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Title: Adaptação organizacional na indústria de pneus: um estudo sobre escolhas estratégicas e hibridização de modelos produtivos
Other Titles: Organizational adaptation in the tires industry: a study about strategic choices and hybridization of productive models
Keywords: Engenharia de produção;  Hibridização;  Modelos produtivos;  Adaptação organizacional;  Estratégia;  Pneus;  Hybridization;  Productive models;  Organizational Adaptation;  Strategy;  Tires
Issue Date: 28-Nov-2008
Abstract: The need of strengthening of its competitiveness in a concentrated and mature market, where new competitors have adopted a strategy based on low cost low price has led the key players of the tire market to rethink their productive model. So, to keep their competitiveness in a global perspective these companies had to search for local solutions that leverage their performance comparing to their local and global competitors. The changes occurred over the productive models and the profit strategies of the key players, as well the alignment between these elements and the economical performance compose the center of the problem situation to be analyzed by this work. This research aims at evaluate the industrial competitiveness by the tire industry key players through the adaptation process of their strategies and productive models under the internationalization process. For such, in terms of research methodology, the transversal study was used in what concerns the strategy analysis, and the case study was used for the productive models. For the companies that were chosen for this work, it was confirmed the applicability of the concepts developed by Boyer and Freyssenet in terms of business strategy. The strategy of these companies is mainly characterized by the differentiation, but based on different key performance factors. During the period of analysis, the strategy of these organizations have changed towards the strengthening of key performance factors, that for some in the beginning the period were not considered a priority in what concerns their competitive positioning. With the transversal study, it can be identified the repositioning of the competitiveness profile of some companies, due to the concurrence strengthening in what concerns R&D expenses and productivity. Consequently, it can be observed the same trend for their profit strategies. The productive models identified enable the classification of the corporate models as well the regional. Despite the difference in terms of productive models over the regions, the companies trend to a convergence in terms of standard for the same region. It can be mentioned that the organizations demonstrated a clear alignment between their profit strategy and their productive models. Over all companies analyzed were identified the hybridization of its productive models. What represent the nonexistence of the One Best Way within the tire industry key players. It can also be identified that the historical phases of these companies were related to their critical business areas at the moment. Therefore, this research have demonstrated that the adaptation performed by the researched organizations were critical to keep their competitiveness level. Moreover, this adaptation process has its origin on the continuous pertinence of its strategy within the economic environment, without the need to converge to the same productive configuration.
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