Creative Commons "Este é um artigo publicado em acesso aberto sob uma licença Creative commons (CC BY 4.0). Fonte: https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85099180711&origin=inward. Acesso em: 30 junho 2022.VIDO, M.Gabriela ScurAlexandre Augusto MassoteFabio Lima2022-01-122022-01-122020-01-05VIDO, M.; SCUR. G.; MASSOTE, A. A.; LIMA, F. The impact of the collaborative robot on competitive priorities: Case study of an automotive supplier O impacto do robô colaborativo nas prioridades competitivas: Estudo de caso em um fornecedor automotivo. Gestao e Producao, v. 27, n. 4, p. 21, April, 2021.1806-9649https://repositorio.fei.edu.br/handle/FEI/3607© This is an Open Access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.The literature on operations strategies has extensively addressed the notion that competitive priorities and structural decisions should be aligned to create, develop, and maintain competitive advantages. However, the speed and scale of new manufacturing technologies are modifying an organization's strategies and manufacturing capabilities to address new market requirements, competition, and new entrants. Advances in robotics are poised to change the global business landscape and to support organizations in improving upon their operations strategies. Industrial robots usually help improve product quality and provide better work conditions to limit the use of resources, resulting in cost savings. One of the main trends in robotics is that of human-robot collaboration (HRC), which influences operations strategies and which can have a disruptive effect on business models and market structures. The aim of this paper is to explore and understand the relationship between the competitive priorities (quality, cost, flexibility, and delivery) of classical operations and the competitive advantage of adopting HRC for a Brazilian automotive parts supplier. The results indicate that the hybrid cell (U-shaped manufacturing cell) fully adheres to cost and dependability priorities and partially adheres to quality and flexibility priorities.Acesso AbertoArtigo10.1590/0104-530X5358-20Collaborative operationCollaborative robotsCompetitive advantagesCompetitive prioritiesIndustry 4.0