Modularidade em serviços: aplicação em uma empresa de telecomunicações
DOI:
https://doi.org/10.14488/1676-1901.v17i2.2616Palavras-chave:
Modularidade, Serviços, Desdobramento da Função QualidadeResumo
A crescente participação dos serviços na economia alterou a forma como as empresas gerenciam e desenvolvem os seus serviços. Esta transformação direciona as empresas para o desenvolvimento e aplicação de metodologias e ferramentas que contribuam para uma redução dos efeitos operacionais de uma maior variedade de serviços oferecidos pelas empresas. Uma das estratégias mais referenciadas para esta finalidade é a modularidade aplicada a serviços. Nesse contexto, este trabalho propõe uma aplicação dos princípios de modularidade para o desenvolvimento de serviços em uma empresa do setor Telecomunicações. A construção da proposta foi realizada a partir de uma revisão da literatura sobre métodos para a promoção da modularidade, tanto no desenvolvimento de novos produtos quanto de serviços. A aplicação realizada busca atender uma lacuna na literatura relacionada à adaptação da modularidade às características do serviço a ser desenvolvido. Dentre os resultados, o trabalho apresenta um roteiro para a aplicação da modularidade no desenvolvimento de um serviço da empresa, ilustrando o potencial de sua aplicação na modularização de serviços.
Downloads
Referências
BALDWIN, C.Y.; CLARK, K.B. Managing in an age of modularity. In. Gilmore, J.H.; Pine II, B.J. Markets of One. Boston: Harvard Business Review, 2000.
BARDAKCI, A.; WHITELOCK, J. How “ready” are customers for mass customization? An exploratory investigation. European Journal of Marketing, v. 38, n. 11/12, p. 1396-1416, 2004. http://dx.doi.org/10.1108/03090560410560164
BASK, A.; LIPPONEN, M.; RAJAHONKA, M.; TINNILÄ, M. The concept of modularity: diffusion from manufacturing to service production. Journal of Manufacturing Technology Management, v. 21, n. 3, p. 355-375, 2010. http://dx.doi.org/10.1108/17410381011024331
BESSANT, J.; DAVIES, A. Managing service innovation. Innovation in services. UK Department of Trade and Industry (DIT), London, n. 9, p.61-67, 2007. Acessado em 09 de janeiro de 2017. Disponível em: <http://www.servicemanagement.cz/soubory/innovation%20in%20services.pdf#page=65>
BRAITHWAITE, A. Integrating the global pipeline: logistics systems architectures. Logistics Information Management, v.5, n.3, p. 8-18, 1992. http://dx.doi.org/10.1108/09576059210016234
BRUSONI, S.; PRENCIPE, A. Unpacking the black box of modularity: technologies, products and organizations. Industrial and Corporate Change, v.10, n.1, p. 179-205, 2001. http://dx.doi.org/10.1093/icc/10.1.179
CARDOSO, M.; KISTMANN, V. B. Modularização e design na indústria automotiva: o caso do modelo Fox da Volkswagen do Brasil. Revista Produção Online, v. 9, n. 1, p.146-169, 2009. http://dx.doi.org/10.14488/1676-1901.v9i1.197
CAUCHICK MIGUEL, P.A. Evidence of QFD best practices for product development: a multiple case study. International Journal of Quality & Reliability Management, v. 22, .n. 1, p. 72-82, 2005. http://dx.doi.org/10.1108/02656710510573002
CLARK, K.B.; FUJIMOTO, T. Product development performance: strategy, organization and management in the world auto industry. Boston: Harvard Business School Press, 1991.
DANIILIDIS, C.; ENßLIN, V.; EBEN, K. G.; LINDEMANN, U. A classification framework for product modularization methods. Proceedings… of the 18th International Conference on Engineering Design (ICED 11), Impacting Society through Engineering Design, v. 4: Product and Systems Design, Lyngby/Copenhagen, Denmark, 15.-19.08. 2011. 2011. Disponível em:
https://www.designsociety.org/publication/30566/a_classification_framework_for_product_mo
dularization_methods>
DE BLOK, C.; LUIJKX, K.; MEIJBOOM, B.; SCHOLS, J. Modular care and service packages for independently living elderly. International Journal of Operations & Production Management, v. 30, n. 1, p. 75-97, 2010. http://dx.doi.org/10.1108/01443571011012389
DE BLOK, C.; MEIJBOOM, B.; LUIJKX, K.; SCHOLS, J.; SCHROEDER, R. Interfaces in service modularity: A typology developed in modular health care provision. Journal of Operations Management, v. 32, n. 4, p. 175-189, 2014. https://doi.org/10.1016/j.jom.2014.03.001
DORAN, D. Supply chain implications of modularization. International Journal of Operations & Production Management, v.23 n.3, p.316-26, 2003. http://dx.doi.org/10.1016/j.jom.2014.03.001
ERICSSON, A.; ERIXON, G. Controlling design variants: modular product platforms. Dearborn, MI: ASME Press, 1999.
FEITZINGER, E.; LEE, H.L. Mass customization at Hewlett-Packard: the power of postponement. Harvard Business Review, v.75, n.1, p.116-121, 1997.
FETTERMANN, D.C.; ECHEVESTE, M.E.S. New product development for mass customization: a systematic review. Production & Manufacturing Research, v. 2, n. 1, p. 266-290, 2014. http://dx.doi.org/10.1080/21693277.2014.910715
FETTERMANN, D.C.; ECHEVESTE, M.E.S. Desenvolvimento de produto para customização em massa: alternativas para o setor de móveis modulados. Espacios, v. 32, n. 4, p.12-24, 2011. Disponível em:
http://www.revistaespacios.com/a11v32n04/11320453.html>
FITZSIMMONS, J.A.; FITZSIMMONS, M.J. Administração de serviços. 4. ed. Porto Alegre: Bookman, 2005.
FREDRIKSSON, P. Operations and logistics issues in modular assembly processes: cases from the automotive sector. Journal of Manufacturing Technology Management, v.17, n. 2, p.168-86, 2006. http://dx.doi.org/10.1108/17410380610642250
GEUM, Y.; KWAK, R.; PARK, Y. Modularizing services: A modified HoQ approach. Computers & Industrial Engineering, v. 62, n. 2, p. 579-590, 2011. http://dx.doi.org/10.1016/j.cie.2011.11.006
HABIGZANG, M. Integração entre modularidade e Seis Sigma no processo de desenvolvimento de produtos: proposta na indústria de eletrodomésticos. Dissertação (Mestrado em Engenharia de Produção) - Programa de Pós Graduação em Engenharia de Produção, Universidade Federal do Rio Grande do Sul, 2010. Disponível em: <http://www.lume.ufrgs.br/handle/10183/29418>
HIGH, R. Jr.; KRISHNAN, G.; SANCHEZ, M. Creating and maintaining coherency in loosely coupled systems. IBM Systems Journal, v.47, n.3, p.357-76, 2008. http://dx.doi.org/10.1147/sj.473.0357
HOLMQVIST, T. K.P.; PERSSON, M. L. Analysis and improvement of product modularization methods: Their ability to deal with complex products. Systems Engineering, v. 6, n. 3, p. 195-209, 2003. http://dx.doi.org/10.1002/sys.10046
HUANG, C.; KUSIAK, A. Modularity in design of products and systems. IEEE Transactions on Systems, Man, and Cybernetics-Part A: Systems and Humans, v. 28, n. 1, p. 66-77, 1998. http://dx.doi.org/10.1109/3468.650323
HYÖTYLÄINEN, M.; MÖLLER, K. Service packaging: key to successful provisioning of ICT business solutions. Journal of Services Marketing, v. 21, n. 5, p. 304-12, 2007. http://dx.doi.org/10.1108/08876040710773615
JANSSEN, M.; JOHA, A. Emerging shared service organizations and the service-oriented enterprise: Critical management issues. Strategic Outsourcing: An International Journal, v.1, n.1, p.35-49, 2008. http://dx.doi.org/10.1108/17538290810857466
JESTON, J.; NELIS, J. Business process management. New York: Routledge, 2014.
JIAO J., SIMPSON W.T., SIDDIQUE Z. Product family design and platform-based product development: a state-of-the-art review. Journal of Intelligent Manufacturing, v.18, n. 1, p. 5-29, 2007. http://dx.doi.org/10.1007/s10845-007-0003-2
JIAO, J.; MA, Q.; TSENG, M. M. Toward high-added products and services: mass customization and beyond. Technovation, v.23, n. 10, p. 809-821, 2003. http://dx.doi.org/10.1016/S0166-4972(02)00023-8
JOSE, A.; TOLLENAERE, M. Modular and platform methods for product family design: literature analysis. Journal of Intelligent Manufacturing, v.16, n.3, p.371-390, 2005. http://dx.doi.org/10.1007/s10845-005-7030-7
KEITH, M.; DEMIRKAN, H.; GOUL, M. Service-oriented methodology for systems development. Journal of Management Information Systems, v. 30, n. 1, p. 227-260, 2013. http://dx.doi.org/10.2753/MIS0742-1222300107
KOHL, M.; ROTH, M.; LINDEMANN, U. Safety-oriented Modular Function Deployment. Proceedings of NordDESIGN, Thondheium, Norway, 10th - 12th August 2016. Pg.103-114. Disponível em: < https://www.designsociety.org/publication/39331/safety-oriented_modular_function_deployment>
LANGE, M.W.; IMSDAHL, A. Modular Function Deployment: Using Module Drivers to Impart Strategies to a Product Architecture (Chapter 3, p. 91-118). In. T.W. SIMPSON, J. JIAO, Z. SIDDIQUYE, K. HÖLTTÄ-OTTO. Advances in Product Family and Product Platform Design: Methods and Applications. New York: Springer, 2014. http://dx.doi.org/10.1007/978-1-4614-7937-6
LAU, A.K.W.; YAM, R.C.M.; TANG, E.P.Y. Supply chain product co-development, product modularity and product performance: empirical evidence from Hong Kong manufacturers. Industrial Management & Data Systems, v. 107, n. 7, p. 1036-65, 2007. http://dx.doi.org/10.1108/02635570710816739
LIN, Y.; PEKKARINEN, S. QFD-based modular logistics service design. Journal of Business & Industrial Marketing, v. 26, n. 5, p. 344-356, 2011. http://dx.doi.org/10.1108/08858621111144406
LU, M.H.; MADU, C.N.; KUEI, C.H.; WINOKUR, D. Integrating QFD, AHP and benchmarking in strategic marketing. Journal of Business & Industrial Marketing, v. 9, p. 41-50, 1994. http://dx.doi.org/10.1108/08858629410053470
MCCARTHY, I.P.; PITT, L.; BERTHON, P. Service customization through dramaturgy. Mass Customization: Engineering and Managing Global Operations. London: Springer Verlag London, 2011. http://dx.doi.org/10.1007/978-1-84996-489-0_3
MEYER, M. H.; LEHNERD, A. P. The power of product platforms: building value and cost leadership. New York: Free Press, 1997.
MUFFATTO, M. Introducing a platform strategy in product development. International Journal of Production Economics, v.60-61, n.4, p.145-153, 1999. http://dx.doi.org/10.1016/S0925-5273(98)00173-X
PAHL, G.; BEITZ, W. Engineering design – a systematic approach. darmstadt: Springer-Verlag, 1996.
PEKKARINEN, S.; ULKUNIEMI,. Modularity in developing business services by platform approach. The International Journal of Logistics Management, v. 19, n. 1, p. p. 84-103, 2008. http://dx.doi.org/10.1108/09574090810872613
PIMMLER, T. U.; EPPINGER, S. D. Integration analysis of product decompositions. Proceedings… of the ASME Design Theory and Methodology Conference, DE, v. 68, p.343-351, 1994. Acessado em 9 de Janeiro de 2017. Disponível em: < http://web.mit.edu/people/eppinger/pdf/Pimmler_DTM1994.pdf>
PINE II, B. J. Mass Customization: the new frontier in busines competition. Boston: Harvard Business School Press, 1993.
QUINN, J. B.; PAQUETTE, J. Technology in services. Scientific American, v. 257, p. 50, 1987. https://doi.org/10.1038/scientificamerican1287-50
SALONITIS, K. Modular design for increasing assembly automation. CIRP Annals - Manufacturing Technology, v. 63, n.1, p. 189-192, 2014. http://dx.doi.org/10.1016/j.cirp.2014.03.100
SALVADOR, F.; FORZA, C. Configuring products to address the customization responsiveness squeeze: a survey of management issues and opportunities. International Journal of Production Economics, v. 91, n. 10, p. 273-291, 2004. http://dx.doi.org/10.1016/j.cirp.2014.03.100
SALVADOR, F.; FORZA, C.; RUNGTUSANATHAM, M. Modularity, product variety, production volume, and component sourcing: theorizing beyond generic prescriptions. Journal of Operations Management, v. 20, n. 5, p. 549-575, 2002. http://dx.doi.org/10.1016/S0272-6963(02)00027-X
SANCHEZ, R.; MAHONEY, J.T. Modularity, flexibility, and knowledge management in product and organization design. Strategic Management Journal, v.17, n. S2, p. 63-76, 1996. http://dx.doi.org/10.1002/smj.4250171107
SCHILLING, M.A.; STEENSMA, H.K. The use of modular organizational forms: an industrial level analysis. Academy of Management Journal, v. 44, n. 12, p. 1149-1168, 2001. http://dx.doi.org/10.2307/3069394
SHENHAR, A. J. Strategic Project Leadership® Toward a strategic approach to project management. R&D Management, v. 34, n. 5, p. 569-578, 2004. http://dx.doi.org/10.1111/j.1467-9310.2004.00363.x
SIMPSON, T.W. Product platform design and customization: status and promise. Artificial Intelligence for Engineering Design, Analysis and Manufacturing, v.18, n. 1, p. 3-20, 2004. https://doi.org/10.1017/S0890060404040028
SPRING, M.; ARAUJO, L. Service, services and products: rethinking operations strategy. International Journal of Operations & Production Management, v. 29, n. 5, p. 444-467, 2009. http://dx.doi.org/10.1108/01443570910953586
STARR, M. K. Modular production – a 45-year-old concept. International Journal of Operations & Management, v. 30, n. 1, p. 7-19, 2010. http://dx.doi.org/10.1108/01443571011012352
STARR, M. K. Modular production: A new concept. Harvard Business Review, v. 43, n. 6, p. 131-142, 1965.
STONE, R. B.; WOOD, K. L.; CRAWFORD, R. H. A heuristic method for identifying modules for product architectures. Design Studies, v. 21, n. 1, p. 5-31, 2000. http://dx.doi.org/10.1108/01443571011012352
TORRES JÚNIOR, N.; GONZAGA, N. O. Projeto de serviço: uma análise dos métodos e técnicas existentes sob a ótica da área de gestão de operações de serviços. Revista Produção Online, v. 13, n. 4, p. 1381-1409, 2013. http://dx.doi.org/110.14488/1676-1901.v13i4.1422
TU, Q.; VONDEREMBSE, M.A.; RAGU-NATHAN, T.S.; RAGU-NATHAN, B. Measuring Modularity-Based Manufacturing Practices and Their Impact on Mass Customization Capability. Decision Sciences, v. 35, n. 2, p.147-168, 2004. http://dx.doi.org/10.1111/j.00117315.2004.02663.x
TUUNANEN, T.; BASK, A.; MERISALO-RANTANEN, H. Typology for modular service design: review of literature. International Journal of Service Science, Management, Engineering, and Technology, v. 3, n. 3, p. 99-112, 2012. http://dx.doi.org/10.4018/jssmet.2012070107
TUUNANEN, T.; CASSAB, H.. Service process modularization: reuse versus variation in service extensions. Journal of Service Research, v. 14, n. 3, p. 340-354, 2011. http://dx.doi.org/10.1177/1094670511413912
ULRICH, K. T.; EPPINGER, S. D. Product Design and Development, 2. Ed. Boston: McGraw Hill, 2000.
ULRICH, K. T.; TUNG, K. Fundamentals of product modularity. Atlanta, GA, 1991. http://dx.doi.org/10.1007/978-94-011-1390-8_12
VOORDIJK, H.; MEIJBOOM, B.; de HAAN, J. Modularity in supply chains: a multiple case study in the construction industry. International Journal of Operations & Production Management, v. 26, n. 6, p. 195-219, 2006. http://dx.doi.org/10.1108/01443570610666966
VOSS, C.A.; HSUAN, J. Service Architecture and Modularity. Decision Sciences, v. 40, n.3, p. 541-569, 2009. http://dx.doi.org/10.1111/j.1540-5915.2009.00241.x
WANG, P.P.; MING, X.G.; LI, D.; KONG, F.B.; WANG, L.; WU, Z.Y. Modular development of product service systems. Concurrent Engineering: Research and Applications, v. 19, n. 1, p. 85-96, 2011. http://dx.doi.org/10.1177/1063293X11403508
WHEELWRIGHT, S.C.; CLARK, K.B. Revolutionizing Product Development: quantum leaps in speed, efficiency, and quality. New York: The Free Press, 1992.
Publicado
Como Citar
Edição
Seção
Licença
A Revista se reserva no direito de efetuar, no artigo publicado, alterações de ordem normativa, ortográfica e gramatical, com vistas a manter o padrão culto da língua, respeitando, porém, o estilo dos autores.
A obra publicada é de inteira responsabilidade do(s) autor(es), cabendo à Revista Produção Online apenas a avaliação da obra, na qualidade de veículo de publicação científica. A Revista Produção Online não se responsabiliza por eventuais violações à Lei nº 9.610/1998, Lei de Direito Autoral.
A revista Produção Online permite que o autor detenha o copyright dos artigos aceitos para publicação, sem restrições.
Esta obra está licenciada sob uma Licença Creative Commons.
