Hållbarhet är ett aktuellt ämne i dagens samhälle och nämns ofta i mediesammanhang. Planeten är överbefolkad, människor svälter och levnadsstandarden skiljer sig markant mellan jordens kontinenter. Även jordens resurser används i större mån än vad planeten klarar av och detta leder i sin tur till att miljön blir lidande. Detta har bidragit till att samhället idag har höga krav på hur företag arbetar kring hållbarhet. Intressenternas krav har i sin tur lett till att upprättande av hållbarhets- redovisningar har blivit allt vanligare. Syftet med denna uppsats är att undersöka hur hållbarhetsredovisningar utformas i tre olika branscher i Sverige och jämföra dessa för att urskilja eventuella likheter och olikheter som kan finnas. Vidare kommer även alternativa förklaringar till likheterna och olikheterna framföras. Branscherna som har studerats är hemelektronikbranschen, klädbranschen och livsmedels- branschen. För att besvara studiens syfte och frågeställningar har en djupgående analys av 15 företags hållbarhetsredovisningar gjorts. Sedan har dessa företag jämförts för att ha möjlighet att urskilja eventuella likheter och olikheter. Utifrån det empiriska materialet kan det utläsas att utformningen av de granskade rapporterna är olika till utseendet men att innehållet är relativt likt. Dock finns det ett fåtal skillnader i innehållet vilket kan bero på vilken miljö som respektive företag är aktiva i och vilka krav intressenterna har på ett företags hållbarhetsarbete. Likheter mellan branscherna och företagen kan förklaras med hjälp av legitimitetsteorin och den institutionella teorin. Företag vill uppnå legitimitet gentemot samhället i stort och det kan göras genom att efterlikna de företag som upprättar framgångsrika hållbarhetsrapporter. Studien är en kartläggning av hållbarhetsredovisningar i tre olika branscher där likheter och olikheter framhävs samt eventuella förklaringar till varför företag utformar sin hållbarhetsredovisning på de sätt de har gjort. / Sustainability is an up-to-date issue and it’s often mentioned in media. The planet is overpopulated, people are starving and the living conditions differ significantly between the continents. The resources of the earth are used to a greater extent than the planet is capable of. This has led to environmental problems and that the society has high demands of corporate social responsibility. Stakeholders’ requirements have led to the fact that the establishment of sustainability reports has become more common. The purpose of this thesis is to examine how sustainability reports are designed in three different industries in Sweden and compare them to distinguish any similarities or differences that may exist. Further, alternative explanations for the similarities and differences will be made. The industries that have been studied are the following: consumer electronics industry, clothing industry and food industry. In order to answer the study's purpose and questions, an in-depth analysis of 15 companies’ sustainability reports has been made. Then a comparison has been made between these companies and industries in order to determine if there are any similarities or differences. Based on the empirical material, the design of the reviewed reports is different in appearance but the content is relatively similar. However, there are also a few differences in the content and these may depend on the environment for which each company is active and what kind of requirements its stakeholders have on the company's sustainability work. Similarities between the industries and companies can be explained with the help of legitimacy theory and institutional theory. Companies want to achieve legitimacy towards the society and one way to do this is to imitate the companies that establish successful sustainability reports. The study is a mapping of sustainability reports in three different industries, highlighting similarities and differences, as well as possible reasons why companies design their sustainability report in the way they have done.

Orientador: Raul Borges Guimarães / Banca: Alice Yatiyo Asari. / Banca: Maria Encarnação Beltrão Sposito / Resumo: Realizamos neste trabalho um estudo centrado na análise do desenvolvimento da indústria do ramo de confecções de Cianorte, PR, tomando-o como elemento indutor da produção e articulação entre as escalas geográficas. Cianorte caracteriza-se por apresentar um forte processo de industrialização pautado no ramo de confecções, sobretudo a partir de meados da década de 1980, como saída para enfrentar a crise econômica de uma economia agrícola que predominava até então. Compreender como se deu esse processo de transformação funcional em Cianorte constitui uma das questões motivadoras deste trabalho. Neste sentido, analisamos o processo de transformação da organização industrial da área a ser pesquisada, resgatando como se deu sua inserção no sistema de acumulação flexível, além de discutir o processo de criação e articulação entre as escalas geográficas, tomando a indústria de confecções de Cianorte como elemento de articulação entre o espaço local e o global. As transformações no espaço urbano de Cianorte que se vinculam a este processo recente de especialização industrial no ramo de confecções também constitui foco de análises neste trabalho. Partindo da idéia de "síntese de múltiplas escalas", procuramos valorizar o papel exercido pelas relações sociais de cooperação/competição entre os atores privilegiados naquela realidade local, a fim de verificar as implicações que vinculam a indústria de confecções como processo econômico e suas conseqüências espaciais em Cianorte. Neste caso, a criação do slogan "Cianorte: Capital do Vestuário",...(Resumo completo, clicar acesso eletrônico abaixo). / Abstract: We carried out in this work a study focused on the analysis of the clothing industry development in Cianorte, PR, taking it as an inductor of production and articulation among geographic scales. Cianorte has a strong industrialisation process based on the clothing field, especially since the 1980s, as a way to face the economic crises of an agricultural economy which was predominant in that time. To understand how this functional transformation process happened in Cianorte is one of the questions that motivated the development of this work. Therefore, we analysed the transformation process of the industrial organisation in the area to be researched, bringing back how its insertion in the system of flexible accumulation happened, besides discussing the creation and articulation process among the geographic scales, taking the clothing industry of Cianorte as an element of articulation between the local and the global space. The transformations in the urban space of Cianorte which have been linked to this recent process of industrial specialisation in the clothing field is also a focus for analysis in this work. From the idea of "synthesis of multiple scales", we try to value the role taken by the social relations of cooperation/ competition among the privileged actors in that local reality, so as to check the implications that link the clothing industry as an economic process and its spatial consequences in Cianorte. In this case, the creation of the slogan "Cianorte: capital of clothing", of Expovest and wholesale shopping centres, has to be taken as a result of a struggle of interests...(Complete abstract, click electronic address below). / Mestre

Made available in DSpace on 2016-06-02T19:50:12Z (GMT). No. of bitstreams: 1 3821.pdf: 9544933 bytes, checksum: 38813dfd917abb1a5ccb01677139ca30 (MD5) Previous issue date: 2011-08-18 / This research aims to describe, in the organizational dynamics of a clothing manufacturing industry of medium size, more specifically in their sewing unit, the changes occurred during the implementation and use of performance indicators when aggregated in their development concepts and methods of Situated Ergonomics. The Performance Measurement Systems (PMSs) has always been part of the organizations and in recent decades has become more important due to the competitiveness and constant changes of the market as well as evolving toward more balanced structures to include all important factors that influencing the organizations competitiveness. The motivation of this study was the observation that PMSs identifies the priorities of performance in a top-down flow within the organizational structure, usually leaving or passing through the strategy. This process presents a strong bias technocentric, in which it aims to understand the structure and the organization's business processes and relegates to other instances much of real parts which are run by people in the everyday operations. Having the perception of this limitation, among other weaknesses in their development, deployment and use, many of these publishers of these models recommend that development is a participatory process, but does not define the way and depth to examine the reality of working at this level. Situated Ergonomics, in turn, pursued the objectives of well-being of the worker and process performance by analyzing the employee at work during the work activity and its effective contribution through verbalizations and confrontation of representations, so better understand their conditions and determinants. This Situated Ergonomics feature appeared to meet the limitation observed in the development of PMSs in a manner that sought to enter their concepts and methods during the development, deployment and use of performance indicators in the unit of sewing clothing manufacturing industry of medium size. The study was conducted through an action research which aimed to harmonize the cycles of intervention proposed by Haims and Carayon for the implementation of an ergonomics program, based on Situated Ergonomics, and the script development of PMS proposed by Andersen and Fagerhaug. The study indicated that by incorporating concepts and methods of ergonomics located in the development process and review of performance indicators this condition allowed the emergence of knowledge and collective needs, and develop a space for discussion and negotiation that enabled a better understanding of different views on the processes of transformation and its goals on the work carried out and performance indicators. In this context the incorporation proved to be mentioned as an important factor of change in the way the information is used by the SMD stakeholders. Despite the positive aspects of the negotiation space developed in these conditions, it was observed that this area is fragile in the face of contingencies that occur in a medium sized company. / Esta pesquisa busca descrever, na dinâmica organizacional de uma média empresa de confecção do vestuário, mais especificamente em sua unidade de costura, as mudanças ocorridas durante a implementação e uso de indicadores de desempenho quando agregado em seu desenvolvimento os conceitos e método da ergonomia situada. Os Sistemas de Medição de Desempenho (SMDs) sempre estiveram presentes nas organizações e vem nas últimas décadas tornando-se mais importantes devido à competitividade e às mudanças constantes do mercado, bem como evoluindo para estruturas mais balanceadas para abranger os principais fatores que influenciam na competitividade das organizações. A motivação deste estudo foi a observação de que os SMDs identificam as prioridades de desempenho num fluxo top down dentro da estrutura organizacional, geralmente partindo ou passando pela estratégia. Este processo traz consigo um viés fortemente tecnocêntrico, no qual se procura compreender a estrutura e os processos de negócio da organização e relega-se a outras instâncias boa parte do real que é executado pelas pessoas no cotidiano operacional. Tendo a percepção desta limitação, dentre outras fragilidades no seu desenvolvimento, implantação e uso, muitos dos divulgadores destes modelos recomendam que seu desenvolvimento seja um processo participativo, mas não define a forma e o grau de profundidade em analisar a realidade do trabalho neste nível. A Ergonomia Situada, por sua vez, busca atender os objetivos de bemestar do trabalhador e de desempenho do processo analisando o trabalhador em ação, durante sua atividade de trabalho e com sua efetiva contribuição por meio de verbalizações e confrontações das representações, de forma a compreender melhor os seus condicionantes e determinantes. Esta característica da Ergonomia Situada pareceu atender a limitação observada no desenvolvimento dos SMDs de forma que se buscou inserir seus conceitos e método durante o processo de desenvolvimento, implantação e uso de indicadores de desempenho na unidade de costura de uma empresa de confecção de vestuário de médio porte. O estudo foi conduzido através de uma pesquisa-ação na qual se buscou compatibilizar os ciclos de intervenção proposto por Haims e Carayon para implantação de um programa de ergonomia, no caso baseado na ergonomia situada, e o roteiro de desenvolvimento de SMD proposto por Andersen e Fagerhaug. O estudo indicou que ao se incorporar conceitos e métodos da ergonomia situada no processo de desenvolvimento e reavaliação de indicadores de desempenho esta condição permitiu a emersão de saberes e necessidades coletivas, além de desenvolver um espaço de discussão e negociação que possibilitou uma melhor compreensão dos diferentes olhares sobre os processos de transformação e suas metas, sobre os trabalhos realizados e sobre os indicadores de desempenho. Neste contexto a incorporação mencionada mostrou-se como um importante fator de mudança na forma como as informações do SMD são utilizadas pelos atores. Apesar dos aspectos positivos do espaço de negociação desenvolvido nestas condições, observou-se que este espaço é frágil frente às contingências que ocorrem numa empresa de porte médio.

The aim of this thesis is to explore the development of Swedish fashion between 1930 and 1960 by examining the textile and clothing industry from the wider perspective of fashion production. It was during this period that Sweden was transformed into a leading industrial nation, which laid the foundation for increased prosperity in the post-war period. This historical and empirical study is predominantly based on systematic analysis of Swedish official statistics and close reading of the fashion press. The thesis applies a combination of approaches in the analytical chapters (chapter 2–4) that include three central aspects of fashion production: manufacturing, symbolic production, and the production of a national fashion.  Chapter 2 gives an account of the industrial production of clothing and examines the scope, size and structure of the textile and clothing industry. The results confirm its importance to the Swedish economy in the period. One important finding shows that a shift in production from tailored outerwear to lighter garments occurred as early as the mid-1950s.  Chapter 3 investigates the symbolic production of fashion by looking at the structure of the field of fashion in Sweden. The results show a French dominance where couturiers were celebrated as creative ‘artists’. A significant finding is how the idea of Swedish fashion was considered a process of creating economic value, as in clothing manufacturing.  Chapter 4 deals with fashion as an expression of national culture. The result reveals a significant fashion culture associated with an everyday wear fashion that followed the Social Democratic reforms aimed at equality in society during the period. One important finding is that the wool coat was the hallmark of Swedish fashion identity in the post-war period.  These results contribute to a broader understanding of fashion production and new insights into the history of its developments in Sweden between 1930 and 1960, which has gone largely unrecognised by previous fashion historians.

Explica el plan de negocios de exportación a Colombia de prendas de vestir para niños de 0-24 meses elaboradas con algodón 100% orgánico. Se realizó un análisis de la idea, oportunidad y modelo del negocio. Se realizó un estudio técnico, mediante una evaluación interna y externa, un plan de marketing, operacional, logístico y administrativo y de calidad adecuado.Los productos serán diferenciados por la calidad de la confección y empaques ecológicos. El análisis financiero es viable. La empresa recuperará la inversión a finales del tercer año. / Trabajo de investigación

O foco deste trabalho é a reconstituição das trajetórias de mulheres imigrantes e de suas famílias, originárias da Bolívia, do Paraguai e do Peru com destino ao Brasil, e tem como objetivo analisar as relações sociais transnacionais no processo de migração internacional. Foi possível observar que as relações sociais se expandem para além de um único território nacional. Entre países de origem e destino são mantidas múltiplas conexões, seja por meio do envio de remessas, do contato com familiares ou da manutenção da língua e da cultura. O aumento da participação de mulheres nas migrações internacionais é analisado levando em conta suas motivações e as diferentes redes que mobilizam no processo de migração internacional. Nesse caso, interessa também para a análise investigar como os seguintes fatores têm influenciado neste processo: as relações sociais de sexo, a inserção das mulheres no mercado de trabalho, a organização produtiva da indústria da confecção, a legislação sobre migrações internacionais e os fluxos midiáticos e financeiros no contexto de globalização. / The focus of this study is the reconstruction of the pathways of immigrant women and their families, from Bolivia, Paraguay and Peru to Brazil, and aims to analyze the transnational social relations in the process of international migration. From interviews conducted in the city of São Paulo it was possible to capture the different pathways of international migration by giving voice to the subjects involved in this process. It was observed that, in the context of international migration, social relations expand beyond a single country. Between countries of origin and destination, migrants keep multiple connections, either through remittances, the contact with relatives or the maintenance of their native language and culture. The increased participation of women in international migration is analyzed by taking into account their different motivations and the networks they mobilize in the process of international migration. In this case, is interesting as well for the analysis how such factors that have influenced this process: social relations of gender, the participation of women in labor market, the productive organization of the clothing industry, the international migration legislation and the financial and media flows in the context of globalization.

The construction of the Czechoslovakian socialist state was accompanied by numerous social projects, through which the communist dictatorship strived to influence even the most ordinary aspects of everyday lives of its citizens. The mass production of the off-the-peg clothes, which was subject to the state scientific research, was characteristic of the clothing industry after the year 1948. As a result, extensive somatometric projects were run on the Czechoslovakian territory (ADAGO, GOLIÁŠ, DEKOLT I-III). Their purpose was to map the population sizes, create a unified clothes size scale and develop a new methodology for cut structure. Simultaneously with this research, discussions about the ideal fashion canon, which would reflect the socialist ideology, also took place. The thesis analyses the clothing expert discourse of the period in a broader context and takes into account its informative value with regard to the period's conceptions of clothing, corporality, and fashion. Key words socialist dictatorship, socialist ideology, clothing industry, off-the-peg clothes, somatometry, clothing research, anthropometry, expert discourse

La presente tesis tiene como objetivo elaborar un modelo basado en lean manufacturing para que las empresas textiles a nivel nacional logren reducir sus desperdicios y por ende incrementen sus ganancias. El modelo presentado establece un sistema que permite que puedan realizarse los procesos de producción de forma más óptima y eficiente. El propósito es que otras empresas de este rubro puedan trabajar en base a lo planteado para conseguir productos de mayor calidad que satisfagan a los clientes. Este trabajo se enfoca en 4 capítulos, el primero realiza una revisión de la literatura relacionada a las herramientas utilizadas en el estudio, así como también del sector textil, sobre el cual se realiza la investigación. El segundo capítulo trata del análisis de los procesos y de los problemas existentes en la empresa bajo análisis. El tercer capítulo plantea el modelo de solución alineado con un enfoque en lean manufacturing. Para terminar, en el cuarto capítulo se presenta la implementación de las herramientas estudiadas, junto con una simulación, que determinarán las mejoras obtenidas en la validación de la propuesta. Los resultados obtenidos por medio del diagrama de causa-efecto demuestran que los principales problemas de la empresa son el goteo de aceite, el procedimiento de limpieza, la eficiencia del trabajador, las condiciones de la estación y, finalmente, la falta de revisión de materia prima. Adicionalmente, el 20% de las prendas procesadas en el 2018 fueron reprocesadas, ya que no cuenten con los métodos adecuados para evitar que sucedan estos imprevistos en la empresa. / This work has the goal to create a model for the national clothing companies based on lean manufacturing, reducing their wastes and increase profit. The presented model establishes a system that allows the processes to perform on the most optimal and efficient way. The purpose is that other companies in this area can work based on what has been proposed to achieve higher quality products that satisfy customers. This work has 4 chapters, the first one does a literature review on tools related to the study, also the clothing industry. The second chapter is about the process analysis and the problem identification. The third one, proposed a model based on lean manufacturing that could solve the problem. Finally, the fourth chapter, presents the implementation of the tools and a simulation of the system, to determine the improvements. The results identify with the cause-effect diagram shows that the main problem on the company is the oil leaking, the cleaning process, the workforce efficiency, the workstation condition and, finally, the lack of raw material revision process. Also, 20% of the cloth process on 2018 had to be reprocess because of inadequate methods to prevent unforeseen problems. / Trabajo de investigación

Syftet med denna uppsats är att undersöka vilka motiv samt barriärer svenska klädföretag ser rörande sina sourcing beslut, med fokus på nearshoring och farshoring. Vidare undersöks även hur dessa motiv och barriärer skiljer sig åt beroende på vilket segment klädföretaget inriktar sig på. Västra Götaland har länge varit centrum för textilindustrin i Sverige men har på senare tid konkurrerat med utländska, billigare tillverkningsländer såsom Kina och Bangladesh. Idag har dock en trend uppdagats, då många klädföretag väljer att flytta sin produktion till länder närmare hemmamarknaden, vilket benämns som nearshoring. Uppsatsen har en kvalitativinriktning där en flerfaldig fallstudie med semistrukturerade intervjuer har genomförts med fyra klädföretag baserade i Västra Götaland. Intervjuerna utformades i syfte att undersöka respektive företags motiv samt barriärer för att att arbeta med nearshoring. Det insamlade empiriska materialet analyserades därefter genom indelning av dessa motiv och barriärer i en tabell för att skapa en tydlig överblick. Tabellen analyserades vidare för att hitta mönster och dessa delades sedermera in i sex olika kategorier som lades till grund för analysen. Motiv och barriärer hos de studerade företagen var relativt likartade och överensstämmer med tidigare forskning inom området. De starkaste motiven för nearshoring visade sig vara tid tillmarknaden, hållbarhet och riskhantering medan de starkaste barriärerna var högre kostnader, kapacitet och relation med leverantörer. Motiv och barriärer tenderade även att skilja sig åt beroende på vilket segment inom marknaden ett företag är verksam inom. Sport- och fritidskläder visade sig vara mer fokuserade på kvalitét och pris medan modekedjor är merfokuserade på snabbhet till marknaden. / The purpose of this study is to investigate nearshoring motives and barriers in the Swedish clothing industry, and the differences between diverse segments on the market. Västra Götaland, a region in Sweden, has long been the centre for the textile industry in Sweden but has been struggling with competition of foreign, cheaper manufacturing countries like China or Bangladesh. Today, the manufacturing returning to closer areas of the market, labeled as nearshoring, which is shown to be a growing trend. The study has a qualitative research strategy approach where a multiple-case study with semi-structured interviews have been conducted with four clothing companies in Västra Götaland. The interviews were designed to investigate their respective motives and barriers for nearshoring. The collected data was analysed by dividing all of the motives and barriers into a table to get an overview. The table was then analyzed to find patterns. These patterns were later divided into six categories that was used as a foundation for the analysis. The barriers and motives of the different companies are quite similar and complies with the earlier research that has been conducted on the subject. The strongest motives for nearshoring is time to market, sustainability and risk management while the barriers was pointed out as higher costs, capacity and relationship with current partners and manufactures. The motives and barriers tend to shift depending on what segment on the market that the company is operating on. Sport and active wear tend to be more focused on quality and price while fashion companies tend to be more interested in speed to market. This thesis is written in Swedish.

Textilbranschen är en utav världens största och smutsigaste branscher som vi har idag. Medoerhörda mängder vatten som används och kemikalier samt koldioxidutsläpp som släpps ut varje dag, har modebranschen en stor påverkan på vår miljö. Konsumtionen tillsammans med ett ökat begär av att vara i tiden och följa trender som ständigt uppdateras i modebranschen. Tillsammanskan konsumenter och företag hitta tillvägagångssätt och lösningar på miljöförstöringen som textilbranschen medför. Att återanvända eller återvinna plagg är inget som är nytt på marknaden, dock uppstår allt fler sätt att ta tillvara på textilt avfall fram genom återvinning. Recycling, redesign och remake är några av de vanligaste sätten att ta hand om det textila avfallet och att skapa nya kläder. Plaggen tas isär och bryts ner på fibernivå och därefter vävs eller stickas nya plagg som konsumenter kan använda på nytt. Att återvinna textilier är en krävande process och det är viktigt att ha rätt fiber för att kvalitén i plagget ska kvarstå efter att återvinningen är gjord. Syftet med den här studien har varit att undersöka sportföretags förhållningssätt till begreppet upcycling samt framtidsplaner och förbättringsområden när det kommer till deras hållbarhetsarbete. I den här studien kommer frågor kring hållbarhetsarbeten ställas med syftet att få fram svaren kringförbättringsområden i arbetena. Rapporten kommer även att beskriva vad företagen har föruppfattning gällande upcycling och vad de kopplar till begreppet upcycling. Upcycling innebär att man förlänger ett plaggs liv utan att bryta ner det på fibernivå och därigenom öka dess värde. Under studiens gång har företag inom sportbranschen med grund i Sverige kontaktats. Arbetet har till största delen utförts i Borås. Frågeställningarna har undersökt begreppet upcycling, hur det går att tillämpa i praktiken och samtliga intervjuade företags hållbarhetsarbeten. Genom intervjuerna hämtades värdefull information kring upcycling och hållbarhet, som inte hittats när det söktes information bland litteraturen. Information har hämtats från litteratur samt vetenskapliga artiklar. Rapporten är skriven med fokus på ett hållbarhetsperspektiv och nya lösningar när det kommer tilltextilt avfall. Därmed undersöks upcycling och om den processen har en potential att växa inom sportindustrin. Avgränsningar görs gentemot företag som inte är grundade i Sverige. Studien kommer endast att ta upp grundläggande ekonomiska aspekter med fokus på produkt. / The textile industry is one of the world's largest and dirtiest industries we have today. With the enormous amount of water, chemicals and carbon dioxide emissions that are released every day, the fashion industry has a major impact on our environment. Consumption together with an increased desire to buy fast fashion clothes and follow trends that are constantly updated, is a difficult task to achieve. Together, consumers and companies can find approaches and solutions to the environmental deterioration that the textile industry brings. Reusing or recycling garments is nothing new in the market, however, more and more ways of utilizing textile waste are emerging through recycling. Recycling, redesign and remake are some of the most common ways of handling textile waste and creating new clothes after that. When it comes to recycling, the garments is taken apart and broken down at fiber level and then woven or knit new garments. Consumers can thereafter reuse their old clothes that has turned into new ones. Recycling textiles is a demanding process and it is important to have the right fiber in order for the quality of the garment to remain after the recycling is done. The purpose of this study has been to investigate sports companies' approach to the concept of upcycling as well as future plans and areas of improvement when it comes to their sustainability work. In this study, questions about sustainability work will be asked with the aim of obtaining answers about areas of improvement. The report will also describe how companies view upcycling and what they relate to the concept of upcycling. Upcycling means extending the life of a garment without breaking it down at fiber level and increasing its value. During the course of the study, companies in the sports industry based in Sweden were contacted. The work has largely been carried out in Borås. The issues have examined the concept of upcycling, how it can be applied in practice and all interviewed companies' sustainability work. Through the interviews valuable information on upcycling and sustainability was added to the study because not enough facts were found in the litterature. The information has also been taken from literature and scientific articles. The report is written focusing on a sustainability perspective and new solutions when it comes to textile waste. Thus, upcycling is being investigated and whether that process has the potential to grow in the sports industry. Limitations are made to companies that are not based in Sweden. The study will only address basic economic aspects with a focus on product.