportation company and to deepen the strategies for the change of its business model. Through a study based on a literature review, it was possible to determine the best practices of the enterprises that practice the PSS business model. The main actions selected and strategically structured, became an effective roadmap for a change to PSS business model. In order to validate this roadmap, it was discussed in a survey carried out with executives from companies of the Daimler Group, in Brazil and abroad. By the result achieved in this research and its extension, including the international one, this study contributes and consolidates itself as an effetive roadmap for a shift to a PSS business model for an automotive transportation company and can be used for different companies in other segments.
A challenge for companies producing goods and capital goods is the constant pursuit of improving their economic efficiency and profitability, as financial margins have been constantly deteriorated by globalization and increasing competitiveness, with excessive pressure on internal costs. In the quest for profitability and business maintenance, the growth of the integration of services to the products, the well-known servitization, is visible, creating a possibility of better use of all the resources, in a PSS (Product Service System) business model. With the increase in the usage of information technology and communication, Internet of Things, Big Data, in addition to the concepts of sustainability, a new strategy has have been structured, a strategy that aims to add value to the traditional PSS model, in the integration of new services to products. However, it is not trivial to change the business model to an enterprise, from product-oriented to service-oriented. Many researches have been developed to conceptually understand it, but there is much more to be discussed about the effective change strategy, this study aims to propose the product and services integration PSS in an automotive transportation company and to deepen the strategies for the change of its business model. Through a study based on a literature review, it was possible to determine the best practices of the enterprises that practice the PSS business model. The main actions selected and strategically structured, became an effective roadmap for a change to PSS business model. In order to validate this roadmap, it was discussed in a survey carried out with executives from companies of the Daimler Group, in Brazil and abroad. By the result achieved in this research and its extension, including the international one, this study contributes and consolidates itself as an effetive roadmap for a shift to a PSS business model for an automotive transportation company and can be used for different companies in other segments.