Comparison of the design management process by simulation: traditional and Target Value Design

• Autor(a) principal: Oliva, Carolina Asensio
• Data de Publicação: 2016
• Outros Autores: Castro, Felipe de, Granja, Ariovaldo Denis, Melo, Reymard Sávio Sampaio de
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: PARC (Campinas)
• Texto Completo: https://periodicos.sbu.unicamp.br/ojs/index.php/parc/article/view/8647358
• topic: Target Value Design. Design Process. Simulation. Target Costing. Marshmallow Game.; Target value design. Gestão do processo de projeto. Simulação. Target Costing. Marshmallow Game.

Residential housing units for sale are developed in a non-collaborative environment, characterized by adverse relations. These elements, added to the budget constraints, often generate products where these restrictions end up reducing value attributes from the perspective of customers and end users. In this sense, new approaches, such as Target Value Design (TVD), may represent an alternative for the design process that seeks customer value perspective as the focal point of product development. However, the industry resistance in adopting new management approaches is often common. Thus, the simulations represent a way to introduce new concepts and innovations in environments resistant to change, for being risk-free environments. In this sense, the Marshmallow game has been used as a simulated environment where TVD concepts are experienced, allowing comparison with the traditional design process. Nonetheless, the comparison between the traditional processes and TVD in a simulated environment has been hampered in its previous versions by the lack of concrete evidence for this purpose. This research proposes improvements to the use of the Marshmallow game as simulation environment of the traditional process and TVD and adopts the Designs Science Research (DSR) as the research strategy. An instantiation was carried out in order to promote changes and to improve previous simulations on the subject. Besides these adaptions, results show new assertive elements to enable conceptual and practical comparisons between the traditional and the TVD process.