Design and product portfolio management

Detalhes bibliográficos
Autor(a) principal: de Souza, Giorgio Leandro
Data de Publicação: 2022
Outros Autores: Shibata Santos, Adriane
Tipo de documento: Artigo
Idioma: por
Título da fonte: DATJournal
Texto Completo: https://datjournal.anhembi.br/dat/article/view/667
Resumo: This article aims to provide reflections related to the attribution of the Industrial Designers in portfolio management and product strategies, transcending their focus on product development only  and transiting in the analysis of results of those strategies. It was verified the existence of an alignment between Design methods and monitoring of product performances, having as a background the product portfolio management. For the work development, the method of systematic bibliographic review was used, which sought to answer the question: "do the classic methods of Design help in the post-project follow-up?". As a result, the reflection comprises the breaking of a projectual barrier and the insertion of the designer as a strategic agent capable of providing a competitive differential, contributing to the product portfolio management, using their technical knowledge and their considerations and views about the systemic process of the organization's results, in the strategies alignment that bring the competitive differential focused on the attributes and mainly on the positioning of the products in the moving market.
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spelling Design and product portfolio managementDiseño y gestión de cartera de productosnDesign e a gestão de portfólio de produtosDesignGestão visualPortfólio de produtosEstratégias competitivasDesignVisual managementProduct portfolioCompetitive strategiesDiseñoGestión visualPortafolio de productosEstrategias competitivasConceptionGestion visuellePortefeuille de produitsStratégies concurrentiellesThis article aims to provide reflections related to the attribution of the Industrial Designers in portfolio management and product strategies, transcending their focus on product development only  and transiting in the analysis of results of those strategies. It was verified the existence of an alignment between Design methods and monitoring of product performances, having as a background the product portfolio management. For the work development, the method of systematic bibliographic review was used, which sought to answer the question: "do the classic methods of Design help in the post-project follow-up?". As a result, the reflection comprises the breaking of a projectual barrier and the insertion of the designer as a strategic agent capable of providing a competitive differential, contributing to the product portfolio management, using their technical knowledge and their considerations and views about the systemic process of the organization's results, in the strategies alignment that bring the competitive differential focused on the attributes and mainly on the positioning of the products in the moving market.Este artículo tiene como objetivo aportar reflexiones relacionadas con la atribución del diseñador industrial, trascendiendo su ADN de desarrollo de productos y transitando por el análisis de los resultados de estos productos, analizando su desempeño y participando en la gestión del portafolio y estrategias. Se verificó la existencia de una alineación entre los métodos de Diseño y el seguimiento del desempeño de los productos, teniendo como antecedente la gestión de la cartera de productos. Para el desarrollo del trabajo se utilizó el método de revisión bibliográfica sistemática, que buscó responder a la pregunta: “¿los métodos clásicos de Diseño ayudan en el seguimiento post-proyecto?”. En consecuencia, la reflexión comprende la ruptura de la barrera proyectual y la inserción del diseñador como agente estratégico capaz de brindar un diferencial competitivo, contribuyendo a la gestión del portafolio de productos, utilizando su conocimiento técnico y sus consideraciones y visiones sobre el proceso sistémico de los resultados de la organización, en el alineamiento de estrategias que traigan el diferencial competitivo enfocado en los atributos y principalmente en el posicionamiento de los productos en el mercado en movimiento.nEste artigo tem como objetivo proporcionar reflexões relacionadas à atribuição do designer industrial transcendendo o seu DNA de desenvolvimento de produto e transitando nas análises dos resultados desses produtos, analisando seus desempenhos e participando da gestão do portfólio e de estratégias. Verificou-se a existência de um alinhamento entre métodos de Design e o acompanhamento das performances dos produtos, tendo como background a gestão de portfólio de produtos. Para o desenvolvimento do trabalho utilizou-se o método de revisão sistemática bibliográfica, que buscou responder à pergunta: “os métodos clássicos de Design auxiliam no acompanhamento pós-projeto?”. Como resultado, a reflexão compreende o rompimento da barreira projetual e a inserção do designer como um agente estratégico capaz de proporcionar diferencial competitivo, contribuindo na gestão do portfólio de produtos, utilizando-se de seu conhecimento técnico e suas considerações e olhares acerca do processo sistêmico dos resultados da organização, no alinhamento das estratégias que trazem o diferencial competitivo focado nos atributos e principalmente no posicionamento dos produtos no mercado em movimento.  Universidade Anhambi Murumbi2022-12-23info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://datjournal.anhembi.br/dat/article/view/66710.29147/datjournal.v7i4.667DAT Journal; Vol. 7 No. 4 (2022): Design, Art and Technology + PPG UNIVILLE Dossier; 234-253DAT Journal; Vol. 7 Núm. 4 (2022): Diseño, Arte y Tecnología + Dossier PPG UNIVILLE; 234-253DAT Journal; v. 7 n. 4 (2022): Design, Arte e Tecnologia + Dossiê PPG UNIVILLE; 234-2532526-178910.29147/datjournal.v7i4reponame:DATJournalinstname:Universidade Anhembi Morumbi (ANHEMBI)instacron:ANHEMBIporhttps://datjournal.anhembi.br/dat/article/view/667/502Copyright (c) 2022 DAT Journalhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessde Souza, Giorgio LeandroShibata Santos, Adriane2022-12-23T12:45:40Zoai:ojs.datjournal.anhembi.br:article/667Revistahttps://datjournal.anhembi.br/datPUBhttps://datjournal.anhembi.br/dat/oai||ppgdesign@anhembi.br2526-17892526-1789opendoar:2022-12-23T12:45:40DATJournal - Universidade Anhembi Morumbi (ANHEMBI)false
dc.title.none.fl_str_mv Design and product portfolio management
Diseño y gestión de cartera de productos
n
Design e a gestão de portfólio de produtos
title Design and product portfolio management
spellingShingle Design and product portfolio management
de Souza, Giorgio Leandro
Design
Gestão visual
Portfólio de produtos
Estratégias competitivas
Design
Visual management
Product portfolio
Competitive strategies
Diseño
Gestión visual
Portafolio de productos
Estrategias competitivas
Conception
Gestion visuelle
Portefeuille de produits
Stratégies concurrentielles
title_short Design and product portfolio management
title_full Design and product portfolio management
title_fullStr Design and product portfolio management
title_full_unstemmed Design and product portfolio management
title_sort Design and product portfolio management
author de Souza, Giorgio Leandro
author_facet de Souza, Giorgio Leandro
Shibata Santos, Adriane
author_role author
author2 Shibata Santos, Adriane
author2_role author
dc.contributor.author.fl_str_mv de Souza, Giorgio Leandro
Shibata Santos, Adriane
dc.subject.por.fl_str_mv Design
Gestão visual
Portfólio de produtos
Estratégias competitivas
Design
Visual management
Product portfolio
Competitive strategies
Diseño
Gestión visual
Portafolio de productos
Estrategias competitivas
Conception
Gestion visuelle
Portefeuille de produits
Stratégies concurrentielles
topic Design
Gestão visual
Portfólio de produtos
Estratégias competitivas
Design
Visual management
Product portfolio
Competitive strategies
Diseño
Gestión visual
Portafolio de productos
Estrategias competitivas
Conception
Gestion visuelle
Portefeuille de produits
Stratégies concurrentielles
description This article aims to provide reflections related to the attribution of the Industrial Designers in portfolio management and product strategies, transcending their focus on product development only  and transiting in the analysis of results of those strategies. It was verified the existence of an alignment between Design methods and monitoring of product performances, having as a background the product portfolio management. For the work development, the method of systematic bibliographic review was used, which sought to answer the question: "do the classic methods of Design help in the post-project follow-up?". As a result, the reflection comprises the breaking of a projectual barrier and the insertion of the designer as a strategic agent capable of providing a competitive differential, contributing to the product portfolio management, using their technical knowledge and their considerations and views about the systemic process of the organization's results, in the strategies alignment that bring the competitive differential focused on the attributes and mainly on the positioning of the products in the moving market.
publishDate 2022
dc.date.none.fl_str_mv 2022-12-23
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://datjournal.anhembi.br/dat/article/view/667
10.29147/datjournal.v7i4.667
url https://datjournal.anhembi.br/dat/article/view/667
identifier_str_mv 10.29147/datjournal.v7i4.667
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://datjournal.anhembi.br/dat/article/view/667/502
dc.rights.driver.fl_str_mv Copyright (c) 2022 DAT Journal
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 DAT Journal
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Anhambi Murumbi
publisher.none.fl_str_mv Universidade Anhambi Murumbi
dc.source.none.fl_str_mv DAT Journal; Vol. 7 No. 4 (2022): Design, Art and Technology + PPG UNIVILLE Dossier; 234-253
DAT Journal; Vol. 7 Núm. 4 (2022): Diseño, Arte y Tecnología + Dossier PPG UNIVILLE; 234-253
DAT Journal; v. 7 n. 4 (2022): Design, Arte e Tecnologia + Dossiê PPG UNIVILLE; 234-253
2526-1789
10.29147/datjournal.v7i4
reponame:DATJournal
instname:Universidade Anhembi Morumbi (ANHEMBI)
instacron:ANHEMBI
instname_str Universidade Anhembi Morumbi (ANHEMBI)
instacron_str ANHEMBI
institution ANHEMBI
reponame_str DATJournal
collection DATJournal
repository.name.fl_str_mv DATJournal - Universidade Anhembi Morumbi (ANHEMBI)
repository.mail.fl_str_mv ||ppgdesign@anhembi.br
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