This Master's Thesis deals with the introduction of the new type of contact lenses ACUVUE to the Czech market. The thesis is divided into three parts. The first is focused on theoretical analysis of the standard procedure for introducing of new products to the market which is possible to find in professional publications. The practical part analyses the introduction procedure of new ACUVUE contact lenses in Vision Care Division of Johnson & Johnson company. Final part of this thesis includes evaluation of the Vision Care marketing strategy and recommendations which can improve the introducing procedure for the future. The required outcome of this work is the evaluation of the analysis and set a few recommendation for improvement of the introduction process for the future.

Um dos grandes desafios das empresas para maximizarem sua capacidade de inovação, necessidade preemente nos dias atuais, é o desenvolvimento de mecanismos que proporcionem a obtenção da complementaridade de competências entre duas ou mais empresas (MOFFAT; GERWIN; MEISTER, 1997). Entre estes mecanismos encontram-se as alianças estratégicas para o desenvolvimento de novos produtos, fenômeno relativamente recente e que já pode ser considerado como tendência nas decisões de pesquisa e desenvolvimento (P&D). O foco do presente trabalho é a análise destas alianças estratégicas, através do estudo da teoria já existente, fazendo surgir reflexões importantes e gerando novas contribuições. O escopo do estudo é, sem dúvida, a questão organizacional, em uma visão macro, permitindo uma análise sistêmica do fenômeno. Muitos trabalhos trazem separadamente temas acerca das alianças estratégicas para o desenvolvimento de novos produtos. Surge com isso, como conseqüência, a oportunidade de estruturação desses elementos, aparentemente dispersos, em uma síntese teórica ou estrutura conceitual, o que possibilita uma compreensão mais profunda do tema. Além disso, é feita uma organização e estudo das variáveis existentes no fenômeno para contribuir com as decisões acerca da forma organizacional mais adequada às alianças / One of the great challenges of the companies to maximize its capability of innovation, an urgent necessity in current days, is the development of mechanisms that allow the complementing of competences between two or more companies (MOFFAT; GERWIN; MEISTER, 1997). One of these mechanisms is the strategic alliances for new product development, a relatively recent phenomenon and one that already can be considered as a trend in research and development (R&D) decisions. The focus of the present work is the analysis of these strategic alliances, through the study of the existing theory, causing important reflections to emerge and generating new contributions. The scope of the study is, with no doubt, the organizational problem, in a macro viewpoint, which makes possible a systemic analysis of the phenomenon. Many papers separately bring subjects concerning the strategic alliances for new product development. That brings the opportunity to structure these elements, apparently dispersed, in a theoretical synthesis or conceptual structure, which makes possible a deeper understanding of the subject. Moreover, the existing variables in the phenomenon are studied and organized, so that this contributes to arrive at the decisions concerning the most suitable organizational format for the alliances.

Esta pesquisa investigou quatro empresas multinacionais brasileiras em busca de suas práticas na gestão do portfólio de projetos de novos produtos. Por meio de um estudo multicaso, a pesquisa abrangeu diversos aspectos dessa gestão, tais como estratégia para novos produtos e tecnologias; mecanismos de identificação de oportunidades e fontes de idéias para novos produtos; estrutura e recursos de engenharia e P&D; técnicas preferidas para análise, seleção e priorização de projetos; mecanismos de acompanhamento no desenvolvimento dos novos produtos e revisão do portfólio. Um conjunto de práticas de gestão foi identificado e comparado a quatro modelos teóricos, o que levou à conclusão que as empresas gerenciam seu portfólio de forma heterogênea. Mesmo assim, tais práticas produzem como resultado final uma importante vantagem competitiva e podem auxiliar outras empresas na busca pela excelência na gestão da inovação por meio da gestão do seu portfólio de projetos de novos produtos. Ainda que não seja possível generalizar as conclusões acerca dos casos, os resultados apontam diversas intersecções entre as práticas encontradas nas empresas e os modelos teóricos, convergindo para um conjunto comum de práticas gerenciais que podem favorecer o desempenho de outras organizações, além de contribuir com subsídios para futuras pesquisas. / This research has investigated four Brazilian multinational companies looking for their most used practices in managing their portfolio of new product projects. To accomplish this goal, a multi-case study was undertaken. Several aspects of the new products portfolio management were explored, such as product innovation strategy; R&D structure and resources; opportunities seizing mechanisms and sources for new product ideas; preferred project evaluation and selection techniques; decision makers\' preferences and profiles; new product development measures and portfolio periodic revision. Based on this investigation, a set of practices was identified and compared to four theoretical models. It was found that the companies manage their portfolio in heterogeneous ways. However, such practices contribute to the overall innovation in the companies and produce a substantial competitive advantage. Indeed, such practices can also help other companies in achieving new products portfolio management excellence. Although the conclusions that followed through can not be generalized to a management model, the results can substantially aid other companies in leveraging their portfolio management performance and also be a relevant contribution for future research.

A análise de falhas potenciais compreende o uso de técnicas sistemáticas (métodos) durante o Processo de Desenvolvimento de Produto (PDP) que utilizam conhecimentos tácitos de engenharia para prever possíveis falhas, tanto do projeto (design) do produto quanto de seu processo de fabricação, e propor ações que evitem a ocorrência dessas falhas. O problema prático que motiva a realização deste trabalho é a dificuldade enfrentada pelas empresas em alcançar plenamente todos os benefícios decorrentes da aplicação da análise de falhas potenciais. O exame do estado da arte indica que há diversos problemas e práticas propostas para minimizar esses problemas dispersos na literatura. Existem também empresas benchmark na aplicação de métodos de análise de falhas potenciais que podem ser estudadas para o levantamento de outras práticas. Assim, o trabalho tem como objetivo sistematizar os problemas e práticas presentes na literatura e práticas empregadas por uma empresa benchmark. A fim de atingir esse objetivo, são gerados dois resultados principais. O primeiro, alcançado por meio de uma Revisão Bibliográfica Sistemática, é o agrupamento dos problemas e das práticas de análise de falhas potenciais presentes na literatura em categorias. Os 37 problemas encontrados foram agrupados em: Definição do risco, Recursos, Integração PDP, Temporal, Cultura organizacional, Gestão de informações, Procedimentos e Comportamental; e as 161 práticas em Abordagem, Ferramenta, Framework, Método, Software e Diretriz. O segundo resultado, obtido a partir de um estudo de caso, são práticas empregadas por uma empresa que é referência na aplicação dos métodos de análise de falhas potenciais FMEA (Failure Mode and Effects Analysis) e DRBFM (Design Review Based on Failure Mode). Os resultados do estudo de caso sugerem que o sucesso da execução dos métodos FMEA e DRBFM, na unidade de negócio caso, deve-se à combinação de provisão de recursos, trabalho em equipe multidisciplinar, formação de competências (treinamento), definição de procedimentos, aplicação integrada com outros métodos/ferramentas do PDP, e, sobretudo, não considerar a aplicação como atividade pro forma. Os conhecimentos gerados nesse trabalho podem contribuir para auxiliar as empresas a alcançarem os benefícios da aplicação de métodos de análise de falhas potenciais no processo de desenvolvimento de produtos. / The potential failure analysis is the application of systematic techniques (methods) in the process of New Product Development (NPD) that make the use of tacit engineering knowledge to predict possible design and manufacturing process failures and to define countermeasures. The practical problem which motivates the accomplishment of this research is the challenge companies face in achieving the full benefits that can be yield with the application of methods of potential failure analysis. The status of the research carried out in the field shows that there are many problems related to that challenge and practices proposed to mitigate these problems, dispersed in the literature. Notwithstanding the practices later cited, benchmark companies in applying methods of potential failure analysis can be investigated for discovering more practices. The goal of this study is to systematize both the problems and practices reported in the literature and the practices adopted by a benchmark company. In meeting that goal, this research delivered two main outcomes. First, through a Systematic Literature Review, is the sorting of the problems and practices cited in the literature. The 37 problems found were categorised in the classes: Definition of risk, Resources, NPD integration, Moment, Organizational culture, Information management, Procedures and Behavioural; and the 161 practices in Approach, Tool, Framework, Method, Software and Guideline. The second outcome, accomplished through a case study, is a set of practices employed by a company which is reference in applying the FMEA (Failure Mode and Effects Analysis) e DRBFM (Design Review Based on Failure Mode) methods. The findings suggest that the successful execution of the FMEA and DRBFM methods, in the business unit case, is due to a combination of provision of resources, employing multi-disciplinary teams, training, defining and documenting the process of application, integrating the application of these methods with others NPD methods/tools, and, mainly, not considering the application a perfunctory task. It is believed that the knowledge resulted from this research might assist companies to get benefits from the methods of potential failure analysis applied into the process of new product development.

Submitted by JOSIANE SANTOS DE OLIVEIRA (josianeso) on 2019-01-22T12:42:07Z No. of bitstreams: 1 Guilherme Cirello Casagrande Junior_.pdf: 3120168 bytes, checksum: 804532ca1fc25562cbcbb35b00ecfa30 (MD5) / Made available in DSpace on 2019-01-22T12:42:07Z (GMT). No. of bitstreams: 1 Guilherme Cirello Casagrande Junior_.pdf: 3120168 bytes, checksum: 804532ca1fc25562cbcbb35b00ecfa30 (MD5) Previous issue date: 2018-08-29 / Nenhuma / As formas das empresas trabalharem e se relacionarem com o mercado vêm mudando com o passar do tempo, focando no contexto de geração de valor, apoiado na Lógica Dominante de Serviço (LDS). Na LDS, destaca-se a cocriação de valor, que se dá através dos processos de interação que acontecem entre stakeholders em prol de valorizar um negócio e torná-lo mais competitivo. Esta pesquisa apresenta a figura do vendedor como um stakeholder cocriador de valor, e quais são os antecedentes e consequentes da cocriação para ele e para organização onde está inserido. Para isso, desenvolveu-se um modelo teórico contemplando os construtos Comunicação Aberta, Orientação para Aprendizagem, Habilidade de Cocriar, Intenção de Cocriar, Cocriação, Criação de Valor Relacional, Desempenho em Vendas e Criação de Novos Produtos. Posteriormente, realizou-se uma coleta de dados quantitativos através de um levantamento (survey) com uma amostra de 415 vendedores que atuam no mercado B2B na indústria têxtil a fim de investigar os aspectos mencionados anteriormente. A análise dos dados foi feita com base em estatísticas multivariadas e utilizou-se da técnica de Modelagem de Equações Estruturais para testar o modelo e investigar a relação entre os construtos que compõem o estudo. Os resultados da pesquisa apontam que a Cocriação é antecedida pelo processo de Comunicação Aberta, Orientação para Aprendizagem, Habilidade e Intenção de Cocriar, e a partir do momento em que é feita, assume (em partes) o papel de um construto mediador, e então, gera maior valor relacional, melhor desempenho em vendas e criação de novos produtos, uma vez que se aproveita o conhecimento que o vendedor detém em suas experiências de venda, e consegue-se criar, transformar e entregar soluções e agregação de valor para o mercado / The way companies work and interact with the market has changed over the last years. The constant preoccupation with profits has lost strength and has made room for the context of generation of value, supported by the Service Dominant Logic (SDL). Within the SDL, among various premises, the one that deals with the cocreation of value stands out, occurring as a result of the processes that take place among stakeholders, in the interest of valuing a business and making it more competitive. This research addresses the seller as a stakeholder and cocreator of value. In addition, the study investigates the antecedents and the consequents of cocreation. For that purpose, a theoretical model was developed, contemplating the constructs of Open Communication, Learning Orientation, Ability of Cocreating, Intention to cocreate, Cocreation, Creation of Relational Value, Perfomace in Sales, and New Products Creation. Hence, a survey was conducted with 415 sellers acting in the B2B market in the textile industry. An analysis of this data was made based on multivariate statistics, making use of Structural Equation Modeling in order to test the model and investigate the relation between the constructs that integrate this study. Findings support the constructs of Open Communication, Learning Orientation, Ability, and Intention as antecedents of Cocreation. As soon as it is applied, cocreation assume a mediation role, and generates more relational value, improve the performance in sales, and the new products creation, since the knowledge acquired by a seller through their experience of selling is fully utilized. In addition, it is made possible for one to create, change and contribute with solutions and added value to the market.

Background:Fristads has noticed needs and necessity of high visibility work wear in the market, particular for the high risk working industries. In addition to it, new international standards for work wear will be introduced in year 2013 which may put higher requirements on visibility of the work wear. Fristads aims to be the first company to develop the new product and pricing is one of the major problems they encounter. After studying different relevant literatures, we have decided to approach the pricing problem using customer value based pricing as the starting-point.Purpose:To identify and analyse the pricing with focus on customer values and product launch. Methodology:My research methodology has a qualitative approach with a certain quantitative feature, and it follows the inductive reasoning. Uncontrolled studies of preferences and intentions have been used when three dealers and one end-customer were interviewed. Secondary sources have been reviewed and the critical pricing issues are identified. The primary data obtained from the interviews is made as foundation for the creation of the price strategy.Result:The interviews have shown that the customers like Fristads’ product idea and the design of the work wear with enhanced visibility. A probably accepted price on the new work wear has been defined according to the customer survey. Pricing strategies for the product launch focusing on the customer value have been recommended. The final decision on the price strategy shall however be made in concurrence with the other strategies at Fristads in order to cover all the aspects. / Program: Master Programme in Fashion Management

Title:Price Strategy for Product Launch – from the Customer Value Perspective Seminar date:29th August 2011Course:Master thesis in Fashion ManagementCredits:15 ECTSAuthor:Sandra Yin-Kwan KoTutor: Lisbeth Svengren HolmBackground:Fristads has noticed needs and necessity of high visibility work wear in the market, particular for the high risk working industries. In addition to it, new international standards for work wear will be introduced in year 2013 which may put higher requirements on visibility of the work wear. Fristads aims to be the first company to develop the new product and pricing is one of the major problems they encounter. After studying different relevant literatures, we have decided to approach the pricing problem using customer value based pricing as the starting-point.Purpose:To identify and analyse the pricing with focus on customer values and product launch. Methodology:My research methodology has a qualitative approach with a certain quantitative feature, and it follows the inductive reasoning. Uncontrolled studies of preferences and intentions have been used when three dealers and one end-customer were interviewed. Secondary sources have been reviewed and the critical pricing issues are identified. The primary data obtained from the interviews is made as foundation for the creation of the price strategy.Result:The interviews have shown that the customers like Fristads’ product idea and the design of the work wear with enhanced visibility. A probably accepted price on the new work wear has been defined according to the customer survey. Pricing strategies for the product launch focusing on the customer value have been recommended. The final decision on the price strategy shall however be made in concurrence with the other strategies at Fristads in order to cover all the aspects. / Program: Magisterutbildning i Fashion Management

A análise de falhas potenciais compreende o uso de técnicas sistemáticas (métodos) durante o Processo de Desenvolvimento de Produto (PDP) que utilizam conhecimentos tácitos de engenharia para prever possíveis falhas, tanto do projeto (design) do produto quanto de seu processo de fabricação, e propor ações que evitem a ocorrência dessas falhas. O problema prático que motiva a realização deste trabalho é a dificuldade enfrentada pelas empresas em alcançar plenamente todos os benefícios decorrentes da aplicação da análise de falhas potenciais. O exame do estado da arte indica que há diversos problemas e práticas propostas para minimizar esses problemas dispersos na literatura. Existem também empresas benchmark na aplicação de métodos de análise de falhas potenciais que podem ser estudadas para o levantamento de outras práticas. Assim, o trabalho tem como objetivo sistematizar os problemas e práticas presentes na literatura e práticas empregadas por uma empresa benchmark. A fim de atingir esse objetivo, são gerados dois resultados principais. O primeiro, alcançado por meio de uma Revisão Bibliográfica Sistemática, é o agrupamento dos problemas e das práticas de análise de falhas potenciais presentes na literatura em categorias. Os 37 problemas encontrados foram agrupados em: Definição do risco, Recursos, Integração PDP, Temporal, Cultura organizacional, Gestão de informações, Procedimentos e Comportamental; e as 161 práticas em Abordagem, Ferramenta, Framework, Método, Software e Diretriz. O segundo resultado, obtido a partir de um estudo de caso, são práticas empregadas por uma empresa que é referência na aplicação dos métodos de análise de falhas potenciais FMEA (Failure Mode and Effects Analysis) e DRBFM (Design Review Based on Failure Mode). Os resultados do estudo de caso sugerem que o sucesso da execução dos métodos FMEA e DRBFM, na unidade de negócio caso, deve-se à combinação de provisão de recursos, trabalho em equipe multidisciplinar, formação de competências (treinamento), definição de procedimentos, aplicação integrada com outros métodos/ferramentas do PDP, e, sobretudo, não considerar a aplicação como atividade pro forma. Os conhecimentos gerados nesse trabalho podem contribuir para auxiliar as empresas a alcançarem os benefícios da aplicação de métodos de análise de falhas potenciais no processo de desenvolvimento de produtos. / The potential failure analysis is the application of systematic techniques (methods) in the process of New Product Development (NPD) that make the use of tacit engineering knowledge to predict possible design and manufacturing process failures and to define countermeasures. The practical problem which motivates the accomplishment of this research is the challenge companies face in achieving the full benefits that can be yield with the application of methods of potential failure analysis. The status of the research carried out in the field shows that there are many problems related to that challenge and practices proposed to mitigate these problems, dispersed in the literature. Notwithstanding the practices later cited, benchmark companies in applying methods of potential failure analysis can be investigated for discovering more practices. The goal of this study is to systematize both the problems and practices reported in the literature and the practices adopted by a benchmark company. In meeting that goal, this research delivered two main outcomes. First, through a Systematic Literature Review, is the sorting of the problems and practices cited in the literature. The 37 problems found were categorised in the classes: Definition of risk, Resources, NPD integration, Moment, Organizational culture, Information management, Procedures and Behavioural; and the 161 practices in Approach, Tool, Framework, Method, Software and Guideline. The second outcome, accomplished through a case study, is a set of practices employed by a company which is reference in applying the FMEA (Failure Mode and Effects Analysis) e DRBFM (Design Review Based on Failure Mode) methods. The findings suggest that the successful execution of the FMEA and DRBFM methods, in the business unit case, is due to a combination of provision of resources, employing multi-disciplinary teams, training, defining and documenting the process of application, integrating the application of these methods with others NPD methods/tools, and, mainly, not considering the application a perfunctory task. It is believed that the knowledge resulted from this research might assist companies to get benefits from the methods of potential failure analysis applied into the process of new product development.

Dimensional variation analysis (DVA) is a computer based simulation process used to identify potential assembly process issues due the effects of component part and assembly variation during manufacture. The sponsoring company has over a number of years developed a DVA process to simulate the variation behaviour of a wide range of static mechanical systems. This project considers whether the current DVA process used by the sponsoring company is suitable for the simulation of complex kinematic systems. The project, which consists of three case studies, identifies several issues that became apparent with the current DVA process when applied to three types of complex kinematic systems. The project goes on to develop solutions to the issues raised in the case studies in the form of new or enhanced methods of information acquisition, simulation modelling and the interpretation and presentation of the simulation output Development of these methods has enabled the sponsoring company to expand the range of system types that can be successfully simulated and significantly enhances the information flow between the DVA process and the wider product development process.

Strategies for commercialization of a new product innovation are critical for gaining a sustainable level of customer acceptance and financial performance. The purpose of this single case study was to explore the commercialization strategies used by 5 technology development marketing leaders from a healthcare company in Washington state. The conceptual framework for this study was commercialization of innovation theory (CoI). The data were collected through semistructured interviews and company documentation, and analyzed using Yin's 5-step data analysis process for case studies to identify and code themes. Analysis of data generated 3 major themes: strategies implemented during the prelaunch phase, strategies implemented during the pilot customer phase, and strategies implemented in the broader market launch phase of the CoI process. The results of this study revealed the set of commercialization decisions made by technology development marketing leaders in the case, the phase in which the CoI process-specific strategies were implemented, and some of the pitfalls of commercializing an innovation, especially a radical innovation. Results indicated the challenges with being a first-mover and having unclear positioning, branding, and messaging strategies. It is essential for technology development marketing leaders to gain a deeper understanding of the strategies that might influence commercial success and failure. Findings may contribute to social change by maximizing commercial success and the diffusion of new product innovations in healthcare, which might lead to better patient outcomes and enhanced ways of practicing medicine.