Luis Felipe Riehs Camargo

The influence of adaptation and standardization of the marketing mix on performance: a meta-analysis

This article analyzes the relationship between strategies of standardization and adaptation of the marketing mix and performance in an international context. We carried out a meta-analysis on a sample of 23 studies published between 1992 and 2010. The sample was analyzed based on measures of the effect size (ES) - or the strength of the relation (Wolf, 1986) - between standardization/adaptation and performance. The results suggest the existence of a medium strength (ES ranging from .133 to .209) for the relationship considered. The results support the existence of a positive impact of both marketing mix adaptation and standardization on performance. However, our results suggest that companies should slightly emphasize the marketing mix adaptation (ES mean = .168) instead of standardizing it (ES mean = .134) when entering in a new international market. Results also indicate that, among the adaptation choices, price (ES = .209) should be the first element of the marketing mix to be adapted, followed by promotion (ES = .155), product (ES = .154), and distribution (ES = .141). Finally, we suggest some new research paths, such as the use of quantitative methods to compare degrees of adaptation to be applied to different segments, regions, and sectors, among other suggestions.

A method for integrated process simulation in the mining industry

This paper proposes a method of Integrated Process Simulation (MIPS), which considers the dynamic, stochastic and systemic characteristics of mining operations to support investment decisions in this industry. This MIPS supports development of a Decision Support System (DSS) that considers product quality, process productivity and production costs. A case study is described that used the MIPS to make better investment decisions. The MIPS has proven, in practice, to be effective in several applications; for example, in defining the maintenance policy for critical equipment in an iron ore concentration plant; the process for removing impurities and simulating the companys budget to evaluate the viability of different business plans.

Do the improvement programs really matter? An analysis using data envelopment analysis

This research aims at analyzing the impact of continuous improvement and learning processes regarding efficiency and production volume in an armament manufacturer. A longitudinal case study comprising a period of six years of analysis in the company production lines was carried out. Data Envelopment Analysis (DEA) combined ANOVA test and linear regression were used. The survey results show that continuous improvement and learning projects were not enough to increase efficiency in two of the three production lines analyzed. Therefore, the variables related to Kaizen events, hours of training and experience of employees did not increase the efficiency of these lines. Moreover, the study elucidates that the production volume negatively impacts efficiency in one of the lines. With the analysis, it is possible to identify which factors are representative to increase production efficiency. Therefore, it is concluded that technology upgrade, in this context, is an important factor to be considered. The research contributed to analyse the relevance of continuous improvement actions, accumulation of knowledge and learning in an armament manufacturer. In addition, it allows managers of companies to evaluate more effectively the production process and technological evolution with a greater understanding of factors that impact on increased operational efficiency.

Towards Mode 2 knowledge production: Analysis and proposal of a framework for research in business processes

Research in business processes has been developed around a disciplinary approach toward the production of traditional knowledge, known as Mode 1. The problems studied with this approach are solved in a context in which academic knowledge prevails, with no major concerns regarding its practical applicability. Thus, the purpose of this paper is to propose a structure for knowledge production based on Mode 2 for business process researches.,A bibliometric research was conducted to define and conceptualize the classes of disciplinary problems, by assessing the years 2007-2012 of the Business Process Management Journal publications.,A framework for the Mode 2 knowledge production was proposed in the development of research in business process and conceptualized classes of problems related to this issue.,This work was carried out with specific focus on research in business process, so the defined classes of problems cannot be generalized.,The studies identified by this research are in the form of a disciplinary approach toward the production of traditional knowledge, known as Mode 1. This paper aims to fill the gap of a transdisciplinary production of knowledge and practical application, known as Mode 2 in the context of business process.

Longitudinal evaluation of efficiency in a petrochemical company

Purpose The purpose of this paper is to longitudinally assess the technical efficiency and productivity, considering investment projects and technological change, in a second-generation petrochemical company. Design/methodology/approach The study uses data envelopment analysis (DEA) together with the Malmquist index to measure efficiency during the analysis periods. The working method consists of four main phases, namely development of the conceptual model, construction of the mathematical model, application of model to the case, and analysis of the results. The study utilizes a quantitative approach with descriptive goals seeking to evaluate the impacts of technical changes on the operational efficiency and productivity of the production process. Findings The use of DEA associated with the Malmquist index proved to be viable for analyzing a single company and identifying efficiency improvements, as well as the impacts of the learning process and the implementation of improvement projects. However, the results of the improvement projects and learning process were not representative and had no statistical significance on the actual change in efficiency of the company during the periods analyzed. For the case in question, the learning process and continuous improvement were not observed during all study periods. Practical implications The proposition that the improvement projects and investments implemented increased the efficiency of the company was rejected. Hence, with this work, it was possible to determine that the company unnecessarily invested resources in projects to increase efficiency. Furthermore, the company could have explored more internal resources before making significant investments in increased efficiency. Originality/value As for the value of this research in the theoretical and academic scope, this paper advances knowledge on the application of DEA because it proposes to establish an internal reference benchmarking for comparison. The literature contains few studies that analyze organizations using continuous processes, such as petrochemical processes, in longitudinal studies as a function of time, especially with the use of DEA.

Proposição de um modelo baseado em Customer Lifetime Value para a análise de melhorias no sistema produtivo

This paper aims to propose a model to investigate the effect of improvements on the productive system on the organization considering customer value. The model proposed combine variables representing the productive process, market, and marketing metrics. It consists of three fundamental elements: consumers and their needs and perceptions of products and services; characteristics of the productive system; and rules to analyze the impact of adoption of different improvements on the productive system. Customer lifetime value (CLV) was measured and a discrete choice model (logit) is proposed as an integrator between production and marketing perspectives. The research methodology consisted of four steps: referential research, conceptual modeling, application in a particular case, and results analysis. As a result, it is observed that upon availability of information and time, it contributes to the identification of improvements involving both involving production vision and financial sustainability.

Aplicação das técnicas de planejamento e análise de experimentos no desenvolvimento de novos produtos em uma empresa de saneantes

Na industria quimica o desenvolvimento de novos produtos e um fator competitivo muito importante na estrategia da empresa. O desenvolvi mento ocorre principalmente a partir de dados teoricos e testes em bancadas. Porem, estatisticamente, estes testes nao apresentam a robustez desejada para um projeto e, muitas vezes, necessitam de um tempo maior para o desenvolvimento do produto. Este artigo estuda a utilizacao de Planejamento de Experimentos em uma empresa de saneantes, para o desenvolvimento de um produto desinfetante para uso hospitalar a base de acido peracetico. A utilizacao do metodo de planejamento de experimento apresenta uma faixa de possibilidades de respostas, que variam de acordo com a analise que se deseja realizar, ao contrario do metodo tradicional utilizado pela empresa analisada, onde apenas uma resposta sem tratamento estatistico era gerada. O metodo de Planejamento de Experimentos, inicialmente, eleva os custos de New product development in chemical indus try is a very important factor in competitive strategy. The development occurs mainly from theoretical data and laboratory tests. However, these tests do not represent statistics robustness and often require greater time to development a new product. This article proposes the use of design and analysis of experiments to support the new product development team in an industry that develops disinfectant product for use in hospitals. The statistical method, analysis of experiments, presents a range of possible responses to the output variable, unlike the traditional method used by the company analyzed. Design of experiments method, initially increases the cost and labor force, however it saves in response time and quality of responses, enabling a reduction of c ost in new product formulation.

Application of design of experiments for product development in the sanitizing industry

New product development in chemical industry is a very important factor in competitive strategy. The development occurs mainly from theoretical data and laboratory tests. However, these tests do not represent statistics robustness and often require greater time to development a new product. This article proposes the use of design and analysis of experiments to support the new product development team in an industry that develops disinfectant product for use in hospitals. The statistical method, analysis of experiments, presents a range of possible responses to the output variable, unlike the traditional method used by the company analyzed. Design of experiments method, initially increases the cost and labor force, however it saves in response time and quality of responses, enabling a reduction of cost in new product formulation. Key words: factorial experiments, surface response methodology, new product development, chemical industry.