Lean development evaluation in small Brazilian company

  • Davi Laskani Hoffmann Universidade de São Paulo, School of Economics, Management, Accounting and Actuarial Sciences
  • Alvair Silveira Torres Jr Universidade de São Paulo, School of Economics, Management, Accounting and Actuarial Sciences
Keywords: Lean, Desenvolvimento de Produtos, Desenvolvimento lean, Lean development, Lean product development, Pequenas empresas

Abstract

Purpose – The small Brazilian companies are responsible for a large part of national GDP and formal jobs in the country. This expressiveness is contrasted with the specificities of companies of this size possess, including the need to innovate to survive. Research shows that 83 percent of Brazilian SMEs have launched new products and services, obtaining positive results through this innovative process. This competitive advantage is weighted by a great feature of the small organization: resource constraint. The paper aims to discuss this issue. Design/methodology/approach – Research was carried out in three stages: one qualitative research (by using focal groups) and another two quantitative research works (descriptive and cross-sectional). Findings – The author identified three factors that are important for teenagers when influencing the purchase of the family car: safety, sportiness and comfort. The identification of these factors shows that the millennial generation tends to emphasize aspects of individual interest, such as status and performance, and family context, such as safety and comfort, rather than social aspects, such as the type of fuel and environmental impact. Social implications – The authors recommend the development of automobiles that prioritize the three factors mentioned herein in order to reverse the trend of declining car purchase. Originality/value – The authors presented the relevant attributes in buying decisions of family cars according to teenagers. The authors also indicated which automobile attributes are relevant for a more informed, connected, and with an increasing purchase power generation in contrast with previous generations, whose social context was prior to the emergence of social media.

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Published
2019-12-18
How to Cite
Hoffmann, D., & Torres Jr, A. (2019). Lean development evaluation in small Brazilian company. REGE Revista De Gestão, 26(4), 429-454. https://doi.org/10.1108/REGE-04-2018-0058
Section
Article