Manufacturing companies are continuously faced with requirements regarding technology novelty, shorter time to market, a higher level of functionality, and lower prices for their products. This is especially true of suppliers that develop and manufacture highly customized products within the automotive industry. It is not uncommon that a request for a new product or subsystem goes out to several suppliers and that the one that can deliver the product most quickly and at the lowest price receives the contract. It is therefore vital for any supplier to answer to quotation requests rapidly and with a high level of precision while also ensuring that company assets are used efficiently. Other issues that apply to suppliers in the automotive industry are heavily fluctuating requirements during development projects, each customer’s individual preferences, and the ever changing interfaces with the OEM product with which the supplier’s product is to be integrated. Platform strategies have been widely accepted in industry to serve a wide product variety while maintaining business efficiency. However, the challenge of applying a platform strategy at the supplier level in the face of the reality described above has not been fully investigated. Platform approaches tend to require a focused development of the platform, which in turn requires some knowledge about which future variants are to be derived from the platform. The research presented in this thesis investigates the state of practice in industry regarding the challenges, needs, and current use of platforms. To respond to the identified need, a platform approach is proposed that expands the scope of what a product platform has traditionally contained. This is undertaken to aid in the development of highly customized products when physical modules or component scalability does not suffice. The platform approach provides a coherent environment for heterogeneous design assets to be used in product development, supporting both the activity of designing and off-the-shelf solutions. The approach is based on identifying and modelling generic product items that are associated with descriptions governing their design. By describing the outcome of technology and product development like finished designs, design guidelines, constraints, etc., in a standardized format, the platform continues to evolve. To aid in using the platform approach, a support system called Design Platform Manager is introduced at a company active as a secondtier supplier in the automotive industry. The system enables the creation of generic product items that can be structured, instantiated, and associated with descriptions, which aids in realizing product variants. The aim of the platform approach and tool is to support the quotation and continued design processes by identifying valid knowledge to use as circumstances, such as requirement changes or new design iterations, warrant. The support tool and overarching model have been evaluated by company representatives, who reported good results.

Made available in DSpace on 2009-11-18T19:01:07Z (GMT). No. of bitstreams: 1 ACF2A4.pdf: 565933 bytes, checksum: f7857790d92dfa4ca74f3aa215abaa2c (MD5) Previous issue date: 2008 / The objective of this dissertation is to explore and deeply study the concepts about Glocal Marketing, explaining this recent phenomenon, highlighting the importance and the influence of local culture on the marketing mix of global organizations, in order to have successful commercialization of their products and services in different markets. Searching for a better understanding of Glocal Marketing became extremely important in the XXI Century, since there is an increase in the number of global companies which want to explore new markets in order to survive and remain in the highly competitive market. Concepts of Globalization, Marketing, Glocal Marketing, Culture are defined and explored. Also, the influence of culture on consumer behavior and on the marketing mix of global organizations is analyzed. The Hofstede¿s cultural typology is explained and it is used to give the reader an overview and a better understanding about the cultural influence in the acceptance of new products in new markets. The relationship between culture and marketing mix is discussed, as well as the importance of standardization versus customization of the marketing mix among countries with high cultural differences. The methodology is composed by descriptive research and a case study about a global organization, the Coca-Cola Company. Therefore, this dissertation aims to show and exemplify how the Coca-Cola Company applies glocal strategies on its marketing mix as a way to establish a competitive advantage in the market. / O objetivo desta dissertação é explorar e aprofundar os conceitos e estudos sobre ¿Marketing Glocal¿, explicando este recente fenômeno, destacando a importância e influência da cultura local no composto mercadológico de empresas globais, a fim de que elas possam ter sucesso na comercialização de seus produtos e serviços em diferentes mercados. Buscar um maior conhecimento sobre o ¿Marketing Glocal¿ torna-se extremamente importante no século XXI; visto que, há um crescimento do número de empresas globais com exploração de novos mercados como forma de sobrevivência e permanência no mercado altamente competitivo. Conceitos de Globalização, Marketing, Marketing Glocal, e Cultura são definidos e explorados. A influência da cultura no comportamento do consumidor, e no composto mercadológico de empresas globais é analisada. A tipologia cultural de Hofstede é explicada e utilizada para dar uma visão geral e uma compreensão sobre a influência de cultura na aceitação de novos produtos em novos mercados. A relação entre cultura e composto mercadológico é discutida, bem como a importância da padronização versus adaptação do composto mercadológico em países com grandes diferenças culturais. A metodologia utilizada é composta de pesquisa descritiva e estudo de caso de uma empresa global, a Coca-Cola Company. Desta forma, esta dissertação visa mostrar e exemplificar como a Coca-Cola aplica estratégias glocais em seu composto mercadológico para criar vantagem competitiva de mercado.

No Brasil, o amplo incentivo e a disponibilidade de financiamento à produção habitacional de baixa renda, nos últimos anos têm estimulado a padronização do produto e aplicação de conceitos de produção em massa neste setor. No entanto, a entrega de produtos altamente padronizados a clientes com diferentes necessidades, desconsiderando seus modos de vida e percepções de valor, frequentemente resulta em produtos inadequados, os quais necessitam ser modificados logo após a entrega. A customização em massa tem se destacado como uma estratégia para aprimorar a geração de valor e aumentar o grau de satisfação de clientes na indústria da manufatura. No contexto da habitação de baixa renda, a definição de um conjunto de opções relevantes do ponto de vista dos clientes, baseado na sua percepção de valor, é um dos principais desafios para a implementação desta estratégica. O objetivo da presente pesquisa consiste em propor um método para identificar atributos customizáveis da empreendimentos habitacionais customizados, baseado em um modelo conceitual denominado cadeia meios-fim. Este modelo foi adaptado ao contexto de habitação de baixa renda, de forma a ser utilizado para relacionar os atributos do produto com os valores dos clientes, por meio da aplicação da técnica laddering. Além disso, a pesquisa tem como objetivo específico desenvolver dispositivos visuais que apoiem a tomada de decisão sobre a oferta de espaços de solução para unidades habitacionais customizadas. Com o objetivo de testar a aplicabilidade da solução desenvolvida, foram realizados dois estudos empíricos. O primeiro estudo foi desenvolvido para o segmento de mercado específico de uma empresa construtora de habitações, enquanto no segundo estudo fez-se a comparação de quatro segmentos de mercado delineados no Programa Minha Casa Minha Vida. A principal contribuição do método proposto é indicar as unidades de customização que são mais relevantes para os clientes finais e modelar a geração de valor na perspectiva dos usuários finais, de forma a entender as prioridades estabelecidas pelos mesmos. Além disso, os resultados permitem entender diferenças sobre a geração de valor para diferentes perfis de clientes e identificar oportunidades de melhoria em produtos habitacionais existentes. / In Brazil, high incentives and availability of funding for low-cost housing projects, in recent years, have encouraged product standardization and the application of mass production ideas in that sector. However, the delivery of highly standardized housing units to customers with different requirements, without considering their lifestyles and perceptions of value, often results in inadequate products, which need to be modified soon after delivery. Mass customization has been pointed out as an effective strategy to improve value generation and increase the degree of client satisfaction in the manufacturing industry. In the context of low-cost housing, the definition of a set of relevant options from the point of view of clients, based on their perceptions of value, is a major challenge for the implementation of this strategy. The aim of this research work is to propose a method for identifying value-adding attributes in customized housing projects, based on a conceptual model named means-end chain. That model was adapted to the low-cost housing context in order to connect product attributes to clients’ values, by applying the laddering technique. Besides, this investigation has the secondary aim of devising visual devices that can support decision-making related to the solution space of customised housing units. Two empirical studies were carried out in order to assess the applicability of the proposed solution. The first study was developed considering the specific market segment of a house-building company, while in the second study a comparison was made between four segments of the My House My Life Program. The main contribution of the proposed method is to identify which customization units are the most relevant ones for the final clients, as well as to model value generation from the point of view of clients, with the aim of understanding the priorities established by them. Moreover, the results explain differences in value generation for distinct client profiles, and identify improvement opportunities for existing housing products.

En general el diseño de las políticas habitacionales ha prescindido del conocimiento de la demanda específica. La producción del hábitat popular ha sido a través del uso de técnicas constructivas industrializadas, adoptando estrategias de producción masiva, con una eficiente utilización de los recursos, pero ignorando las exigencias individuales de cada familia, la pluralidad y el dinamismo de la sociedad. En consecuencia surgen complejos que no se adecuan a las necesidades de la población, donde los usuarios intervienen incorporando necesidades no previstas en el desarrollo del producto. A partir de un escenario industrial competitivo donde la diversidad del mercado es un nuevo factor para las empresas, surge la customización masiva como una nueva estrategia, capaz de satisfacer a los consumidores con diferentes productos sin aumentar significativamente los costos y el tiempo de entrega. En programas habitacionales la oferta de customización es muy limitada debido principalmente a lograr una economía de escala de la producción. El objetivo principal de esta investigación fue proponer formas de retroalimentar el proceso de desarrollo del producto a partir de las intervenciones realizadas por los usuarios. Fueron realizados dos estudios de casos de programas residenciales, donde la participación del usuario en el desarrollo del producto es diferente. La investigación se realizó en tres etapas, siendo la primera etapa A de comprensión del proceso de desarrollo del producto, caracterizando la empresa y los emprendimientos. Fueron realizadas entrevistas con informantes calificados, visitas a los emprendimientos y análisis de documentos técnicos. La etapa B tuvo como objetivo la planificación del levantamiento de datos para capturar las informaciones de las intervenciones de los usuarios en la etapa de uso de las unidades. Para esto se realizóla colecta de datos a través de entrevistas, y cuestionarios estructurados a los usuarios, y análisis de las intervenciones a través de fotografías satelitales. La etapa C busco identificar oportunidades de procesamiento de los datos, para entender los requisitos de los usuarios y contribuir a mejorar el PDP. Se identificaron estrategias en el proceso de producción de un sistema industrializado de producción de viviendas, encontrando oportunidades de implementar mejoras en la capacidad de adaptabilidad del sistema a los cambios producidos por los usuarios, aumentando la variabilidad y flexibilidad de las opciones de viviendas ofrecidas por la empresa. Conjuntamente con la empresa fueron analizadas las intervenciones y se identificaron oportunidades para adoptar distintos grados de customización. Las principales contribuciones del trabajo es comprender cuales son los requisitos de los usuarios en la etapa de uso de las viviendas, para lograr un producto customizable en proyectos de vivienda de interés social y contribuir al desarrollo de productos industrializados que incorporen estos requisitos. / In general, housing policies have ignored knowledge on the specific needs of families in the design of housing projects. In fact, several industrialized building techniques have been used in social housing, often connected to the adoption of mass production ideas, with the aim of achieving a highly efficient use of resources, but ignoring the individual needs of each family, and the plurality and dynamism of the society. Consequently, there are many housing estates that do not fulfill the needs of the population, resulting in changes in the housing units carried out by the users so that their requirements can be properly considered. In an industrial setting that has growing competition, the diversity in the client needs has become a key factor for several companies in the manufacturing sector. In this context, mass customization has emerged as a new strategy, with the aim of satisfying users with different needs without significantly increasing costs and delivery time. However, in the social housing sector, very few programs offer the possibility of customization, mainly due to the need to achieve economies of scale. Thus, the aim of this research work is to propose guidelines for providing feedback to the product development process of social housing projects, based on product changes that have been made by the users after delivery. Two case studies were conducted in different residential projects, developed by the same company, in which the degree of user involvement in product development was different. The research method was divided into three stages. In stage A, the aim was to understand the product development process, the housing company involved in this investigation, as well as the three projects. The main sources of evidences used were interviews with company representatives, visits to the housing estates, and document analysis. Phase B involved the collection of data related to the product changes carried out by users in the three projects. The main sources of evidence used were interviews with a sample of users, direct observation of those changes, and analysis of interventions by using satellite photos. Phase C sought to propose guidelines for processing user requirement data, and to identify improvement opportunities in the product development process. Regarding the industrialized building system developed by the company, some improvements were proposed, mostly related to the capacity of adaptation of the system to the product changes often made by the users, increasing the variety and flexibility of the housing options offered by the company. In collaboration with company representatives, different degrees of customization were devised. The main contributions of this research work are concerned with how to capture and process requirements based on multiple sources of evidence, as well as to understand the nature of product changes demanded by the users, which can be useful for designing customized houses.

Pour pouvoir restituer des informations qui correspondent aux besoins de l'utilisateur, les mécanismes d'adaptation doivent disposer de métadonnées sur celui-ci telles que ses caractéristiques personnelles, ses préférences générales, ses centres d'intérêt. De ce fait, le profil utilisateur construit à partir de celles-ci devient central dans tout système basé sur la personnalisation. Dans cette thèse, nous nous focalisons sur l'approche qui consiste à s'appuyer sur le réseau social de l'utilisateur pour enrichir le profil de cet utilisateur, les métadonnées explicites étant complétées par les informations issues de notre processus d'analyse. Nous appelons les techniques ou processus associés à cette approche " profilage social ". Le terme " profil social " désigne un profil construit à l'aide du réseau social de l'utilisateur. Un profil social contient les métadonnées traduisant les intérêts de l'utilisateur extraits à partir des informations partagées par les individus de son réseau social. Les intérêts de l'utilisateur évoluant au fil du temps dans la vie réelle, il en est de même pour ceux extraits depuis son réseau social : pertinents à un moment donné, ils peuvent ne plus être significatifs ultérieurement. Partant de ce constat, les principales informations que nous souhaitons étudier pour détecter un changement de centres d'intérêt ne sont pas ciblées sur l'utilisateur lui-même mais sur les éléments de son réseau social (liens entre les membres, informations qui circulent entre eux) : l'évolution du profil social de l'utilisateur est donc liée à l'évolution de son réseau social. Nous proposons une démarche générique de profilage social efficace permettant de construire un profil social représentatif de l'utilisateur prenant en compte différents types de réseaux ainsi que leurs caractéristiques évolutives. Pour prendre en compte l'évolution des intérêts dans le profil social, nous avons proposé d'améliorer l'efficacité des processus de construction du profil social existants en intégrant la prise en compte de l'évolution du réseau social de l'utilisateur. Nous proposons d'intégrer un facteur temporel dans ces processus (approche basée sur des individus et approche basée sur les communautés). La solution permet de privilégier les intérêts provenant d'informations significatives et à jour. Il s'agit donc d'intégrer une mesure temporelle dans l'étape d'extraction et pondération des intérêts. Cette mesure est calculée d'une part, à partir de la pertinence temporelle des informations utilisées pour extraire cet intérêt et d'autre part, à partir de la pertinence temporelle de l'individu qui partage ces informations. Nous mettons en œuvre la méthode proposée au travers d'expérimentations dans deux réseaux sociaux différents : DBLP, un réseau de publications scientifiques et Twitter, un réseau de micro-blogs. Les résultats de ces expérimentations nous ont permis de montrer l'efficacité de la méthode temporelle proposée par rapport aux processus de construction du profil social qui ne prennent pas en compte des critères temporels. En étudiant les résultats en fonction des techniques de pondération des intérêts ou fonctions temporelles utilisées, nous constatons que la fonction temporelle et la technique utilisées donnant les meilleurs résultats varient selon l'approche de construction du profil social choisie, selon la taille et la densité du réseau étudié mais aussi selon sur le type de réseau. La problématique abordée dans cette thèse est relativement nouvelle dans le contexte des systèmes de personnalisation de l'information et ouvre de nombreuses perspectives : évaluation du profil social dans un système de recommandation par exemple, application de la méthode proposée dans d'autres types de réseaux sociaux, application de techniques de mise à jour du profil, conception d'une plateforme de construction du profil social selon les caractéristiques du réseau. / User profiling is essential for personalization systems (e.g. personalized information retrieval systems, recommendation systems) to identify user information (preference, interests...), in order to propose relevant content based on his/her specific needs and requirements. Many works have shown that user's social neighbors can be a meaningful source to infer his/her interests. Besides, sociology works have shown that the user is better described by people around him/her, especially the people that are directly connected to him/her (his egocentric network). In this work, the term "social profiling" is considered as the interest extraction approach that consists in extracting user interests from information of his/her social neighbors. The user's profile built within this approach is called "social profile". As user behaviors evolve over time, it is necessary to take into consideration the evolution of user interests in user profiling process. In the case of social profile, user interests are extracted from the information shared by his/her social neighbors. Hence, the evolution of extracted interests is related to the evolution of information shared on user social network and to the evolution of relationships between the user and his/her social neighbors. This issue becomes particularly important in the Online Social Networks (OSNs) context where user behavior changes quickly. For a user, the relationships and information in his/her social network can evolve and become obsolete for him/her overtime. Two users creating a relationship are not required to know each other in real life. Thus, the relationship persistence is not always maintained in this case. Social events or viral marketing (buzz) are also factors that enhance online social content sharing. In this work, we propose a generic approach that considers the evolution in user's social network in the social profiling process and can be applied in different types of social network. To handle this, we propose to apply a time-aware method into existing social profile building process (individual based and community based approaches). This strategy aims at weighting user's interests in the social profile based on their temporal score. The temporal score of an interest is computed by combining the temporal score of information used to extract the interests (computed by considering their freshness) with the temporal of individuals who share the information in the network (computed by considering the freshness of the interaction with the user). The technique and temporal function used to compute the temporal score are customizable. Thus, we can find out the most appropriate technique or temporal function depending on the types or characteristics of the adopted social network. The experiments conducted on DBLP and Twitter showed that the so-called time-aware social profiling process applying our proposed time-aware method outperforms the existing time-agnostic social profiling process. We also found that the most appropriate technique, temporal function and social profiling approach vary depending on the network characteristics (size, density) and to the social network type. Our approach opens many opportunities for future studies in social information filtering and many application domains as well as on the Web (e.g. evolution of social profile in personalization of search engines, recommender systems in e-commerce,). Our long-term perspective consists in the proposal of a generic platform that extracts the information and builds the user social profile based on the type and the specific characteristics of the underlying social network. Such a platform would be parameterized by the characteristics of the targeted social network using a machine learning approach.

O emprego de uma estrutura mista de aço – concreto (laje em concreto e vigas em perfis de aço) representa a priori uma solução mais eficiente para estruturas de pontes do que a consideração de uma estrutura toda em concreto ou toda em aço. No entanto para que isto ocorra na prática é necessário um dimensionamento criterioso desta estrutura, o que deve ser feito tendo como apoio softwares de simulação numérica. No CEMACOM tem sido desenvolvidos vários trabalhos nesse tema, os quais resultaram num código computacional com capacidade para simular vigas mistas submetidas a cargas de curta duração ou cargas de longa duração. Em contraponto, nesse trabalho a proposta é customizar um software comercial de elementos finitos (ANSYS) para realizar as mesmas tarefas. Depois do modelo construído tem se vantagens pois se dispõe da plataforma do ANSYS que permite analisar vários problemas associados ao assunto. Fez-se uma proposta de modelo numérico para se analisar vigas mistas no ANSYS. Tendo como ponto de partida os trabalhos de Lazzari (2015) e Lazzari et al. (2016) para a implementação do comportamento do concreto, fez-se algumas implementações numa rotina tipo usermat para fazer análises de cargas de curta duração. Os efeitos de longa duração, fluência e retração, foram implementados na rotina usermat tendo como base os trabalhos de Dias (2013) e Moreno (2016). O código customizado foi comparado contra resultados experimentais e numéricos que demonstraram o adequado funcionamento do mesmo. Finalmente o ANSYS customizado foi aplicado para modelar uma estrutura de ponte que havia sido previamente calculada por Schmitz (2014) empregando procedimentos de projeto normalizados. Os resultados obtidos são comparados contra o processo normalizado e são apresentadas as vantagens deste processo. / The use of composite steel and concrete structures (concrete deck and steel profile beams) represents a priori a more efficient solution for bridges structure than the consideration of a whole structure with concrete or whole with steel. However for this to occur in practice it is necessary a consistent design of this structure, and this should be done with the support of softwares of numerical simulations. In CEMACOM have been developed many works in this theme, which resulted on a computational code with the capacity for simulate composite beams submitted to loads with short duration or loads with long duration. In counterpoint, in this work the proposal was to customize a commercial software of finite elements (ANSYS) to do the same tasks. After the construction of the model it have advantages because it is able to use the ANSYS platform, which permit to analyze various problems associated with this subject. It was done a numerical model for analysis of composite beams in ANSYS. Considering as the start point the works of Lazzari (2015) and Lazzari et al. (2016) for the implementation of concrete behavior, some implementations were done in a routine of the type usermat to make analysis with loads with short duration. The effects of long duration, creep and shrinkage, were implemented on the usermat routine considering the jobs of Dias (2013) and Moreno (2016). The customized code was compared with experimental and numerical results that demonstrated a proper functioning. Finally, the customized ANSYS was applied to modeling a bridge structure, which was previously designed in Schmitz (2014) using standard proceedings. The obtained results are compared with the standard procedure and it is presented the advantages of this more complex proceeding.

Este trabalho tem como objetivo evidenciar os benefícios que as transformações sociais contemporâneas, alimentadas pela evolução tecnológica interativa, podem exercer sobre a indústria automotiva, notadamente na questão de customização do produto. A fim de estreitar as relações entre o contexto histórico e as mudanças na indústria automotiva, o trabalho traça um paralelo entre as transformações vividas pela sociedade e a evolução dos automóveis, analisando como as mudanças de contexto afetaram a indústria automotiva. Da mesma forma, é pesquisado sobre como a evolução do automóvel moderno moldou o estilo de vida da sociedade, nos últimos 125 anos. A relação entre o contexto histórico e as mudanças na indústria automotiva é a base que o trabalho utiliza para justificar o emprego das novas tecnologias interativas nos automóveis.São analisadas novas tecnologias interativas existentes e em estágio avançado de desenvolvimento, notadamente aplicadas a smartphones e tablets, e a influência que essas estão tendo no modo de vida contemporâneo. Foi verificado que, apesar dos automóveis terem evoluído concomitantemente com a sociedade, nos mais de cem anos desde sua invenção, estão demorando a embarcar tais desenvolvimentos tecnológicos, continuando, em sua maioria, máquinas análogas e isoladas das outras partes que compõem o trânsito. Este trabalho se propõe a analisar tais tecnologias interativas, estudar quais podem ser embarcadas nos automóveis, exemplificando as possibilidades de aplicação das mesmas, através de um modelo tridimensional, criando um produto customizável em massa, condizente com as tendências sociais contemporâneas, que atenda o maior número de consumidores em potencial, com uma mesma linha de produto, evidenciando o diferencial competitivo que este proporcionaria ao seu fabricante ante a concorrência. / The objective of this paper is to highlight the benefits that contemporary social changes, fueled by the interactive technological evolution, can exert on the automotive industry, mainly in the aspect of product customization.In order to strengthen the relation between historical context and changes in automotive industry, this paper draws a parallel between social changes and automobile evolution, evidencing how context changes affect the automotive industry. Also, this paper demonstrate how the evolution of the modern automobile framed society life style in the past 125 years. The relation between historical context and automotive industry changes is the base that this paper use to justify the insertion of interactive technologies in automobiles.New and advance stage technologies are analyzed, mostly the ones applied to smartphones and tablets, and the influence of such technologies in contemporary lifestyle.It is shown that, despite cars have evolved together with society for over a century since its invention, they are holding up the insertion of this new technologies, remaining, mostly, analog machines isolated from the other traffic components.This paper proposes to analyze these interactive technologies, studing which one can be applied in automobiles, demonstrating the applications possibilities through a tridimensional model, creating a mass customizable product, consistent with contemporary social trends, that reach most of the potential buyers with a single product line, demonstrating this product manufacturer competitive advantage against competition.

A Customização em Massa é uma estratégia de negócios relativamente recente que foi idealizada em meados dos anos oitenta, emergiu no meio empresarial em meados dos anos noventa, e, desde então tem sido adotada por muitas empresas devido ao diferencial competitivo que propicia. O objetivo desta estratégia é atender os desejos individuais dos clientes em grande escala e com maior lucratividade para a empresa. A adoção bem sucedida da Customização em Massa exige profundas alterações em áreas críticas das empresas. O objetivo do presente trabalho é, num primeiro momento, avaliar quais são essas áreas críticas que necessitam mudanças, e num segundo momento, quais são os elementos capacitadores necessários. O trabalho apresenta um modelo conceitual de definições sobre capacitação organizacional, competência funcional, técnicas operacionais e recursos organizacionais. Posteriormente verificou-se a influência destes elementos nos processos e como se dá a aplicação dos mesmos em diferentes setores industriais. A realização deste estudo baseou-se em cleta de dados por meio de questionários e na aplicação do método de estudo de caso em empresas de dois setores industriais, o automobilístico e o de alta tecnologia. A escolha destes setores justifica-se pelo fato deles se encontrarem, historicamente, na vanguarda da adoção das melhores práticas empresariais. Como resultado constatou-se que determinados elementos capacitam a empresa para a Customização em Massa em um setor mas não para outro, ou seja, não existe uma solução genérica para a capacitação organizacional em Customização em Massa. Observou-se também que a simples adoção dos elementos capacitadores não gera a competência funcional requerida em determinada área crítica para a geração desta capacitação organizacional; é também necessário que haja sinergia na aplicação destes elementos. / The customization is a recent strategy that appeared in the middle of 80\'s and currently it emerged in the enterprise environment. Such strategy has been adopted for many companies due to the competitive differential that it supplies. The objective of this strategy is to fulfill the most specific customers\' desires in large-scale and with increasing profitability to the company. The successful adoption of Mass Customization demand deep changes in many critical areas of the enterprise. The purpose of this paper is to analyses which are the critical areas that need to be changed, and which are the Mass Customization enablers. This research presents a conceptual definitions for resources, operational techniques, competences, and organizational capabilities required for Mass Customization. The paper presents a literature review on the issue of planning and deploying Mass Customization initiatives pointing out important resources and techniques that have been adopted by the adherents of this new strategy. It was perceived the influence of these enablers in its respective processes and its different applications in different industrial sectors. To this was adopted the method of case survey in two differents sectors, the automobile and high technology. This choice was proposital because this sector are in the vanguard of the best practices adoption. To have a valid classification of the enablers was elaborated two models. As a result was perceived that some enablers could be applied to one sector and not applied in others to reach the Mass Customization capacity. It does not exist a generic solution for a Mass Customization strategy adoption, because different sectors demands different enablers. It was also observed that the simple adoption of this enablers does not generate the enterprise competence demanded, being necessary the existence of a synergy between and focus of these enablers.

Made available in DSpace on 2015-05-08T14:53:40Z (GMT). No. of bitstreams: 1 parte1.pdf: 1904932 bytes, checksum: 8e16082ab6523c5b74044a779b2f1ba6 (MD5) Previous issue date: 2009-10-30 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Mass customization is a relatively new business strategy and is used by organizations as a competitive differential in the conquest of new markets. This paper discusses the use of this strategy in constructions industry, especially in the subsection of buildings, in which elements of the conventional production coexist on the same work sites with elements of the customized production, performed according to the wishes and needs of each client, through individualized specifications (personalization). This study aims to verify how this process of mass customization and its reflection in the supply chain happen. It also verifies the application of the techniques of postponement as a prerequisite or facilitator agent in order to provide a product with the best possible expectations of each customer. The reason is in the importance of buildings subsection represents, both for the national economy as a whole and for the local economy in particular. As it is known, the importance and impact of this activity on the economic environment permeates the entire production chain and settles down starting from a complex relationship between the organizations. The methodology included bibliographical search and field research (exploratory and explanatory), held in three residential buildings, in the city of Campina Grande. It was found that using the techniques of postponement in the supply chain for mass customization is made up of a non-conscious, and despite the lack of terms and elements found in the literature. Its benefits, however, are seen clearly. The process of customization, on all three cases, was conducted in a similar way, but the final result was strongly linked to the purchasing power of their customers from each of the enterprises. / A customização em massa é uma estratégia de negócio relativamente recente e é utilizada pelas organizações como diferencial competitivo na conquista de novos mercados. Este trabalho aborda a utilização desta estratégia na construção civil, mais especificamente no subsetor de edificações, no qual elementos da produção convencional convivem, no mesmo canteiro de obras, com elementos da produção customizada, efetuada de acordo com os desejos e necessidades de cada cliente, através de especificações individualizadas (personalização). Este estudo objetiva verificar como se dá este processo de customização e qual o seu reflexo na cadeia de suprimentos. Verifica também a aplicação das técnicas de postponement como condição necessária ou agente facilitador no sentido de prover um produto o mais adequado possível às expectativas de cada comprador. A justificativa está na importância que o subsetor de edificações representa, tanto para a economia nacional como um todo, como para a economia local em particular. Como se sabe, a importância e o impacto desta atividade sobre o ambiente econômico, permeia toda a cadeia produtiva e se estabelece a partir de uma complexa articulação entre as organizações. A metodologia utilizada incluiu a pesquisa bibliográfica, bem como a pesquisa de campo (exploratória e explicativa), realizada em três edifícios residenciais, na cidade de Campina Grande. Constatou-se que a utilização das técnicas de postponement na cadeia de suprimentos para a customização em massa é feita até de forma não consciente, ou a despeito do desconhecimento dos termos e dos elementos encontrados na literatura. Seus benefícios, no entanto, são percebidos de forma clara. O processo de customização, nos três casos, foi conduzido de forma semelhante, mas o resultado final esteve fortemente ligado ao poder aquisitivo dos respectivos clientes de cada um dos empreendimentos.

En general el diseño de las políticas habitacionales ha prescindido del conocimiento de la demanda específica. La producción del hábitat popular ha sido a través del uso de técnicas constructivas industrializadas, adoptando estrategias de producción masiva, con una eficiente utilización de los recursos, pero ignorando las exigencias individuales de cada familia, la pluralidad y el dinamismo de la sociedad. En consecuencia surgen complejos que no se adecuan a las necesidades de la población, donde los usuarios intervienen incorporando necesidades no previstas en el desarrollo del producto. A partir de un escenario industrial competitivo donde la diversidad del mercado es un nuevo factor para las empresas, surge la customización masiva como una nueva estrategia, capaz de satisfacer a los consumidores con diferentes productos sin aumentar significativamente los costos y el tiempo de entrega. En programas habitacionales la oferta de customización es muy limitada debido principalmente a lograr una economía de escala de la producción. El objetivo principal de esta investigación fue proponer formas de retroalimentar el proceso de desarrollo del producto a partir de las intervenciones realizadas por los usuarios. Fueron realizados dos estudios de casos de programas residenciales, donde la participación del usuario en el desarrollo del producto es diferente. La investigación se realizó en tres etapas, siendo la primera etapa A de comprensión del proceso de desarrollo del producto, caracterizando la empresa y los emprendimientos. Fueron realizadas entrevistas con informantes calificados, visitas a los emprendimientos y análisis de documentos técnicos. La etapa B tuvo como objetivo la planificación del levantamiento de datos para capturar las informaciones de las intervenciones de los usuarios en la etapa de uso de las unidades. Para esto se realizóla colecta de datos a través de entrevistas, y cuestionarios estructurados a los usuarios, y análisis de las intervenciones a través de fotografías satelitales. La etapa C busco identificar oportunidades de procesamiento de los datos, para entender los requisitos de los usuarios y contribuir a mejorar el PDP. Se identificaron estrategias en el proceso de producción de un sistema industrializado de producción de viviendas, encontrando oportunidades de implementar mejoras en la capacidad de adaptabilidad del sistema a los cambios producidos por los usuarios, aumentando la variabilidad y flexibilidad de las opciones de viviendas ofrecidas por la empresa. Conjuntamente con la empresa fueron analizadas las intervenciones y se identificaron oportunidades para adoptar distintos grados de customización. Las principales contribuciones del trabajo es comprender cuales son los requisitos de los usuarios en la etapa de uso de las viviendas, para lograr un producto customizable en proyectos de vivienda de interés social y contribuir al desarrollo de productos industrializados que incorporen estos requisitos. / In general, housing policies have ignored knowledge on the specific needs of families in the design of housing projects. In fact, several industrialized building techniques have been used in social housing, often connected to the adoption of mass production ideas, with the aim of achieving a highly efficient use of resources, but ignoring the individual needs of each family, and the plurality and dynamism of the society. Consequently, there are many housing estates that do not fulfill the needs of the population, resulting in changes in the housing units carried out by the users so that their requirements can be properly considered. In an industrial setting that has growing competition, the diversity in the client needs has become a key factor for several companies in the manufacturing sector. In this context, mass customization has emerged as a new strategy, with the aim of satisfying users with different needs without significantly increasing costs and delivery time. However, in the social housing sector, very few programs offer the possibility of customization, mainly due to the need to achieve economies of scale. Thus, the aim of this research work is to propose guidelines for providing feedback to the product development process of social housing projects, based on product changes that have been made by the users after delivery. Two case studies were conducted in different residential projects, developed by the same company, in which the degree of user involvement in product development was different. The research method was divided into three stages. In stage A, the aim was to understand the product development process, the housing company involved in this investigation, as well as the three projects. The main sources of evidences used were interviews with company representatives, visits to the housing estates, and document analysis. Phase B involved the collection of data related to the product changes carried out by users in the three projects. The main sources of evidence used were interviews with a sample of users, direct observation of those changes, and analysis of interventions by using satellite photos. Phase C sought to propose guidelines for processing user requirement data, and to identify improvement opportunities in the product development process. Regarding the industrialized building system developed by the company, some improvements were proposed, mostly related to the capacity of adaptation of the system to the product changes often made by the users, increasing the variety and flexibility of the housing options offered by the company. In collaboration with company representatives, different degrees of customization were devised. The main contributions of this research work are concerned with how to capture and process requirements based on multiple sources of evidence, as well as to understand the nature of product changes demanded by the users, which can be useful for designing customized houses.