Recursos e competências relevantes no desenvolvimento de novos veículos tendo em vista a redução do consumo energético: um estudo de caso no setor automotivo

• Ano de defesa: 2013
• Autor(a) principal: Sambiase, Rafael Iuliano
• Orientador(a): Marcondes, Reynaldo Cavalheiro
• Banca de defesa: Moori, Roberto Giro , Bulgacov, Sergio
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Programa de Pós-Graduação: Administração de Empresas
• Departamento: Administração
• País: BR
• Palavras-chave em Português: administração estratégica; recursos e competências; estratégia; novo regime automotivo
• Palavras-chave em Inglês: strategic management; resources and competences; strategy; brazilian new automotive regime
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS
• Link de acesso: http://dspace.mackenzie.br/handle/10899/23407

This dissertation aimed to verify which resources and competences have been more relevant in the developing process of new vehicles, focusing the energy consumption reduction established for the Brazilian New Automotive Regime within the business strategies of Volkswagen do Brasil (VWB), from the point of view of managers, technicians and specialists in this subject of planning, marketing and product development departments. For its support, it was used concepts of the Resource-Based View (RBV). The research was exploratory and descriptive, adopted a qualitative approach conducted through structured interviews with open questions. Were interviewed six managers of planning, marketing and product development, involved in this developing process. Data were processed and analyzed using the Content Analysis. As results it was identified as strategic resources, trained personnel and technical knowledge, and as strategic competences the capacity of analysis, simulation and measurement. Besides these resources and competences are strategic, their sustainability are not assured since they can be easily acquired or developed by competitors that do not have or do not use them with this focus. Among relevant discoveries it was observed that beyond the inter-relationship between the resources and competences VWB has a wide resource base that can be used for the maintenance, development and continuous improvement of the identified competences and strategic resources for this process. The development of new products aims to reduce costs through a reduction of taxes due to the New Automotive Regime, that is a movement expected for all competitors. Given this scenario the company adopts a focused differentiation strategy.