Lean Enterprise - Como Empresas de Alta Performance Inovam Em Escala - Casa Do Codigo

Título original: Lean Enterprise Authorized Portuguese translation of the English edition of Lean Enterprise, ISBN 9781449368425 Copyright © 2015 Jez Humble, Joanne Molesky e Barry O’Reilly. © 2016 Editora Casa do Código Todos os direitos reservados.

Impresso no Brasil Publicado pela Editora Casa do Código Rua Vergueiro, 2135 — 8º andar 04101-300 — Vila Mariana — São Paulo — SP www.casadocodigo.com.br Editores: Mary Treseler e Angela Rufino Coordenador de produção: Kara Ebrahim Preparação de texto: Dmitry Kirsanov Revisão: Alina Kirsanova Índice remissivo: Dmitry Kirsanov e Alina Kirsanova Editoração: David Futato Capa: Ellie Volckhausen Ilustrações: Rebecca Demarest e Peter Staples Tradução: Gabriel Brigidi, Gabriel Gavasso, Leonardo Campos, Lourenço Soares, Olivia Janequine e Paulo Caroli O logo da O’Reilly é uma marca registrada da O’Reilly Media, Inc. Lean Enterprise, a imagem da capa e qualquer comércio relacionado são marcas registradas da O’Reilly Media, Inc. Embora a editora e o autor tenham se esforçado para assegurar que as informações e instruções contidas neste livro sejam precisas, a editora e o autor não se responsabilizam por qualquer erro ou omissão, incluindo quaisquer danos resultados do uso e confiança deste livro. O uso das informações e instruções presentes aqui é de seu risco. Se quaisquer exemplos de códigos ou outras tecnologias que este livro contém ou descreve estão sujeitos a licenças open source ou a direitos de propriedade intelectual de outros, é de sua responsabilidade garantir que o seu uso obedeça tais licenças e/ou direitos.

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4

1 INTRODUÇÃO

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1 INTRODUÇÃO

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15

PSHBOJ[BÎÍP USBEJDJPOBMNFOUF PSJFOUBEB QPS QMBOFKBNFOUP GPJ EFSSPUBEP WJPMFOUBNFOUF QFMBT GPSÎBT EFTDFOUSBMJ[BEBT EF /BQPMFÍP DPNQPTUBT QPS TPMEBEPT BMUBNFOUF NPUJWBEPT /BQPMFÍP VTPV VN FTUJMP EF HVFSSB DPOIFDJEP DPNP HVFSSB EF NBOPCSB QBSB EFSSPUBS FYÏSDJUPT NBJPSFT NBJT CFN USFJOBEPT /B HVFSSB EF NBOPCSB P PCKFUJWP Ï NJOJNJ[BS B OFDFTTJEBEF EF FNCBUF SFBM NJOBOEP B DBQBDJEBEF EP JOJNJHP EF BHJS EF GPSNB DPFTB QPS NFJP EP VTP EF DIPRVF F TVSQSFTB 6N FMFNFOUPDIBWF OB HVFSSB EF NBOPCSB Ï TFS DBQB[ EF BQSFOEFS UPNBS EFDJTÜFT F BHJS NBJT SÈQJEP RVF TFVT JOJNJHPT B NFTNB DBQBDJEBEF RVF QFSNJUF RVF TUBSUVQT DBVTFN EJTSVQÎÍP OPT OFHØDJPT EF FNQSFTBT FTUBCFMFDJEBT

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1.2 COMANDO DE MISSÃO: UMA ALTERNATIVA AO COMANDO E CONTROLE

(FSBM EP &YÏSDJUP 1SVTTJBOP &MF NPOUPV VNB DPNJTTÍP EF SFGPSNB RVF DPOEV[JV VN QPTUNPSUFN F DPNFÎPV VNB USBOTGPSNBÎÍP OP FYÏSDJUP QSVTTJBOP 4DIBSOIPSTU PCTFSWPV RVF PT PGJDJBJT EF /BQPMFÍP UJOIBN B BVUPSJEBEF QBSB UPNBS EFDJTÜFT Ë NFEJEB RVF B TJUVBÎÍP EB CBUBMIB NVEBWB TFN QSFDJTBS FTQFSBS QPS BQSPWBÎÜFT EB DBEFJB EF DPNBOEP *TUP MIFT QFSNJUJB BEBQUBSTF SBQJEBNFOUF ËT OPWBT DJSDVOTUÉODJBT 4DIBSOIPSTU RVFSJB EFTFOWPMWFS DBQBDJEBEF TFNFMIBOUF EF GPSNB TJTUFNÈUJDB &MF QFSDFCFV RVF JTTP FYJHJB B GPSNBÎÍP EF VN RVBESP JOEFQFOEFOUF F JOUFMJHFOUF EF PGJDJBJT RVF DPNQBSUJMIBTTFN WBMPSFT TFNFMIBOUFT F GPTTFN DBQB[FT EF BHJS EF GPSNB EFDJTJWB F BVUÙOPNB OP DBMPS EB CBUBMIB "TTJN GPSBN DSJBEBT FTDPMBT NJMJUBSFT QBSB USFJOBS PGJDJBJT RVF QFMB QSJNFJSB WF[ GPSBN BDFJUPT WJOEPT EF RVBMRVFS PSJHFN TPDJBM DPN CBTF OP NÏSJUP &N )FMNVUI WPO .PMULF UBMWF[ NBJT DPOIFDJEP QPS TFV EJUBEP OFOIVN QMBOP TPCSFWJWF BP DPOUBUP DPN P JOJNJHP GPJ OPNFBEP $IFGF EP &TUBEP.BJPS (FSBM EP &YÏSDJUP 1SVTTJBOP 4VB QSJODJQBM JOPWBÎÍP DPN CBTF OB DVMUVSB NJMJUBS FTUBCFMFDJEB QPS 4DIBSOIPSTU GPJ USBUBS B FTUSBUÏHJB NJMJUBS DPNP VN DPOKVOUP EF PQÎÜFT RVF EFWFSJBN TFS FTUVEBEBT FYUFOTJWBNFOUF QFMPT PGJDJBJT BOUFT EB CBUBMIB &N FMF FNJUJV VNB EJSFUJWB JOUJUVMBEB 0SJFOUBÎÜFT QBSB DPNBOEBOUFT EF HSBOEFT VOJEBEFT RVF EFGJOJB DPNP DPOEV[JS VNB PSHBOJ[BÎÍP EF HSBOEF QPSUF FN DPOEJÎÜFT EF JODFSUF[B /FTUF EPDVNFOUP WPO .PMULF PCTFSWB RVF OB HVFSSB BT DJSDVOTUÉODJBT NVEBN SBQJEBNFOUF F Ï NVJUP SBSP RVF PSJFOUBÎÜFT RVF BCSBOHFN VN MPOHP QFSÓPEP EF UFNQP F DPN NVJUPT EFUBMIFT TFKBN FYFDVUBEBT QMFOBNFOUF &MF SFDPNFOEB QPSUBOUP OÍP DPNBOEBS NBJT RVF P FTUSJUBNFOUF OFDFTTÈSJP OFN QMBOFKBS BMÏN EBT DJSDVOTUÉODJBT RVF WPDÐ QPEF QSFWFS &N WF[ EJTTP FMF EÈ P TFHVJOUF DPOTFMIP i2VBOUP NBJT BMUP P OÓWFM IJFSÈSRVJDP NBJT 1.2 COMANDO DE MISSÃO: UMA ALTERNATIVA AO COMANDO E CONTROLE

17

DVSUBT F NBJT HFSBJT BT PSEFOT EFWFN TFS 0 QSØYJNP OÓWFM BCBJYP EFWF BDSFTDFOUBS RVBJTRVFS FTQFDJGJDBÎÜFT BEJDJPOBJT RVF BDSFEJUBS TFSFN OFDFTTÈSJBT F PT EFUBMIFT EF FYFDVÎÍP TÍP EFJYBEPT QBSB JOTUSVÎÜFT WFSCBJT PV RVFN TBCF VNB QBMBWSB EF DPNBOEP *TTP HBSBOUF RVF UPEPT NBOUFOIBN B MJCFSEBEF EF NPWJNFOUP F EF EFDJTÍP EFOUSP EPT MJNJUFT EB TVB BVUPSJEBEF " SFHSB B TFS TFHVJEB Ï RVF VNB PSEFN EFWF DPOUFS UVEP F BQFOBT P RVF PT TVCPSEJOBEPT OÍP QPEFN EFUFSNJOBS QPS TJ QSØQSJPT QBSB BUJOHJS VNB GJOBMJEBEF FTQFDÓGJDBw 'VOEBNFOUBMNFOUF BT PSEFOT TFNQSF JODMVFN VN USFDIP RVF EFTDSFWF B TVB JOUFOÎÍP DPNVOJDBOEP P QSPQØTJUP EBT PSEFOT *TTP QFSNJUF BPT TVCPSEJOBEPT UPNBS CPBT EFDJTÜFT EJBOUF EBT PQPSUVOJEBEFT FNFSHFOUFT PV PCTUÈDVMPT RVF PT JNQFEFN EF TFHVJS FYBUBNFOUF BT PSEFOT PSJHJOBJT 7PO .PMULF PCTFSWB RVF FYJTUFN JOÞNFSBT TJUVBÎÜFT OBT RVBJT VN PGJDJBM EFWF BHJS EF BDPSEP DPN TFV QSØQSJP KVMHBNFOUP 6N PGJDJBM FTQFSBS QPS PSEFOT OPT NPNFOUPT FN RVF OFOIVNB QPEF TFS EBEB TFSJB VN UBOUP RVBOUP BCTVSEP .BT WJB EF SFHSB Ï RVBOEP FMF BHF EF BDPSEP DPN B WPOUBEF EF TFV TVQFSJPS RVF NBJT FGJDB[NFOUF QPEF EFTFNQFOIBS P TFV QBQFM OP UPEP &TTBT JEFJBT GPSNBN P OÞDMFP EB EPVUSJOB EP "VGUSBHTUBLUJL PV $PNBOEP EF .JTTÍP

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19

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21

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22


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25

5FTMB VTB NÏUPEPT DPOUÓOVPT QBSB JOPWBS NBJT SÈQJEP EP RVF B 5PZPUB SFKFJUBOEP P DPODFJUP EF VN NPEFMP QPS BOP FN GBWPS EF BUVBMJ[BÎÜFT NBJT GSFRVFOUFT F FN NVJUPT DBTPT QFSNJUJOEP RVF QSPQSJFUÈSJPT EF WFÓDVMPT NBJT BOUJHPT CBJYFN BUVBMJ[BÎÜFT EF TPGUXBSF QBSB BDFTTBSFN OPWPT SFDVSTPT " 5FTMB UBNCÏN UFN QSPNPWJEP B USBOTQBSÐODJB EB JOGPSNBÎÍP BOVODJBOEP RVF OÍP WBJ JNQPS TFVT EJSFJUPT EF QBUFOUF "P GB[ÐMP FDPB VNB IJTUØSJB EBT PSJHFOT EB 5PZPUB RVBOEP DPOTUSVÓB UFBSFT BVUPNÈUJDPT "P PVWJS RVF PT QMBOPT QBSB VN EPT UFBSFT UJOIB TJEP SPVCBEP EJ[FN RVF ,JJDIJSP 5PZPEB PCTFSWPV $FSUBNFOUF PT MBESÜFT QPEFN TFS DBQB[FT EF TFHVJS P QSPKFUP F QSPEV[JS VN UFBS .BT FTUBNPT NPEJGJDBOEP F NFMIPSBOEP OPTTPT UFBSFT UPEPT PT EJBT &OUÍP OP NPNFOUP FN RVF PT MBESÜFT QSPEV[JSFN VN UFBS DPN PT QMBOPT RVF SPVCBSBN KÈ UFSFNPT BWBOÎBEP NVJUP BMÏN EFTTF QPOUP & DPNP FMFT OÍP UÐN B FYQFSJÐODJB BERVJSJEB DPN BT GBMIBT RVF DPNFUFNPT QBSB QSPEV[JS P PSJHJOBM FMFT WÍP QFSEFS NVJUP NBJT UFNQP EP RVF OØT QBSB NFMIPSBSFN P TFV UFBS /ÍP QSFDJTBNPT GJDBS QSFPDVQBEPT DPN P RVF BDPOUFDFV 1SFDJTBNPT BQFOBT DPOUJOVBS DPNP TFNQSF GB[FOEP OPTTBT NFMIPSJBT 305)&3 Q 0 WBMPS B MPOHP QSB[P EF VNB FNQSFTB OÍP Ï DBQUVSBEP QFMP WBMPS EF TFVT QSPEVUPT F QSPQSJFEBEF JOUFMFDUVBM NBT TJN QPS TVB DBQBDJEBEF EF BVNFOUBS DPOUJOVBNFOUF P WBMPS RVF FMF GPSOFDF BPT DMJFOUFT F QBSB BUSBJS OPWPT DMJFOUFT QPS NFJP EB JOPWBÎÍP " QSFNJTTB GVOEBNFOUBM EFTUF MJWSP BQPJBEB QFMB FYQFSJÐODJB EF FNQSFTBT DPNP 5FTMB F NVJUBT NVJUBT PVUSBT Ï RVF B GMFYJCJMJEBEF QSPQPSDJPOBEB QFMP TPGUXBSF QPEF RVBOEP DPSSFUBNFOUF BMBWBODBEB BDFMFSBS P DJDMP EF JOPWBÎÍP 4PGUXBSF QPEF GPSOFDFS Ë TVB FNQSFTB VNB WBOUBHFN DPNQFUJUJWB BP QFSNJUJS CVTDBS OPWBT PQPSUVOJEBEFT F MFWBS BEJBOUF PQPSUVOJEBEFT WBMJEBEBT NBJT SÈQJEP EP RVF B DPODPSSÐODJB 26

1.4 SUAS PESSOAS SÃO SUA VANTAGEM COMPETITIVA

" CPB OPUÓDJB Ï RVF FTTFT SFDVSTPT FTUÍP BP BMDBODF EF UPEBT BT FNQSFTBT OÍP BQFOBT HJHBOUFT EB UFDOPMPHJB 0T EBEPT EP 4UBUF PG %FW0QT 3FQPSU EF NPTUSB RVF EBT PSHBOJ[BÎÜFT DPN NBJT EF GVODJPOÈSJPT TF FORVBESBN OP HSVQP EF BMUP EFTFNQFOIP VNB QPSDFOUBHFN NFOPS EP RVF BT FNQSFTBT NFOPSFT NBT BJOEB TJHOJGJDBUJWP .VJUBT QFTTPBT RVF USBCBMIBN FN HSBOEFT FNQSFTBT BDSFEJUBN RVF IÈ BMHVNB EJGFSFOÎB GVOEBNFOUBM FOUSF FMBT F HJHBOUFT EB UFDOPMPHJB DPNP (PPHMF "NB[PO PV /FUGMJY RVF TÍP BQPOUBEPT DPNP FYFNQMPT EF UFDOPMPHJB CFN GFJUBw .VJUBT WF[FT PVWJNPT iJTTP OÍP WBJ GVODJPOBS BRVJw *TTP QPEF FTUBS DFSUP NBT NVJUBT WF[FT BT QFTTPBT QSPDVSBN OPT MVHBSFT FSSBEPT QFMPT PCTUÈDVMPT RVF PT JNQFEFN EF NFMIPSBS $ÏUJDPT GSFRVFOUFNFOUF USBUBN UBNBOIP SFHVMBNFOUBÎÍP QFSDFQÎÍP EF DPNQMFYJEBEF UFDOPMPHJB MFHBEB PV BMHVNB PVUSB DBSBDUFSÓTUJDB FTQFDJBM EP EPNÓOJP FN RVF PQFSBN DPNP VNB CBSSFJSB Ë NVEBOÎB 0 PCKFUJWP EFTUF DBQÓUVMP Ï NPTUSBS RVF BJOEB RVF FTTFT PCTUÈDVMPT SFBMNFOUF TFKBN SFBJT BT CBSSFJSBT NBJT TÏSJBT FODPOUSBNTF OB DVMUVSB PSHBOJ[BDJPOBM MJEFSBOÎB F FTUSBUÏHJB .VJUBT PSHBOJ[BÎÜFT UFOUBN QFHBS BUBMIPT QBSB P BMUP EFTFNQFOIP GB[FOEP MBCPSBUØSJPT EF JOPWBÎÍP BERVJSJOEP TUBSUVQT BEPUBOEP NFUPEPMPHJBT PV GB[FOEP SFPSHBOJ[BÎÜFT .BT FTTFT FTGPSÎPT OÍP TÍP OFDFTTÈSJPT OFN TVGJDJFOUFT &MFT TØ QPEFN TFS CFN TVDFEJEPT TF DPNCJOBEPT DPN FTGPSÎPT QBSB DSJBS VNB DVMUVSB F VNB FTUSBUÏHJB HFOFSBUJWBT FN UPEB B PSHBOJ[BÎÍP JODMVJOEP GPSOFDFEPSFT F TF JTTP GPS BMDBOÎBEP OÍP IBWFSÈ OFDFTTJEBEF EF SFDPSSFS B UBJT BUBMIPT 0 TFHVOEP DBQÓUVMP EFTUF MJWSP EFTDSFWF PT QSJODÓQJPT RVF QFSNJUFN ËT PSHBOJ[BÎÜFT UFSFN TVDFTTP OP MPOHP QSB[P FRVJMJCSBOEP TFV QPSUGØMJP EF QSPEVUPT &N QBSUJDVMBS EJTUJOHVJNPT EPJT UJQPT JOEFQFOEFOUFT EF BUJWJEBEFT OP DJDMP EF EFTFOWPMWJNFOUP 1.4 SUAS PESSOAS SÃO SUA VANTAGEM COMPETITIVA

27

EF QSPEVUP FYQMPSBS OPWBT JEFJBT QBSB DPMFUBS EBEPT F FMJNJOBS BRVFMBT RVF OÍP UFSÍP SÈQJEB BEPÎÍP QFMPT VTVÈSJPT F BQSPWFJUBS EBRVFMBT RVF WBMJEBNPT OP NFSDBEP " 1BSUF ** EP MJWSP EJTDVUF DPNP FTUVEBS P EPNÓOJP EF FYQMPSBÎÍP FORVBOUP B 1BSUF *** DPCSF P EPNÓOJP EF BQSPWFJUBNFOUP 'JOBMNFOUF B 1BSUF *7 EP MJWSP NPTUSB DPNP USBOTGPSNBS TVB PSHBOJ[BÎÍP GPDBOEP FN DVMUVSB HFTUÍP GJOBODFJSB HPWFSOBOÎB SJTDP F DPNQMJBODF

28

1.4 SUAS PESSOAS SÃO SUA VANTAGEM COMPETITIVA

CAPÍTULO 2

"%.*/*453"/%0 " %*/¬.*$" %0 1035'»-*0 %" &.13&4"

i" GJOBMJEBEF EF VN OFHØDJP Ï DSJBS VN DMJFOUFw 1FUFS %SVDLFS

/FTUF DBQÓUVMP FYBNJOBSFNPT P DJDMP EF WJEB EPT OFHØDJPT F DPNP BT FNQSFTBT QPEFN FRVJMJCSBS B FYQMPSBÎÍP EF OPWPT NPEFMPT EF OFHØDJPT DPN P BQSPWFJUBNFOUP EPT RVF GPSFN DPNQSPWBEPT 7BNPT QSFDJTBS EFTUB EJTUJOÎÍP QBSB FOUFOEFS POEF BT QSÈUJDBT F QSJODÓQJPT EF -FBO 4UBSUVQ QPEFN TFS BQMJDBEPT FN VN DPOUFYUP FNQSFTBSJBM F DPNP QPEFN TFS VTBEPT DPNP CBTF EB HFTUÍP EF VN QPSUGØMJP EF JOPWBÎÍP &N TFV MJWSP %JGVTÍP EF *OPWBÎÜFT &WFSFUU 3PHFST

EFTDSFWF P DJDMP BUSBWÏT EP RVBM UPEBT BT UFDOPMPHJBT F JEFJBT CFN TVDFEJEBT QSPHSJEFN NPTUSBEP OB GJHVSB TFHVJOUF $PN P UFNQP UPEBT BT JEFJBT EF TVDFTTP OÍP JNQPSUB TF TÍP UFDOPMPHJBT DBUFHPSJBT EF QSPEVUPT NPEFMPT EF OFHØDJP PV BUÏ NFTNP NFUPEPMPHJBT QSPHSJEFN EF BMHP FTDBTTP F EFTJHVBMNFOUF EJTUSJCVÓEP QBSB FWFOUVBMNFOUF TF UPSOBSFN DPNNPEJUJFT &MBT FOUÍP GPSNBN BT GVOEBÎÜFT QBSB OPWBT JOPWBÎÜFT NBJT WBMJPTBT EF 2 ADMINISTRANDO A DINÂMICA DO PORTFÓLIO DA EMPRESA

29

OÓWFM TVQFSJPS $MBSP RVF P UFNQP RVF MFWB QBSB JOPWBÎÜFT QSPHSFEJSFN BUSBWÏT EBT EJGFSFOUFT GBTFT EP DJDMP QPEF WBSJBS TVCTUBODJBMNFOUF

0 USBCBMIP EF 3PHFST EFSJWPV OB WFSEBEF EF QFTRVJTBT TPCSF B BEPÎÍP EB UFDOPMPHJB QFMPT BHSJDVMUPSFT FN *PXB

'JHVSB " DVSWB FN 4 RVF NPTUSB P DJDMP EF WJEB EF JOPWBÎÜFT

3PHFST BDSFEJUBWB RVF QFTTPBT QPEFSJBN TFS DMBTTJGJDBEBT FN HSVQPT DPN CBTF FN DPNP FMBT SFTQPOEFN Ë JOPWBÎÍP DPOGPSNF FYJCJEP OB GJHVSB BEJBOUF *OJDJBMNFOUF OPWBT UFDOPMPHJBT F JEFJBT TÍP FYQFSJNFOUBEBT F UFTUBEBT QPS JOPWBEPSFT RVF GPSNBN P NFOPS

30

2 ADMINISTRANDO A DINÂMICA DO PORTFÓLIO DA EMPRESA

HSVQP OB QPQVMBÎÍP UPUBM ® NFEJEB RVF JOPWBEPSFT EFTDPCSFN OPWBT UFDOPMPHJBT RVF PGFSFDFN WBOUBHFN DPNQFUJUJWB B NBJPSJB OÍP PGFSFDFSÈ

FMBT DPNFÎBN B TFS BEPUBEBT QFMPT QSJNFJSPT TFHVJEPSFT %FTTB NBOFJSB TVDFTTP FN VN HSVQP MFWB B BJOEB NBJT EJGVTÍP QFMPT HSVQPT TFHVJOUFT "T JEFJBT EF 3PHFST GPSBN QPQVMBSJ[BEBT F BQFSGFJÎPBEBT QPS (FPGGSFZ .PPSF RVF JOUSPEV[JV P DPODFJUP EF iBCJTNPw VNB EJWJTÍP MØHJDB FOUSF BEPÎÍP QFMPT QJPOFJSPT F QFMB NBJPSJB QSFDPDF &TTF BCJTNP TF JOTQJSPV OB PCTFSWBÎÍP EF .PPSF RVF NVJUBT JOPWBÎÜFT GSBDBTTBN RVBOEP OÍP TÍP NBJT WJTUBT DPNP VNB GPOUF EF WBOUBHFN DPNQFUJUJWB QPS WJTJPOÈSJPT NBT OÍP FTUÍP BJOEB TVGJDJFOUFNFOUF FTUBCFMFDJEBT QBSB TFSFN WJTUBT DPNP VNB BQPTUB TFHVSB PV QSÈUJDB DPNQSPWBEB QFMPT NFNCSPT EB NBJPSJB QSFDPDF

'JHVSB 0 DJDMP EF WJEB EF BEPÎÍP EF UFDOPMPHJB EF -JEBOEP DPN %BSXJO %FBMJOH XJUI %BSXJO EF (FPGGSFZ " .PPSF VUJMJ[BEP DPN B QFSNJTTÍP EF 1PSUGØMJP VN TFMP FEJUPSJB EP (SVQP 1FOHVJO &6" --$

6NB WF[ RVF P NFSDBEP BTTJNJMB VNB UFDOPMPHJB PV JEFJB EJTSVQUJWB HFSBTF VNB HBNB EF PGFSUBT EF QSPEVUPT " WJTÍP EF .PPSF TPCSF P DJDMP EF WJEB EF VNB DBUFHPSJB EF QSPEVUP Ï FYJCJEB OB GJHVSB BEJBOUF 6NB DBUFHPSJB CFNTVDFEJEB EF QSPEVUP 2 ADMINISTRANDO A DINÂMICA DO PORTFÓLIO DA EMPRESA

31

FYQFSJNFOUBSÈ HSBOEF DSFTDJNFOUP JOJDJBMNFOUF TFHVJEB QPS VN NFSDBEP NBEVSP FUBQB $ OP RVBM TF EÈ B DPOTPMJEBÎÍP $SFTDJNFOUP FN NFSDBEPT NBEVSPT Ï OPSNBMNFOUF JNQVMTJPOBEP QPS BRVJTJÎÍP EF DPNQFUJEPSFT F OPWPT DPOTVNJEPSFT CFN DPNP HBOIPT EF FGJDJÐODJB 'JOBMNFOUF DBUFHPSJBT EF QSPEVUPT EFDBFN FUBQB % " RVBMRVFS NPNFOUP VNB DBUFHPSJB QPEF TPGSFS EJTSVQÎÍP QPS BMHVNB JOPWBÎÍP OPWB EF GBUP VNB JOPWBÎÍP Ï EFGJOJEB DPNP iEJTSVQUJWBw CBTFBEB OP TFV FGFJUP TPCSF DBUFHPSJBT EF QSPEVUPT F NPEFMPT EF OFHØDJPT .FTNP EJBOUF EF EJTSVQÎÍP ËT WF[FT Ï QPTTÓWFM NBOUFS VN OJDIP EF NFSDBEP MVDSBUJWP QPS FYFNQMP GFBUVSF QIPOFT BJOEB TÍP VNB DBUFHPSJB JNQPSUBOUF FN NVJUPT QBÓTFT F B *#. BJOEB QPTTVJ VN OFHØDJP MVDSBUJWP EF NBJOGSBNFT

'JHVSB $JDMP EF WJEB EB NBUVSJEBEF EF VNB DBUFHPSJB EF -JEBOEP DPN %BSXJO %FBMJOH XJUI %BSXJO EF (FPGGSFZ " .PPSF VUJMJ[BEP DPN B QFSNJTTÍP EF 1PSUGØMJP VN TFMP FEJUPSJB EP (SVQP 1FOHVJO &6" --$

0 QSJNFJSP QPOUP B TF PCTFSWBS Ï RVF QSPEVUPT FN FUBQBT EF NBUVSJEBEF EJGFSFOUFT WBSJBN TJHOJGJDBUJWBNFOUF FN UFSNPT EF DPNP TÍP BENJOJTUSBEPT EFTFOWPMWJEPT QSPNPWJEPT F GJOBODJBEPT 1PS FYFNQMP FN VN NFSDBEP NBEVSP UFNPT VNB CPB DPNQSFFOTÍP EPT OPTTPT DMJFOUFT F EP WBMPS RVF FTUFT UJSBN EP QSPEVUP BERVJSJS VN OPWP DMJFOUF PV WFOEFS OPWPT QSPEVUPT B 32


DMJFOUFT FYJTUFOUFT Ï CFN FOUFOEJEP F OPWPT QSPEVUPT OB DBUFHPSJB OPSNBMNFOUF TØ DPOUÐN JOPWBÎÜFT JODSFNFOUBJT 1BSB OPWBT DBUFHPSJBT P PQPTUP Ï WFSEBEF 4F QPS VN MBEP BJOEB FYJTUFN NVJUPT EFUBMIFT FOWPMWJEPT FN FOUFOEFS FTTBT EJGFSFOUFT FUBQBT EP DJDMP EF WJEB UBJT DPNP TF PT OPTTPT DMJFOUFT TÍP PVUSBT FNQSFTBT PV DPOTVNJEPSFT QPS PVUSP MBEP QPEFNPT DIFHBS BP QPOUP JNQPSUBOUF EB EJTDVTTÍP BP TJNQMJGJDBS ESBTUJDBNFOUF P QSPCMFNB PMIBOEP QBSB EVBT BUJWJEBEFT DIBWFT RVF UPEBT BT FNQSFTBT WÍP GB[FS FYQMPSBS OPWBT DBUFHPSJBT EF QSPEVUP F NPEFMPT EF OFHØDJP F BQSPWFJUBS PT KÈ DPNQSPWBEPT &TUB EJTUJOÎÍP GPJ QSPQPTUB QFMB QSJNFJSB WF[ QPS +BNFT .BSDI

FN TFV BSUJHP &YQMPSBUJPO BOE &YQMPJUBUJPO JO 0SHBOJ[BUJPOBM -FBSOJOH 4UFWF #MFBOL TF SFGFSF B FTTBT BUJWJEBEFT DPNP iCVTDBSw F iFYFDVUBSw OP DPOUFYUP EF EFTFOWPMWJNFOUP EF DMJFOUFT 4UBSUVQT DPNFÎBN FYQMPSBOEP OPWBT PQPSUVOJEBEFT BUSBWÏT EF JOPWBÎÍP OP NPEFMP EF OFHØDJP FMBT CVTDBN VN OPWP NPEFMP EF OFHØDJP RVF TFKB BMJOIBEP DPN B JOUFOÎÍP F B WJTÍP EPT GVOEBEPSFT RVF FOUSFHVF WBMPS BP DMJFOUF F QPTTB EJSJHJS B MVDSBUJWJEBEF F P DSFTDJNFOUP EB FNQSFTB 6NB WF[ FODPOUSBEP P NPEFMP EF OFHØDJP Ï BQSPWFJUBEP DSFTDFOEP F HBOIBOEP FTDBMB FODPOUSBOEP GPSNBT EF SFEV[JS DVTUPT NFMIPSBS B FGJDJÐODJB F BVNFOUBS B QBSUJDJQBÎÍP OP NFSDBEP F CBTF EF DMJFOUFT &OUSFUBOUP UPEP NPEFMP EF OFHØDJP Ï FN ÞMUJNB BOÈMJTF USBOTJUØSJP FN BMHVN NPNFOUP UPEPT PT NPEFMPT EF OFHØDJP F BT DBUFHPSJBT EF QSPEVUP TPGSFSÍP EJTSVQÎÍP DBVTBEB QPS OPWJEBEFT Ï BQFOBT RVFTUÍP EF UFNQP &YQMPSBS OPWBT PQPSUVOJEBEFT F BQSPWFJUBS BT FYJTUFOUFT TÍP FTUSBUÏHJBT GVOEBNFOUBMNFOUF EJGFSFOUFT FYJHJOEP FTUSVUVSBT DPNQFUÐODJBT QSPDFTTPT F NFOUBMJEBEF EJGFSFOUFT ² EJGÓDJM FYBHFSBS FTTB RVFTUÍPDIBWF QSÈUJDBT EF HFTUÍP RVF TÍP FGFUJWBT OP EPNÓOJP EP BQSPWFJUBNFOUP WÍP DPOEV[JS BP GSBDBTTP TF BQMJDBEBT BP TF FYQMPSBS OPWBT PQPSUVOJEBEFT F WJDFWFSTB "T EJGFSFOÎBT FOUSF PT 2 ADMINISTRANDO A DINÂMICA DO PORTFÓLIO DA EMPRESA

33

EPJT EPNÓOJPT TÍP MJTUBEBT OB 5BCFMB 5BCFMB &YQMPSBS WFSTVT BQSPWFJUBS &YQMPSBS

"QSPWFJUBS

&TUSBUÏHJB

*OPWBÎÍP SBEJDBM PV EJTSVQUJWB JOPWBÎÍP EF OPWP NPEFMP EF OFHØDJP

*OPWBÎÍP JODSFNFOUBM PUJNJ[BOEP NPEFMP EF OFHØDJP FYJTUFOUF

&TUSVUVSB

&RVJQF QFRVFOB DPN NVJUBT IBCJMJEBEFT EJGFSFOUFT F JODMVJOEP WÈSJBT GVOÎÜFT

%JWFSTPT UJNFT BMJOIBEPT EF BDPSEP DPN P 1SJODÓQJP EB .JTTÍP

$VMUVSB

"MUB UPMFSÉODJB EF FYQFSJNFOUBÎÍP BSSJTDB BDFJUB P GSBDBTTP GPDP OP BQSFOEJ[BEP

.FMIPSJB JODSFNFOUBM F PUJNJ[BÎÍP GPDP OB RVBMJEBEF F TBUJTGBÎÍP EP DMJFOUF

(FTUÍP EP SJTDP

.BJPS SJTDP Ï OÍP DPOTFHVJS BUJOHJS P BMJOIBNFOUP QSPEVUPNFSDBEP

6N DPOKVOUP NBJT DPNQMFYP EF USBEFPGGT QBSB DBEB QSPEVUPTFSWJÎP

0CKFUJWPT

$SJBS OPWPT NFSDBEPT EFTDPCSJS OPWBT PQPSUVOJEBEFT FN NFSDBEPT FYJTUFOUFT

.BYJNJ[BS SFUPSOPT EF VN NFSDBEP DBUJWP PCUFS SFTVMUBEPT NFMIPSFT EP RVF PT DPNQFUJEPSFT

.FEJEB EF QSPHSFTTP

"UJOHJS P BMJOIBNFOUP QSPEVUPNFSDBEP

0CUFS SFTVMUBEPT RVF TVQFSFN P QMBOP BUJOHJS PT NBSDPT F BMWPT QMBOFKBEPT

4UBSUVQT RVF EFTDPCSFN VN NPEFMP EF OFHØDJP CFNTVDFEJEP F DSV[BN P BCJTNP GSFRVFOUFNFOUF UÐN EJGJDVMEBEF FN GB[FS B USBOTJÎÍP QBSB B QSØYJNB FUBQB FYFDVÎÍP F FTDBMB FN VN NFSDBEP FN DSFTDJNFOUP &ORVBOUP JTTP PSHBOJ[BÎÜFT RVF UÐN TVDFTTP FN TF USBOTGPSNBS FN NPUPSFT EF FYFDVÎÍP GSFRVFOUFNFOUF QFSEFN TVB IBCJMJEBEF EF FYQMPSBS OPWPT NPEFMPT EF OFHØDJP &SJD 3JFT FTDSFWFV QBSB FMF NFTNP VN NFNPSBOEP JNBHJOÈSJP EFTDSFWFOEP FTTB NVEBOÎB EF NFOUBMJEBEF i$BSP &SJD PCSJHBEP QPS UFVT TFSWJÎPT B FTTB FNQSFTB *OGFMJ[NFOUF P USBCBMIP RVF WPDÐ WJOIB GB[FOEP OÍP FTUÈ NBJT EJTQPOÓWFM &OUSFUBOUP UFNPT QSB[FS FN UF PGFSFDFS VN OPWP USBCBMIP FN VNB FNQSFTB DPNQMFUBNFOUF OPWB RVF QPS BDBTP DPOUÏN UPEBT BT NFTNBT QFTTPBT RVF BOUFT &TTF OPWP USBCBMIP DPNFÎPV NFTFT 34


BUSÈT F WPDÐ KÈ FTUÈ GSBDBTTBOEP OFMF 1PS TPSUF UPEBT BT FTUSBUÏHJBT RVF WPDÐ EFTFOWPMWFV F UF GJ[FSBN CFNTVDFEJEP OB FNQSFTB BOUJHB TÍP DPNQMFUBNFOUF PCTPMFUBT #PB TPSUFw 3*&4 6N PCKFUJWPDIBWF QBSB B HFTUÍP EF QPSUGØMJP CFNTVDFEJEB FN VNB FNQSFTB Ï FOUFOEFS DPNP FRVJMJCSBS B FYQMPSBÎÍP EF OPWPT OFHØDJPT DPN P BQSPWFJUBNFOUP EF NPEFMPT EF OFHØDJP DPNQSPWBEPT RVF KÈ FYJTUFN F DPNP GB[FS DPN TVDFTTP B USBOTJÎÍP EF OFHØDJPT EF VN FTUBEP QBSB P PVUSP -ÓEFSFT EFWFN FOUFOEFS B EJGFSFOÎB EFTTFT EPJT EPNÓOJPT F TFS DBQB[FT EF PQFSBDJPOBMJ[BS BT NFOUBMJEBEFT F FTUSBUÏHJBT NVJUP EJGFSFOUFT RVF PT HPWFSOBN

&91-03"/%0 /07"4 *%&*"4 .FOPT EF EBT TUBSUVQT FTUÍP WJWBT DJODP BOPT EFQPJT EF TVB GVOEBÎÍP 4)"/& FTTFT OÞNFSPT WBSJBN QPS TFUPS DPN B UBYB EF TPCSFWJWÐODJB EF BOPT QBSB OFHØDJPT EF UFDOPMPHJB EB JOGPSNBÎÍP TFOEP TJHOJGJDBUJWBNFOUF NBJT CBJYB EP RVF B EF FEVDBÎÍP PV B EF TBÞEF 4)"/& %F GPSNB TFNFMIBOUF FNQSFTBT EFTQFSEJÎBN FOPSNFT RVBOUJEBEFT EF EJOIFJSP BP UFOUBS EFTFOWPMWFS OPWPT OFHØDJPT DSJBOEP QPVDP PV OFOIVN WBMPS QBSB PT DMJFOUFT %BEPT DPODSFUPT TÍP EJGÓDFJT EF FODPOUSBS NBT QSPWBT DJSDVOTUBODJBJT FTUÍP QPS UPEB QBSUF ² DMBSP RVF Ï JNQPTTÓWFM TBCFS DPN BOUFDFEÐODJB TF VN OPWP OFHØDJP TFSÈ PV OÍP CFNTVDFEJEP NBT FN " 4UBSUVQ &OYVUB &SJD 3JFT EFTDSFWF VN NÏUPEP QBSB USBCBMIBS FN DPOEJÎÜFT EF FYUSFNB JODFSUF[B " NFUPEPMPHJB EB 4UBSUVQ &OYVUB Ï BQMJDÈWFM OP DPOUFYUP FNQSFTBSJBM UBM DPNP OP NVOEP EBT TUBSUVQT EFTEF RVF TFKBNPT DMBSPT OP TFV QSPQØTJUP EFTDPCSJS F PQFSBDJPOBMJ[BS NPEFMPT EF OFHØDJPT OPWPT F QPUFODJBMNFOUF EJTSVQUJWPT F QBSB EFTDBSUBS SBQJEBNFOUF BRVFMFT RVF OÍP WÍP GVODJPOBS

2.1 EXPLORANDO NOVAS IDEIAS

35

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37

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38


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39

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40


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41

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42


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2.2 APROVEITANDO MODELOS DE NEGÓCIO VALIDADOS

45

TF FTDSFWB VN QMBOP EF OFHØDJPT QBSB SFDFCFS PSÎBNFOUP P RVF QPS TVB WF[ MFWB B VNB HSBOEF EPTF EF QMBOFKBNFOUP QSPKFUP F BOÈMJTF BOUFDJQBEPT 0T EJWFSTPT EFQBSUBNFOUPT EFWFN FOUÍP DPPSEFOBS P USBCBMIP F FYFDVUBS P QMBOP 0 TVDFTTP EF VN QSPKFUP Ï NFEJEP QPS DPNQMFUBS P QMBOP PSJHJOBM EFOUSP EP QSB[P F EP PSÎBNFOUP -BNFOUBWFMNFOUF FOUSFUBOUP P GBUP EF P QSPKFUP TFS CFN TVDFEJEP EF BDPSEP DPN FTTFT DSJUÏSJPT Ï JSSFMFWBOUF F JOTJHOJGJDBOUF RVBOEP DPNQBSBEP B TF P QSPKFUP DSJPV EF GBUP WBMPS QBSB DMJFOUFT F QBSB B PSHBOJ[BÎÍP %BEPT PCUJEPT BP FWPMVJS TJTUFNBT CBTFBEPT OB XFC SFWFMBN RVF B BCPSEBHFN EF EFTFOWPMWJNFOUP EF GVODJPOBMJEBEFT CBTFBEB FN QMBOPT Ï NVJUP GSBDB OP RVF EJ[ SFTQFJUP B DSJBS WBMPS QBSB PT DMJFOUFT F QBSB B PSHBOJ[BÎÍP " "NB[PO F B .JDSPTPGU F NVJUBT TUBSUVQT

VTBN VNB UÏDOJDB DIBNBEB UFTUF "# QBSB DPMFUBS EBEPT QFTRVJTBOEP TF VNB GVODJPOBMJEBEF WBJ EF GBUP HFSBS WBMPS QBSB P VTVÈSJP BOUFT EF EFTFOWPMWÐMB DPNQMFUBNFOUF 3POOZ ,PIBWJ RVF GPJ EJSFUPS EP HSVQP EF .JOFSBÎÍP EF %BEPT F 1FSTPOBMJ[BÎÍP OB "NB[PO BOUFT EF JS QBSB B .JDSPTPGU DPNP (FSFOUF (FSBM EB 1MBUBGPSNB EF &YQFSJNFOUBÎÍP SFWFMB BT IVNJMEFT FTUBUÓTUJDBT FOUSF F EBT JEFJBT OÍP NFMIPSBN BT NÏUSJDBT $PN CBTF FN FYQFSJNFOUPT OB .JDSPTPGU EBT JEFJBT DSJPV VNB NVEBOÎB QPTJUJWB FTUBUJTUJDBNFOUF TJHOJGJDBUJWB OÍP QSPEV[JV EJGFSFOÎB FTUBUJTUJDBNFOUF TJHOJGJDBUJWB F DSJPV VNB NVEBOÎB OFHBUJWB FTUBUJTUJDBNFOUF TJHOJGJDBUJWB ,0)"7* $300, -0/(#05)". FU BM *NBHJOBWBTF RVF UPEBT BT JEFJBT UFTUBEBT FSBN CPBT NBT OFN B JOUVJÎÍP OFN B PQJOJÍP EF FTQFDJBMJTUBT TÍP CPOT QSFEJUPSFT EP WBMPS RVF VNB JEFJB UFSÈ QBSB PT VTVÈSJPT 0 QBSBEJHNB EF QSPKFUPT BHSBWB FTTF QSPCMFNB 1SPKFUPT OPSNBMNFOUF MFWBN UBOUP UFNQP EP JOÓDJP BP GJN RVF BT QBSUFT JOUFSFTTBEBT UFOUBN GPSÎBS P NÈYJNP QPTTÓWFM EF GVODJPOBMJEBEFT 46


FN DBEB VN DJFOUFT EF RVF WBJ TFS EJGÓDJM BEJDJPOBS GVODJPOBMJEBEFT VNB WF[ RVF P QSPKFUP FTUJWFS DPNQMFUP "MÏN EP NBJT P QSPDFTTP EF QMBOFKBNFOUP PDPSSF RVBOEP UFNPT B NFOPS RVBOUJEBEF EF JOGPSNBÎÜFT F FOUFOEJNFOUP EPT SJTDPT EP QSPKFUP KVTUP OP DPNFÎP %FWJEP B VN WJÏT DPHOJUJWP DPOIFDJEP DPNP GBMÈDJB EP QMBOFKBNFOUP FYFDVUJWPT UFOEFN B UPNBS EFDJTÜFT CBTFBEBT FN VN PUJNJTNP EFMJSBOUF FN WF[ EF MFWBS FN DPOUB HBOIPT QFSEBT F QSPCBCJMJEBEFT &MFT FYBHFSBN CFOFGÓDJPT F TVCFTUJNBN DVTUPT &MFT WFOEFN DFOÈSJPT EF TVDFTTP FORVBOUP JHOPSBN P QPUFODJBM QBSB FOHBOPT F FSSPT EF DÈMDVMP $PNP SFTVMUBEP FMFT QFSTFHVFN JOJDJBUJWBT DPN CBJYB QSPCBCJMJEBEF EF TF NBOUFSFN EFOUSP EP PSÎBNFOUP F EP QSB[P PV EF FOUSFHBS PT SFTVMUBEPT FTQFSBEP PV BUÏ NFTNP EF TFSFN DPODMVÓEPT ,")/&."/ Q

.VJUPT QSFTUBEPSFT EF TFSWJÎP DPOGJBN OB GBMÈDJB EF QMBOFKBNFOUP RVBOEP BQSFTFOUBN QSPQPTUBT FYUSFNBNFOUF CBJYBT QBSB PT TFSWJÎPT JOJDJBJT EFGJOJEPT OP DPOUSBUP FTQFDJBMNFOUF RVBOEP PT DPOUSBUPT TÍP DPODFEJEPT Ë QSPQPTUB NBJT CBJYB F EFQPJT GB[FN TFV MVDSP BUSBWÏT EF TPMJDJUBÎÜFT EF NVEBOÎB QFMBT RVBJT PT DMJFOUFT QBHBN VN WBMPS NBJPS

® NFEJEB RVF SFBMJ[BNPT VN QSPKFUP EFTDPCSJNPT OPWBT JOGPSNBÎÜFT NBT DPNP OJOHVÏN RVFS UFS TVBT GVODJPOBMJEBEFT FMJNJOBEBT OPWBT JOGPSNBÎÜFT HFSBMNFOUF MFWBN B NBJT USBCBMIP P RVF Ï DPOIFDJEP DPNP TDPQF DSFFQ BVNFOUP HSBEVBM EP FTDPQP EP QSPKFUP %POBME 3FJOFSUTFO EFTDSFWF JTTP DPNP VN DJDMP WJDJPTP EF BEJDJPOBS NBJT FTDPQP DPOGPSNF FYFDVUBNPT P QSPKFUP F EFTDPCSJNPT NBJT JOGPSNBÎÜFT DPNP B FTQJSBM EP MPUF HSBOEF EB NPSUF B RVBM FN DPNCJOBÎÍP DPN B GBMÈDJB EP QMBOFKBNFOUP TJHOJGJDB RVF QSPKFUPT WÍP FYDFEFS UBOUP TFV PSÎBNFOUP RVBOUP P TFV QSB[P QSPQPSDJPOBMNFOUF BP TFV UBNBOIP &TTF Ï VN BSHVNFOUP 2.2 APROVEITANDO MODELOS DE NEGÓCIO VALIDADOS

47

JNQPSUBOUF QBSB B EJNJOVJÎÍP EP UBNBOIP EPT MPUFT 3FJOFSUTFO UFN VN DBQÓUVMP JOUFJSP FN TFV MJWSP QBSB BSHVNFOUBS QFMB SFEVÎÍP EP UBNBOIP EF MPUF 5PEBT FTTBT GVODJPOBMJEBEFT F FTDPQP BDSFTDFOUBEPT TJHOJGJDBN RVF QSPKFUPT OPSNBMNFOUF BEJDJPOBN VNB RVBOUJEBEF FOPSNF EF DPNQMFYJEBEF FN BNCJFOUFT EF QSPEVÎÍP PT RVBJT OÍP TÍP UJQJDBNFOUF DPOUBCJMJ[BEPT DPNP QBSUF EP QSPDFTTP EF QMBOFKBNFOUP EF QSPKFUP &TTB DPNQMFYJEBEF MFWB B DVTUPT NBJT BMUPT F USBCBMIP OÍP QMBOFKBEP OP EFQBSUBNFOUP EF PQFSBÎÜFT F BVNFOUB TJHOJGJDBUJWBNFOUF P DVTUP F FTGPSÎP OFDFTTÈSJP QBSB FYFDVUBS QSPKFUPT GVUVSPT 'JOBMNFOUF VNB WF[ RVF B BCPSEBHFN EF QSPKFUPT KVMHB QFTTPBT EF BDPSEP DPN TF P USBCBMIP UFSNJOPV EFOUSP EP QSB[P F EP PSÎBNFOUP OÍP CBTFBEP OP WBMPS FOUSFHVF QBSB PT DMJFOUFT B QSPEVUJWJEBEF Ï NFEJEB QFMP SFOEJNFOUP OÍP QFMPT SFTVMUBEPT *TTP HFSB WÈSJPT DPNQPSUBNFOUPT OPDJWPT 0T QSPGJTTJPOBJT EF QSPEVUP QBTTBN B TFS KVMHBEPT QPS TVB IBCJMJEBEF EF QSPEV[JS EPDVNFOUPT EF FTQFDJGJDBÎÍP BCSBOHFOUFT F DBTPT EF OFHØDJP CFN FMBCPSBEPT FN WF[ EF TF PT QSPEVUPT F GVODJPOBMJEBEFT RVF FMFT QSPQÜF HFSBN WBMPS QBSB P VTVÈSJP %FTFOWPMWFEPSFT TÍP SFDPNQFOTBEPT QPS DPODMVJS DØEJHP FN TFVT QSØQSJPT DPNQVUBEPSFT NBT OÍP QPS JOUFHSÈMP FN VN TJTUFNB GVODJPOBOEP F UFTUBEP RVF QPEF TVQPSUBS VTP SFBM FN HSBOEF FTDBMB $SJBNPT VNB DVMUVSB EF IFSPÓTNP JOTVTUFOUÈWFM RVF QSFNJB P FYDFTTP EF USBCBMIP F BMUB VUJMJ[BÎÍP HBSBOUJOEP RVF UPEP NVOEP FTUFKB PDVQBEP FN WF[ EF GB[FS P NÓOJNP EF USBCBMIP QPTTÓWFM QBSB BMDBOÎBS PT SFTVMUBEPT EFTFKBEPT "MUB VUJMJ[BÎÍP TJHOJGJDB RVF P USBCBMIP RVF FOWPMWF DPMBCPSBÎÍP MFWB NBJT UFNQP QBSB UFSNJOBS QPSRVF BT QFTTPBT RVF WPDÐ QSFDJTB QBSB DPODMVJS P USBCBMIP FTUÍP TFNQSF PDVQBEBT DPN PVUSBT QSJPSJEBEFT 1BSB DVNQSJS QSB[PT DBEB WF[ NBJT VSHFOUFT BT QFTTPBT EFJYBN EF SFBMJ[BS NBOVUFOÎÍP F NFMIPSJB EF QSPDFTTPT EF USBCBMIP 48


DPNP B BVUPNBÎÍP

RVF BVNFOUBSJB RVBMJEBEF F WB[ÍP *TTP QPS TVB WF[ FMFWB P DVTUP EF GB[FS P USBCBMIP OP GVUVSP BVNFOUBOEP B QSFTTÍP TPCSF B PSHBOJ[BÎÍP QBSB USBCBMIBS NBJT F BMJNFOUBOEP VN DJDMP WJDJPTP EF FYDFTTP EF USBCBMIP +PIO 4FEEPO

BVUPS EF 'SFFEPN GSPN $PNNBOE $POUSPM BGJSNB RVF P DPNQPSUBNFOUP EJTGVODJPOBM Ï POJQSFTFOUF F TJTUÐNJDP OÍP QPSRVF BT QFTTPBT TÍP NÈT NBT QPSRVF B FYJHÐODJB EF TFSWJS Ë IJFSBSRVJB DPNQFUF DPN B FYJHÐODJB EF BUFOEFS PT DMJFOUFT <> " DSJBUJWJEBEF EBT QFTTPBT FTUÈ FOWPMWJEB OB TPCSFWJWÐODJB OÍP OB NFMIPSJB $PNP OPT MJWSBNPT EFTTB FTQJSBM EFTDFOEFOUF /B 1BSUF *** EFTUF MJWSP EFTDSFWFNPT DPNP FYFDVUBS QSPHSBNBT EF USBCBMIP FN HSBOEF FTDBMB OP EPNÓOJP EF BQSPWFJUBNFOUP VTBOEP PT TFHVJOUFT QSJODÓQJPT %FGJOJS NFEJS F HFSFODJBS SFTVMUBEPT F OÍP QSPEVÎÍP "QMJDBOEP P 1SJODÓQJP EF .JTTÍP OØT OPSUFBNPT OPTTP QSPHSBNB EF USBCBMIP PT SFTVMUBEPT JEFBJT QBSB BT QBSUFT JOUFSFTTBEBT &OUÍP OP OÓWFM EF QSPHSBNB OØT USBCBMIBNPT JUFSBUJWBNFOUF FTQFDJGJDBOEP QBSB DBEB JUFSBÎÍP PT SFTVMUBEPT NFOTVSÈWFJT OP OÓWFM EP QSPHSBNB RVF RVFSFNPT PCUFS 'JDB B DBSHP EBT FRVJQFT USBCBMIBOEP OP QSPHSBNB DPNP BUJOHJS FTTFT SFTVMUBEPT $PN CBTF OP GFFECBDL EF DPOTVNJEPSFT SFBJT BQØT DBEB JUFSBÎÍP USBCBMIBNPT QBSB NFMIPSBS B RVBMJEBEF EB EFNBOEB (FSFODJF QBSB WB[ÍP FN WF[ EF DBQBDJEBEF PV VUJMJ[BÎÍP *NQMFNFOUBNPT QSJODÓQJPT EF ,BOCBO QBSB GB[FS UPEP P USBCBMIP WJTÓWFM F MJNJUBS P USBCBMIP FN FYFDVÎÍP /ØT FOUÍP CVTDBNPT QBSBS EF DPNFÎBS P USBCBMIP F DPNFÎBNPT B UFSNJOBS P NBJT DFEP QPTTÓWFM /ØT CVTDBNPT DPOUJOVBNFOUF B NFMIPSJB EF QSPDFTTP QBSB SFEV[JS P UFNQP EF DJDMP P UFNQP RVF MFWB QBSB FOUSFHBS P USBCBMIP FN UPEP P TJTUFNB 2.2 APROVEITANDO MODELOS DE NEGÓCIO VALIDADOS

49

/ØT VTBNPT FOUSFHB DPOUÓOVB F USBCBMIBNPT FN QFRVFOPT JODSFNFOUPT QBSB UPSOBS CBSBUP F CBJYP P SJTDP EF FOUSFHBS USBCBMIP FN QFRVFOPT MPUFT F UFS DJDMPT EF GFFECBDL NBJT GÈDFJT (BSBOUB RVF BT QFTTPBT TFKBN SFDPNQFOTBEBT QPS GBWPSFDFSFN VNB WJTÍP EF MPOHP QSB[P F OP OÓWFM EF TJTUFNB BOUFT EF CVTDBSFN PCKFUJWPT GVODJPOBJT EF DVSUP QSB[P "T QFTTPBT EFWFN TFS SFDPNQFOTBEBT QPS DPMBCPSBÎÍP DPOUÓOVB F FGFUJWB HBOIBHBOIB

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51

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59

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2.4 CONCLUSÃO

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64

3 MODELE E MEÇA O RISCO DO INVESTIMENTO

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3.1 MODELO DE RISCO DE INVESTIMENTO

65

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68


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3.2 APLICANDO O MÉTODO CIENTÍFICO EM DESENVOLVIMENTO DE PRODUTO 69

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3.2 APLICANDO O MÉTODO CIENTÍFICO EM DESENVOLVIMENTO DE PRODUTO 73

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74 3.2 APLICANDO O MÉTODO CIENTÍFICO EM DESENVOLVIMENTO DE PRODUTO

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78

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79

GPSXBSE F P PVUSP TÍP B iEJSFÎÍP F P DPOUSPMF JNQMÓDJUPTw " 1TJDPMPHJB OPT EJ[ RVF OPTTBT BÎÜFT QPEFN TFS GPSNBEBT UBOUP QPS *(5 EJSFÎÍP F DPOUSPMF JNQMÓDJUPT RVBOUP QPS GFFEGPSXBSE B QBSUJS EF VNB EFDJTÍP DPOTDJFOUF %JSFÎÍP F DPOUSPMF JNQMÓDJUPT FN IVNBOPT TÍP GPSOFDJEPT QPS VN TJTUFNB OB NFOUF DIBNBEP 4JTUFNB RVF iPQFSB BVUPNÈUJDB F SBQJEBNFOUF DPN QPVDP PV OFOIVN FTGPSÎP F TFN TFOTP EF DPOUSPMF WPMVOUÈSJPw %FDJTÜFT DPOTDJFOUFT TÍP GFJUBT QFMP 4JTUFNB RVF iBMPDB B BUFOÎÍP QBSB BT BUJWJEBEFT NFOUBJT DPN FTGPSÎP RVF B EFNBOEBN JODMVJOEP DPNQVUBÎÜFT DPNQMFYBT "T PQFSBÎÜFT EP 4JTUFNB TÍP GSFRVFOUFNFOUF BTTPDJBEBT DPN B FYQFSJÐODJB TVCKFUJWB EF BÎÍP FTDPMIB F DPODFOUSBÎÍPw ,")/&."/ Q *HVBMNFOUF P *(5 BGFUB DPNP OØT PCTFSWBNPT BT DPJTBT DPNP QPS FYFNQMP FN OPTTB UFOEÐODJB B JHOPSBS JOGPSNBÎÍP RVF DPOUSBEJHB OPTTBT DSFOÎBT JTTP Ï DPOIFDJEP DPNP WJÏT EF DPOGJSNBÎÍP "NCPT PT NFDBOJTNPT FYJTUFN OP OÓWFM PSHBOJ[BDJPOBM &N UFSNPT EF BÎÍP PSHBOJ[BÎÜFT VTBN P NFDBOJTNP EF EJSFÎÍP F DPOUSPMF JNQMÓDJUPT RVBOEP EFMFHBN B UPNBEB EF EFDJTÍP &MBT VTBN DPNBOEP EFTDFOUSBMJ[BEP F P 1SJODÓQJP EB .JTTÍP DPOGJBOEP FN VN FOUFOEJNFOUP DPNVN EF TFVT PCKFUJWPT DPN P BMJOIBNFOUP EF UPEB B PSHBOJ[BÎÍP QBSB BTTFHVSBS RVF BT QFTTPBT BKBN QFOTBOEP OP JOUFSFTTF EB PSHBOJ[BÎÍP NBJPS $POUVEP BMHVNBT BÎÜFT QBSUJDVMBSNFOUF BRVFMBT FOWPMWFOEP DPNQMJBODF EFWFN TFS GFJUBT VTBOEP P NFDBOJTNP FYQMÓDJUP EP GFFEGPSXBSE %JSFÎÍP F DPOUSPMF JNQMÓDJUPT UBNCÏN HPWFSOBN DPNP BT PSHBOJ[BÎÜFT PCTFSWBN $VMUVSBT HFSBEPSBT DSJBN TJTUFNBT EF NPOJUPSBNFOUP DPN EJTQMBZT WJTÓWFJT RVF QFSNJUFN RVF BT QFTTPBT SBQJEBNFOUF BDFTTFN JOGPSNBÎÜFT SFMFWBOUFT P RVF QPS TVB WF[ NVEB TVB PSJFOUBÎÍP .VEBOÎBT OB PSJFOUBÎÍP GBSÍP DPN RVF BUVBMJ[FNPT P RVF NFEJNPT F DPNP B JOGPSNBÎÍP GMVJ QFMB PSHBOJ[BÎÍP &N DVMUVSBT PSHBOJ[BDJPOBJT QBUPMØHJDBT F 80


CVSPDSÈUJDBT B NFOTVSBÎÍP Ï VTBEB DPNP VNB GPSNB EF DPOUSPMF F BT QFTTPBT FTDPOEFN JOGPSNBÎÜFT RVF EFTBGJFN BT SFHSBT FTUSBUÏHJDBT F FTUSVUVSBT EF QPEFS FYJTUFOUFT $PNP %FNJOH EJTTF iRVBOEP IÈ NFEP WPDÐ UFSÈ OÞNFSPT FSSBEPTw 2VBOEP #PZE GBMB TPCSF iPQFSBS QPS EFOUSPw EF VN MPPQ 00%" EP PQPOFOUF FMF RVFS EJ[FS FOUFOEFS P MPPQ EF TFV PQPOFOUF F DPNP FMF EFUFSNJOB TVBT BÎÜFT &OUÍP WPDÐ QPEF VTBS FTTF DPOIFDJNFOUP DPOUSB FMFT 0 QBESÍP CÈTJDP Ï TJNQMFT VNB PSHBOJ[BÎÍP VTB TFV NFMIPS FOUFOEJNFOUP TVB NFMIPS DJÐODJB EP EFTEPCSBNFOUP EB TJUVBÎÍP QBSB JOGMVFODJBS TFV PQPOFOUF FNQSFHBOEP BÎÜFT RVF TF FODBJYFN OBT FYQFDUBUJWBT EP PQPOFOUF BT RVBJT #PZE TFHVJOEP 4VO 5[V DIBNPV EF [IFOH 2VBOEP B PSHBOJ[BÎÍP TFOUF EF FYQFSJÐODJBT BOUFSJPSFT JODMVJOEP USFJOBNFOUP RVF DIFHPV B IPSB FMB KPHB P RJ P JOFTQFSBEP FYUSFNBNFOUF SÈQJEP " SB[ÍP QSJNÈSJB QBSB B EJSFÎÍP JNQMÓDJUB RVBOEP TF FTUÈ PDVQBEP DPN PQPOFOUFT Ï RVF JOTUSVÎÜFT FYQMÓDJUBT PSEFOT FTDSJUBT QPS FYFNQMP UPNBSJBN NVJUP UFNQP $PNP EJSJB #PZE hB JEFJBDIBWF Ï FOGBUJ[BS P JNQMÓDJUP TPCSF P FYQMÓDJUP EF NBOFJSB B HBOIBS VNB JODPNQBUJCJMJEBEF GBWPSÈWFM FN BUSJUP F UFNQP JTUP Ï P OPTTP NBJT CBJYP RVF RVBMRVFS PVUSP EP BEWFSTÈSJP QBSB BMDBOÎBS TVQFSJPSJEBEF FN GPSNBS F TF BEBQUBS ËT DJSDVOTUÉODJBTh 3*$)"3%4 0 NPEFMP 00%" QPEF UBNCÏN TFS BQMJDBEP OP DPOUFYUP EP FOHBKBNFOUP EP DMJFOUF i&N WF[ EF TVSQSFTB DIPRVF FYQMPSBÎÍP DPNP OB HVFSSB F OBT BSUFT NBSDJBJT P [IFOHRJ QPEFSJB PQFSBS DPNP BMHP NBJT QBSFDJEP DPN TVSQSFTB QSB[FS GBTDJOBÎÍP DMJFOUFT NBJT DPNQSPNFUJEPT " "QQMF KPHB FTTF KPHP B hCVTDB EP VBVh DPNP 5PN 1FUFST EFTDSFWFV NVJUP CFNw 3*$)"3%4 #PZE SFGFSFTF BPT DBNJOIPT EF EJSFÎÍP F DPOUSPMF JNQMÓDJUPT 3.3 PRINCÍPIOS PARA EXPLORAÇÃO

81

EFOUP EF VNB PSHBOJ[BÎÍP EFUFSNJOBEPT QPS TVB DVMUVSB DPOIFDJNFOUP F QSPDFTTPT JOTUJUVDJPOBJT FYJTUFOUFT DPNP TFV SFQFSUØSJP %JTDVUJNPT DPNP PSHBOJ[BÎÜFT BQMJDBN TFV SFQFSUØSJP FYJTUFOUF QBSB RVFCSBS TVB DPODPSSÐODJB NBT QBSB NFMIPSBS B QFSGPSNBODF F FWJUBS B EJTSVQUVSB EFWFNPT DSJBS DPOTUBOUFNFOUF OPTTP QSØQSJP SFQFSUØSJP *TTP QPEF TF EBS FN GPSNB EF NFMIPSJB EF QSPDFTTPT FWPMVÎÍP EPT QSPEVUPT FYJTUFOUFT PV DSJBÎÍP EF OPWPT OFHØDJPT F OPWPT QSPEVUPT &TUF MPPQ UBNCÏN Ï SFQSFTFOUBEP OP NPEFMP 00%" DPNP NPTUSBEP OB GJHVSB B TFHVJS

'JHVSB $SJBOEP OPWP SFQFSUØSJP 3*$)"3%4

0 MPPQ EF HFSBÎÍP EF SFQFSUØSJP Ï NBJT PV NFOPT VNB BGJSNBÎÍP EP NÏUPEP DJFOUÓGJDP OP RVBM DSJBNPT OPWBT IJQØUFTFT CBTFBEBT FN PCTFSWBÎÍP F TÓOUFTF QSPKFUBNPT FYQFSJNFOUPT QBSB UFTUBS FTTBT IJQØUFTFT F FOUÍP BUVBMJ[BNPT PV EFTDBSUBNPT OPTTBT UFPSJBT RVF GPSNBN QBSUF EB OPTTB PSJFOUBÎÍP

CBTFBOEPOPT OPT SFTVMUBEPT EP FYQFSJNFOUP &TUF MPPQ QPS TVB WF[ JOTQJSPV P MPPQ DPOTUSVJSNFEJSBQSFOEFS EF &SJD 3JFT GJHVSB 0 DJDMP EF DPOTUSVJS NFEJSBQSFOEFS EP DBQÓUVMP BOUFSJPS

RVF NPTUSB DPNP DSJBS OPWP SFQFSUØSJP OB GPSNB EF OPWPT NPEFMPT EF OFHØDJP QSPEVUPT F GFBUVSFT 0 MPPQ DPOTUSVJSNFEJSBQSFOEFS QBSFDF EJSFUP NBT Ï EJGÓDJM EF 82


BEPUÈMP OB QSÈUJDB EFWJEP Ë TVB DPNCJOBÎÍP EF BCPSEBHFN DJFOUÓGJDB DPOTUSVJS QBSB BQSFOEFS DPN VNB NFOUBMJEBEF EF FOHFOIBSJB BQSFOEFS QBSB DPOTUSVJS 1BSB NFMIPSJB EF QSPDFTTP EJTDVUJEB OP DBQÓUVMP F QBSB NVEBS B DVMUVSB PSHBOJ[BDJPOBM BCPSEBEB OP DBQÓUVMP

QPEFNPT VTBS VN MPPQ DPOIFDJEP DPNP P DJDMP %FNJOH NPTUSBEP OB GJHVSB

'JHVSB 0 DJDMP %FNJOH

" DIBWF QBSB TFS CFNTVDFEJEP DPN FTTFT DJDMPT F DPN P NÏUPEP DJFOUÓGJDP FN HFSBM Ï VTÈMPT TJTUFNBUJDBNFOUF F DPOUJOVBNFOUF "QMJDÈMPT TJTUFNBUJDBNFOUF TJHOJGJDB VTÈMPT DPNP VNB GFSSBNFOUB HFOÏSJDB QBSB FYQMPSBS UPEPT PT UJQPT EF SJTDP BTTFHVSBOEPTF EF RVF P DVTUP EF FYFDVUBS VN FYQFSJNFOUP Ï QSPQPSDJPOBM BP WBMPS EB JOGPSNBÎÍP RVF WBNPT EFTDPCSJS "QMJDÈ MPT DPOUJOVBNFOUF TJHOJGJDB GB[FS JTTP P NBJT GSFRVFOUFNFOUF QPTTÓWFM DPNP EJ[ .JLF 3PCFSUT iDPOUÓOVP TJHOJGJDB NVJUP NBJT 3.3 PRINCÍPIOS PARA EXPLORAÇÃO

83

GSFRVFOUF EP RVF WPDÐ JNBHJOBw

DPN GPDP FN QBTTBS QFMP MPPQ OP UFNQP NBJT DVSUP QPTTÓWFM " RVFTUÍP NBJT JNQPSUBOUF B TF GB[FS OP DPOUFYUP EB HFSBÎÍP EF SFQFSUØSJP Ï RVÍP SÈQJEP QPEFNPT BQSFOEFS &NCPSB OÍP QPTTBNPT EJWVMHBS PT SFTVMUBEPT EF OPTTPT FYFSDÓDJPT EF BQSFOEJ[BEP QBSB P SFTUP EP NVOEP RVBOEP MBOÎBS OPTTP QSPEVUP Ï VNB RVFTUÍP EF FTUSBUÏHJB EFWFNPT BQSFOEFS F UFTUBS OPTTBT TVQPTJÎÜFT DPN VTVÈSJPT SFBJT P NBJT GSFRVFOUFNFOUF QPTTÓWFM 2VBOEP UPEP NVOEP OB PSHBOJ[BÎÍP GPS USFJOBEP QBSB FNQSFHBS B BCPSEBHFN DJFOUÓGJDB FN JOPWBÎÍP DPNP QBSUF EF TFV USBCBMIP EJÈSJP UFSFNPT DSJBEP VNB DVMUVSB HFSBEPSB $POTFHVJNPT JTTP BP QSBUJDBS B BCPSEBHFN FYQFSJNFOUBM BUÏ RVF TF UPSOF VN IÈCJUP QBSUF EF OPTTP SFQFSUØSJP VTBOEP P *NQSPWFNFOU ,BUB EFTDSJUP OP DBQÓUVMP ² JTTP RVF QFSNJUF VNB PSHBOJ[BÎÍP B TF BEBQUBS SBQJEBNFOUF BP TFV BNCJFOUF FN NVEBOÎB " 5PZPUB DIBNB JTTP EF iDPOTUSVJS QFTTPBT BOUFT EF DPOTUSVJS DBSSPTw -*,&3

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84

3.4 GERENCIAMENTO CIENTÍFICO VERSUS MÉTODO CIENTÍFICO

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JOGPSNBÎÜFT SFMFWBOUFT QBSB

3.4 GERENCIAMENTO CIENTÍFICO VERSUS MÉTODO CIENTÍFICO

85

GPSBN SFDPMIJEBT

HFSFODJÈMPT

0T NBJPSFT PCTUÈDVMPT EF TF GB[FS VNB BCPSEBHFN DJFOUÓGJDB FN EFTFOWPMWJNFOUP EF QSPEVUP F NVEBOÎB PSHBOJ[BDJPOBM TÍP DVMUVSBJT F PSHBOJ[BDJPOBJT DPNP EJTDVUJSFNPT OB 1BSUF *7 /B NBJPSJB EPT DBTPT BT PSHBOJ[BÎÜFT TJNQMFTNFOUF OVODB FYFDVUBSBN VNB BCPSEBHFN FNQÓSJDB F GBMUBN BT IBCJMJEBEFT F B FYQFSJÐODJB QBSB JNQMFNFOUÈMB /P DPOUFYUP EF EFTFOWPMWJNFOUP EF QSPEVUP FOUFOEFS DPNP QSPKFUBS F FYFDVUBS FYQFSJNFOUPT F BOBMJTBS EBEPT Ï UÍP EJGÓDJM DPNP DSJUJDBNFOUF JNQPSUBOUF F BJOEB BTTJN FMFT OÍP TÍP QBSUF EP DVSSÓDVMP QSJODJQBM EB NBJPSJB EPT QSPHSBNBT EF .#" PV EF DVSTPT EF EFTJHO F BOÈMJTF EF TPGUXBSF &N PSHBOJ[BÎÜFT QBUPMØHJDBT F CVSPDSÈUJDBT VNB BCPSEBHFN FYQFSJNFOUBM QPEF UBNCÏN EFTBGJBS BT FTUSVUVSBT EF QPEFS F OPSNBT DVMUVSBJT FYJTUFOUFT

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3.5 CONCLUSÃO

CAPÍTULO 4

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4 EXPLORAR A INCERTEZA PARA DETECTAR OPORTUNIDADES

QJWPUBS QFSTFWFSBS PV QBSBS BP DSJBS FYQFSJNFOUPT TFHVSPT VTBOEP .71T /PTTP QSPQØTJUP Ï CBTFBS BT EFDJTÜFT FN FWJEÐODJBT QBSB GVUVSPT JOWFTUJNFOUPT OÍP FN GJDÎÍP DJFOUÓGJDB $PMPDBSFNPT FN QSÈUJDB PQPSUVOJEBEFT DPOTUSVJOEP P QSPEVUP DFSUP OP UFNQP DFSUP F QBSBSFNPT EF HBTUBS P UFNQP EBT QFTTPBT FN JEFJBT RVF OÍP UÐN WBMPS

%&4$0#&35" %FTDPCFSUB Ï VN DPOKVOUP EF BUJWJEBEFT SÈQJEBT EF GPSNB JUFSBUJWB RVF JOUFHSB BT QSÈUJDBT F QSJODÓQJPT EF EFTJHO UIJOLJOH F -FBO 4UBSUVQ 6TBNPT FTUBT BUJWJEBEFT JOUFOTJWBNFOUF OP DPNFÎP EB GBTF EF FYQMPSBÎÍP EF VNB OPWB JOJDJBUJWB &N -FBO 69 "QQMZJOH -FBO 1SJODJQMFT UP *NQSPWF 6TFS &YQFSJFODF +FGG (PUIFMG F +PTI 4FJEFO BGJSNBN RVF P iEFTJHO UIJOLJOH QSFDJTB EF VNB BCPSEBHFN GPDBEB FN TPMVÎÍP QBSB SFTPMWFS QSPCMFNBT USBCBMIBS DPMBCPSBUJWBNFOUF QBSB JUFSBS FN VN DBNJOIP TFN GJN F NVUBOUF FN EJSFÎÍP Ë QFSGFJÎÍP &MF USBCBMIB OP TFOUJEP EF BMDBOÎBS PT PCKFUJWPT EP QSPEVUP WJB GPSNBÎÍP EF JEFJBT QSPUØUJQPT JNQMFNFOUBÎÍP F FUBQBT EF BQSFOEJ[BHFN QBSB TF DIFHBS Ë TPMVÎÍP NBJT BQSPQSJBEBw "P DPNCJOBS PT QSJODÓQJPT EP EFTJHO UIJOLJOH DPN QSÈUJDBT EF -FBO 4UBSUVQ QPEFNPT UFS VN MPPQ EF GFFECBDL DPOUÓOVP DPN VTVÈSJPT SFBJT F DMJFOUFT FN OPTTP DJDMP EF EFTFOWPMWJNFOUP 0 QSJODÓQJP Ï JOWFTUJS B NÓOJNB RVBOUJEBEF EF FTGPSÎP QBSB DPOTFHVJS B NÈYJNB RVBOUJEBEF EF BQSFOEJ[BEP F VTBS PT SFTVMUBEPT EF OPTTPT FYQFSJNFOUPT DPNP CBTF QBSB OPTTB EFDJTÍP EF QJWPUBS QFSTFWFSBS PV QBSBS

4.1 DESCOBERTA

89

$-*&/5&4 & 646«3*04 "QFTBS EF GSFRVFOUFNFOUF VTBSNPT PT UFSNPT JOUFSDBNCJBOEP PT Ï CPN EJTUJOHVJSNPT FOUSF DMJFOUFT EF VN QSPEVUP PV TFSWJÎP RVF QBHBN QPS JTTP PV JOWFTUFN FN TFV EFTFOWPMWJNFOUP F VTVÈSJPT 6TVÈSJPT OÍP QBHBN QFMP QSPEVUP NBT DPOUSJCVFN NVJUP QBSB B PSHBOJ[BÎÍP RVF EFTFOWPMWF P QSPEVUP F GSFRVFOUFNFOUF QBSB P QSPEVUP FN TJ SFEFT TPDJBJT TÍP P FYFNQMP NBJT ØCWJP &N VNB FNQSFTB BT QFTTPBT EFWFN VTBS TJTUFNBT FTQFDÓGJDPT QBSB GB[FS TFV USBCBMIP F BT PSHBOJ[BÎÜFT MJEBN DPN DPOTFRVÐODJBT OFHBUJWBT SFBJT RVBOEP PT TJTUFNBT TÍP EJGÓDFJT EF VTBS ² FTTFODJBM FOHBKBS DMJFOUFT F VTVÈSJPT DPNP TUBLFIPMEFSTDIBWF OB DPDSJBÎÍP EF QSPEVUPT TFSWJÎPT PV PQPSUVOJEBEFT EF NFMIPSJB

%VSBOUF B %FTDPCFSUB DSJBNPT VN BNCJFOUF DPMBCPSBUJWP F JODMVTJWP QBSB VN UJNF NVMUJGVODJPOBM F NVMUJEJTDJQMJOBS QBSB FYQMPSBS VN OFHØDJP QSPEVUP PV PQPSUVOJEBEF EF NFMIPSJB 0 UJNF EFWF FTUBS UPUBMNFOUF EFEJDBEP F MPDBMJ[BEP KVOUP QBSB NBYJNJ[BS B WFMPDJEBEF EF BQSFOEJ[BEP F B FGFUJWJEBEF EB UPNBEB EF EFDJTÍP FN UFNQP SFBM &MF EFWF BTTVNJS B QSPQSJFEBEF EB FOUSFHB F TFS FNQPEFSBEP QBSB UPNBS BT EFDJTÜFT OFDFTTÈSJBT QBSB BMDBOÎBS PT PCKFUJWPT EB JOJDJBUJWB 2VBOEP NPOUBNPT VN UJNF Ï GVOEBNFOUBM NBOUFS P HSVQP QFRVFOP JODMVJOEP BQFOBT BT DPNQFUÐODJBT OFDFTTÈSJBT QBSB FYQMPSBS P QSPCMFNB FN RVFTUÍP (SBOEFT UJNFT TÍP NBM FRVJQBEPT QBSB FYQMPSBÎÍP SÈQJEB F OÍP BQSFOEFN OB WFMPDJEBEF OFDFTTÈSJB QBSB TFSFN CFNTVDFEJEPT 0 HSVQP EFWF TBCFS TVBT MJNJUBÎÜFT BTTVNJOEP B SFTQPOTBCJMJEBEF EF UPDBS F FOHBKBS BRVFMFT EF GPSB EP 90

4.1 DESCOBERTA

HSVQP QBSB TVHFTUÜFT F DPMBCPSBÎÜFT RVBOEP BQSPQSJBEP 0VUSPT NFNCSPT JNQPSUBOUFT EP UJNF F GSFRVFOUFNFOUF FTRVFDJEPT TÍP PT DMJFOUFT F VTVÈSJPT ² GÈDJM DBJS OB BSNBEJMIB EF WÐMPT DPNP TJNQMFTNFOUF VN DPOTVNJEPS EB TPMVÎÍP RVF DSJBNPT /B WFSEBEF FMFT TÍP TUBLFIPMEFST FYJHFOUFT 4VBT DPMPDBÎÜFT TÍP P JOHSFEJFOUFDIBWF F B NFEJEB NBJT PCKFUJWB EP RVÍP WBMJPTB OPTTB TPMVÎÍP Ï PV QPEF TFS 1PS NFJP EP GFFECBDL RVF FMFT EÍP DMJFOUFT F VTVÈSJPT TÍP DPDSJBEPSFT EF WBMPS QBSB RVBMRVFS TPMVÎÍP 4VBT OFDFTTJEBEFT EFWFN TFNQSF TFS P QPOUP GPDBM QBSB UVEP RVF GB[FNPT

$SJBOEP VN FOUFOEJNFOUP DPNQBSUJMIBEP i2VBOEP WPDÐ RVFS DPOTUSVJS VN OBWJP OÍP DPNFDF KVOUBOEP NBEFJSB DPSUBOEP UÈCVBT F EJTUSJCVJOEP P USBCBMIP NBT EFTQFSUF EFOUSP EP DPSBÎÍP EP IPNFN P EFTFKP QFMP WBTUP F JOGJOJUP NBSw "USJCVÓEP B "OUPJOF EF 4BJOU&YVQÏSZ 2VBOEP DPNFÎBNPT VN OPWP USBCBMIP Ï JNQFSBUJWP RVF P HSVQP DSJF VN BNCJFOUF RVF NBYJNJ[F P QPUFODJBM EF UPEPT PT FOWPMWJEPT #BTFBEBT OBT OPWBT JOGPSNBÎÜFT RVF FTUÍP EFTDPCSJOEP BT QFTTPBT BQSFOEFN NVEBN F NFMIPSBN RVBOEP FTUÍP FOWPMWJEBT FN VN QSPDFTTP FOFSHJ[BOUF JOUFSBUJWP F BEBQUBUJWP $PNP %BO 1JOL BSHVNFOUB FN %SJWF IÈ USÐT FMFNFOUPT DIBWF QBSB TF DPOTJEFSBS RVBOEP NPOUBNPT VN UJNF FOHBKBEP F BMUBNFOUF NPUJWBEP 1SJNFJSP P TFOTP EF QSPQØTJUP DPNQBSUJMIBEP QFMP UJNF UPEP " WJTÍP QSFDJTB TFS EFTBGJBEPSB P TVGJDJFOUF QBSB P HSVQP UFS VNB BTQJSBÎÍP QPSÏN DMBSB P TVGJDJFOUF QBSB RVF UPEPT FOUFOEBN P RVF QSFDJTBN GB[FS 4FHVOEP BT QFTTPBT EFWFN TFS FNQPEFSBEBT QPS TFVT MÓEFSFT QBSB USBCBMIBS DPN BVUPOPNJB QBSB RVF BMDBODFN PT PCKFUJWPT EP UJNF & GJOBMNFOUF BT QFTTPBT QSFDJTBN EF FTQBÎP F PQPSUVOJEBEF QBSB EPNJOBSFN TVB EJTDJQMJOB F OÍP BQFOBT BQSFOEFSFN B BMDBOÎBS P iCPN P TVGJDJFOUFw 4.1 DESCOBERTA

91

0 QSPDFTTP EF NPMEBS B WJTÍP DPNFÎB QFMB FYQMBOBÎÍP DMBSB EP QSPCMFNB RVF P UJNF UFOUBSÈ SFTPMWFS &TTF QBTTP FTTFODJBM Ï GSFRVFOUFNFOUF OFHMJHFODJBEP PV TF BTTVNF RVF UPEPT TBCFN RVBM Ï P QSPCMFNB " RVBMJEBEF EB FYQMBOBÎÍP EP QSPCMFNB BVNFOUB B IBCJMJEBEF EP UJNF EF GPDBS OP RVF SFBMNFOUF JNQPSUB F NBJT JNQPSUBOUF BJOEB JHOPSBS P RVF OÍP JNQPSUB "P EFTFOWPMWFS P FOUFOEJNFOUP DPNQBSUJMIBEP EP UJNF TPCSF PT PCKFUJWPT F TPCSF P RVF RVFSFNPT DPOTFHVJS NFMIPSBNPT OPTTB IBCJMJEBEF EF HFSBS NFMIPSFT TPMVÎÜFT

'JHVSB $POTUSVJOEP VN FOUFOEJNFOUP DPNQBSUJMIBEP FN FRVJQF 5*1

'"±" (".&4503.*/( 0 MJWSP (BNFTUPSNJOH EF (SBZ #SPXO F .BDBOVGP

F P 8JLJ (P (BNFTUPSNJOH IUUQXXXHPHBNFTUPSNDPN

DPOUÐN JOÞNFSPT KPHPT RVF FODPSBKBN P FOHBKBNFOUP F B DSJBUJWJEBEF BP NFTNP UFNQP FN RVF USB[FN FTUSVUVSB F DMBSF[B Ë GPSNBÎÍP EF JEFJBT JOPWBÎÍP F XPSLTIPQT EF NFMIPSJB

6NB EBT UÏDOJDBT GVOEBNFOUBJT EB %FTDPCFSUB Ï VTBS BSUFGBUPT WJTVBJT NPEFMPT EF JOGPSNBÎÍP WJTVBM QBSB DPNVOJDBS F BQSFFOEFS BQSFOEJ[BEPT FN HSVQP 6TBOEP UFNQMBUFT HSÈGJDPT F FYFSDÓDJPT QBSB FYUFSOBS JEFJBT BKVEB P UJNF B BSUJDVMBS EFCBUFS F FWPMVJS DPODFJUPT F 92

4.1 DESCOBERTA

JEFJBT QBSB GPSNBS DPOTFOTPT WFS GJHVSB BOUFSJPS 5BNCÏN BKVEB B EFTQFSTPOBMJ[BS F EFJYBS BOÙOJNBT BT DPOTJEFSBÎÜFT QBSB RVF UFOIBNPT VN EFCBUF TFHVSP EF JEFJBT F OÍP EF JOEJWÓEVPT NJOJNJ[BOEP FHPT )J110T PQJOJÜFT EF QFTTPBT NBJT CFN QBHBT PV FN JOHMÐT )*HIMZ 1BJE 1FPQMF 0QJOJPO F BT UFOUBUJWBT EPT FYUSPWFSUJEPT EF DPNBOEBS P TIPX

&YQMPSBÎÍP FTUSVUVSBEB EB JODFSUF[B i4F WPDÐ RVFS UFS CPBT JEFJBT WPDÐ EFWF UFS NVJUBT JEFJBTw -JOVT 1BVMJOH "P FYQMPSBS B JODFSUF[B Ï JNQPSUBOUF DPNFÎBS EF VN KFJUP BNQMP QBSB HFSBS P NBJPS OÞNFSP EF JEFJBT QPTTÓWFM QBSB QFSDPSSÐMBT BOUFT EF BGJOBSNPT OPTTP GPDP QBSB POEF WBNPT JS 0 TJUF -BTUNJOVUF IUUQMBTUNJOVUFDPN Ï VN WBSFKJTUB EF WJBHFOT OB &VSPQB F PQFSB FN VNB JOEÞTUSJB BMUBNFOUF DPNQFUJUJWB DPN HSBOEFT FNQSFTBT F OPWBT TUBSUVQT UFOUBOEP JOPWBS P NFSDBEP EF WJBHFOT UPEPT PT EJBT 1BSB QFSNBOFDFS SFMFWBOUF B DPNQBOIJB QSFDJTB JOPWBS NBJT SÈQJEP F DPN NBJT JOUFMJHÐODJB RVF B DPODPSSÐODJB &MFT DPOWJEBSBN TFVT DMJFOUFT QBSB TFSFN QBSUF EP QSPDFTTP EF JOPWBÎÍP %VSBOUF EPJT EJBT FMFT DPOEV[JSBN XPSLTIPQT EF DPDSJBÎÍP RVF HFSBSBN NBJT EF OPWBT JEFJBT QBSB QSPEVUPT POMJOF BMJOIBEPT DPN TFVT PCKFUJWPT EF OFHØDJP 0 UJNF FOUÍP NPOUPV VN MBCPSBUØSJP EF JOPWBÎÍP FN VN MPCCZ EF IPUFM QPS VNB TFNBOB F FYQFSJNFOUPV SBQJEBNFOUF DBEB JEFJB QBSB EFTDBSUÈMB PV WBMJEÈMB DPNP VN QSPCMFNB EF DMJFOUF WJÈWFM QBSB TFS JNQMFNFOUBEP &N BMHVOT EJBT P UJNF JEFOUJGJDPV USÐT JEFJBT WFODFEPSBT QBSB TF JOWFTUJS GVUVSBNFOUF FN EFTFOWPMWJNFOUP SFTVMUBOEP FN NBJT EF EF BVNFOUP EF DPOWFSTÍP QBSB TFV QSPEVUP IUUQTXXXZPVUVCFDPNXBUDI WSSSHCD&)P

4.1 DESCOBERTA

93

0 QFOTBNFOUP EJWFSHFOUF Ï B IBCJMJEBEF EF PGFSFDFS JEFJBT EJGFSFOUFT ÞOJDBT PV WBSJBOUFT TPCSF VN UFNB P QFOTBNFOUP DPOWFSHFOUF Ï B IBCJMJEBEF EF JEFOUJGJDBS VNB QPUFODJBM TPMVÎÍP QBSB VN EBEP QSPCMFNB $PNFÎBNPT B FYQMPSBÎÍP DPN FYFSDÓDJPT EF QFOTBNFOUP EJWFSHFOUF QSPKFUBEPT QBSB HFSBS NÞMUJQMBT JEFJBT QBSB TFSFN EJTDVUJEBT F EFCBUJEBT %FQPJT VTBNPT P QFOTBNFOUP DPOWFSHFOUF QBSB JEFOUJGJDBS VNB QPTTÓWFM TPMVÎÍP QBSB P QSPCMFNB " QBSUJS EBRVJ FTUBNPT QSPOUPT QBSB GPSNVMBS VN FYQFSJNFOUP QBSB UFTUÈMB WFS B GJHVSB B TFHVJS

'JHVSB &YQMPSBÎÍP FTUSVUVSBEB DPN QFOTBNFOUP EJWFSHFOUF F DPOWFSHFOUF

&. 26& /&(»$*0 &45".04 .PEFMPT EF OFHØDJPT TÍP USBOTJUØSJPT F JODMJOBEPT Ë EJTSVQÎÍP QFMBT NVEBOÎBT OP BNCJFOUF DPNQFUJUJWP BWBOÎPT OP EFTJHO F OB UFDOPMPHJB F NVEBOÎB FDPOÙNJDB F TPDJBM NBJT BNQMB 0SHBOJ[BÎÜFT RVF DBMDVMBN NBM TFV QSPQØTJUP PV OÍP DPOTFHVFN TFOUJS F TF BEBQUBS B FTTBT NVEBOÎBT TF FYUJOHVJSÍP 0SHBOJ[BÎÜFT QPEFN UPSOBSTF PCTPMFUBT QPS DPODPSSFOUFT RVF SFTPMWFN P NFTNP QSPCMFNB DPN VNB PGFSUB BMUFSOBUJWB PV TVQFSJPS QBSB TFVT DMJFOUFT " EFGJOJÎÍP EP OFHØDJP F B JEFOUJGJDBÎÍP 94

4.2 EM QUE NEGÓCIO ESTAMOS?

EF GVUVSBT PQPSUVOJEBEFT EFWFN TFS VN EFTBGJP DPOUÓOVP F FTUBS TFNQSF FN FWPMVÎÍP 1FSNJUJS B DPNQMBDÐODJB EFWJEP BP TVDFTTP EF IPKF Ï P DBNJOIP NBJT SÈQJEP QBSB P GSBDBTTP EF BNBOIÍ 1SFDJTBNPT BQFOBT DJUBS FYFNQMPT DPNP #MPDLCVTUFS WFSTVT /FUGMJY PV 5PXFS 3FDPSET WFSTVT J5VOFT :PV5VCF F 4QPUJGZ QBSB JMVTUSBS RVF OFOIVN NPEFMP EF OFHØDJP PV WBOUBHFN DPNQFUJUJWB Ï JOEFGJOJEBNFOUF TVTUFOUÈWFM

&OUFOEFOEP OPTTP QSPCMFNB EF OFHØDJP QBSB NPOUBS OPTTP QMBOP EF OFHØDJP $PNP EJ[ 4UFWF #MBOL

BVUPS EF 5IF 'PVS 4UFQT UP UIF &QJQIBOZ F 5IF 4UBSUVQ 0XOFST .BOVBM i6N QMBOP EF OFHØDJPT Ï P EPDVNFOUP EF FYFDVÎÍP RVF DPNQBOIJBT FTDSFWFN RVBOEP QMBOFKBN FYUFOTÜFT QBSB MJOIBT EF QSPEVUPT OBT RVBJT DMJFOUF NFSDBEP F BT GFBUVSFT EP QSPEVUP TÍP DPOIFDJEPT 0 QMBOP Ï VN EPDVNFOUP PQFSBDJPOBM F EFTDSFWF B FTUSBUÏHJB EF FYFDVÎÍP QBSB BCPSEBS FTTFT iDPOIFDJEPTw 0 PCKFUJWP QSJNÈSJP EF VNB OPWB JOJDJBUJWB EF OFHØDJP Ï WBMJEBS TFV NPEFMP EF IJQØUFTF EF OFHØDJP F JUFSBS F QJWPUBS BUÏ RVF TF WBMJEF 1FTRVJTB WFSTVT FYFDVÎÍP Ï P RVF EJGFSFODJB VNB OPWB KPSOBEB EF VNB VOJEBEF EF OFHØDJP FYJTUFOUF 6NB WF[ RVF VN NPEFMP EF OFHØDJP Ï WBMJEBEP FMF EFWF TFS FOUÍP DPMPDBEP OP NPEP EF FYFDVÎÍP ² OFTUF QPOUP RVF P OFHØDJP QSFDJTB EF VN QMBOP PQFSBDJPOBM QSFWJTÜFT GJOBODFJSBT F PVUSBT GFSSBNFOUBT EF HFTUÍP CFN DPNQSFFOEJEBT #-"/, ² JNQPSUBOUF DPOTJEFSBS WÈSJPT NPEFMPT EF OFHØDJP OPT FTUÈHJPT JOJDJBJT EF VNB OPWB JOJDJBUJWB /ÍP RVFSFNPT DPNQSPNFUFS VN QMBOP BUÏ UFTUBSNPT B IJQØUFTF EP NPEFMP EF OFHØDJP F UFSNPT FWJEÐODJB EF RVF FTUBNPT OP DBNJOIP DFSUP 0 UJNF EFWF JEFOUJGJDBS BT TVQPTJÎÜFT NBJT BSSJTDBEBT EF OPTTB IJQØUFTF CPMBS FYQFSJNFOUPT QBSB UFTUBS FTTBT TVQPTJÎÜFT F BVNFOUBS B RVBOUJEBEF EF JOGPSNBÎÍP 4.2 EM QUE NEGÓCIO ESTAMOS?

95

RVF QPEFNPT PCUFS QBSB SFEV[JS B JODFSUF[B " ÞOJDB TVQPTJÎÍP RVF TFNQSF QPEFNPT DPOTJEFSBS WFSEBEFJSB Ï RVF OFOIVN QMBOP EF OFHØDJPT TPCSFWJWF BP QSJNFJSP DPOUBUP DPN DMJFOUFT 0 DBOWBT EF .PEFMP EF /FHØDJP NPTUSBEB OB GJHVSB BEJBOUF GPJ DSJBEP QPS "MFY 0TUFSXBMEFS F :WFT 1JHOFVS KVOUP DPN DPDSJBEPSFT DPNP VN HFSBEPS EF EFTJHO EP QSPKFUP EF OFHØDJPT TJNQMFT F WJTVBM ² VNB GFSSBNFOUB FTUSBUÏHJDB FNQSFTBSJBM F EF HFSFODJBNFOUP RVF QPTTJCJMJUB RVF PT UJNFT EFTDSFWBN QSPKFUFN EFTBGJFN JOWFOUFN F QJWPUFN NPEFMPT EF OFHØDJPT &N WF[ EF FTDSFWFS VN QMBOP EF OFHØDJPT P RVF QPEF TF UPSOBS VN QSPDFTTP MPOHP EFWFNPT FTCPÎBS NÞMUJQMPT NPEFMPT QPTTÓWFJT DBEB VN FORVBESBEP FN VN UFNQP EF NJOVUPT FN VN DBOWBT

'JHVSB $BOWBT EP .PEFMP EF /FHØDJP

0 DBOWBT EP .PEFMP EF /FHØDJP EJTQPOÓWFM HSBUVJUBNFOUF FN IUUQXXXCVTJOFTTNPEFMHFO FSBUJPODPNDBOWBT FTCPÎB OPWF DPNQPOFOUFT FTTFODJBJT EP NPEFMP DPODFJUVBM EF OFHØDJPT EF VNB PSHBOJ[BÎÍP 96


0 PCKFUJWP QSJNÈSJP EP $BOWBT EF .PEFMP EF /FHØDJP Ï FYUFSOBS B IJQØUFTF EF OFHØDJP F EFJYBS TVBT TVQPTJÎÜFT DMBSBT QBSB RVF QPTTBNPT JEFOUJGJDBS F WBMJEBS PT QSJODJQBJT SJTDPT 0 DBOWBT PGFSFDF VNB FTUSVUVSB EF USBCBMIP QBSB FOUFOEFS DBEB NPEFMP EF OFHØDJP EF VNB NBOFJSB RVF Ï DPNQSFFOEJEB QPS UPEPT %FTTB GPSNB Ï QPTTÓWFM DPOTUSVJS VN TFOTP DPNQBSUJMIBEP EF QSPQSJFEBEF F QPTTJCJMJUBS B DPMBCPSBÎÍP FN UPEB B PSHBOJ[BÎÍP 0 $BOWBT EP .PEFMP EF /FHØDJP EJGFSF EF PVUSPT DBOWBT MJTUBEPT OB 5BCFMB OB NFEJEB FN RVF OÍP QSFTTVQÜF RVF B DPNCJOBÎÍP QSPEVUPNFSDBEP Ï B IJQØUFTF NBJT BSSJTDBEB RVF EFWF TFS UFTUBEB FN QSJNFJSP MVHBS )È WÈSJPT DBOWBT DSJBEPT QPS PVUSBT QFTTPBT RVF GPDBN FN EFTFOWPMWJNFOUP EP QSPEVUP DPNP NPTUSBEP OB 5BCFMB 5BCFMB $BOWBT EF WJTVBMJ[BÎÍP EF JEFJBT /PNF

1SPQØTJUP

0 $BOWBT -FBO IUUQXXXMFBODBOWBTDPN

4VQÜF RVF B SFMBÎÍP QSPEVUPNFSDBEP Ï B IJQØUFTF NBJT BSSJTDBEB RVF EFWF TFS UFTUBEB

0 $BOWBT 0QPSUVOJEBEF IUUQDPNBLFXJUIVTUBHPQQPSUVOJUZ DBOWBT

'PDB FN EJTDVTTÜFT TPCSF P RVF FTUBNPT EFTFOWPMWFOEP F QPS RVF QBSB EFQPJT BKVEÈMP B FOUFOEFS RVÍP TBUJTGBUPSJBNFOUF FTUFT DMJFOUFT F VTVÈSJPT SFGPSÎBN B FTUSBUÏHJB HMPCBM EB PSHBOJ[BÎÍP

0 $BOWBT 1SPQPTUB EF 7BMPS IUUQCJUMZW;"F

%FTDSFWF DPNP OPTTPT QSPEVUPT F TFSWJÎPT DSJBN HBOIPT QBSB P DMJFOUF F DPNP FMFT DSJBN CFOFGÓDJPT RVF PT DMJFOUFT FTQFSBN EFTFKBN PV FTUBSJBN JOUFSFTTBEPT FN VTBS

&OUFOEFOEP OPTTPT DMJFOUFT F VTVÈSJPT i" DPJTB NBJT JNQPSUBOUF QBSB MFNCSBS TPCSF RVBMRVFS FNQSFTB Ï RVF OÍP FYJTUFN SFTVMUBEPT EP MBEP EF EFOUSP EF TVBT QBSFEFT 0 SFTVMUBEP EF VN OFHØDJP Ï VN DMJFOUF TBUJTGFJUPw 1FUFS %SVDLFS 1BSB RVF RVBMRVFS QSPEVUP PV TPMVÎÍP TFKB CFNTVDFEJEP BT


99

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%FWFNPT FTUBS BUFOUPT ËT BSNBEJMIBT FN DBEB GBTF JODMVJOEP GB[FS NVEBOÎBT FN IPSB JODPSSFUB F TFMFDJPOBS VNB FTUSBUÏHJB FSSBEB QBSB DBEB IPSJ[POUF

%&4&/70-7*.&/50 &/9650 & 01&3"±¿&4 &/965"4 103 45&7& #&-0 QFOTBNFOUP MFBO HFSBMNFOUF Ï BTTPDJBEP DPN PQFSBÎÜFT QPJT TF PSJHJOPV DPN P 4JTUFNB 5PZPUB EF 1SPEVÎÍP F GPJ 5.4 TRANSIÇÃO ENTRE HORIZONTES PARA CRESCER E TRANSFORMAR

143

BNQMBNFOUF BEPUBEP FN DPOGJHVSBÎÜFT GBCSJT "QFTBS EP DPODFJUP EF iFOYVUPw UFS PSJHFN OP TJTUFNB GBCSJM FMF FWPMVJV QBSB NVJUPT TFUPSFT JODMVJOEP P EF TBÞEF TFSWJÎPT GJOBODFJSPT USBOTQPSUF DPOTUSVÎÍP FEVDBÎÍP F TFUPS QÞCMJDP .BT P TVDFTTP B MPOHP QSB[P EB 5PZPUB Ï UBNCÏN EFWJEP Ë BQMJDBÎÍP EPT QSJODÓQJPT FOYVUPT QBSB SBQJEBNFOUF F FGJDJFOUFNFOUF EFTFOWPMWFS OPWPT QSPEVUPT EF BMUB RVBMJEBEF F DVTUP SB[PÈWFM " 5PZPUB UFN EFNPOTUSBEP RVF VNB FNQSFTB RVF BEPUB P QFOTBNFOUP MFBO TFN FOUSBWFT FOUSF EFTFOWPMWJNFOUP F PQFSBÎÜFT QPEF HBOIBS VNB WBOUBHFN DPNQFUJUJWB %FTFOWPMWJNFOUP F PQFSBÎÜFT FOYVUPT TÍP JOUFSSFMBDJPOBEPT F DPNQMFNFOUBSFT NBT NVJUP EJGFSFOUFT FN TVB OBUVSF[B 0QFSBÎÜFT FOYVUBT FOGBUJ[BN B QBESPOJ[BÎÍP F SFEVÎÍP EF EFTQFSEÓDJP JODFSUF[B F PTDJMBÎÜFT QBSB DSJBS QSPDFTTPT FGJDJFOUFT RVF HFSBN QSPEVUPT DPOTJTUFOUFT F EF RVBMJEBEF &N DPOUSBTUF B JTTP P EFTFOWPMWJNFOUP FOYVUP VUJMJ[B B JODFSUF[B F B PTDJMBÎÍP CFN OP DPNFÎP EP QSPDFTTP EF EFTJHO QBSB BQSFOEFS DPN BT FYQFSJÐODJBT F QSJODJQBMNFOUF DPN BT GBMIBT RVF Ï B NBOFJSB NBJT FGFUJWB EF SFTPMWFS QSPCMFNBT F HVJBS P QSPDFTTP EF JOPWBÎÍP "JOEB BTTJN BRVJ IÈ P QBSBEPYP P EFTFOWPMWJNFOUP FOYVUP RVF SFRVFS PTDJMBÎÍP F JODFSUF[B EFQFOEF EF NÏUPEPT EF USBCBMIP QBESPOJ[BEPT QBSB GPSNVMBS IJQØUFTFT QBSB B JOPWBÎÍP F QBSB FYFDVUBS FYQFSJNFOUPT DPOTJTUFOUFT F SFQFUÓWFJT RVF NJOJNJ[FN P EFTQFSEÓDJP F P UFNQP BP NFTNP UFNQP FN RVF NBYJNJ[B B DSJBUJWJEBEF F P WBMPS 1PS FYFNQMP P EFTFOWPMWJNFOUP FOYVUP SJHPSPTBNFOUF F DPOUJOVBNFOUF FOWPMWF B 7P[ EP $POTVNJEPS OP HFNCB P MVHBS GÓTJDP F WJSUVBM POEF P USBCBMIP Ï GFJUP

VUJMJ[BOEP EFTJHO JUFSBUJWP F GSFRVFOUFNFOUF TFUCBTFE QBSB BDFMFSBS P 144

5.4 TRANSIÇÃO ENTRE HORIZONTES PARA CRESCER E TRANSFORMAR

BQSFOEJ[BEP F SBQJEBNFOUF DSJBS VN QSPEVUP DPN VNB IJQØUFTF EF WBMPS WÈMJEB 0VUSBT QSÈUJDBT FOYVUBT QBESPOJ[BEBT DPNP TPMVÎÍP EF QSPCMFNBT " HFSFODJBNFOUP WJTVBM F NBQFBNFOUP EF GMVYP EF WBMPS TÍP ÞUFJT FN VN BNCJFOUF EF EFTFOWPMWJNFOUP NFMIPSBOEP B WFMPDJEBEF QBSB P NFSDBEP FORVBOUP SFEV[ P DVTUP EF 3% F SJTDP OB FNQSFTB 6NB WF[ RVF IÈ VN OPWP QSPEVUP PV TFSWJÎP WJÈWFM B FNQSFTB QPEF VUJMJ[BS TVBT IBCJMJEBEFT FN PQFSBÎÜFT FOYVUBT QBSB MFWBS P QSPEVUP PV TFSWJÎP QBSB P NFSDBEP DPN SBQJEF[ F FGJDJÐODJB WBMJEBOEP B IJQØUFTF EP DSFTDJNFOUP "RVJ Ï RVBOEP NVJUBT TUBSUVQT FOYVUBT QFSEFN P NFSDBEP QBSB TJNJMBSFT SÈQJEPT PV TÍP DPNQSBEBT QPS FNQSFTBT NBJPSFT DPN DBQBDJEBEF EF PQFSBS EF NBOFJSB FOYVUB QBSB SBQJEBNFOUF BMDBOÎBS P NFSDBEP FYQMPSBS MVDSPT OP JOÓDJP F BUJOHJS B EPNÓOJP EF NBSDB &ORVBOUP BERVJSJS TUBSUVQT DPN VNB GPOUF EF JOPWBÎÍP Ï DFSUBNFOUF VNB FTUSBUÏHJB WJÈWFM QBSB HSBOEFT FNQSFTBT B NBJPSJB UBNCÏN HPTUBSJB EF BVNFOUBS TVB DBQBDJEBEF EF JOPWBÎÍP JOUFSOB 0 EFTFOWPMWJNFOUP FOYVUP BTTJN DSJB QSPEVUPT F TFSWJÎPT JOPWBEPSFT RVF GMVFN QFMB PQFSBÎÍP FOYVUB F QBSB BT NÍPT EP DPOTVNJEPS DPNP VN GMVYP EF WBMPS DPOUÓOVP OP NFTNP FTQÓSJUP FN RVF FOUSFHB DPOUÓOVB %FW0QT GB[ OP DPOUFYUP EP TPGUXBSF 2VBOEP VNB FNQSFTB Ï DBQB[ EF JOUFHSBS F FYQMPSBS FTTF SÈQJEP GMVYP EF JEFJBT BP WBMPS PT MVDSPT EF QSPEVUPT NBEVSPT QPEFN GJOBODJBS B JOPWBÎÍP DPOUÓOVB DSJBOEP VN DJDMP WJSUVPTP JMVTUSBEP QFMB GJHVSB


145

'JHVSB 0 DJDMP WJSUVPTP EF JOPWBÎÍP QPS 4UFWF #FMM

2VBOEP UFOUBNPT DSV[BS P )PSJ[POUF PT JOEJDBEPSFT EF TBUJTGBÎÍP EP DPOTVNJEPS F FOHBKBNFOUP DPOUÓOVP TÍP TJOBJT JNQPSUBOUFT QBSB NPOJUPSBS WJTBOEP P GVUVSP DSFTDJNFOUP 6NB WF[ RVF FODPOUSBNPT DMJFOUFT BQSFOEFNPT DPNP TBUJTGB[FS TVBT OFDFTTJEBEFT F FTUBNPT DPOGJBOUFT RVF BUFOEFNPT TVB EFNBOEB EFWFNPT QSPDVSBS FYQBOEJS P NFSDBEP DPOTVNJEPS HFPHSBGJDBNFOUF QPS DBOB PV QPS PGFSUB "P JOWFTUJHBSNPT FTUBNPT UFTUBOEP VNB DPNCJOBÎÍP FOUSF QSPEVUP F NFSDBEP OPSNBMNFOUF QPS NFJP EF TPMVÎÜFT TVHFSJEBT QPS OPTTPT DMJFOUFT JOJDJBJT &YQMPSBS Ï FODPOUSBS VNB PGFSUB F NPEFMP EF OFHØDJP BUSBUJWP QBSB VN BNCJFOUF DPOTVNJEPS NBJT BNQMP 0T DJODP GBDJMJUBEPSFT JNQPSUBOUFT QBSB P DSFTDJNFOUP EVSBOUF B NVEBOÎB EF JOWFTUJHBÎÍP QBSB FYQMPSBÎÍP TÍP 146


*/07"±°0 -&7" 5&.10 %0 -&*-°0 "0 .&3$"%0 0T MFJMÜFT EB "NB[PO DPOIFDJEPT DPNP [4IPQT GPSBN MBOÎBEPT FN NBSÎP EF FN SFTQPTUB BP TVDFTTP EP F#BZ 0 TJUF GPJ QSPNPWJEP GPSUFNFOUF B QBSUJS EBT QÈHJOBT IPNF DBUFHPSJB F QSPEVUP JOEJWJEVBM "QFTBS EB QSPNPÎÍP VN BOP EFQPJT EP MBOÎBNFOUP FMF IBWJB BUJOHJEP EP TIBSF EP NFSDBEP EF MFJMÜFT POMJOF DPNQBSBEP DPN EP TIBSF EP F#BZ F QPTUFSJPSNFOUF EJNJOVJV &N OPWFNCSP EF P [4IPQT GPJ SFOPNFBEP QBSB "NB[PO .BSLFUQMBDF PGFSFDFOEP QSFÎPT DPNQFUJUJWPT QBSB QSPEVUPT EJTQPOÓWFJT QPS WFOEFEPSFT UFSDFJSJ[BEPT KVOUP DPN MJTUBT EF QSPEVUPT QBESÍP " FTUSBUÏHJB JOJDJBMNFOUF HVJBEB QFMB OFDFTTJEBEF EF DPNQFUJS DPN P F#BZ GPJ BKVTUBEB QBSB TF BMJOIBS DPN P GPDP FTUSBUÏHJDP EB "NB[PO FN QSFÎPT CBJYPT &TUFOEFOEP P NPEFMP BJOEB NBJT B "NB[PO DPNFÎPV B WFOEFS QSPEVUPT VTBEPT QPS NFJP EF GFJSBT EF WFOEFEPSFT GPSOFDFOEP PVUSP GMVYP EF SFDFJUB TFN RVBMRVFS JNQBDUP FN TVB DBEFJSB EF GPSOFDFEPSFT 1SPQBHBOEB FNCBMBHFN F FOWJP TÍP GFJUPT FYDMVTJWBNFOUF QFMPT WFOEFEPSFT DPN B "NB[PO GJDBOEP DPN VNB GBUJB EB USBOTBÎÍP QPS GPSOFDFS P DBOBM EF WFOEBT DPN DVTUP NÓOJNP &N P TFSWJÎP "NB[PO .BSLFUQMBDF HFSPV EF SFDFJUB .&3*/0 DPN UPUBM EF WFOEBT VOJUÈSJBT DSFTDFOEP FN SFMBÎÍP BP BOP BOUFSJPS #30)"/

"P SFDPOTJEFSBS DPNP EFGJOJNPT F NFEJNPT P BQSFOEJ[BEP WBMJEBEP QPEFNPT DPNFÎBS B UFTUBS F DPNVOJDBS TF F RVBOEP OPTTBT JOJDJBUJWBT FTUÍP HBOIBOEP GPSÎB "P FYQFSJNFOUBSNPT 5.4 TRANSIÇÃO ENTRE HORIZONTES PARA CRESCER E TRANSFORMAR

149

DPOUJOVBNFOUF DPN OPTTPT DMJFOUFT F NPWFOEP OPTTB ÁOJDB .ÏUSJDB RVF *NQPSUB P NBJT SÈQJEP F CBSBUP QPTTÓWFM QPEFNPT MJNJUBS OPTTP JOWFTUJNFOUP SFEV[JS SJTDPT BTTPDJBEPT F NBYJNJ[BS P BQSFOEJ[BEP 6NB BCPSEBHFN EF EFTFOWPMWJNFOUP EF QSPEVUP CBTFBEB FN FWJEÐODJB GPSOFDF TFHVSBOÎB DPOUFYUP F EÈ DPCFSUVSB QBSB TUBLFIPMEFST F Ï VN DBUBMJ[BEPS QBSB B NVEBOÎB FN HSBOEFT PSHBOJ[BÎÜFT

$0/$-64°0 " DPOUBCJMJEBEF QBSB JOPWBÎÍP GPSOFDF VNB FTUSVUVSB EF USBCBMIP QBSB NFEJS P QSPHSFTTP OP DPOUFYUP EP )PSJ[POUF PV TFKB TPC DPOEJÎÜFT EF FYUSFNB JODFSUF[B &MB Ï QSPKFUBEB QBSB SFVOJS PT QSJODJQBJT JOEJDBEPSFT EP DSFTDJNFOUP GVUVSP EB JEFJB QBSB RVF QPTTBNPT FMJNJOBS BRVFMFT RVF OÍP TFSÍP CFNTVDFEJEPT OP )PSJ[POUF /ØT JEFOUJGJDBNPT BT USÐT ÈSFBTDIBWFT B TFSFN DPOTJEFSBEBT OFTTF FTUÈHJP 1SJNFJSP EFWFNPT BDIBS DMJFOUFT RVF BUVFN DPNP DPDSJBEPSFT EF WBMPS 6TBNPT TFV GFFECBDL QBSB FYQFSJNFOUBS F SFGJOBS OPTTB QSPQPTUB EF WBMPS BOUFT EF NJSBS FN VN NFSDBEP NBJPS 4FHVOEP GPDBNPT FN BQSFOEJ[BEP FN WF[ EF SFDFJUB BP FTUSFJUBSNPT OPTTP GPDP OP DMJFOUF F WBMJEBSNPT DBEB TVQPTJÎÍP EF OPTTB TPMVÎÍP /ÍP QSFDJTBNPT DPOTUSVJS SFRVJTJUPT QSFDJTBNPT SFTQPOEFS RVFTUÜFT TPCSF BT GVODJPOBMJEBEFT EFTFKBEBT EF OPTTP QSPEVUP 'JOBMNFOUF GPDBNPT FN FOHBKBNFOUP EP VTVÈSJP FN WF[ EF HBOIP GJOBODFJSP DPN NBJT VTVÈSJPT TBUJTGFJUPT WJSÈ NBJT SFDFJUB PV RVBMRVFS PVUSP WBMPS RVF FTQFSBNPT PCUFS QBSB OPTTB PSHBOJ[BÎÍP &ORVBOUP NFMIPSBNPT OPTTP FOUFOEJNFOUP TPCSF OPTTPT VTVÈSJPT F PQPSUVOJEBEF EF QSPEVUPT QPEFNPT EFDJEJS FN VN NPEFMP EF NPOFUJ[BÎÍP QBSB BTTFHVSBS P TVDFTTP DPOUÓOVP QBSB P QSPEVUP 150

5.5 CONCLUSÃO

&YQMPSF i1SFWJTÍP Ï EJGÓDJM FTQFDJBMNFOUF TPCSF P GVUVSPw /JFMT #PIS

/B 1BSUF ** NPTUSBNPT DPNP JOWFTUJHBS OPWBT PQPSUVOJEBEFT TFKB EF QPUFODJBJT QSPEVUPT PV EF TFSWJÎPT F GFSSBNFOUBT JOUFSOBT /FTUB QBSUF WFSFNPT DPNP FYQMPSBS JEFJBT WBMJEBEBT $PNP EJTDVUJEP OP DBQÓUVMP FTTFT EPJT EPNÓOJPT EFNBOEBN VNB BCPSEBHFN DPNQMFUBNFOUF EJGFSFOUF QBSB HFSFODJBNFOUP F FYFDVÎÍP $POUVEP BNCPT TÍP OFDFTTÈSJPT F OB WFSEBEF DPNQMFNFOUBSFT TF RVJTFSNPT FRVJMJCSBS P QPSUGØMJP EF OPTTB FNQSFTB EF NBOFJSB FGJDB[ F OPT BEBQUBS B VN BNCJFOUF EF OFHØDJPT FN DPOTUBOUF NVEBOÎB &TQFSBNPT RVF WPDÐ FTUFKB MFOEP FTUB QBSUF QPSRVF TBJV DPN TVDFTTP EP EPNÓOJP EB JOWFTUJHBÎÍP NBT Ï QSPWÈWFM RVF WPDÐ FTUFKB BRVJ QPSRVF QBSUJDJQPV EF VN HSBOEF QSPHSBNB EF USBCBMIP FN VNB FNQSFTB RVF TF FTUBCFMFDFV EB NBOFJSB USBEJDJPOBM "TTJN FTUB QBSUF EP MJWSP EFTDSFWF QSJODJQBMNFOUF DPNP NVEBS B NBOFJSB DPN B RVBM DPOEV[JNPT F HFSFODJBNPT UBJT QSPHSBNBT EF USBCBMIP FN MBSHB FTDBMB EF NPEP RVF FNQPEFSF PT FNQSFHBEPT F BVNFOUF ESBNBUJDBNFOUF B UBYB QFMB RVBM FOUSFHBNPT QSPEVUPT WBMJPTPT F EF BMUB RVBMJEBEF QBSB PT DPOTVNJEPSFT .BT BOUFT EF DPNFÎBSNPT EFWFNPT FOUFOEFS OPTTB DPOEJÎÍP BUVBM /P DPOUFYUP FNQSFTBSJBM P USBCBMIP QMBOFKBEP Ï OPSNBMNFOUF QSJPSJ[BEP QPS NFJP EF VN QMBOFKBNFOUP QPS EFQBSUBNFOUP PV DFOUSBMJ[BEP F QSPDFTTP EF PSÎBNFOUP 1SPKFUPT BQSPWBEPT FOUÍP QBTTBN QFMP QSPDFTTP EF EFTFOWPMWJNFOUP BOUFT EF FOUSBSFN OP BS

PV TFSFN MJCFSBEPT QBSB QSPEVÎÍP .FTNP FN PSHBOJ[BÎÜFT RVF BEPUBSBN NÏUPEPT EF EFTFOWPMWJNFOUP ÈHFJT P GMVYP EF WBMPS OFDFTTÈSJP QBSB FOUSFHBS VN QSPKFUP HFSBMNFOUF MFNCSB B GJHVSB BEJBOUF RVF EFTDSFWFNPT DPNP iXBUFSTDSVNGBMMw

0 UFSNP iXBUFSTDSVNGBMMw GPJ DVOIBEP QPS 'PSSFTUFS 3FTFBSDI 6N GMVYP EF WBMPS Ï EFGJOJEP DPNP iB TFRVÐODJB EF BUJWJEBEFT RVF VNB PSHBOJ[BÎÍP GB[ QBSB FOUSFHBS VN QFEJEP EF DMJFOUFw ."35*/ 045&3-*/( Q 'BMBNPT TPCSF GMVYPT EF WBMPS OP DBQÓUVMP

/PT DBTPT FN RVF VNB PV NBJT EFTUBT GBTFT TÍP UFSDFJSJ[BEBT EFWFNPT UBNCÏN QBTTBS QFMP QSPDFTTP EF BRVJTJÎÍP BOUFT EF QSPDFEFS QBSB BT GBTFT EF QSPKFUP F EFTFOWPMWJNFOUP EFQPJT EB BQSPWBÎÍP %FWJEP B FTTF QSPDFTTP TFS POFSPTP UFOEFNPT B EJWJEJS P USBCBMIP FN MPUFT DSJBOEP HSBOEFT QSPHSBNBT RVF BHSBWBN BJOEB NBJT PT QSPCMFNBT DPN P QBSBEJHNB EP QSPKFUP

'JHVSB 8BUFSTDSVNGBMM

&TUF QBSBEJHNB CBTFBEP FN QSPKFUP QBSB FYFDVUBS EFTFOWPMWJNFOUP EF TPGUXBSF FN MBSHB FTDBMB UFN TVB PSJHFN OP DPNQMFYP NJMJUBSJOEVTUSJBM EPT &TUBEPT 6OJEPT QØT4FHVOEB

(VFSSB .VOEJBM FN RVF P TPGUXBSF GPJ DSVDJBM QBSB DPOTUSVJS VNB OPWB HFSBÎÍP EF BWJÜFT TJTUFNBT EF NÓTTFJT F BFSPOBWFT RVF UJOIBN FTTFODJBMNFOUF VN DMJFOUF P HPWFSOP BNFSJDBOP /ÍP Ï DPJODJEÐODJB RVF P UFSNP iFOHFOIBSJB EF TPGUXBSFw GPJ DVOIBEP FN VNB DPOGFSÐODJB EB 05"/ FN RVF GPJ DPOWPDBEB QBSB SFTPMWFS DPNP GPSNBMJ[BS P EFTFOWPMWJNFOUP EF TPGUXBSF FN MBSHB FTDBMB IUUQIPNFQBHFTDTODMBDVLCSJBOSBOEFMM/"50 0 QBSBEJHNB USBEJDJPOBM DFOUSBMJ[BEP EF QSPKFUP TUBHFHBUF GPJ QSPKFUBEP FN VNB ÏQPDB NBJT TJNQMFT 1SPEVUPT OÍP FOUSFHBWBN WBMPS BUÏ RVF FTUJWFTTFN DPNQMFUBNFOUF QSPEV[JEPT F FMFT OÍP QSFDJTBWBN NVEBS TVCTUBODJBMNFOUF EVSBOUF TFV DJDMP EF WJEB 5BNCÏN UÓOIBNPT VN BMUP HSBV EF DPOGJBOÎB FN RVF OÍP QSFDJTBSÓBNPT NVEBS B FTQFDJGJDBÎÍP TJHOJGJDBOUFNFOUF FN SFTQPTUB B OPWBT JOGPSNBÎÜFT EFTDPCFSUBT EVSBOUF B DPOTUSVÎÍP EP QSPEVUP /FOIVN EFTTFT DSJUÏSJPT TF BQMJDB B TJTUFNBT EF TPGUXBSF IPKF FN EJB F P QPEFS EP TPGUXBSF EFSJWB EP GBUP EF RVF Ï CBSBUP GB[FS QSPUØUJQP F BMUFSÈMP &N FTQFDJBM KÈ RVF GSFRVFOUFNFOUF FTUBNPT FSSBEPT TPCSF P RVF PT VTVÈSJPT EF OPTTPT QSPEVUPT F TJTUFNBT WÍP BDIBS WBMJPTP QMBOFKBS HSBOEFT QSPHSBNBT EF USBCBMIP DPN NFTFT EF BOUFDFEÐODJB MFWB B HSBOEFT EFTQFSEÓDJPT F BOJNPTJEBEF &N WF[ EF UFOUBS NFMIPSBS FN QSFWFS P GVUVSP EFWFSÓBNPT NFMIPSBS OPTTB DBQBDJEBEF EF OPT BEBQUBSNPT SBQJEBNFOUF F FGFUJWBNFOUF B OPWBT JOGPSNBÎÜFT FTUB Ï VNB SFJWJOEJDBÎÍPDIBWF EB PCSB EF /BTTJN 5BMFC 0 QBSBEJHNB NPEFSOP FOYVUP F ÈHJM RVF BQSFTFOUBNPT QBSB FYFDVUBS QSPHSBNBT EF USBCBMIP FN MBSHB FTDBMB EJTDVUJEPT OFTUB QBSUF Ï SFTVMUBEP EF USBCBMIBS F FTUVEBS VN NPOUF EF PSHBOJ[BÎÜFT RVF QSFDJTBN UJSBS P EFTFOWPMWJNFOUP EF TPGUXBSF EP DBNJOIP DSÓUJDP &MBT RVFSFN TF NPWFS SBQJEBNFOUF FN HSBOEF FTDBMB EFUFDUBS TJOBJT GSBDPT OP NFSDBEP F FYQMPSÈMPT SBQJEBNFOUF *TTP Ï P RVF QFSNJUF RVF FMBT GPSOFÎBN NFMIPS TFSWJÎP QBSB P DPOTVNJEPS

CAPÍTULO 6

*.1-&.&/5& &/53&(" $0/5¶/6"

i0 QBSBEPYP Ï RVF RVBOEP PT HFSFOUFT GPDBN FN QSPEVUJWJEBEF NFMIPSJBT EF MPOHP QSB[P SBSBNFOUF TÍP GFJUBT 1PS PVUSP MBEP RVBOEP HFSFOUFT GPDBN FN RVBMJEBEF B QSPEVUJWJEBEF NFMIPSB DPOUJOVBNFOUFw +PIO 4FEEPO

/B NBJPSJB EBT FNQSFTBT KÈ FTUBCFMFDJEBT IÈ VNB EJTUJOÎÍP FOUSF QFTTPBT RVF DPOTUSPFN F PQFSBN PT TJTUFNBT GSFRVFOUFNFOUF DIBNBEPT EF i5*w F BRVFMFT RVF EFDJEFN P RVF P TJTUFNB EFWF GB[FS F GB[FN BT EFDJTÜFT TPCSF JOWFTUJNFOUP GSFRVFOUFNFOUF DIBNBEPT EF iP OFHØDJPw &TUFT OPNFT TÍP SFMÓRVJBT EF VNB FSB QBTTBEB FN RVF B 5* FSB DPOTJEFSBEB VN DVTUP OFDFTTÈSJP QBSB NFMIPSBS FGJDJÐODJBT EP OFHØDJP F OÍP VN DSJBEPS EF WBMPS QBSB DMJFOUFT FYUFSOPT BUSBWÏT EB DSJBÎÍP EF QSPEVUPT F TFSWJÎPT &TUFT OPNFT F B TFQBSBÎÍP GVODJPOBM UÐN TPCSFWJWJEP FN NVJUBT PSHBOJ[BÎÜFT BTTJN DPNP UBNCÏN P SFMBDJPOBNFOUP FOUSF FMFT F B NFOUBMJEBEF RVF GSFRVFOUFNFOUF WFN DPN FTUF SFMBDJPOBNFOUP 1PS GJN OØT WJTBNPT SFNPWFS FTUB EJTUJOÎÍP &N PSHBOJ[BÎÜFT BUVBJT EF BMUP EFTFNQFOIP QFTTPBT RVF QSPKFUBN DPOTUSPFN F PQFSBN QSPEVUPT CBTFBEPT FN TPGUXBSF TÍP QBSUF JOUFHSBM EP OFHØDJP TÍP EBEBT B FMBT F FMBT BDFJUBN SFTQPOTBCJMJEBEFT QPS 6 IMPLEMENTE ENTREGA CONTÍNUA

157

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PV VN FTQPSUF /ØT RVFSFNPT GB[FS EB NFMIPSJB DPOUÓOVB VN IÈCJUP QPJT RVBOEP FODBSBNPT VN BNCJFOUF POEF P DBNJOIP BUÏ P PCKFUJWP Ï JODFSUP OØT UFNPT VNB SPUJOB JOTUJOUJWB F JODPOTDJFOUF QBSB HVJBS OPTTP DPNQPSUBNFOUP /B 5PZPUB VNB EBT QSJODJQBJT UBSFGBT EPT HFSFOUFT Ï FOTJOBS P 164 6.2 DIMINUA OS CUSTOS ATRAVÉS DA INOVAÇÃO CONTÍNUA DE PROCESSOS USANDO MELHORIA KATA

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&OUFOEB B EJSFÎÍP /ØT DPNFÎBNPT QPS FOUFOEFS B EJSFÎÍP " EJSFÎÍP Ï EFSJWBEB EB WJTÍP FTUBCFMFDJEB QFMB MJEFSBOÎB EB PSHBOJ[BÎÍP 6NB CPB WJTÍP Ï BRVFMB RVF Ï JOTQJSBEPSB F QPUFODJBMNFOUF JOBMDBOÎÈWFM OB QSÈUJDB 1PS FYFNQMP B WJTÍP EF MPOHP QSB[P QBSB BT PQFSBÎÜFT QSPEVUJWBT EB 5PZPUB Ï i'MVYP EF VNB QFÎB BP NFOPS DVTUP QPTTÓWFMw /P MJWSP -FBEJOH -FBO 4PGUXBSF %FWFMPQNFOU .BSZ F 5PN 1PQQFOEJFDL 6.2 DIMINUA OS CUSTOS ATRAVÉS DA INOVAÇÃO CONTÍNUA DE PROCESSOS USANDO MELHORIA KATA 165

RVBESP EFTDSFWFN RVF 1BVM 0/FJMM FTUBCFMFDFV RVF P PCKFUJWP QBSB B "MDPB TFSJB i4FHVSBOÎB QFSGFJUB QBSB UPEBT BT QFTTPBT RVF UFN RVBMRVFS SFMBÎÍP DPN B "MDPBw BTTJN RVF BTTVNJV DPNP $&0 FN "T QFTTPBT QSFDJTBN FOUFOEFS RVF FMBT EFWFN TFNQSF FTUBS USBCBMIBOEP FN EJSFÎÍP Ë WJTÍP F RVF OVODB FTUBSÍP DPNQMFUPT DPN NFMIPSJBT /ØT WBNPT FODPOUSBS QSPCMFNBT Ë NFEJEB RVF OPT NPWFNPT FN EJSFÎÍP Ë WJTÍP " EJDB Ï USBUÈMPT DPNP PCTUÈDVMPT B TFSFN SFNPWJEPT QPS NFJP EF FYQFSJNFOUBÎÍP FN WF[ EF PQPTJÎÜFT Ë FYQFSJNFOUBÎÍP F Ë NVEBOÎB #BTFBEPT OB OPTTB WJTÍP F TFHVJOEP P $PNBOEP EF .JTTÍP OØT EFWFNPT FOUFOEFS B EJSFÎÍP FN RVF FTUBNPT USBCBMIBOEP OP OÓWFM PSHBOJ[BDJPOBM F OP OÓWFM EF GMVYP EF WBMPS 0 PCKFUJWP QPEFSJB TFS SFQSFTFOUBEP OB GPSNB EF NBQB EF GMVYP EF WBMPS EF FTUBEP GVUVSP WFKB NBJT OP DBQÓUVMP TPCSF NBQFBNFOUP EF GMVYPT EF WBMPS &MF EFWF SFTVMUBS FN VN SFTVMUBEP NFOTVSÈWFM QBSB PT OPTTPT DMJFOUFT F OØT EFWFNPT QMBOFKBS BMDBOÎÈMP FOUSF TFJT NFTFT B USÐT BOPT

1MBOFKBOEP DPNQSFFOEB B BUVBM DPOEJÎÍP F FTUBCFMFÎB VNB DPOEJÎÍPBMWP %FQPJT RVF OØT FOUFOEFNPT B EJSFÎÍP OPT OÓWFJT PSHBOJ[BDJPOBJT F EF GMVYP EF WBMPS OØT JODSFNFOUBMNFOUF F JUFSBUJWBNFOUF OPT NPWFNPT QBSB P OÓWFM EF QSPDFTTPT 3PUIFS SFDPNFOEB FTUBCFMFDFS DPOEJÎÜFTBMWP FN VN IPSJ[POUF FOUSF VNB TFNBOB B USÐT NFTFT DPN VNB QSFGFSÐODJB QPS IPSJ[POUFT NBJT DVSUPT QBSB JOJDJBOUFT 1BSB UJNFT RVF KÈ FTUÍP VTBOEP NÏUPEPT JUFSBUJWPT F JODSFNFOUBJT QBSB GB[FS EFTFOWPMWJNFOUP EF QSPEVUPT GB[ TFOUJEP VTBS PT NFTNPT NBSDPT EF JUFSBÎÍP PV TQSJOU UBNCÏN QBSB BT JUFSBÎÜFT EF EFTFOWPMWJNFOUP EF QSPEVUP F .FMIPSJB ,BUB 5JNFT VTBOEP NÏUPEPT CBTFBEPT FN GMVYP DPNP ,BOCBO RVF WFNPT OP DBQÓUVMP F FOUSFHB DPOUÓOVB EFTDSJUP OP DBQÓUVMP QPEFN DSJBS JUFSBÎÜFT 166 6.2 DIMINUA OS CUSTOS ATRAVÉS DA INOVAÇÃO CONTÍNUA DE PROCESSOS USANDO MELHORIA KATA

EF .FMIPSJBT ,BUB OP OÓWFM EF QSPHSBNB "TTJN DPNP UPEPT PT NÏUPEPT JUFSBUJWPT EF EFTFOWPMWJNFOUP EF QSPEVUPT BT JUFSBÎÜFT EBT .FMIPSJBT ,BUB FOWPMWFN VNB QBSUF EF QMBOFKBNFOUP F VNB QBSUF EF FYFDVÎÍP "RVJ P QMBOFKBNFOUP FOWPMWF DPNQSFFOEFS B DPOEJÎÍP BUVBM OP OÓWFM EF QSPDFTTPT F FTUBCFMFDFS VNB DPOEJÎÍPBMWP RVF OØT WJTBNPT BMDBOÎBS BP GJOBM EB QSØYJNB JUFSBÎÍP "OBMJTBOEP B DPOEJÎÍP BUVBM iÏ GFJUB QBSB PCUFS PT GBUPT F EBEPT RVF WPDÐ QSFDJTB QBSB FOUÍP EFTDSFWFS B QSØYJNB DPOEJÎÍPBMWP BQSPQSJBEB 0 RVF WPDÐ FTUÈ GB[FOEP Ï UFOUBS FODPOUSBS P QBESÍP BUVBM EF PQFSBÎÍP BTTJN WPDÐ QPEF FTUBCFMFDFS VN QBESÍP EF PQFSBÎÍP EFTFKBEP VNB DPOEJÎÍPBMWP w 305)&3 " DPOEJÎÍPBMWP iEFTDSFWF FN EFUBMIFT NFOTVSÈWFJT DPNP WPDÐ RVFS RVF VN QSPDFTTP GVODJPOF <² VNB> EFTDSJÎÍP F FTQFDJGJDBÎÍP EP QBESÍP EF PQFSBÎÍP RVF WPDÐ RVFS RVF VN QSPDFTTP PV TJTUFNB UFOIB FN VNB EBUB GVUVSBw 305)&3 0 UJNF DPNQSFFOEF B DPOEJÎÍP BUVBM F FTUBCFMFDF VNB DPOEJÎÍP BMWP KVOUPT 1PSÏN OB GBTF EF QMBOFKBNFOUP P UJNF OÍP QMBOFKB DPNP NPWFSTF Ë DPOEJÎÍPBMWP /B .FMIPSJB ,BUB BT QFTTPBT RVF SFBMJ[BN P USBCBMIP FNQFOIBNTF FN BMDBOÎBS VNB DPOEJÎÍPBMWP SFBMJ[BOEP VNB TÏSJF EF FYQFSJNFOUPT OÍP TFHVJOEP VN QMBOP " DPOEJÎÍPBMWP JEFOUJGJDB P QSPDFTTP TFOEP BUBDBEP FTUBCFMFDF VNB EBUB FN RVF OØT WJTBNPT BMDBOÎBS B DPOEJÎÍP EFUFSNJOBEB F FTQFDJGJDB EFUBMIFT NFOTVSÈWFJT EP QSPDFTTP RVF OØT RVFSFNPT RVF FYJTUB &YFNQMPT EF DPOEJÎÜFTBMWP JODMVFN MJNJUFT EP USBCBMIP FN BOEBNFOUP 8*1

B JNQMFNFOUBÎÍP EF VN ,BOCBO PV VN QSPDFTTP EF JOUFHSBÎÍP DPOUÓOVB P OÞNFSP EF CPBT DPNQJMBÎÜFT RVF RVFSFNPT BMDBOÎBS QPS EJB F BTTJN QPS EJBOUF

"MDBOÎBOEP B DPOEJÎÍPBMWP 6.2 DIMINUA OS CUSTOS ATRAVÉS DA INOVAÇÃO CONTÍNUA DE PROCESSOS USANDO MELHORIA KATA 167

+È RVF FTUBNPT OPT FOHBKBOEP FN VN QSPDFTTP EF JOPWBÎÍP FN DPOEJÎÜFT EF JODFSUF[B OØT OÍP QPEFNPT TBCFS DPN BOUFDJQBÎÍP DPNP OØT BMDBOÎBSFNPT B DPOEJÎÍPBMWP $BCF ËT QFTTPBT SFBMJ[BOEP P USBCBMIP FYFDVUBS VNB TÏSJF EF FYQFSJNFOUPT VTBOEP P $JDMP %FNJOH QMBOFKBS FYFDVUBS WFSJGJDBS BHJS

DPNP EFTDSJUP OP DBQÓUVMP 0T QSJODJQBJT FSSPT RVF BT QFTTPBT GB[FN BP TFHVJS P $JDMP %FNJOH TÍP FYFDVUÈMP EF NBOFJSB NVJUP JOGSFRVFOUF F UPNBS NVJUP UFNQP QBSB DPNQMFUBS VN DJDMP $PN B .FMIPSJB ,BUB UPEPT EFWFN SFBMJ[BS FYQFSJNFOUPT OP EJB B EJB 5PEPT PT EJBT BT QFTTPBT EP UJNF EFWFN SFTQPOEFS BT DJODP RVFTUÜFT B TFHVJS 305)&3 2VBM Ï DPOEJÎÍPBMWP 2VBM Ï B SFBM DPOEJÎÍP BHPSB 2VBJT TÍP PT PCTUÈDVMPT RVF WPDÐ QFOTB FTUBSFN JNQFEJOEP OPT EF BMDBOÎBS B DPOEJÎÍPBMWP 2VBJT EFMFT WPDÐ FTUÈ BUBDBOEP BHPSB 2VBM P TFV QSØYJNP QBTTP $PNFDF P DJDMP QMBOFKBS FYFDVUBSWFSJGJDBSBHJS 0 RVF WPDÐ FTQFSB 2VBOEP OØT QPEFNPT WFS P RVF BQSFOEFNPT DPN P QBTTP RVF UPNBNPT ® NFEJEB RVF DPOUJOVBNFOUF SFQFUJNPT P DJDMP OØT SFGMFUJNPT OP ÞMUJNP QBTTP RVF UPNBNPT QBSB JOUSPEV[JS NFMIPSJBT 0 RVF OØT FTQFSÈWBNPT 0 RVF SFBMNFOUF BDPOUFDFV 0 RVF OØT BQSFOEFNPT /ØT EFWFNPT USBCBMIBS OP NFTNP PCTUÈDVMP QPS WÈSJPT EJBT &TUB BCPSEBHFN FYQFSJNFOUBM KÈ Ï DFOUSBM FN DPNP FOHFOIFJSPT F EFTJHOFST USBCBMIBN %FTJHOFST RVF DSJBN F UFTUBN QSPUØUJQPT QBSB SFEV[JS P UFNQP RVF VN VTVÈSJP QSFDJTB QBSB DPNQMFUBS VNB UBSFGB FTUÍP FOHBKBEPT FYBUBNFOUF OFTUF QSPDFTTP 1BSB EFTFOWPMWFEPSFT EF TPGUXBSF RVF VTBN EFTFOWPMWJNFOUP PSJFOUBEP B UFTUFT 5%%

UPEB MJOIB EF DØEJHP EF QSPEVÎÍP FTDSJUB Ï FTTFODJBMNFOUF QBSUF EF VN

168 6.2 DIMINUA OS CUSTOS ATRAVÉS DA INOVAÇÃO CONTÍNUA DE PROCESSOS USANDO MELHORIA KATA

FYQFSJNFOUP QBSB GB[FS VN UFTUF VOJUÈSJP QBTTBS *TUP Ï EF GBUP VN QBTTP OP DBNJOIP EF BVNFOUBS P WBMPS FOUSFHVF QFMP QSPHSBNB RVF QPEF TFS FTQFDJGJDBEP OB GPSNB EF DPOEJÎÍPBMWP DPNP OØT EFTDSFWFNPT OP DBQÓUVMP " .FMIPSJB ,BUB Ï VNB TJNQMFT HFOFSBMJ[BÎÍP EFTUB BCPSEBHFN QBSB NFMIPSJB DPNCJOBEB DPN B BQMJDBÎÍP FN NÞMUJQMPT OÓWFJT EB PSHBOJ[BÎÍP DPNP OØT EJTDVUJSFNPT RVBOEP BQSFTFOUBNPT B FTUSBUÏHJB EF JNQMBOUBÎÍP OP DBQÓUVMP

$PNP B .FMIPSJB ,BUB Ï EJGFSFOUF EF PVUSBT NFUPEPMPHJBT 7PDÐ QPEF QFOTBS OB .FMIPSJB ,BUB DPNP VNB NFUBNFUPEPMPHJB KÈ RVF FMB OÍP TF BQMJDB B OFOIVN EPNÓOJP FN QBSUJDVMBS OFN EJ[ B WPDÐ P RVF GB[FS /ÍP Ï VN HVJB FN WF[ EJTTP BTTJN DPNP P NÏUPEP ,BOCBO FOTJOB PT UJNFT B DPNP FWPMVJS P TFV QSØQSJP HVJB /FTUF TFOUJEP EJGFSFODJBTF EF PVUSBT QMBUBGPSNBT F NFUPEPMPHJBT ÈHFJT $PN B .FMIPSJB ,BUB OÍP IÈ B OFDFTTJEBEF EF GB[FS QSPDFTTPT FYJTUFOUFT BEBQUBSFNTF BP FTQFDJGJDBEPT OB NFUPEPMPHJB FTQFSBTF RVF QSPDFTTPT F QSÈUJDBT RVF WPDÐ KÈ VTB FWPMVBN BP MPOHP EP UFNQP &TUB Ï B FTTÐODJB EF ÈHJM UJNFT OÍP TF UPSOBN ÈHFJT BP TFHVJS VNB NFUPEPMPHJB &N WF[ EJTTP UJNFT WFSEBEFJSBNFOUF ÈHFJT TÍP PT UJNFT RVF FTUÍP DPOTUBOUFNFOUF USBCBMIBOEP QBSB FWPMVJS TFVT QSPDFTTPT QBSB MJEBS DPN PCTUÈDVMPT QPOUVBJT RVF FMFT FOGSFOUBN B RVBMRVFS NPNFOUP

6.2 DIMINUA OS CUSTOS ATRAVÉS DA INOVAÇÃO CONTÍNUA DE PROCESSOS USANDO MELHORIA KATA 169

"13&/%*;"%0 %& $*$-0 4*.1-&4 & "13&/%*;"%0 %& $*$-0 %61-0 .VEBS B NBOFJSB DPNP QFOTBNPT F OPT DPNQPSUBNPT FN SFMBÎÍP Ë GBMIB Ï DSVDJBM QBSB VN BQSFOEJ[BEP FGFUJWP *TUP Ï P RVF EJGFSFODJB P BQSFOEJ[BEP EF DJDMP TJNQMFT F P BQSFOEJ[BEP EF DJDMP EVQMP WFKB B GJHVSB BEJBOUF &TUFT UFSNPT GPSBN DVOIBEPT QFMP UFØSJDP EF OFHØDJPT $ISJT "SHZSJT RVF PT TVNBSJ[B DPNP i2VBOEP VN FSSP EFUFDUBEP F DPSSJHJEP QFSNJUF RVF B PSHBOJ[BÎÍP DPOUJOVF DPN BT QPMÓUJDBT QSFTFOUFT F BMDBODF PT PCKFUJWPT QSFTFOUFT FOUÍP FTUF QSPDFTTP EF FSSPF DPSSFÎÍP Ï VN BQSFOEJ[BEP EF DJDMP TJNQMFT "QSFOEJ[BEP EF DJDMP TJNQMFT Ï DPNP VN UFSNPTUBUP RVF QFSDFCF RVBOEP FTUÈ NVJUP RVFOUF PV NVJUP GSJP F MJHB PV EFTMJHB P BRVFDFEPS 0 UFSNPTUBUP QPEF SFBMJ[BS FTUB UBSFGB QPSRVF QPEF SFDFCFS JOGPSNBÎÍP B UFNQFSBUVSB EB TBMB F UPNBS B BÎÍP DPSSFUJWB "QSFOEJ[BEP EF DJDMP EVQMP PDPSSF RVBOEP VN FSSP Ï EFUFDUBEP F B TVB DPSSFÎÍP FOWPMWF B NPEJGJDBÎÍP EF OPSNBT QPMÓUJDBT F PCKFUJWPT CÈTJDPT EB PSHBOJ[BÎÍPw "3(:3*4 4$)½/ Q o "SHZSJT EFGFOEF RVF B QSJODJQBM CBSSFJSB QBSB P BQSFOEJ[BEP EF DJDMP EVQMP Ï B EFGFOTJWJEBEF RVBOEP DPOGSPOUBEPT DPN FWJEÐODJB EF RVF OØT QSFDJTBNPT EF NVEBOÎB OB OPTTB NBOFJSB EF QFOTBS P RVF QPEF BDPOUFDFS UBOUP OPT OÓWFJT JOEJWJEVBJT F PSHBOJ[BDJPOBJT /ØT EJTDVUJNPT DPNP TVQFSBS B BOTJFEBEF F EFGFOTJWJEBEF OP DBQÓUVMP

170 6.2 DIMINUA OS CUSTOS ATRAVÉS DA INOVAÇÃO CONTÍNUA DE PROCESSOS USANDO MELHORIA KATA

'JHVSB "QSFOEJ[BEP EF DJDMP TJNQMFT F BQSFOEJ[BEP EF DJDMP EVQMP

2VBOEP WPDÐ QSBUJDB B .FMIPSJB ,BUB B NFMIPSJB EF QSPDFTTPT TF UPSOB USBCBMIP QMBOFKBEP TJNJMBS B DPOTUSVJS JODSFNFOUPT FN QSPEVUPT " DIBWF Ï RVF OØT OÍP QMBOFKBNPT DPNP OØT WBNPT BMDBOÎBS B DPOEJÎÍPBMWP OFN DSJBNPT ÏQJDPT GVODJPOBMJEBEFT IJTUØSJBT PV UBSFGBT &N WF[ EJTTP PT UJNFT SFTPMWFN BUSBWÏT EF FYQFSJNFOUBÎÍP BP MPOHP EF VNB JUFSBÎÍP

6.2 DIMINUA OS CUSTOS ATRAVÉS DA INOVAÇÃO CONTÍNUA DE PROCESSOS USANDO MELHORIA KATA 171

*.1-"/5"/%0 " .&-)03*" ,"5" 0 USBCBMIP EF 3PUIFS OB .FMIPSJB ,BUB GPJ VN SFTVMUBEP EJSFUP EB TVB QFTRVJTB TPCSF DPNP BT QFTTPBT TF UPSOBWBN HFSFOUFT OB 5PZPUB /ÍP IÈ USFJOBNFOUP GPSNBM OFN IÈ BMHVNB JOTUSVÎÍP FYQMÓDJUB $POUVEP QBSB UPSOBSTF VN HFSFOUF OB 5PZPUB B QFTTPB EFWF UFS QSJNFJSP USBCBMIBEP OP DIÍP EF GÈCSJDB F BTTJN QBSUJDJQBEP EB .FMIPSJB ,BUB "USBWÏT EFTUF QSPDFTTP HFSFOUFT SFDFCFN USFJOBNFOUP JNQMÓDJUP FN DPNP UPSOBSTF VN HFSFOUF OB 5PZPUB *TUP BQSFTFOUB VN QSPCMFNB QBSB BT QFTTPBT RVF RVFSFN BQSFOEFS B HFSFODJBS EFTUB NBOFJSB PV BEPUBS PT QBESÜFT EB .FMIPSJB ,BUB *TUP UBNCÏN Ï VN QSPCMFNB QBSB B 5PZPUB RVF FTUÈ CVTDBOEP BMDBOÎBS FTDBMB EF NBOFJSB NBJT SÈQJEB EP RVF P QPTTÓWFM BUSBWÏT EP RVF FGFUJWBNFOUF Ï VN NPEFMP EF BQSFOEJ[ QBSB HFSFOUFT $POTFRVFOUFNFOUF 3PUIFS BQSFTFOUB P $PBDIJOH ,BUB FN DPNQMFNFOUP Ë .FMIPSJB ,BUB &MF Ï QBSUF EB JNQMBOUBÎÍP EB .FMIPSJB ,BUB NBT Ï UBNCÏN VNB NBOFJSB EF GPSNBS QFTTPBT DBQB[FT EF USBCBMIBS DPN .FMIPSJBT ,BUB JODMVTJWF HFSFOUFT 3PUIFS EJTQPOJCJMJ[PV VN HVJB QBSB JNQMBOUBS B .FMIPSJB ,BUB 5IF *NQSPWFNFOU ,BUB )BOECPPL EJTQPOÓWFM HSBUVJUBNFOUF OP TFV XFCTJUF FN IUUQCJUMZJ#[M:

$0.0 0 5*.& %" )1 -"4&3+&5 *.1-&.&/506 " .&-)03*" ,"5" " EJSFÎÍP FTUBCFMFDJEB QFMB MJEFSBOÎB EB )1 -BTFS+FU GPJ NFMIPSBS B QSPEVUJWJEBEF EPT EFTFOWPMWFEPSFT QPS VN GBUPS EF 172

6.3 COMO O TIME DA HP LASERJET IMPLEMENTOU A MELHORIA KATA

QBSB BTTJN DPMPDBS P GJSNXBSF GPSB EP DBNJOIP DSÓUJDP EP EFTFOWPMWJNFOUP EF QSPEVUPT F SFEV[JS DVTUPT (367&3 Q &MFT UJOIBN USÐT PCKFUJWPT EF BMUP OÓWFM $SJBS VNB QMBUBGPSNB ÞOJDB QBSB TVQPSUBS UPEPT PT FRVJQBNFOUPT .FMIPSBS B RVBMJEBEF F SFEV[JS B RVBOUJEBEF EF FTUBCJMJ[BÎÍP OFDFTTÈSJB BOUFT EF DBEB MJCFSBÎÍP 3FEV[JS B RVBOUJEBEF EF UFNQP VTBEB FN QMBOFKBNFOUP &MFT OÍP TBCJBN PT EFUBMIFT EP DBNJOIP BUÏ FTUFT PCKFUJWPT F OÍP UFOUBSBN EFGJOJMPT " EFDJTÍP DIBWF GPJ USBCBMIBS FN JUFSBÎÜFT F FTUBCFMFDFS DPOEJÎÜFTBMWP QBSB P GJN EF DBEB JUFSBÎÍP EF RVBUSP TFNBOBT " DPOEJÎÍPBMWP QBSB B JUFSBÎÍP BQSPYJNBEBNFOUF BOPT EFOUSP EP EFTFOWPMWJNFOUP EB QMBUBGPSNB 'VUVSF4NBSU TÍP NPTUSBEPT OB GJHVSB BEJBOUF 0 QSJNFJSP QPOUP B PCTFSWBS Ï RVF BT DPOEJÎÜFTBMWP PV iDSJUÏSJP EF TBÓEBw DPNP Ï DPOIFDJEP OP 'VUVSF4NBSU TÍP UPEBT DPOEJÎÜFT NFOTVSÈWFJT %F GBUP FMBT DVNQSFN UPEPT PT FMFNFOUPT EF PCKFUJWPT 4."35 FMFT TÍP FTQFDÓGJDPT NFOTVSÈWFJT BMDBOÎÈWFJT SFMFWBOUFT F DPN MJNJUFT EF UFNQP P MJNJUF QPS WJSUVEF EP QSPDFTTP JUFSBUJWP "MÏN EJTTP NVJUBT EBT DPOEJÎÜFTBMWP OÍP FTUBWBN GPDBEBT FN GVODJPOBMJEBEFT B TFSFN EFTFOWPMWJEBT NBT TJN FN BUSJCVUPT EP TJTUFNB DPNP RVBMJEBEF F FN BUJWJEBEFT QSPKFUBEBT QBSB WBMJEBS FTUFT BUSJCVUPT DPNP UFTUFT BVUPNBUJ[BEPT 'JOBMNFOUF PT PCKFUJWPT QBSB UPEP P QSPHSBNB EJTUSJCVÓEP DPN QFTTPBT QBSB VN ÞOJDP NÐT FSB DBQUVSBEP FN VN GPSNBUP DPODJTP QBSB DBCFS FN VNB ÞOJDB QÈHJOB EF QBQFM TJNJMBS BP NÏUPEP " VTBEP QFMP 4JTUFNB EF 1SPEVÎÍP 5PZPUB $PNP BT DPOEJÎÜFTBMWP TÍP FTDPMIJEBT &MBT TÍP iPCKFUJWPT BHSFTTJWPT RVF P UJNF TFOUF TFSFN QPTTÓWFJT F JNQPSUBOUFT QBSB BMDBOÎBS FN TFNBOBT /ØT UJQJDBNFOUF OPT EJSJHJNPT GPSUFNFOUF


173

QBSB FTUFT PCKFUJWPT EFTBGJBEPSFT NBT OPSNBMNFOUF BDBCBNPT BUJOHJOEP QPS WPMUB EF EP RVF OØT QFOTÈWBNPT RVF QPEÓBNPT BMDBOÎBS OP JOÓDJP EP NÐTw (367&3 Q 'SFRVFOUFNFOUF DPOEJÎÜFTBMWP TFSJBN BMUFSBEBT PV NFTNP SFNPWJEBT TF P UJNF EFTDPCSF RVF UFOUBS BMDBOÎÈMBT SFTVMUB FN DPOTFRVÐODJBT OÍP EFTFKBEBT i² TVSQSFFOEFOUF P RVF WPDÐ BQSFOEF FN VN NÐT F UFN EF BKVTUBS CBTFBEP OP EFTDPCSJNFOUP EVSBOUF P EFTFOWPMWJNFOUPw (367&3 Q

'JHVSB $POEJÎÜFTBMWP QBSB B JUFSBÎÍP (367&3 :06/( '6-()6.

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&N DVMUVSBT PSHBOJ[BDJPOBJT CVSPDSÈUJDBT PV QBUPMØHJDBT OÍP BMDBOÎBS EBT DPOEJÎÜFTBMWP FTQFDJGJDBEBT Ï UJQJDBNFOUF 174


DPOTJEFSBEP VN GSBDBTTP &N VNB DVMUVSB HFSBEPSB FOUSFUBOUP OØT FTQFSBNPT OÍP TFSNPT DBQB[FT EF BMDBOÎBS UPEBT BT DPOEJÎÜFTBMWP 0 QSPQØTJUP EF FTUBCFMFDFS DPOEJÎÜFT BMWP BHSFTTJWBT Ï QBSB SFWFMBS PCTUÈDVMPT QPJT BTTJN QPEFNPT TVQFSÈMPT BUSBWÏT EF NBJT NFMIPSJB EP USBCBMIP 5PEB JUFSBÎÍP EFWF UFSNJOBS DPN VNB SFUSPTQFDUJWB EFTDSJUB OP DBQÓUVMP OB RVBM OØT JOWFTUJHBNPT DPNP QPEFNPT NFMIPSBS 0T SFTVMUBEPT GPSNBN QBSUF EPT EBEPT EF FOUSBEB QBSB BT DPOEJÎÜFTBMWP EB QSØYJNB JUFSBÎÍP 1PS FYFNQMP TF OØT GBMIBNPT FN BMDBOÎBS B DPOEJÎÍPBMWP QBSB P OÞNFSP EF CFOT DPOTUSVÓEPT QFMP TJTUFNB QPS EJB OØT QPEFNPT EFTDPCSJS RVF P QSPCMFNB FTUÈ OP UFNQP QBSB BQSPWJTJPOBS PT BNCJFOUFT EF UFTUF /ØT QPEFNPT FOUÍP FTUBCFMFDFS VNB DPOEJÎÍPBMWP EF SFEV[JS FTUF UFNQP OB QSØYJNB JUFSBÎÍP &TUB BCPSEBHFN Ï VN BTTVOUP DPNVN FN UPEP P QFOTBNFOUP -FBO 0 TVCUÓUVMP EP MJWSP -JEFSBOEP %FTFOWPMWJNFOUP -FBO EF 4PGUXBSF EF .BSZ F 5PN 1PQQFOEJFDL Ï i3FTVMUBEPT OÍP TÍP P QPOUPw &TUB Ï VNB BGJSNBÎÍP QSPWPDBUJWB RVF WBJ BP DPSBÎÍP EB NFOUBMJEBEF -FBO 4F OØT BMDBOÎBNPT P SFTVMUBEP JHOPSBOEP P QSPDFTTP OØT OÍP BQSFOEFNPT DPNP NFMIPSBS P QSPDFTTP 4F OØT OÍP NFMIPSBNPT P QSPDFTTP OØT OÍP QPEFNPT SFQFUJEBNFOUF BMDBOÎBS NFMIPSFT SFTVMUBEPT 0SHBOJ[BÎÜFT RVF DPMPDBN QSPDFTTPT OÍP NPEJGJDÈWFJT RVF UPEPT TÍP PCSJHBEPT B TFHVJS NBT RVF TÍP JHOPSBEPT FN VNB TJUVBÎÍP EF DSJTF GBMIB FN BNCPT PT MBEPT

&TUB BCPSEBHFN BEBQUBUJWB F JUFSBUJWB OÍP Ï OPWB %F GBUP UFN VNB HSBOEF QBSUF FN DPNVN DPN P RVF 5PN (JMC QSPQÙT OP TFV MJWSP EF DIBNBEP 1SJODÓQJPT EF (FTUÍP EF &OHFOIBSJB EF 4PGUXBSF Q


175

i/ØT EFWFNPT FTUBCFMFDFS PCKFUJWPT NFOTVSÈWFJT QBSB DBEB QSØYJNP QFRVFOP QBTTP EF FOUSFHB .FTNP FTUFT TÍP TVTDFUÓWFJT B DPOTUBOUFT NPEJGJDBÎÜFT Ë NFEJEB RVF OØT BQSFOEFNPT TPCSF B SFBMJEBEF 4JNQMFTNFOUF OÍP Ï QPTTÓWFM FTUBCFMFDFS VNB TÏSJF EF PCKFUJWPT GVODJPOBJT EF RVBMJEBEF F EF SFDVSTPT F FTUBS DFSUP EF BMDBOÎÈMPT UPEPT DPNP QMBOFKBEP /ØT EFWFNPT FTUBS QSFQBSBEPT QBSB DPNQSPNFUFS F FRVJMJCSBS /ØT EFWFNPT FOUÍP QSPKFUBS FOHFOIBSJB B TPMVÎÍP UÏDOJDB JNFEJBUB DPOTUSVÓMB UFTUÈMB FOUSFHÈMB F UFS GFFECBDL &TUF GFFECBDL EFWF TFS VTBEP QBSB NPEJGJDBS P QSPKFUP JNFEJBUP TF OFDFTTÈSJP

NPEJGJDBS BT QSJODJQBJT JEFJBT BSRVJUFUVSBJT TF OFDFTTÈSJP

F NPEJGJDBS UBOUP PT PCKFUJWPT EF DVSUP QSB[P DPNP PT EF MPOHP QSB[P TF OFDFTTÈSJP w

176


1-"/&+"/%0 1"3" 0 %&4&/70-7*.&/50 *5&3"5*70 &N HSBOEFT QSPHSBNBT EFNPOTUSBS NFMIPSB EFOUSP EF VNB JUFSBÎÍP SFRVFS JOHFOVJEBEF F EJTDJQMJOB ² DPNVN TFOUJS RVF OØT OÍP QPEFNPT NPTUSBS QSPHSFTTP TJHOJGJDBOUF FN B TFNBOBT 4FNQSF UFOUF FODPOUSBS BMHVNB DPJTB QFRVFOB QBSB BUBDBS QBSB BMDBOÎBS VN QPVDP EF NFMIPSB FN WF[ EF UFOUBS GB[FS BMHVNB DPJTB RVF WPDÐ DSÐ RVF UFSÈ NBJT JNQBDUP NBT RVF UPNBSÈ NBJT UFNQP &TUB OÍP Ï VNB JEFJB OPWB DMBSP »UJNBT FRVJQFT UÐN USBCBMIBEP EFTUB GPSNB QPS EÏDBEBT 6N DBTP DPOIFDJEP Ï P QSPKFUP EP "QQMF .BDJOUPTI FN RVF VN UJNF EF BQSPYJNBEBNFOUF QFTTPBT MPDBMJ[BEBT FN VN ÞOJDP FEJGÓDJP QSPKFUPV P IBSEXBSF P TJTUFNB PQFSBDJPOBM F BT BQMJDBÎÜFT QBSB P RVF WJSJB B TFS VN QSPEVUP JNQPSUBOUÓTTJNP EB "QQMF 0T UJNFT JOUFHSBWBN GSFRVFOUFNFOUF P IBSEXBSF TJTUFNB PQFSBDJPOBM F TPGUXBSF QBSB NPTUSBS QSPHSFTTP 0 QSPKFUJTUB EF IBSEXBSF #VSSFMM 4NJUI FNQSFHPV DIJQT MØHJDPT QSPHSBNÈWFJT 1"-T

QPJT BTTJN FMF QPEJB DSJBS QSPUØUJQPT DPN EJGFSFOUFT BCPSEBHFOT QBSB EFTFOIPT EF IBSEXBSF SBQJEBNFOUF OP QSPDFTTP EF EFTFOWPMWFS P TJTUFNB BEJBOUP P QPOUP FN RVF TF UPSOBWB GJYP VN HSBOEF FYFNQMP EP VTP EF PQDJPOBMJEBEF QBSB BEJBS B UPNBEB EF EFDJTÜFT GJOBJT ,055,&

%FQPJT EF EPJT BOPT EF EFTFOWPMWJNFOUP P OPWB QMBUBGPSNB EF TJTUFNB FNCBSDBEP 'VUVSF4NBSU GPJ MBOÎBEB $PNP SFTVMUBEP B )1 FWPMVJV VN DPOKVOUP EF QSPDFTTPT F GFSSBNFOUBT RVF TVCTUBODJBMNFOUF SFEV[JV P DVTUP EF BUJWJEBEFT RVF OÍP BHSFHBWBN WBMPS BP QSPDFTTP EF FOUSFHB FORVBOUP TJHOJGJDBUJWBNFOUF BVNFOUPV 6.3 COMO O TIME DA HP LASERJET IMPLEMENTOU A MELHORIA KATA

177

B QSPEVUJWJEBEF 0 UJNF GPJ DBQB[ EF BMDBOÎBS MJCFSBÎÜFT QSFWJTÓWFJT QPOUVBJT F SFHVMBSFT BTTJN OPWPT QSPEVUPT QPEFSJBN TFS MBOÎBEPT OB IPSB (367&3 Q 0 TPGUXBSF FNCBSDBEP EFJYPV EF TFS P DBNJOIP DSÓUJDP QBSB OPWPT MBOÎBNFOUPT EF QSPEVUPT QFMB QSJNFJSB WF[ FN BOPT *TUP QPS TVB WF[ QFSNJUJV B FMFT DSJBS DPOGJBOÎB DPN P EFQBSUBNFOUP EF NBSLFUJOH EF QSPEVUP $PNP SFTVMUBEP EP OPWP SFMBDJPOBNFOUP FOUSF NBSLFUJOH EF QSPEVUP F B EJWJTÍP EF TPGUXBSF FNCBSDBEP B FRVJQF EP 'VUVSF4NBSU GPJ DBQB[ EF SFEV[JS DPOTJEFSBWFMNFOUF P UFNQP VTBEP FN QMBOFKBNFOUP &N WF[ EF DPNQSPNFUFSTF DPN VNB MJTUB EF GVODJPOBMJEBEFT DPN NFTFT EF BOUFDFEÐODJB RVF OVODB QPEFSJBN TFS FOUSFHVFT EFWJEP B UPEBT BT NVEBOÎBT EF QMBOPT EVSBOUF P QFSÓPEP (367&3 Q

FMFT SFWJTBWBN DBEB JOJDJBUJWB QMBOFKBEB VNB WF[ B DBEB NFTFT F GB[JBN VNB FTUJNBUJWB EVSBOUF NJOVUPT EP OÞNFSP EF NFTFT EF FOHFOIBSJB RVF TFSJB OFDFTTÈSJP QBSB DBEB VNB TFOEP EJWJEJEBT QPS FRVJQF 6NB BOÈMJTF NBJT EFUBMIBEB TFSJB GFJUB VNB WF[ RVF P USBCBMIP GPTTF QSPHSBNBEP QBSB VNB JOUFSBÎÍP PV QFRVFOP NBSDP 6N FYFNQMP EF QSPEVUP EF VN EFTUFT FYFSDÓDJPT Ï NPTUSBEP OB GJHVSB B TFHVJS

178


'JHVSB &TUJNBUJWBT BQSPYJNBEBT EBT QSØYJNBT JOJDJBUJWBT (367&3 :06/( '6-()6.

*TUP Ï TJHOJGJDBUJWBNFOUF EJGFSFOUF EF DPNP P USBCBMIP Ï QMBOFKBEP F FTUJNBEP FN HSBOEFT QSPKFUPT RVF GSFRVFOUFNFOUF DSJBN QMBOPT GVODJPOBJT EFUBMIBEPT F ÏQJDPT EF BSRVJUFUVSB RVF EFWFN TFS RVFCSBEPT FN QFÎBT NFOPSFT F NFOPSFT BOBMJTBEBT FN EFUBMIF FTUJNBEBT F DPMPDBEBT FN VNB MJTUB EF JUFOT QSJPSJ[BEPT BOUFT EF TFSFN BDFJUBT EFOUSP EP EFTFOWPMWJNFOUP &N ÞMUJNB BOÈMJTF P UFTUF NBJT JNQPSUBOUF EP QSPDFTTP EF QMBOFKBNFOUP Ï TF TPNPT DBQB[FT EF NBOUFS PT DPNQSPNJTTPT RVF BTTVNJNPT DPN PT OPTTPT TUBLFIPMEFST JODMVJOEP PT VTVÈSJPT GJOBJT $PNP WJNPT VN QSPDFTTP EF QMBOFKBNFOUP NBJT MFWF SFTVMUPV OP EFTFOWPMWJNFOUP EP TPGUXBSF FNCBSDBEP TBJS EP DBNJOIP DSÓUJDP F 6.3 COMO O TIME DA HP LASERJET IMPLEMENTOU A MELHORIA KATA

179

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"OUFSJPSNFOUF

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180


WF[FT EJGÓDJM GB[FS P SFTVMUBEP EP USBCBMIP EF NFMIPSJB UBOHÓWFM QPS JTTP Ï JNQPSUBOUF UPSOÈMP WJTÓWFM BUSBWÏT EF DPOUBCJMJEBEF QPS BUJWJEBEF JODMVJOEP NFEJS P UFNQP EP DJDMP F P UFNQP HBTUP FN GBJMVSF EFNBOE DPNP SFUSBCBMIP " TPMVÎÍP Ï VTBS P NFTNP NFDBOJTNP QBSB HFSJS BT OPWBT EFNBOEBT F B NFMIPSJB EP USBCBMIP 6N EPT CFOFGÓDJPT EF VTBS B BCPSEBHFN .FMIPSJB ,BUB Ï RVF FMF DSJB BMJOIBNFOUP DPN PT SFTVMUBEPT RVF EFTFKB BMDBOÎBS EVSBOUF B QSØYJNB JUFSBÎÍP FN UPEP P QSPHSBNB /B .FMIPSJB ,BUB PSJHJOBM BT DPOEJÎÜFTBMWP FTUÍP QSFPDVQBEBT DPN B NFMIPSJB EF QSPDFTTPT NBT QPEFNPT VTÈMBT QBSB HFSFODJBS B EFNBOEB UBNCÏN )È EVBT NBOFJSBT EF GB[FS JTTP &N PSHBOJ[BÎÜFT DPN VNB DVMUVSB HFSBEPSB WFS DBQÓUVMP

QPEFNPT TJNQMFTNFOUF FTQFDJGJDBS PT PCKFUJWPT EF OFHØDJP EFTFKBEPT DPNP BT DPOEJÎÜFTBMWP %FJYF RVF BT FRVJQFT WFOIBN DPN JEFJBT QBSB GVODJPOBMJEBEFT F SFBMJ[F FYQFSJNFOUPT QBSB NFEJS TF FMBT UFSÍP P JNQBDUP EFTFKBEP /ØT EFTDSFWFNPT DPNP VTBS P NBQFBNFOUP EF JNQBDUP F EFTFOWPMWJNFOUP PSJFOUBEP B IJQØUFTF QBSB DPOTFHVJS JTUP OP DBQÓUVMP /P FOUBOUP FNQSFTBT NBJT USBEJDJPOBJT OPSNBMNFOUF UFSÍP VN BDÞNVMP EF USBCBMIP QSJPSJ[BEP FN OÓWFM EF QSPHSBNB EJWJEJEP QPS TVBT MJOIBT EF OFHØDJPT PV QPS EPOPT EF QSPEVUP 1PEFNPT UPNBS BMHVNBT BCPSEBHFOT EJGFSFOUFT QBSB JOUFHSBS VNB MJTUB EF BUJWJEBEFT EF OÓWFM EF QSPHSBNB DPN B .FMIPSJB ,BUB 6NB QPTTJCJMJEBEF Ï RVF BT FRVJQFT RVF USBCBMIBN OP ÉNCJUP EP QSPHSBNB JNQMBOUFN P NÏUPEP ,BOCBO DPOGPSNF EFTDSJUP OP $BQÓUVMP *TTP JODMVJ B EFGJOJÎÍP EF MJNJUFT QBSB P USBCBMIP FN BOEBNFOUP 8*1 RVF TÍP NBOUJEPT F HFSJEPT QPS FTUBT FRVJQFT 5SBCBMIP OPWP TØ TFSÈ BDFJUP RVBOEP P USBCBMIP FYJTUFOUF Ï DPODMVÓEP FN RVF DPODMVÓEP TJHOJGJDB RVF Ï QFMP NFOPT JOUFHSBEP UPUBMNFOUF UFTUBEP DPN UPEPT PT UFTUFT BVUPNÈUJDPT DPODMVÓEPT F QSPOUP QBSB TFS MJCFSBEP 182

6.4 GERENCIANDO A DEMANDA

(&3&/$*"/%0 53"#"-)0 53"/47&34"" JNQMFNFOUBÎÍP EF BMHVNBT GVODJPOBMJEBEFT EFOUSP EF VN QSPHSBNB FOWPMWFSÈ WÈSJBT FRVJQFT USBCBMIBOEP KVOUBT 1BSB DPOTFHVJS JTTP B EJWJTÍP )1 'VUVSF4NBSU DSJBWB VNB FRVJQF QPS GVODJPOBMJEBEF RVF FSB QFRVFOB UFNQPSÈSJB F WJSUVBM DVKB GVOÎÍP FSB DPPSEFOBS P USBCBMIP BUSBWÏT EBT FRVJQFT SFMFWBOUFT

0 QSPHSBNB )1 'VUVSF4NBSU RVF FTUBWB VTBOEP 4DSVN FN BMHVNBT FRVJQFT UPNPV B BCPSEBHFN EF FTQFDJGJDBS VNB WFMPDJEBEFBMWP B OÓWFM EP QSPHSBNB 0 USBCBMIP RVF BDSFTDFOUBWB WFMPDJEBEFBMWP FSB BDFJUP QBSB DBEB JUFSBÎÍP BQSPYJNBOEPTF EF VN MJNJUF EF USBCBMIP FN BOEBNFOUP " GJN EF JNQMFNFOUBS FTUB BCPSEBHFN UPEP P USBCBMIP GPJ BOBMJTBEP F FTUJNBEP FN BMUP OÓWFM BOUFT EF TFS BDFJUP " BOÈMJTF F B FTUJNBUJWB GPSBN NBOUJEBT BP NÓOJNP OFDFTTÈSJP QBSB TFSFN DBQB[FT EF DVNQSJS DPOTJTUFOUFNFOUF BT DPOEJÎÜFTBMWP HFSBJT B OÓWFM EF QSPHSBNB DPNP NPTUSBEP OB ÞMUJNB GJHVSB

/°0 64& " 7&-0$*%"%& %0 5*.& '03" %04 5*.&4 ² JNQPSUBOUF OPUBS RVF FTUBCFMFDFS VNB WFMPDJEBEFBMWP B OÓWFM EP QSPHSBNB OÍP FYJHF RVF UFOUFNPT NFEJS PV HFSFODJBS B WFMPDJEBEF OP OÓWFM EB FRVJQF PV RVF BT FRVJQFT EFWFN VTBS 4DSVN 7FMPDJEBEF FN OÓWFM EF QSPHSBNB FTUBCFMFDF B DBQBDJEBEF FTQFSBEB EF UPEBT BT FRVJQFT DPN CBTF FN FTUJNBUJWBT EF BMUP OÓWFM DPNP NPTUSBEP OB ÞMUJNB GJHVSB 4F VNB FRVJQF VUJMJ[BOEP 4DSVN BDFJUB VN USBCBMIP DPN CBTF OFTUBT FTQFDJGJDBÎÜFT EF GVODJPOBMJEBEFT EF BMUP OÓWFM FMB FOUÍP

6.4 GERENCIANDO A DEMANDA

183

QPEF DSJBS IJTUØSJBT EF CBJYP OÓWFM DPN BT RVBJT QPEF USBCBMIBS " NFEJEB EF WFMPDJEBEF FN OÓWFM EF UJNF 4DSVN OÍP Ï UÍP TJHOJGJDBUJWB GPSB EP DPOUFYUP EF VNB FRVJQF FN QBSUJDVMBS (FSFOUFT OVODB EFWFN UFOUBS DPNQBSBS WFMPDJEBEFT EF FRVJQFT EJGFSFOUFT PV UFOUBS BHSFHBS FTUJNBUJWBT FOUSF FRVJQFT *OGFMJ[NFOUF UFNPT WJTUP B WFMPDJEBEF EF VNB FRVJQF TFOEP VTBEP DPNP VNB NFEJEB QBSB DPNQBSBS B QSPEVUJWJEBEF FOUSF BT FRVJQFT VNB UBSFGB QBSB B RVBM OÍP GPJ DPODFCJEB OFN Ï BEFRVBEB 5BM BCPSEBHFN QPEF MFWBS FRVJQFT B USBQBDFBS B NÏUSJDB F BUÏ NFTNP QBSBS EF DPMBCPSBS EF NBOFJSB FGFUJWB VOT DPN PT PVUSPT &N RVBMRVFS DBTP OÍP JNQPSUB RVBOUBT IJTUØSJBT OØT DPODMVÓNPT TF OÍP BMDBOÎBNPT PT SFTVMUBEPT EF OFHØDJPT RVF OPT QSPQPNPT BUJOHJS TPC B GPSNB EF DPOEJÎÜFT BMWP FN OÓWFM EF QSPHSBNB /FTUF F OP QSØYJNP DBQÓUVMP OØT EFTDSFWFNPT VNB NBOFJSB NVJUP NBJT FGFUJWB EF NFEJS QSPHSFTTP F HFSFODJBS B QSPEVUJWJEBEF F VNB RVF OÍP SFRVFS RVF UPEBT BT FRVJQFT VTFN 4DSVN PV QBESPOJ[BS FTUJNBUJWBT PV WFMPDJEBEF 6TBNPT DPOUBCJMJEBEF QPS BUJWJEBEF F NBQFBNFOUP EF GMVYP EF WBMPS EFTDSJUP OP DBQÓUVMP QBSB NFEJS B QSPEVUJWJEBEF F OØT VTBNPT P NBQFBNFOUP EF GMVYP EF WBMPS DPNCJOBEP DPN B .FMIPSJB ,BUB QBSB BVNFOUÈMB GVOEBNFOUBMNFOUF BP OÓWFM EP GMVYP EF WBMPS FN WF[ EP OÓWFM EF FRVJQFT JOEJWJEVBJT /ØT NFEJNPT F HFSFODJBNPT P QSPHSFTTP QFMB VUJMJ[BÎÍP EF DPOEJÎÜFTBMWP B OÓWFM QSPHSBNB F TF Ï QSFDJTP BVNFOUBS B WJTJCJMJEBEF QPEFNPT SFEV[JS B EVSBÎÍP EF JUFSBÎÜFT

$3*"/%0 " &.13&4" «(*.VJUBT PSHBOJ[BÎÜFT DPOTJEFSBN UFOUBS F BEPUBS NÏUPEPT ÈHFJT

184

6.5 CRIANDO A EMPRESA ÁGIL

QBSB NFMIPSBS B QSPEVUJWJEBEF EF TVBT FRVJQFT /P FOUBOUP PT NÏUPEPT ÈHFJT GPSBN PSJHJOBMNFOUF DPODFCJEPT FN UPSOP EF FRVJQFT QFRVFOBT NVMUJGVODJPOBJT F NVJUBT PSHBOJ[BÎÜFT UÐN TF FTGPSÎBEP QBSB VTBS FTTFT NÏUPEPT FN HSBOEF FTDBMB "MHVOT GSBNFXPSLT QBSB FTDBMBS ÈHJM GPDBN OB DSJBÎÍP EF FRVJQFT QFRVFOBT F FN TFHVJEB OB BEJÎÍP EF FTUSVUVSBT QBSB DPPSEFOBS P TFV USBCBMIP B OÓWFM EP QSPHSBNB F QPSUGØMJP (BSZ (SVWFS EJSFUPS EF FOHFOIBSJB EB 'VUVSF4NBSU DPOUSBTUB FTUB BCPSEBHFN EF UFOUBS BUJWBS BT FGJDJÐODJBT EF QFRVFOBT FRVJQFT ÈHFJT FN VNB HSBOEF FNQSFTB DPN B BCPSEBHFN EB FRVJQF 'VUVSF4NBSU EF UFOUBS UPSOBS ÈHJM VNB HSBOEF FNQSFTB VTBOEP PT QSJODÓQJPT ÈHFJT CÈTJDPT (367&3 /B BCPSEBHFN 'VUVSF4NBSU FORVBOUP PT UJNFT BOEBWBN EFOUSP EF DBNJOIPT SJHPSPTPT FN UFSNPT EF QSÈUJDBT EF FOHFOIBSJB RVF TFSÍP EJTDVUJEPT FN NBJT EFUBMIFT OP DBQÓUVMP

IBWJB SFMBUJWBNFOUF QPVDB BUFOÎÍP BP GBUP EF RVF FMFT UJOIBN QPS FYFNQMP JNQMFNFOUBEP 4DSVN OP OÓWFM EB FRVJQF &N WF[ EJTTP BT FRVJQFT UÐN SFMBUJWB BVUPOPNJB QBSB FTDPMIFS F FWPMVJS PT TFVT QSØQSJPT QSPDFTTPT EFTEF RVF TFKBN DBQB[FT EF TBUJTGB[FS BT DPOEJÎÜFTBMWP FN OÓWFM EF QSPHSBNB QBSB DBEB JUFSBÎÍP *TTP FYJHJV RVF B HFTUÍP EF FOHFOIBSJB UJWFTTF B MJCFSEBEF QBSB EFGJOJS TFVT QSØQSJPT PCKFUJWPT FN OÓWFM EF QSPHSBNB 0V TFKB FMFT OÍP UJOIBN EF PCUFS B BQSPWBÎÍP EF PSÎBNFOUP QBSB QBHBS QFMP USBCBMIP EF NFMIPSJB EF QSPDFTTPT DPNP B BVUPNBÎÍP EF UFTUF PV DPOTUSVJS P DPOKVOUP EF GFSSBNFOUBT QBSB JOUFHSBÎÍP DPOUÓOVB /B WFSEBEF P OFHØDJP OÍP GPJ TFRVFS DPOTVMUBEP TPCSF FTUF USBCBMIP 5PEB B EFNBOEB EF OFHØDJPT UBNCÏN GPJ HFSJEB OP OÓWFM EP QSPHSBNB /PUBWFMNFOUF PT QFEJEPT EF NBSLFUJOH EF QSPEVUP TFNQSF QBTTBSBN QFMP QSPDFTTP FN OÓWFM EF QSPHSBNB TFN BMJNFOUBS EJSFUBNFOUF P USBCBMIP QBSB BT FRVJQFT 0VUSB DPOTJEFSBÎÍP JNQPSUBOUF Ï B GPSNB DPNP BT FNQSFTBT 6.5 CRIANDO A EMPRESA ÁGIL

185

USBUBN NÏUSJDBT &N VNB DVMUVSB EF DPOUSPMF NÏUSJDBT F NFUBT TÍP NVJUBT WF[FT DSJBEBT DFOUSBMNFOUF F OVODB BUVBMJ[BEBT FN SFTQPTUB ËT NVEBOÎBT OP DPNQPSUBNFOUP RVF FMBT QSPEV[FN 0SHBOJ[BÎÜFT HFSBEPSBT OÍP HFSFODJBN QPS NÏUSJDBT F NFUBT &N WF[ EJTTP B HFTUÍP EP 'VUVSF4NBSU VTB BT NÏUSJDBT QBSB FOUFOEFS POEF Ï QSFDJTP UFS DPOWFSTBT TPCSF P RVF OÍP FTUÈ TFOEP GJOBMJ[BEP (367&3 Q &TUB Ï QBSUF EB FTUSBUÏHJB EB HFTUÍP BOEBOEP QPS BÓ MBOÎBEB QFMP GVOEBEPSFT EB )1 #JMM )FXMFUU F %BWF 1BDLBSE

5BMWF[ NFMIPS DBSBDUFSJ[BEP QPS iHFTUÍP BOEBOEP QPS BÓ F GB[FOEP QFSHVOUBT /P 4JTUFNB 5PZPUB EF 1SPEVÎÍP JTUP Ï DIBNBEP EF DBNJOIBEBT HFNCB

6NB WF[ RVF EFTDPCSJNPT VN QSPCMFNB QFSHVOUBNPT P RVF QPEFNPT GB[FS QBSB BKVEBS B FRVJQF PV B QFTTPB RVF UFN EJGJDVMEBEF /ØT EFTDPCSJNPT VNB PQPSUVOJEBEF QBSB NFMIPSBS 4F BT QFTTPBT TÍP QVOJEBT QPS OÍP DVNQSJS BT NFUBT PV NÏUSJDBT VN EPT FGFJUPT Ï RVF FMBT DPNFÎBN B NBOJQVMBS USBCBMIP F JOGPSNBÎÜFT QBSB QBSFDFS RVF FMBT FTUFKBN DVNQSJOEP BT NFUBT $PNP NPTUSB B FYQFSJÐODJB EB 'VUVSF4NBSU UFS CPBT NÏUSJDBT FN UFNQP SFBM Ï VNB BCPSEBHFN NFMIPS EP RVF EFQFOEFS EF 4DSVNT PV 4DSVNT EF 4DSVNT PV SFVOJÜFT EF BDPNQBOIBNFOUP EP &TDSJUØSJP EF (FSFODJBNFOUP EF 1SPKFUPT QBSB EFTDPCSJS P RVF FTUÈ BDPOUFDFOEP

$0/$-64°0 " .FMIPSJB ,BUB GPSOFDF VNB NBOFJSB EF BMJOIBS BT FRVJQFT F EF NBOFJSB HFSBM BT PSHBOJ[BÎÜFT UPNBOEP PCKFUJWPT F EJWJEJOEPPT FN SFTVMUBEPT DPOEJÎÜFTBMWP QFRVFOPT F JODSFNFOUBJT RVF OPT GB[FN DIFHBS NBJT QFSUP EP OPTTP PCKFUJWP " .FMIPSJB ,BUB OÍP Ï 186

6.6 CONCLUSÃO

BQFOBT VNB NFUBNFUPEPMPHJB EF NFMIPSJB DPOUÓOVB OP OÓWFM EF FNQSFTB F QSPHSBNB Ï VNB NBOFJSB EF FNQVSSBS B SFTQPOTBCJMJEBEF QBSB BMDBOÎBS FTTFT SFTVMUBEPT QBSB BT CPSEBT EB PSHBOJ[BÎÍP TFHVJOEP P 1SJODÓQJP EB .JTTÍP $PNP NPTUSBSFNPT OP DBQÓUVMP FMF UBNCÏN QPEF TFS VTBEP QBSB FYFDVUBS HSBOEFT QSPHSBNBT EF USBCBMIP "T DBSBDUFSÓTUJDBT DIBWF EB .FMIPSJB ,BUB TÍP B TVB JUFSBUJWJEBEF F B DBQBDJEBEF EF DPOEV[JS VNB BCPSEBHFN FYQFSJNFOUBM QBSB BMDBOÎBS BT DPOEJÎÜFTBMWP EFTFKBEBT P RVF P UPSOB BEFRVBEP QBSB USBCBMIBS FN DPOEJÎÜFT EF JODFSUF[B " .FMIPSJB ,BUB Ï UBNCÏN VNB GPSNB FGJDB[ EF EFTFOWPMWFS BT DBQBDJEBEFT EBT QFTTPBT FN UPEB B FNQSFTB QBSB RVF FMBT QPTTBN TF BVUPPSHBOJ[BS FN SFTQPTUB ËT OPWBT DPOEJÎÜFT 0 FTUVEP EF DBTP 'VUVSF4NBSU NPTUSB DPNP VNB FRVJQF HSBOEF F EJTUSJCVÓEB BQMJDPV P NFUBNÏUPEP .FMIPSJB ,BUB QBSB BVNFOUBS B QSPEVUJWJEBEF FN PJUP WF[FT NFMIPSBOEP B RVBMJEBEF F SFEV[JOEP TVCTUBODJBMNFOUF PT DVTUPT 0T QSPDFTTPT F GFSSBNFOUBT RVF B FRVJQF VTPV QBSB BMDBOÎBS FTTB USBOTGPSNBÎÍP NVEBSBN F FWPMVÓSBN TVCTUBODJBMNFOUF BP MPOHP EP DVSTP EP QSPKFUP &TUB Ï VNB DBSBDUFSÓTUJDB EF VNB PSHBOJ[BÎÍP WFSEBEFJSBNFOUF ÈHJM " JNQMFNFOUBÎÍP EF VN QSPDFTTP EF NFMIPSJB DPOUÓOVB EF OÓWFM FNQSFTBSJBM Ï VN QSÏSFRVJTJUP QBSB RVBMRVFS FTGPSÎP EF USBOTGPSNBÎÍP FN DVSTP DPNP B BEPÎÍP EF VNB BCPSEBHFN ÈHJM QBSB FOUSFHB EF TPGUXBSF FN HSBOEF FTDBMB " WFSEBEFJSB NFMIPSJB DPOUÓOVB OVODB UFSNJOB QPSRVF DPNP B OPTTB PSHBOJ[BÎÍP F BNCJFOUF FWPMVFN OØT EFTDPCSJNPT RVF P RVF GVODJPOB QBSB OØT IPKF OÍP TFSÈ FGJDB[ RVBOEP BT DPOEJÎÜFT NVEFN 0SHBOJ[BÎÜFT EF BMUP EFTFNQFOIP FTUÍP FWPMVJOEP DPOTUBOUFNFOUF QBSB TF BEBQUBS BP TFV BNCJFOUF F GB[FN JTTP EF VNB NBOFJSB PSHÉOJDB OÍP BUSBWÏT EF DPNBOEP F DPOUSPMF

6.6 CONCLUSÃO

187

CAPÍTULO 7

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" NBJPSJB EBT FNQSFTBT FTUÈ BGVOEBOEP FN VN NBS EF FYDFTTP EF USBCBMIP NVJUP EP RVBM GPSOFDF QPVDP WBMPS QBSB PT DMJFOUFT "MÏN EF NFMIPSBS PT QSPEVUPT FYJTUFOUFT F GPSOFDFS OPWPT QSPEVUPT DBEB FNQSFTB UFN WÈSJBT JOJDJBUJWBT F QSPKFUPT FTUSBUÏHJDPT FN BOEBNFOUP B RVBMRVFS NPNFOUP F DBEB EJB EF USBCBMIP OÍP QMBOFKBEP DIFHB QBSB OPT EJTUSBJS EF BMDBOÎBS PT OPTTPT PCKFUJWPT 6NB SFTQPTUB DPNVN QBSB FTUF QSPCMFNB Ï UFOUBS BVNFOUBS B VUJMJ[BÎÍP USBCBMIBS NBJT

NFMIPSBS B FGJDJÐODJB USBCBMIBS NBJT SÈQJEP

F SFEV[JS PT DVTUPT VUJMJ[BOEP QSPDFTTPT EF HFTUÍP VMUSBQBTTBEPT F DPOUSBQSPEVDFOUFT 0 QFOTBNFOUP -FBO GPSOFDF VNB BMUFSOBUJWB DPNQSPWBEB RVF QPEF TFS SFTVNJEP FN DJODP QSJODÓQJPT FTQFDJGJDBS DPN QSFDJTÍP P WBMPS EF DBEB QSPEVUP 7 IDENTIFIQUE VALOR E AMPLIE O FLUXO

189

FTQFDÓGJDP JEFOUJGJDBS P GMVYP EF WBMPS QBSB DBEB QSPEVUP GB[FS P WBMPS GMVJS TFN JOUFSSVQÎÜFT GB[FS DPN RVF P DMJFOUF QVYF P WBMPS EP GPSOFDFEPS F CVTDBS B QFSGFJÎÍP 80."$, +0/&4 /P DBQÓUVMP BOUFSJPS NPTUSBNPT DPNP JNQMFNFOUBS VNB FTUSBUÏHJB EF NFMIPSJB DPOUÓOVB FN OÓWFM EF QSPHSBNB QBSB NFMIPSBS B QSPEVUJWJEBEF F RVBMJEBEF F SFEV[JS DVTUPT /FTUF DBQÓUVMP NPTUSBSFNPT DPNP PT DJODP QSJODÓQJPT -FBO GPSBN BEPUBEPT QFMB .BFSTL QBSB SFEV[JS P UFNQP EF DJDMP EF OPWBT GVODJPOBMJEBEFT FN NBJT EF BVNFOUBOEP TJNVMUBOFBNFOUF B RVBMJEBEF F SFUPSOP EP JOWFTUJNFOUP

0 &456%0 %& $"40 ."&34, &N #MBDL 4XBO 'BSNJOH VTJOH $PTU PG %FMBZ IUUQDPTUPGEFMBZDPN

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EJTDVUFN DPNP FMFT BCPSEBSBN B SFEVÎÍP EF UFNQP EF DJDMP OB .BFSTL -JOFT NBJPS DPNQBOIJB EF MPHÓTUJDB NBSÓUJNB EP NVOEP 0 EFQBSUBNFOUP EF 5* EB .BFSTL QPTTVÓB VN PSÎBNFOUP BOVBM EF NBJT EF 64 NJMIÜFT DPN HSBOEF QBSUF EP TFV EFTFOWPMWJNFOUP SFBMJ[BEB QPS GPSOFDFEPSFT EF PVUTPVSDJOH EJTUSJCVÓEPT HMPCBMNFOUF &MFT FOGSFOUBWBN VNB HSBOEF EFNBOEB F MFOUP UJNFUPNBSLFU FN P UFNQP EF BUSBWFTTBNFOUP NÏEJP QBSB VNB GVODJPOBMJEBEF FSB EF EJBT TFOEP RVF EFMBT MFWBOEP NBJT EF VN BOP QBSB TFSFN FOUSFHVFT EFTEF B DPODFQÎÍP BUÏ TPGUXBSF FN QSPEVÎÍP /P NPNFOUP EB BOÈMJTF FN PVUVCSP EF NBJT EF EPT SFRVJTJUPT JEFOUJGJDBEPT DPNP FTUBOEP FN EFTFOWPMWJNFOUP FTUBWBN OP JOÓDJP EJGVTP Ë FTQFSB EF TFSFN BOBMJTBEPT FN EFUBMIF F GJOBODJBEPT &N VN DBTP VNB GVODJPOBMJEBEF RVF MFWPV BQFOBT IPSBT QBSB TFS EFTFOWPMWJEB F UFTUBEB MFWPV VN UPUBM EF TFNBOBT QBSB TFS FOUSFHVF EF QPOUB B QPOUB 0 UFNQP EF BUSBWFTTBNFOUP DPOTVNJV TFNBOBT EFTUF QFSÓPEP 190

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"T EFDJTÜFT SFBJT QPEFN FOUÍP TFS UPNBEBT QFMPT UJNFT FOWPMWJEPT OP USBCBMIP CBTFBEBT OBT JOGPSNBÎÜFT TPCSF P $VTUP EF "USBTP BUVBMJ[BEBT RVBOEP IÈ VN OPWP USBCBMIP PV RVBOEP BT TVQPTJÎÜFT CBTFBEBT FN DÈMDVMPT FYJTUFOUFT NVEBN &TTB Ï VNB HSBOEF NVEBOÎB RVF OFDFTTJUBSÈ EF BQPJP EB EJSFUPSJB VN QJMPUP F NFMIPSJBT CBTFBEBT FN BQSFOEJ[BEP BOUFT EF GJDBS QSPOUB QBSB TFS BEPUBEB QFMB PSHBOJ[BÎÍP DPNP VN UPEP 1PS GJN IÈ DPJTBT RVF OÍP WPDÐ OÍP EFWF GB[FS DPN P $VTUP EF "USBTP &WJUF TJNQMFTNFOUF BEJDJPOBS P $VTUP EF "USBTP FN NÏUPEPT EF QSJPSJ[BÎÍP FYJTUFOUFT 4FV QSPQØTJUP Ï NFMIPSBS B RVBMJEBEF EB EFNBOEB QFSNJUJOEP RVF JEFOUJGJRVFNPT F FWJUFNPT USBCBMIP EF CBJYP WBMPS BP QBTTP RVF EJNJOVÓNPT P UFNQP EF BUSBWFTTBNFOUP QBSB USBCBMIPT EF BMUP WBMPS 4F UPSOBSNPT P $VTUP EF "USBTP FN VN QSPDFTTP iQFTPQFTBEPw RVF GJDB KVOUP DPN QSPDFTTPT FYJTUFOUFT OÍP BUJOHJSFNPT FTTB NFUB 0 $VTUP EF "USBTP GPSOFDF B NBJPS SFDPNQFOTB RVBOEP BT GJMBT TÍP HSBOEFT FN PVUSBT QBMBWSBT RVBOEP IÈ VN MPOHP UFNQP EF BUSBWFTTBNFOUP ² FTTFODJBMNFOUF VNB DPOUSBNFEJEB RVF TF UPSOB WBMJPTB RVBOEP IÈ NVJUP USBCBMIP OP TJTUFNB 4F WPDÐ OÍP UFN HSBOEFT GJMBT F NVJUP USBCBMIP VTBS P $VTUP EF "USBTP QSPWBWFMNFOUF OÍP MIF GPSOFDFSÈ NVJUP WBMPS HMPCBM /P DPOUFYUP EF QSPEVUPT F TFSWJÎPT EF TPGUXBSF JNQMFNFOUBS QSÈUJDBT EF FOHFOIBSJB FOYVUBT Ï FTTFODJBM QBSB SFEV[JS UFNQPT EF BUSBWFTTBNFOUP HMPCBJT F SFVOJS GFFECBDL SÈQJEP EP DMJFOUF P NBJT DFEP QPTTÓWFM OP DJDMP EF WJEB EP QSPEVUP " TPMVÎÍP EFGJOJUJWB QBSB P EÏGJDJU EF UBYB EF USBOTGFSÐODJB F EFTTB NBOFJSB EF QSPEVUJWJEBEF Ï SFEV[JS PT UFNQPT EF BUSBWFTTBNFOUP HMPCBJT SFEV[JOEP PT QBDPUFT EF USBCBMIP HFSFODJBOEP P USBCBMIP FN QSPDFTTP F SFEV[JOEP P DVTUP EF FOUSFHBS WBMPS BPT DMJFOUFT &N UFSNPT EF NFOTVSBÎÍP EF WBMPS OÍP IÈ VN TVCTUJUVUP QBSB FOWJBS F SFDFCFS GFFECBDL EF DMJFOUFT SFBJT


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219

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TPGUXBSF %FWFSÓBNPT FOGBUJ[BS RVF TFHVJS FTTFT QBTTPT DPOTJTUFOUFNFOUF TFSÈ EJGÓDJM F SFRVFS EJTDJQMJOB NFTNP QBSB UJNFT QFRVFOPT F FYQFSJFOUFT

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QSFDJTBWB QFSHVOUBS TF P DØEJHP IBWJB TJEP JOUFHSBEP BP USVOL F TF B OPWB GVODJPOBMJEBEF TFSJB EFNPOTUSBEB FN VN BNCJFOUF TJNJMBS BP EF QSPEVÎÍP DPN B FYFDVÎÍP EF UFTUFT BVUPNBUJ[BEPT " EFNPOTUSBÎÍP TØ QPEF QSPDFEFS TF B SFTQPTUB GPJ iTJNw QBSB BNCBT QFSHVOUBT

/P DBQÓUVMP EJTDVUJNPT PT FOPSNFT BVNFOUPT FN RVBMJEBEF F QSPEVUJWJEBEF F SFEVÎÜFT OP DVTUP RVF P UJNF )1 'VUVSF4NBSU GPJ DBQB[ EF DPOTFHVJS &TTBT NFMIPSJBT GPSBN QPTTÓWFJT RVBOEP P UJNF DPMPDPV PT QSJODÓQJPT EB FOUSFHB DPOUÓOVB OP DPSBÎÍP EB TVB FTUSBUÏHJB EF FOUSFHB 0 UJNF FMJNJOPV BT GBTFT EF JOUFHSBÎÍP F UFTUFT EP QSPDFTTP EF EFTFOWPMWJNFOUP EF TFV TPGUXBSF BP JODPSQPSBS JOUFHSBÎÍP F UFTUFT FN TFV USBCBMIP EJÈSJP 'PJ UBNCÏN QPTTÓWFM BMUFSBS BT QSJPSJEBEFT SBQJEBNFOUF FN SFTQPTUB ËT OFDFTTJEBEFT NVUBOUFT EP NBSLFUJOH EP QSPEVUP F EPT VTVÈSJPT 4BCFNPT EF OPTTB RVBMJEBEF EFOUSP EF IPSBT EF RVBMRVFS DPOTFSUP OP TJTUFNB F QPEFNPT UFTUBS BNQMBNFOUF NFTNP QBSB QFRVFOPT BKVTUFT EF ÞMUJNB IPSB QBSB HBSBOUJS RVF P DPOTFSUP EF VN CVH OÍP DBVTF GBMIBT JOFTQFSBEBT 0V QPEFNPT BSDBS DPN P BDSÏTDJNP EF OPWBT GFBUVSFT CFN EFQPJT EF EFDMBSBSNPT GVODJPOBMJEBEF 226

8.1 OS FUNDAMENTOS DA ENTREGA CONTÍNUA

DPNQMFUB PV FN DBTPT FYUSFNPT NFTNP EFQPJT EF EFDMBSBSNPT VN DBOEJEBUP B SFMFBTF (367&3 Q 7BNPT PMIBS QBSB PT QBESÜFT EF FOHFOIBSJB RVF QPTTJCJMJUBSBN BP UJNF )1 'VUVSF4NBSU DPOTFHVJS VN BVNFOUP EF QSPEVUJWJEBEF PJUP WF[FT NBJPS

*/5&(3"±°0 $0/5¶/6" & "650."±°0 %& 5&45& &N NVJUPT UJNFT EF EFTFOWPMWJNFOUP Ï DPNVN RVF EFTFOWPMWFEPSFT USBCBMIFN FN TVBT SBNJGJDBÎÜFT EP DPOUSPMF EF WFSTÍP &N UJNFT QFRVFOPT FYQFSJFOUFT FN VNB NFTNB MPDBMJ[BÎÍP JTTP QPEF GVODJPOBS $POUVEP P SFTVMUBEP JOFWJUÈWFM EF FTDBMBS FTTF QSPDFTTP Ï P iJOGFSOP EB JOUFHSBÎÍPw FN RVF UJNFT F QFTTPBT QBTTBN EJBT PV TFNBOBT JOUFHSBOEP F FTUBCJMJ[BOEP TVBT SBNJGJDBÎÜFT QBSB MJCFSBS P DØEJHP " TPMVÎÍP Ï UPEPT PT EFTFOWPMWFEPSFT USBCBMIBSFN FN VN ÞOJDP USVOL F JOUFHSBSFN TFV USBCBMIP B FMF QFMP NFOPT VNB WF[ QPS EJB 1BSB DPOTFHVJS GB[FS JTTP PT EFTFOWPMWFEPSFT QSFDJTBN BQSFOEFS B RVFCSBS HSBOEFT QFEBÎPT EF USBCBMIP F USBOTGPSNÈMPT FN QBTTPT QFRVFOPT JODSFNFOUBJT RVF NBOUFOIBN P USVOL FN CPN FTUBEP F QBTTÓWFM EF FOUSFHB 7BMJEBNPT RVF P USVOL FTUÈ FN CPN FTUBEP GB[FOEP P CVJME EB BQMJDBÎÍP PV TFSWJÎP UPEB WF[ RVF PDPSSF VNB NVEBOÎB OP DPOUSPMF EF WFSTÍP 5BNCÏN FYFDVUBNPT UFTUFT EF VOJEBEF OB ÞMUJNB WFSTÍP EP DØEJHP F EBNPT BP UJNF VN GFFECBDL NJOVUPT EFQPJT DBTP P CVJME PV UFTUF UFOIB GBMIBEP 0 UJNF EFWF FOUÍP DPSSJHJS P QSPCMFNB PV TF P QSPCMFNB OÍP QVEFS TFS DPSSJHJEP FN QPVDPT NJOVUPT SFWFSUFS B NVEBOÎB %FTTB GPSNB BTTFHVSBNPT RVF OPTTP TPGUXBSF FTUÈ TFNQSF FN CPN FTUBEP EVSBOUF P QSPDFTTP EF EFTFOWPMWJNFOUP " JOUFHSBÎÍP DPOUÓOVB Ï B QSÈUJDB EF TF USBCBMIBS FN QFRVFOPT MPUFT F VTBOEP UFTUFT BVUPNBUJ[BEPT QBSB EFUFDUBS F SFKFJUBS 8.2 INTEGRAÇÃO CONTÍNUA E AUTOMAÇÃO DE TESTE

227

BMUFSBÎÜFT RVF BQSFTFOUFN VNB SFHSFTTÍP ² FN OPTTB PQJOJÍP B QSÈUJDB UÏDOJDB NBJT JNQPSUBOUF EBT QSÈUJDBT ÈHFJT F GPSNB B CBTF EB FOUSFHB DPOUÓOVB QBSB B RVBM BMÏN EJTTP FYJHJNPT RVF DBEB BMUFSBÎÍP NBOUFOIB P DØEJHP QSPOUP QBSB SFMFBTF OP USVOL $POUVEP JTTP QPEF TFS EJGÓDJM EF TFS BEPUBEP QBSB UJNFT RVF OÍP FTUÍP BDPTUVNBEPT &N OPTTB FYQFSJÐODJB BT QFTTPBT UFOEFN B DBJS FN EPJT HSVQPT BRVFMFT RVF OÍP QPEFN FOUFOEFS DPNP Ï QPTTÓWFM QBSUJDVMBSNFOUF FN FTDBMB F BRVFMFT RVF OÍP BDSFEJUBN RVF QFTTPBT QPTTBN USBCBMIBS EF PVUSB NBOFJSB "TTFHVSBNPT B WPDÐ RVF Ï QPTTÓWFM UBOUP FN MBSHB FTDBMB RVBOUP FN QFRVFOB TFKB RVBM GPS P TFV EPNÓOJP 7BNPT GBMBS TPCSF P QSPCMFNB EF FTDBMB DPN EPJT FYFNQMPT 1SJNFJSP P FTUVEP EF DBTP EP )1 'VUVSF4NBSU EFNPOTUSB B JOUFHSBÎÍP DPOUÓOVB TFOEP FGFUJWB DPN VN UJNF EF QFTTPBT USBCBMIBOEP FN VN TJTUFNB FNCBSDBEP 4FHVOEP OPUBSFNPT RVF RVBTF PT NBJT EF NJM EFTFOWPMWFEPSFT EP (PPHMF EJTUSJCVÓEPT FN NBJT EF FTDSJUØSJPT USBCBMIBN FN VN ÞOJDP USVOLT 5PEP NVOEP USBCBMIBOEP OFTUF USVOL EFTFOWPMWF F GB[ P TFV SFMFBTF F UPEPT PT CVJMET TÍP DSJBEPT OB GPOUF %F B BMUFSBÎÜFT OP DØEJHP TÍP TVCNFUJEBT B DBEB NJOVUP F EP DØEJHPCBTF NVEB UPEP NÐT -*.0/$&--* 0T FOHFOIFJSPT EP (PPHMF DPOTUSVÓSBN VN QPEFSPTP TJTUFNB EF JOUFHSBÎÍP DPOUÓOVB RVF FN FTUBWB FYFDVUBOEP NBJT EF NJM CVJMET F NJMIÜFT TVÓUFT EF UFTUF BQSPYJNBEBNFOUF NJMIÜFT EF UFTUFT UPEP EJB 1&/*9 " JOUFHSBÎÍP DPOUÓOVB OÍP Ï BQFOBT QPTTÓWFM FN UJNFT HSBOEFT EJTUSJCVÓEPT NBT Ï P ÞOJDP QSPDFTTP DPOIFDJEP QBSB TF FTDBMBS FGFUJWBNFOUF TFN BT GBTFT EPMPSPTBT F JNQSFWJTÓWFJT EF JOUFHSBÎÍP FTUBCJMJ[BÎÍP F EF iBNBEVSFDJNFOUPw BTTPDJBEBT DPN PVUSBT BCPSEBHFOT UBJT DPNP USFOT EF SFMFBTF PV CSBODIFT SBNPT EF GFBUVSF " FOUSFHB DPOUÓOVB Ï QSPKFUBEB QBSB FMJNJOBS FTTBT 228

8.2 INTEGRAÇÃO CONTÍNUA E AUTOMAÇÃO DE TESTE

UFTUF QBSB QSPEVUPT PV GFBUVSFT VNB WF[ RVF FMFT GPSBN WBMJEBEPT "VUPNBÎÍP EF UFTUFT QBSB FYQFSJNFOUPT Ï QFSEB EF UFNQP

" QSJODJQBM PCKFÎÍP Ë JOUFHSBÎÍP DPOUÓOVB WFN EF EFTFOWPMWFEPSFT F TFVT HFSFOUFT %JWJEJS RVBMRVFS OPWB GFBUVSF PV FTGPSÎP EF SFBSRVJUFUVSB FN QFRVFOPT QBTTPT Ï NBJT EJGÓDJM EP RVF DPNQMFUÈMPT JTPMBEBNFOUF FN VNB CSBODI F MFWB NBJT UFNQP TF WPDÐ OÍP FTUÈ BDPTUVNBEP Ë EJTDJQMJOB EF USBCBMIBS FN QFRVFOPT MPUFT *TTP TJHOJGJDB RVF QPEF MFWBS NBJT UFNQP OP DPNFÎP QBSB UFSNJOBS BT UBSFGBT EF EFTFOWPMWJNFOUP *TTP QPEF QPS TVB WF[ EJNJOVJS B WFMPDJEBEF EP EFTFOWPMWJNFOUP F DSJBS B JNQSFTTÍP EF RVF B FGJDJÐODJB EP UJNF EJNJOVJV BVNFOUBOEP B QSFTTÍP BSUFSJBM EPT HFSFOUFT EF EFTFOWPMWJNFOUP $POUVEP OÍP EFWFSÓBNPT TFS PUJNJTUBT DPN B UBYB DPN RVF EFDMBSBNPT BT DPJTBT iQSPOUBTw JTPMBEBNFOUF FN VNB CSBODI %FWFSÓBNPT TFS PUJNJTUBT DPN P UFNQP EF FTQFSB UPUBM P UFNQP RVF MFWBNPT QBSB FOUSFHBS VN TPGUXBSF WBMJPTP QBSB VTVÈSJPT 4FS PUJNJTUB DPN P UFNQP EF iEFW DPNQMFUFw Ï QSFDJTBNFOUF P RVF DBVTB P iJOGFSOP EB JOUFHSBÎÍPw 6N GJOBM EF QSPDFTTP EPMPSPTP F JNQSFWJTÓWFM EF JOUFHSBÎÍP F UFTUF QPS TVB WF[ QFSQFUVB PT MPOHPT DJDMPT EF SFMFBTF RVF TÍP VN HSBOEF GBUP FN BUSBTPT EF QSPKFUP TPGUXBSF EF CBJYB RVBMJEBEF DVTUPT UPUBJT NBJT BMUPT F VTVÈSJPT JOTBUJTGFJUPT

70$³ 3&"-.&/5& &45« '";&/%0 */5&(3"±°0 $0/5¶/6" " JOUFHSBÎÍP DPOUÓOVB FN JOHMÐT DPOUJOVPVT JOUFHSBUJPO PV $* Ï EJGÓDJM F FN OPTTB FYQFSJÐODJB B NBJPSJB EPT UJNFT RVF EJ[FN RVF B FTUÍP QSBUJDBOEP OB WFSEBEF OÍP FTUÍP "MDBOÎBS B $* OÍP Ï TJNQMFTNFOUF VN DBTP EF JOTUBMBS F FYFDVUBS VNB 8.2 INTEGRAÇÃO CONTÍNUA E AUTOMAÇÃO DE TESTE

231

$MBSP RVF TF WPDÐ FTUÈ OP NFJP EP USBCBMIP FN VNB BQMJDBÎÍP HSBOEF F VTBOEP WÈSJBT CSBODIFT OÍP Ï GÈDJM NPWÐMB QBSB JOUFHSBÎÍP DPOUÓOVB /FTTB TJUVBÎÍP P PCKFUJWP EFWFSJB TFS FNQVSSBS PT UJNFT FN EJSFÎÍP BP USBCBMIP OP USVOL DPNFÎBOEP DPN BT CSBODIFT NBJT WPMÈUFJT &N VNB PSHBOJ[BÎÍP HSBOEF MFWPV VN BOP QBSB TBJSNPT EF SBNJGJDBÎÜFT QBSB DFSDB EF

0 1*1&-*/& %& &/53&(" -FNCSFTF EB TFHVOEB SFHSB EF PVSP EB FOUSFHB DPOUÓOVB EFWFNPT EBS QSJPSJEBEF B NBOUFS P TJTUFNB USBCBMIBOEP FN WF[ EF DPNFÎBS VN OPWP USBCBMIP " JOUFHSBÎÍP DPOUÓOVB Ï VN JNQPSUBOUF QBTTP FN EJSFÎÍP B FTTF PCKFUJWP NBT OPSNBMNFOUF OÍP OPT TFOUJSÓBNPT DPOGPSUÈWFJT SFWFMBOEP QBSB PT VTVÈSJPT VN TPGUXBSF RVF QBTTPV BQFOBT QPS UFTUFT VOJUÈSJPT 0 QJQFMJOF EF FOUSFHB EFWF BWBMJBS DBEB BMUFSBÎÍP GFJUB OP TJTUFNB EFUFDUBS F SFKFJUBS BMUFSBÎÜFT RVF DBSSFHVFN SJTDPT BMUPT PV JNQBDUFN OFHBUJWBNFOUF OB RVBMJEBEF F EFWF GPSOFDFS BP UJNF VN GFFECBDL B UFNQP TPCSF TVBT BMUFSBÎÜFT QBSB RVF FMFT GBÎBN VNB USJBHFN EPT QSPCMFNBT SBQJEBNFOUF F DPN DVTUP CBJYP 0 QJQFMJOF MFWB DBEB DIFDLJO QBSB P DPOUSPMF EF WFSTÍP DSJB QBDPUFT QBSB B WFSTÍP RVF TÍP JNQMFNFOUÈWFJT FN RVBMRVFS BNCJFOUF F EFTFNQFOIB VNB TÏSJF EF UFTUFT QBSB BRVFMB WFSTÍP QBSB EFUFDUBS EFGFJUPT DPOIFDJEPT F QBSB WFSJGJDBS RVF B GFBUVSF GVODJPOB 4F P QBDPUF QBTTB QPS FTTFT UFTUFT EFWFNPT OPT TFOUJS DPOGJBOUFT QBSB JNQMFNFOUBS P CVJME QBSUJDVMBS EP TPGUXBSF 4F RVBMRVFS FTUÈHJP EP QJQFMJOF GBMIBS BRVFMB WFSTÍP EP TPGUXBSF OÍP QPEF JS QBSB B GSFOUF F PT FOHFOIFJSPT EFWFN JNFEJBUBNFOUF GB[FS VNB USJBHFN QBSB FODPOUSBS B GPOUF EP QSPCMFNB F DPSSJHJMP

8.3 O PIPELINE DE ENTREGA

233

.FTNP P QJQFMJOF NBJT TJNQMFT DPNP P NPTUSBEP OB GJHVSB B TFHVJS VN QJQFMJOF NBJT DPNQMFYP Ï NPTUSBEP OB GJHVSB NBJT BEJBOUF

QPTTJCJMJUB RVF PT NFNCSPT EP UJNF EFTFNQFOIFN EFQMPZNFOUT TFNJBVUPNÈUJDPT EF CVJMET RVF QBTTBSBN EF $* QBSB UFTUFT FYQMPSBUØSJPT DPN BNCJFOUFT TJNJMBSFT EF QSPEVÎÍP PV BNCJFOUFT EF UFTUF EF BDFJUBÎÍP EP VTVÈSJP %FWFSJB TFS QPTTÓWFM GPSOFDFS BNCJFOUFT EF UFTUF F JNQMFNFOUBS RVBMRVFS CVJME EF $* QBSB FMFT VTBOEP VN QSPDFTTP UPUBMNFOUF BVUPNBUJ[BEP &TUF NFTNP QSPDFTTP EFWFSJB TFS VTBEP QBSB QSPNPÎÍP QBSB QSPEVÎÍP

'JHVSB "MUFSBÎÜFT TF NPWFOEP QPS VN TJNQMFT QJQFMJOF EF FOUSFHB

0 QJQFMJOF DPOFDUB UPEPT PT QBTTPT OFDFTTÈSJPT QBSB JS EP DIFDL JO QBSB B QSPEVÎÍP PV EJTUSJCVJÎÍP FN VNB MPKB EF BQMJDBUJWP &MF UBNCÏN DPOFDUB UPEBT BT QFTTPBT FOWPMWJEBT DPN B FOUSFHB EP 234

8.3 O PIPELINE DE ENTREGA

TPGUXBSF EFTFOWPMWFEPSFT UFTUBEPSFT FOHFOIFJSPT EF SFMFBTF F PQFSBÎÜFT P RVF P UPSOB VNB JNQPSUBOUF GFSSBNFOUB EF DPNVOJDBÎÍP

'JHVSB 6N QJQFMJOF NBJT DPNQMFYP

0 1*1&-*/& %& &/53&(" %0 '6563&4."35 0 QJQFMJOF EP UJNF 'VUVSF4NBSU QFSNJUF RVF VN UJNF EJTUSJCVÓEP EF QFTTPBT JOUFHSF EF BMUFSBÎÜFT DFSDB EF NJM MJOIBT EF DØEJHP OP USVOL FN TVB CBTF EF DØEJHP EF NJMIÜFT EF MJOIBT UPEP EJB " DBEB EJB P QJQFMJOF QSPEV[ EF CPOT CVJMET EP GJSNXBSF EP /ÓWFM 5PEBT BT BMUFSBÎÜFT JODMVJOEP EFTFOWPMWJNFOUP EF GFBUVSFT F BMUFSBÎÜFT FN MBSHB FTDBMB TÍP GFJUBT OP USVOL 0T EFTFOWPMWFEPSFT BHSFHBN TFV DØEJHP BP USVOL WÈSJBT WF[FT QPS TFNBOB

5PEBT BT NVEBOÎBT FN RVBMRVFS TJTUFNB PV OPT TJTUFNBT FN 8.3 O PIPELINE DE ENTREGA

235

EPDVNFOUBÎÍP

%*440$*"3 %&1-0:.&/5 & 3&-&"4& 0 QSJODÓQJP NBJT JNQPSUBOUF QBSB GB[FS SFMFBTFT EF CBJYP SJTDP Ï FTUF EJTTPDJBS P EFQMPZNFOU F P SFMFBTF 1BSB FOUFOEFS FTUF QSJODÓQJP QSJNFJSP EFWFNPT EFGJOJS FTTFT UFSNPT %FQMPZNFOU Ï B JOTUBMBÎÍP EF VNB EBEB WFSTÍP EF VN QFEBÎP EF TPGUXBSF FN VN EFUFSNJOBEP BNCJFOUF " EFDJTÍP EF GB[FS VN EFQMPZNFOU JODMVJOEP QBSB QSPEVÎÍP EFWF TFS NFSBNFOUF UÏDOJDB 3FMFBTF Ï P QSPDFTTP EF GB[FS VNB GFBUVSF PV VN DPOKVOUP EF GFBUVSFT EJTQPOÓWFM QBSB DMJFOUFT 0 SFMFBTF EFWF TFS VNB EFDJTÍP QVSBNFOUF EF OFHØDJPT 'SFRVFOUFNFOUF FTTFT EPJT UFSNPT TÍP USBUBEPT DPNP TJOÙOJNPT PV TFKB VTBNPT EFQMPZNFOU DPNP OPTTP NFDBOJTNP QSJNÈSJP QBSB GB[FS SFMFBTFT *TTP UFN VNB DPOTFRVÐODJB NVJUP OFHBUJWB MJHBS VNB EFDJTÍP UÏDOJDB EF GB[FS EFQMPZ Ë EFDJTÍP EF OFHØDJPT EF GB[FS P SFMFBTF &TTB Ï VNB JNQPSUBOUF SB[ÍP QFMB RVBM QPMÓUJDBT PSHBOJ[BDJPOBJT TÍP JOKFUBEBT OP QSPDFTTP EF EFQMPZ FN EFUSJNFOUP EF UPEPT &YJTUF VN OÞNFSP EF UÏDOJDBT QBSB JNQMFNFOUBS VN TPGUXBSF FN VN BNCJFOUF EF QSPEVÎÍP DPN TFHVSBOÎB TFN EFJYBS TVB GVODJPOBMJEBEF EJTQPOÓWFM QBSB PT VTVÈSJPT QBSB RVF QPTTBNPT WBMJEBS TF OPTTP TJTUFNB TF DPNQPSUB DPSSFUBNFOUF " NBJT TJNQMFT F VNB EBT NBJT QPEFSPTBT Ï P EFQMPZNFOU B[VMWFSEF BMHVNBT WF[FT DIBNBEP EF EFQMPZNFOU QSFUPWFSNFMIP &TTF QBESÍP SFRVFS EPJT BNCJFOUFT EF QSPEVÎÍP TFQBSBEPT DPN PT OPNFT EF B[VM F WFSEF " RVBMRVFS NPNFOUP BQFOBT VN EFMFT GJDBSÈ BUJWP OB GJHVSB BEJBOUF Ï P WFSEF

240

8.4 DISSOCIAR DEPLOYMENT E RELEASE

'JHVSB %FQMPZNFOU B[VMWFSEF DPSUFTJB EF .BSUJO 'PXMFS B

2VBOEP RVFSFNPT GB[FS P SFMFBTF EF VNB OPWB WFSTÍP EF OPTTP TFSWJÎP JNQMFNFOUBNPT PT QBDPUFT DPN OPWBT GFBUVSFT QBSB P BNCJFOUF RVF OÍP FTUÈ BUVBMNFOUF BUJWP B[VM OFTUF FYFNQMP F PT UFTUBNPT Ë WPOUBEF 0 QSPDFTTP EF SFMFBTF FOUÍP TJNQMFTNFOUF BMUFSB P SPUFBEPS QBSB BQPOUBS QBSB P BNCJFOUF B[VM QBSB SFWFSUFS EJSFDJPOBNPT P SPUFBEPS EF WPMUB QBSB P BNCJFOUF WFSEF 6NB WBSJBÎÍP NBJT TPGJTUJDBEB HSBEVBMNFOUF DPOTUSØJ P USÈGFHP QBSB P BNCJFOUF B[VM DPN P UFNQP $SVDJBMNFOUF QBSB DPNQBOIJBT DPN QSPDFTTPT EF EFQMPZNFOU ÈSEVPT RVF OÍP QPEFN GB[FS P SFMFBTF FN IPSÈSJPT EF QJDP PT EFQMPZNFOUT B[VMWFSEF QFSNJUFN RVF FTTFT QSPDFTTPT QPTTBN TFS GFJUPT FN TFHVSBOÎB EVSBOUF P IPSÈSJP DPNFSDJBM EJBT BOUFT EF VN SFMFBTF QMBOFKBEP TF OFDFTTÈSJP 0 QSPDFTTP NVJUP NBJT TJNQMFT F SFWFSTÍP TF OFDFTTÈSJP QPEF TFS FOUÍP GFJUP FN IPSÈSJPT GPSB EP QJDP EF NBOFJSB SFNPUB QPS VN HSVQP EF QFTTPBT CFN NFOPS "MHVNBT PSHBOJ[BÎÜFT VTBN TFVT EBUBDFOUFST QSJODJQBJT F EF CBDLVQ QBSB TFVT BNCJFOUFT B[VM F WFSEF WFSJGJDBOEP EFTTB GPSNB RVF QPEFN GB[FS VN QSPDFTTP EF SFDVQFSBÎÍP EF EFTBTUSF UPEB WF[ RVF GJ[FSFN P EFQMPZNFOU $POUVEP PT BNCJFOUFT B[VM F WFSEF OÍP UÐN EF FTUBS GJTJDBNFOUF TFQBSBEPT &MFT QPEFN TFS BNCJFOUFT WJSUVBJT PV MØHJDPT SPEBOEP OB NFTNB JOGSBFTUSVUVSB GÓTJDB KÈ RVF P BNCJFOUF OÍP WJWP OPSNBMNFOUF DPOTPNF QPVDPT SFDVSTPT 0 EFQMPZNFOU F P SFMFBTF QPEFN UBNCÏN TFS EJTTPDJBEPT FN OÓWFM EF GFBUVSF PV DPNQPOFOUF FN WF[ EF FN OÓWFM EF TJTUFNB

8.4 DISSOCIAR DEPLOYMENT E RELEASE

241

VTBOEP VNB UÏDOJDB DPOIFDJEB DPNP iSFMFBTF PCTDVSPw &N TVB QBMFTUSB TPCSF P QSPDFTTP EF SFMFBTF EP 'BDFCPPL P HFSFOUF EF SFMFBTF $IVDL 3PTTJ EJ[ RVF UPEBT BT QSJODJQBJT GFBUVSFT RVF TFSÍP MBOÎBEBT OPT QSØYJNPT TFJT NFTFT KÈ FTUÍP FN QSPEVÎÍP WPDÐ BQFOBT OÍP QPEF WÐMBT BJOEB 0T EFTFOWPMWFEPSFT QSPUFHFN BT OPWBT GFBUVSFT DPN iGFBUVSF GMBHTw QBSB RVF PT BENJOJTUSBEPSFT QPTTBN EJOBNJDBNFOUF HBSBOUJS P BDFTTP B HSVQPT EF VTVÈSJPT QBSUJDVMBSFT QPS GFBUVSF %FTTB NBOFJSB BT GFBUVSFT QPEFN GJDBS EJTQPOÓWFJT QSJNFJSBNFOUF QBSB B FRVJQF EP 'BDFCPPL EFQPJT QBSB VN QFRVFOP HSVQP EF VTVÈSJPT DPNP QBSUF EF VN UFTUF "# WFS DBQÓUVMP 'FBUVSFT WBMJEBEBT QPEFN FOUÍP TFS FTDBMBEBT UPUBMNFOUF QBSB B CBTF EF VTVÈSJPT F EFTMJHBEBT TF GPSFN TPCSFDBSSFHBEBT PV TF VN EFGFJUP GPS FODPOUSBEP "MUFSOÉODJB EF GFBUVSFT UBNCÏN QPEF TFS VTBEB QBSB EFJYBS EJGFSFOUFT DPOKVOUPT EF GFBUVSFT EJTQPOÓWFJT QBSB EJGFSFOUFT HSVQPT EF VTVÈSJPT EF VNB ÞOJDB QMBUBGPSNB

3&-&"4& 0#4$630 1"3" "1-*$"5*704 .0#*-& &N WF[ EF MBOÎBS OPWPT BQMJDBUJWPT NPCJMF EJSFUBNFOUF OB MPKB EF BQMJDBUJWPT DSJF VNB NBSDB EJGFSFOUF QBSB JNQMFNFOUBS F WBMJEFB BOUFT EF MBOÎÈMB DPN TVB NBSDB PGJDJBM

$0/$-64°0 " FOUSFHB DPOUÓOVB SFQSFTFOUB VNB BMUFSOBUJWB B QSPDFTTPT EF HSBOEFT MPUFT EF EFTFOWPMWJNFOUP F SFMFBTF &MB GPJ BEPUBEB QPS HSBOEFT PSHBOJ[BÎÜFT EF FOHFOIBSJB FN EJGFSFOUFT EPNÓOJPT JODMVJOEP JOEÞTUSJBT BMUBNFOUF SFHVMBEBT DPNP BT EF TFSWJÎPT GJOBODFJSPT "QFTBS EF TVBT PSJHFOT FN TFSWJÎPT XFC FTUF QBSBEJHNB

242

8.5 CONCLUSÃO

EF FOHFOIBSJB GPJ BQMJDBEP DPN TVDFTTP FN QBDPUF EF TPGUXBSF GJSNXBSF F EFTFOWPMWJNFOUP NPCJMF &MF UPSOB QPTTÓWFM RVF PSHBOJ[BÎÜFT SFTQPOEBN SBQJEBNFOUF B NVEBOÎBT OBT OFDFTTJEBEFT EP DPOTVNJEPS F BVNFOUB B RVBMJEBEF EP TPGUXBSF BP NFTNP UFNQP FN RVF SFEV[ UBOUP P SJTDP OP SFMFBTF RVBOUP P DVTUP EP EFTFOWPMWJNFOUP EP TPGUXBSF " DVMUVSB UBNCÏN EFTFNQFOIB VN JNQPSUBOUF QBQFM FN QPTTJCJMJUBS B FOUSFHB DPOUÓOVB 6NB DVMUVSB FN RVF JOUFSBÎÜFT FOUSF UJNFT EF EFTFOWPMWJNFOUP PQFSBÎÜFT F TFHVSBOÎB EB JOGPSNBÎÍP TÍP HFSBMNFOUF VNB SFMBÎÍP EF HBOIBHBOIB Ï BMUBNFOUF SFMBDJPOBEB Ë BMUB QFSGPSNBODF QPS TFS VNB DVMUVSB RVF FTUÈ OP GJN iHFSBEPSw EB UJQPMPHJB EF 8FTUSVN DBQÓUVMP $POGPSNF BT PSHBOJ[BÎÜFT USBCBMIBN QBSB JNQMFNFOUBS B FOUSFHB DPOUÓOVB FMBT UFSÍP EF NVEBS B NBOFJSB DPNP BCPSEBN P HFSFODJBNFOUP EF DPOUSPMF EF WFSTÍP EFTFOWPMWJNFOUP EF TPGUXBSF BSRVJUFUVSB UFTUF F CBTF EF EBEPT " GJHVSB TFHVJOUF Ï B TÓOUFTF EF OPTTP FTUVEP EF EJGFSFOUFT PSHBOJ[BÎÜFT

8.5 CONCLUSÃO

243

'JHVSB "T GPSÎBT ( EP EFQMPZNFOU BEBQUBEP EF 1BVM )BNNBOU

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8.5 CONCLUSÃO

CAPÍTULO 9

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9.1 CRIANDO HIPÓTESES PARA A PRÓXIMA ITERAÇÃO

249

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251

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OPT BTTFHVSBNPT EF RVF UPEPT RVF FTUÍP USBCBMIBOEP QBSB BUJOHJS B NFUB FOUFOEFN P QSPQØTJUP EP RVF FTUÍP GB[FOEP TFHVJOEP P 1SJODÓQJP EB .JTTÍP 5BNCÏN GPSOFDFNPT DSJUÏSJPT EF BDFJUBÎÍP DMBSPT QBSB RVF QPTTBNPT EFUFSNJOBS FN RVF NPNFOUP BMDBOÎBNPT B DPOEJÎÍPBMWP 0 QSJNFJSP OÓWFM EF VN NBQB EF JNQBDUP FOVNFSB UPEPT PT TUBLFIPMEFST DPN JOUFSFTTF OBRVFMB DPOEJÎÍPBMWP *TTP JODMVJ OÍP BQFOBT PT VTVÈSJPT GJOBJT RVF TFSÍP BGFUBEPT QFMP USBCBMIP NBT UBNCÏN BT QFTTPBT EFOUSP EB PSHBOJ[BÎÍP FOWPMWJEBT PV RVF TFSÍP JNQBDUBEBT PV RVF QPEFN JOGMVFODJBS OP QSPHSFTTP EP USBCBMIP UBOUP QPTJUJWBNFOUF RVBOUP OFHBUJWBNFOUF 0 TFHVOEP OÓWFM EP NBQB EF JNQBDUP EFTDSFWF NBOFJSBT QPTTÓWFJT QFMBT RVBJT PT TUBLFIPMEFST QPEFN BKVEBS PV JNQFEJS B BUJOHJS P PCKFUJWP &TTBT NVEBOÎBT EF DPNQPSUBNFOUP TÍP JNQBDUPT RVF QSFUFOEFNPT DSJBS

252

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253

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" CPB OPUÓDJB Ï RVF QPEFNPT NVEBS OPTTBT DSFOÎBT DPNP NPTUSBEP QPS VNB EBT FYQFSJÐODJBT NBJT JOUFSFTTBOUFT EF %XFDL 0 USBCBMIP EF %XFDL NPTUSB RVF TF SFDPNQFOTBS BT QFTTPBT QFMP FTGPSÎP RVF FMBT DPMPDBN OB SFTPMVÎÍP EPT QSPCMFNBT RVF FMFT 320


BDIFN EFTBGJBEPS PT NPWF QBSB VNB NFOUBMJEBEF EF DSFTDJNFOUP 4F BP DPOUSÈSJP FMPHJBNPT F SFDPNQFOTBNPT BT QFTTPBT QFMB TVB DBQBDJEBEF EF FNQSFHBS TVBT IBCJMJEBEFT FYJTUFOUFT DSJBNPT VNB NFOUBMJEBEF GJYB *TUP UFN JNQMJDBÎÜFT JNQPSUBOUFT UBOUP QBSB PT HFTUPSFT EF QFTTPBT F QBSB PT EFQBSUBNFOUPT EF 3) QBSUJDVMBSNFOUF OP DPOUFYUP EF BWBMJBÎÜFT EF EFTFNQFOIP

(MBEXFMM UFN VN BSUJHP RVF WBMF B QFOB TFS MJEP OB ÓOUFHSB " QFTRVJTB EF %XFDL UBNCÏN UFN JNQMJDBÎÜFT JNQPSUBOUFT QBSB B GPSNB DPNP DSJBNPT OPTTPT GJMIPT FTQFDJBMNFOUF GJMIBT RVF TÍP NVJUBT WF[FT FMPHJBEBT QPS TFSFN CPBT PV CPOJUBT DSJBOEP VNB NFOUBMJEBEF GJYB &TUB Ï BQFOBT VNB NBOFJSB FN RVF FOWJFTBNFOUPT JNQMÓDJUPT SFGPSÎBNTF NVUVBNFOUF 7FKB NBJT FN IUUQCJUMZ[L3-0,

7PDÐ QPEF UFS DFSUF[B EF RVF P DPNQPSUBNFOUP F BT BUJUVEFT EBT QFTTPBT FN TVB PSHBOJ[BÎÍP EB DVMUVSB PSHBOJ[BDJPOBM BGFUBN B NFOUBMJEBEF EPT JOEJWÓEVPT EFOUSP EFMB F QPSUBOUP TVB DBQBDJEBEF EF BQSFOEFS %FTTB GPSNB B DVMUVSB PSHBOJ[BDJPOBM EFUFSNJOB OÍP BQFOBT B QSPEVUJWJEBEF F P EFTFNQFOIP EBT QFTTPBT RVF USBCBMIBN OFMB NBT UBNCÏN B TVB DBQBDJEBEF EF BERVJSJS OPWBT DPNQFUÐODJBT B TVB BUJUVEF QFSBOUF P GSBDBTTP F B OPWPT EFTBGJPT F TFVT PCKFUJWPT %BOEP ËT QFTTPBT NFUBT NBJT EJGÓDFJT RVF BT PCSJHVF B BQSFOEFS OPWBT IBCJMJEBEFT PGFSFDFOEPMIFT BQPJP USFJOBNFOUP F UFNQP EF GPMHB QBSB SFEV[JS B BOTJFEBEF EP BQSFOEJ[BEP F DSJBS VNB DVMUVSB FN RVF B DPMBCPSBÎÍP Ï SFDPNQFOTBEB F P GSBDBTTP MFWB Ë SFGMFYÍP F NFMIPSJB FN WF[ EB DVMQB UVEP JTTP USBCBMIB QBSB JOTUJHBS VNB NFOUBMJEBEF EF DSFTDJNFOUP OPT GVODJPOÈSJPT F EFWF TFS VN PCKFUJWPDIBWF EB NVEBOÎB PSHBOJ[BDJPOBM 7PDÐ QPEF UFS DFSUF[B EF RVF P DPNQPSUBNFOUP F BT BUJUVEFT EBT QFTTPBT FN TVB PSHBOJ[BÎÍP EB 11.3 NÃO HÁ ESCASSEZ DE TALENTOS

321

DVMUVSB PSHBOJ[BDJPOBM BGFUBN B NFOUBMJEBEF EPT JOEJWÓEVPT EFOUSP EFMB F QPSUBOUP TVB DBQBDJEBEF EF BQSFOEFS %FTTB GPSNB B DVMUVSB PSHBOJ[BDJPOBM EFUFSNJOB OÍP BQFOBT B QSPEVUJWJEBEF F P EFTFNQFOIP EBT QFTTPBT RVF USBCBMIBN OFMB NBT UBNCÏN B TVB DBQBDJEBEF EF BERVJSJS OPWBT DPNQFUÐODJBT B TVB BUJUVEF QFSBOUF P GSBDBTTP F B OPWPT EFTBGJPT F TFVT PCKFUJWPT %BOEP ËT QFTTPBT NFUBT NBJT EJGÓDFJT RVF BT PCSJHVF B BQSFOEFS OPWBT IBCJMJEBEFT PGFSFDFOEPMIFT BQPJP USFJOBNFOUP F UFNQP EF GPMHB QBSB SFEV[JS B BOTJFEBEF EP BQSFOEJ[BEP F DSJBS VNB DVMUVSB FN RVF B DPMBCPSBÎÍP Ï SFDPNQFOTBEB F P GSBDBTTP MFWB Ë SFGMFYÍP F NFMIPSJB FN WF[ EB DVMQB UVEP JTTP USBCBMIB QBSB JOTUJHBS VNB NFOUBMJEBEF EF DSFTDJNFOUP OPT GVODJPOÈSJPT F EFWF TFS VN PCKFUJWPDIBWF EB NVEBOÎB PSHBOJ[BDJPOBM 0 USBCBMIP EF %XFDL OPT EJ[ RVF FYJTUFN EF GBUP KPHBEPSFT " F KPHBEPSFT # +PHBEPSFT " TÍP TJNQMFTNFOUF QFTTPBT DPN VNB NFOUBMJEBEF EF DSFTDJNFOUP RVF BP BEFOUSBSFN VNB FRVJQF UFOUBSÍP EFTDPCSJS DPNP GB[FS B FRVJQF UFS TVDFTTP USBCBMIBOEP QBSB BERVJSJS BT IBCJMJEBEFT OFDFTTÈSJBT OP QSPDFTTP &N DPOUSBTUF BT QFTTPBT DPN VNB NFOUBMJEBEF GJYB PT WFSEBEFJSPT +PHBEPSFT # TÍP B NBJPS CBSSFJSB QBSB B NVEBOÎB PSHBOJ[BDJPOBM F NFMIPSJB DPOUÓOVB &TUFT TÍP P UJQP EF QFTTPBT RVF SFTJTUFN Ë FYQFSJNFOUBÎÍP EJ[FOEP RVF BT BCPSEBHFOT EPT PVUSPT OÍP UFN DPNP GVODJPOBS BRVJ &MFT UBNCÏN TÍP TVTDFQUÓWFJT EF DPOUSBUBS QFTTPBT RVF KVMHBN DPNP QJPSFT EP RVF FMFT EF NPEP B FWJUBS EFTBGJPT QBSB P TFV FTUBEP F JEFOUJEBEF &ORVBOUP FTTBT QFTTPBT TÍP DBQB[FT EF NVEBS B TVB NFOUBMJEBEF FMFT UBNCÏN QPEFN FOWFOFOBS UFOUBUJWBT EF NVEBS B DVMUVSB BUSBQBMIBOEP P BMUP EFTFNQFOIP FRVJQFT 1BSB SFEV[JS B BOTJFEBEF EP BQSFOEJ[BEP EVSBOUF PT FTGPSÎPT EF NVEBOÎB EFWF TFS BNQMBNFOUF EJWVMHBEP RVF P BQPJP F PT SFDVSTPT FTUBSÍP EJTQPOÓWFJT QBSB BKVEBS BT QFTTPBT B BERVJSJS OPWBT IBCJMJEBEFT RVF OJOHVÏN WBJ QFSEFS P FNQSFHP DBTP FTUFKBN EJTQPTUPT B BQSFOEFS F RVF 322


QFTTPBT FNQSFHP QBSB UPEB WJEB B 5PZPUB FTQFSB USFJOBS QFTTPBT QBSB GB[FS EJGFSFOUFT UJQPT EF USBCBMIP BP MPOHP EF TVBT DBSSFJSBT 'VODJPOÈSJPT EB 5PZPUB DPNQSFFOEFN RVF QBSUF EF TFV USBCBMIP Ï BERVJSJS OPWBT DPNQFUÐODJBT 5PZPUB GPSOFDF P USFJOBNFOUP F BQPJP OFDFTTÈSJP QBSB JTTP SFNPWFOEP VNB HSBOEF QBSUF EB BOTJFEBEF EF BQSFOEJ[BEP RVF Ï P NBJT TÏSJP PCTUÈDVMP Ë DSJBÎÍP EF VNB PSHBOJ[BÎÍP EF BQSFOEJ[BHFN F NVEBOÎB PSHBOJ[BDJPOBM .BJT JNQPSUBOUF BJOEB RVBOEP BT QFTTPBT TÍP USBUBEBT DPN SFTQFJUP F UÐN B PQPSUVOJEBEF EF TFHVJS B BVUPOPNJB EPNÓOJP F QSPQØTJUP FMBT UPSOBNTF BMUBNFOUF NPUJWBEBT QBSB FOUSFHBS WBMPS " TBUJTGBÎÍP EPT GVODJPOÈSJPT OP USBCBMIP Ï P NFMIPS JOEJDBEPS EP EFTFNQFOIP PSHBOJ[BDJPOBM

&MJNJOF P WJÏT PDVMUP 0VUSP HSBOEF DPMBCPSBEPS QBSB B FTDBTTF[ EF UBMFOUPT FN UFDOPMPHJB Ï P HSBOEF OÞNFSP EF QFTTPBT RVBMJGJDBEBT RVF EFDJEFN OÍP FOUSBS OP DBNQP PV TBJS QSFNBUVSBNFOUF 0MIF QBSB TVBT FRVJQFT EF UFDOPMPHJB F QFSDFCB RVF BT NVMIFSFT FN QBSUJDVMBS TÍP NVJUP QPVDP SFQSFTFOUBEBT BTTJN DPNP BT QFTTPBT OÍP CSBODBT OPT &TUBEPT 6OJEPT F OB 6OJÍP &VSPQFJB %BEP RVF BT EJGFSFOÎBT TFYVBJT CJPMØHJDBT FN BQUJEÍP JOFSFOUF QBSB NBUFNÈUJDB F DJÐODJBT TÍP QFRVFOBT PV JOFYJTUFOUFT $&$* 8*--*".4 .044 3"$64*/ FU BM

F P NFTNP WBMF QBSB BT EJGFSFOÎBT FOUSF BT SBÎBT RVBM Ï B DBVTB EFTUB TVCSFQSFTFOUBÎÍP 6NB TÏSJF EF FTUVEPT GFJUPT TPCSF PT QSPDFTTPT EF SFDSVUBNFOUP DPN P PCKFUJWP EF DPOUSBUBS OP NÏSJUP NPTUSB RVF P OPTTP QSFDPODFJUP JNQMÓDJUP EF HÐOFSP EFTFNQFOIB VN QBQFM JNQPSUBOUF OB SFKFJÎÍP EF NVMIFSFT EFWJEBNFOUF RVBMJGJDBEBT &N VN FTUVEP SFBMJ[BEP FN QFTRVJTBEPSFT QFHBSBN QSPGFTTPSFT EF CJPMPHJB RVÓNJDB F GÓTJDB EF UPEP PT &TUBEPT 6OJEPT F MIFT EFSBN NBUFSJBM EF JOTDSJÎÍP EF FNQSFHP QBSB VN FTUVEBOUF EF HSBEVBÎÍP 328


FN DJÐODJBT TF DBOEJEBUBOEP B VN FNQSFHP DPNP HFSFOUF EF MBCPSBUØSJP EF DJÐODJBT 0T NBUFSJBJT GPSBN UPEPT JEÐOUJDPT NBT GPSBN BMFBUPSJBNFOUF EFTJHOBEPT B VN OPNF NBTDVMJOP PV GFNJOJOP 0T QBSUJDJQBOUFT GPSBN DPOWJEBEPT B BWBMJBS EP BMVOP TVB DPNQFUÐODJB F hDPOUSBUBCJMJEBEFh CFN DPNP P WBMPS EP TBMÈSJP F EB RVBOUJEBEF EF PSJFOUBÎÍP RVF FMFT PGFSFDFSJBN BP BMVOP .044 3"$64*/ FU BM 0T SFTVMUBEPT FTUÍP SFQSPEV[JEPT OB GJHVSB BEJBOUF 5BMWF[ P NBJT JOUFSFTTBOUF BNCPT PT QSPGFTTPSFT IPNFOT F NVMIFSFT EFNPOTUSBSBN P NFTNP WJÏT NPTUSBOEP RVF OÍP Ï JOUFODJPOBM PV FYQMÓDJUB NBT TJN NPMEBEB QPS QSFDPODFJUPT JNQMÓDJUPT PV OÍP JOUFODJPOBJT EFDPSSFOUF EF FYQPTJÎÍP SFQFUJEB B FTUFSFØUJQPT DVMUVSBJT EJGVOEJEBT RVF SFUSBUBN BT NVMIFSFT DPNP NFOPT DPNQFUFOUFT 0VUSPT FTUVEPT UÐN EFNPOTUSBEP PT NFTNPT FGFJUPT FN EJGFSFOUFT EPNÓOJPT CFN DPNP VN FGFJUP TFNFMIBOUF FN SFMBÎÍP Ë SBÎB #&353"/% . .6--"*/"5)"/ /*$05 $²%*&: '030/* ("3/&3

7FKB QPS FYFNQMP #FSUSBOE F .VMMBJOBUIBO F /JDPU RVF GB[ SFGFSÐODJB B $ÏEJFZ 'PSPOJ F (BSOFS OP WJÏT JNQMÓDJUP EF SBÎB F IUUQCJUMZW.( RVF GB[ SFGFSÐODJB B (PMEJO F 3PVTF TPCSF P FGFJUP EBT BVEJÎÜFT DFHBT OP BVNFOUP EP OÞNFSP EF NVMIFSFT FN PSRVFTUSBT


329

'JHVSB 0T FGFJUPT EP QSFDPODFJUP JNQMÓDJUP EF HÐOFSP OB DPOUSBUBÎÍP 1BSUF *

'JHVSB 0T FGFJUPT EP QSFDPODFJUP JNQMÓDJUP EF HÐOFSP OB DPOUSBUBÎÍP 1BSUF **

&TUFT QSFDPODFJUPT JNQMÓDJUPT OÍP FTUÍP MJNJUBEPT BP SFDSVUBNFOUP PV TFYP 0 WJÏT JNQMÓDJUP F BDFTTP EFTJHVBM BPT SFDVSTPT BUVBN FN UPEBT BT GBTFT EB OPTTB WJEB FEVDBDJPOBM F QSPGJTTJPOBM SFTVMUBOEP FN EPNJOBÎÍP NBTDVMJOB F CSBODB OPT DBNQPT EB DJÐODJB UFDOPMPHJB FOHFOIBSJB F NBUFNÈUJDB 45&. OB TJHMB PSJHJOBM FN JOHMÐT FN HFSBM QSPGJTTÜFT BMUBNFOUF CFN 330


SFDPNFOEBÎÜFT F SFUPSOBS SFHVMBSNFOUF QBSB NPOJUPSBS B JNQMFNFOUBÎÍP F BWBMJBS PT QSPHSFTTPT

$0/$-64°0 &N VNB PSHBOJ[BÎÍP EF BMUP EFTFNQFOIP PT GVODJPOÈSJPT BQSFDJBN F UÐN PSHVMIP OP TFV USBCBMIP EJÈSJP F PT MÓEFSFT F HFTUPSFT TF EFEJDBN B BQPJBS PT GVODJPOÈSJPT FN TVB CVTDB QFMP QSPQØTJUP EB PSHBOJ[BÎÍP /FOIVNB PSHBOJ[BÎÍP GB[ JTTP QFSGFJUBNFOUF F BRVFMFT RVF P GB[FN NFMIPS FTUÍP DPOTUBOUFNFOUF USBCBMIBOEP QBSB NFMIPSBS 1BSB DSJBS FTTF UJQP EF BNCJFOUF UFNPT EF BCPSEBS P DPNQPSUBNFOUP EF UPEPT OB PSHBOJ[BÎÍP DPNFÎBOEP DPN PT FYFDVUJWPT $PNP +PIO ,PUUFS PCTFSWB B NBJPSJB EPT PT GVODJPOÈSJPT UBMWF[ QPS DFOUP EF UPEB B HFTUÍP F QSBUJDBNFOUF UPEPT PT BMUPT FYFDVUJWPT QSFDJTBN BDSFEJUBS RVF VNB HSBOEF NVEBOÎB Ï BCTPMVUBNFOUF FTTFODJBM ,055&3 Q " FTTÐODJB EF VNB EF NFOUBMJEBEF -FBO Ï P FOUFOEJNFOUP EF RVF FTUF EFWF TFS P DBTP OÍP BQFOBT FN VNB DSJTF NBT P UFNQP UPEP .VEBOÎB NFMIPSJB F EFTFOWPMWJNFOUP TÍP DPNVOT FN VNB PSHBOJ[BÎÍP WFSEBEFJSBNFOUF NBHSB .VEBOÎB EF DVMUVSB Ï BMDBOÎBEB QFMB QSÈUJDB SFQFUJEB EFMJCFSBEB F DPOTDJFOUF EF UPEPT OB PSHBOJ[BÎÍP -ÓEFSFT F HFTUPSFT EFWFN GBDJMJUBS JTUP JOWFTUJOEP OP EFTFOWPMWJNFOUP EPT GVODJPOÈSJPT F DSJBOEP DPOEJÎÜFT QBSB BQPJBS BT QFTTPBT RVF USBCBMIBN FN DPOKVOUP QBSB NFMIPSBS DPOUJOVBNFOUF PT QSPDFTTPT P DPOIFDJNFOUP F P WBMPS FOUSFHVF BPT DMJFOUFT 'JOBMNFOUF Ï FTTFODJBM RVF PT MÓEFSFT NPMEFN PT DPNQPSUBNFOUPT RVF FMFT FTQFSBN RVF P SFTUP EB PSHBOJ[BÎÍP BEPUF -ÓEFSFT DVKBT BÎÜFT DPOUSBEJ[FN TVBT QBMBWSBT QBSUJDVMBSNFOUF RVBOEP P TFV FTUBEP Ï BNFBÎBEP PV FN NPNFOUPT EF FTUSFTTF QFSEFSÍP B DPOGJBOÎB EF TVBT FRVJQFT 334

11.4 CONCLUSÃO

CAPÍTULO 12

"%05& 0 1&/4".&/50 -&"/ 1"3" (07&3/"/±" 3*4$0 & $0/'03.*%"%&

i5VEP FTUÈ TVKFJUP Ë JOUFSQSFUBÎÍP " JOUFSQSFUBÎÍP RVF QSFWBMFDF FN BMHVN QPOUP EP UFNQP Ï VNB GVOÎÍP EF QPEFS F OÍP EF WFSEBEFw 'SJFESJDI /JFU[TDIF i" DPOGJBOÎB OÍP Ï TJNQMFTNFOUF VNB RVFTUÍP EF WFSEBEF PV NFTNP EF DPOTUÉODJB ² UBNCÏN VNB RVFTUÍP EF BNJ[BEF F EF CPB WPOUBEF $POGJBNPT OBRVFMFT RVF UÐN OPTTP NFMIPS JOUFSFTTF OP DPSBÎÍP F EFTDPOGJBNPT EBRVFMFT RVF QBSFDFN TVSEPT FN SFMBÎÍP B OPTTBT QSFPDVQBÎÜFTw (BSZ )BNNFM

'SFRVFOUFNFOUF PVWJNPT RVF PT QSJODÓQJPT EB 4UBSUVQ &OYVUB CFN DPNP BT UÏDOJDBT F QSÈUJDBT RVF TVHFSJNPT OFTUF MJWSP OVODB GVODJPOBSJBN FN HSBOEFT FNQSFTBT QPS DBVTB EB HPWFSOBOÎB *TTP OÍP BUFOEFSÈ BPT SFRVJTJUPT SFHVMBUØSJPT "RVJMP OÍP TF FODBJYB FN OPTTP QSPDFTTP EF HFTUÍP EF NVEBOÎBT /PTTB FRVJQF OÍP UFN BDFTTP BPT TFSWJEPSFT EF QSPEVÎÍP &TUFT TÍP BQFOBT BMHVOT QPVDPT FYFNQMPT EF NVJUBT SB[ÜFT RVF BT QFTTPBT UÐN EBEP QBSB SFQVEJBS B 336 12 ADOTE O PENSAMENTO LEAN PARA GOVERNANÇA, RISCO E CONFORMIDADE

QPTTJCJMJEBEF EF NVEBS B GPSNB RVF USBCBMIBN 2VBOEP PVWJNPT UBJT PCKFÎÜFT SFDPOIFDFNPT RVF BT QFTTPBT OÍP FTUÍP SFBMNFOUF GBMBOEP EF HPWFSOBOÎB FMBT FTUÍP TF SFGFSJOEP B QSPDFTTPT RVF GPSBN BEPUBEPT QBSB HFSFODJBS SJTDPT F DPOGPSNJEBEF F RVF DPOGVOEJSBN DPN HPWFSOBOÎB "TTJN DPNP RVBJTRVFS PVUSPT QSPDFTTPT FN VNB PSHBOJ[BÎÍP BRVFMFT FTUBCFMFDJEPT QBSB HFSFODJBS B (PWFSOBOÎB PT 3JTDPT F $POGPSNJEBEF (3$ EFWFN TFS BMWPT EB NFMIPSJB DPOUÓOVB QBSB HBSBOUJS RVF DPOUSJCVBN QBSB P WBMPS HFSBM

1SPDFTTPT EB (3$ UÓQJDPT JODMVFN P DPOUSPMF EF BDFTTP B FOUSFHB EF TPMVÎÜFT HFSÐODJB EF QSPKFUP B HFTUÍP EF NVEBOÎBT F BT BUJWJEBEFT SFMBDJPOBEBT Ë SFEVÎÍP EF SJTDPT DPN P VTP EB 5*

&YJTUFN NVJUBT PSHBOJ[BÎÜFT HSBOEFT RVF GPSBN DBQB[FT EF BQMJDBS QSÈUJDBT EF FOHFOIBSJB -FBO F EFTFOWPMWFSBN VNB DVMUVSB EF FYQFSJNFOUBÎÍP DPNP EFTDSJUP BOUFSJPSNFOUF &TUBT FNQSFTBT FTUÍP TVKFJUBT BP NFTNP OÓWFM EF FYJHÐODJBT SFHVMBUØSJBT F SFWJTÜFT RVF BT PVUSBT 1PS JTTP TBCFNPT RVF QPEF TFS GFJUP /FTUF DBQÓUVMP CVTDBSFNPT HVJBS WPDÐ BUSBWÏT EP MBCJSJOUP RVF Ï B (3$ FTQFDJBMNFOUF DPNP FMB TF SFMBDJPOB DPN B HFTUÍP EF DPODFJUPT F QSÈUJDBT OFDFTTÈSJBT QBSB TF UPSOBS VNB FNQSFTB -FBO &TTB ÈSFB Ï ËT WF[FT QPVDP FOUFOEJEB QPS RVFN OÍP GF[ EB (3$ TFV GPDP EF DBSSFJSB FOUÍP BQSFTFOUBSFNPT BMHVN DPOUFYUP QBSB MIF BKVEBS B DIFHBS B VN FOUFOEJNFOUP DPNVN DPN FRVJQFT EB (3$ "TTJN TFSÈ NBJT GÈDJM EJTDVUJS DPNP QSPDFTTPT EB (3$ F DPOUSPMFT QPEFN TFS NFMIPSBEPT F QFSNJUJS ËT FRVJQFT EF QSPEVUPT EFTCSBWBSFN DPOUJOVBNFOUF F NFMIPSBSFN TFV USBCBMIP 0GFSFDFSFNPT BMHVOT FYFNQMPT EF DPNP DPODFJUPT F QSJODÓQJPT -FBO QPEFN TFS BQMJDBEPT QBSB NFMIPSBS PT QSPDFTTPT EB (3$ 12 ADOTE O PENSAMENTO LEAN PARA GOVERNANÇA, RISCO E CONFORMIDADE 337

JOUFSFTTFT EBT QBSUFT JOUFSFTTBEBT FN SFMBÎÍP Ë QSJWBDJEBEF EB JOGPSNBÎÍP TFHVSBOÎB GÓTJDB F BPT JOWFTUJNFOUPT GJOBODFJSPT 2VBOEP WJODVMBEPT QFMB MFJ QPS SFHVMBNFOUP PV DPOUSBUP B DPOGPSNJEBEF OÍP Ï PQDJPOBM 4F FTDPMIFSNPT OÍP PCFEFDFS BVNFOUBNPT OPTTPT SJTDPT EF NVMUBT QBSBMJTBÎÜFT PQFSBDJPOBJT PV EBOPT Ë OPTTB SFQVUBÎÍP &N DBTPT FYUSFNPT B QFOB EF QSJTÍP QPEF TFS P SFTVMUBEP EB DPOTDJFOUF F TJTUFNÈUJDB EFTWJSUVBÎÍP EB DPOGPSNJEBEF EF VNB PSHBOJ[BÎÍP

340

12.1 ENTENDENDO GOVERNANÇA, RISCOS E CONFORMIDADE

(&3³/$*" /°0 ² (07&3/"/±" $PNP FTUBCFMFDJEP OP $0#*5 'SBNFXPSL *4"$"

P $0#*5 GPSNBMNFOUF TJHOJGJDB $POUSPM 0CKFDUJWFT GPS *OGPSNBUJPO BOE 3FMBUFE 5FDIOPMPHZ PCKFUJWPT EF DPOUSPMF QBSB B JOGPSNBÎÍP F UFDOPMPHJB SFMBDJPOBEB &MF QSPDVSB PGFSFDFS VNB WJTÍP EF OFHØDJP EF QPOUB B QPOUB EB HPWFSOBOÎB EB 5* EB PSHBOJ[BÎÍP 0T BVEJUPSFT BTTJN DPNP BT FRVJQFT EF SJTDP F DPOGPSNJEBEF VUJMJ[BN P GSBNFXPSL F BT GFSSBNFOUBT SFMBDJPOBEBT QBSB DSJBS F BWBMJBS B HPWFSOBOÎB TPCSF B VUJMJ[BÎÍP EF UFDOPMPHJB QBSB B FOUSFHB EF WBMPS 1BSB NBJT JOGPSNBÎÜFT WFKB IUUQXXXJTBDBPSHDPCJUQBHFT 0 $0#*5 DMBSBNFOUF FYQMJDB B EJGFSFOÎB FOUSF HPWFSOBOÎB F HFSÐODJB " HPWFSOBOÎB HBSBOUF RVF BT OFDFTTJEBEFT DPOEJÎÜFT F PQÎÜFT EBT QBSUFT JOUFSFTTBEBT TFKBN BWBMJBEBT QBSB EFUFSNJOBS PCKFUJWPT FRVJMJCSBEPT F BDPSEBEPT B TFSFN BUJOHJEPT EFUFSNJOB B EJSFÎÍP QPS NFJP EB QSJPSJ[BÎÍP F EB UPNBEB EF EFDJTÍP F NPOJUPSB P EFTFNQFOIP F B DPOGPSNJEBEF FN SFMBÎÍP Ë EJSFÎÍP F BPT PCKFUJWPT FTUBCFMFDJEPT " HFSÐODJB QMBOFKB DPOTUSØJ FYFDVUB F NPOJUPSB BUJWJEBEFT FN BMJOIBNFOUP DPN B EJSFÎÍP FTUBCFMFDJEB QFMP DPSQP EF HPWFSOBOÎB QBSB BUJOHJS PT PCKFUJWPT FNQSFTBSJBJT

1PS FYFNQMP B HPWFSOBOÎB FOWPMWF DSJBS B WJTÍP F PT PCKFUJWPT QBSB B JNQMBOUBÎÍP EF NVEBOÎBT UFDOPMØHJDBT B VNB UBYB RVF EÐ DPOEJÎÜFT BP OFHØDJP UFS TVDFTTP &MB EFGJOF P RVF EFWFSJB TFS NFEJEP QBSB EFUFSNJOBS TF FTUBNPT JOEP OB EJSFÎÍP DPSSFUB QBSB BUJOHJS OPTTPT PCKFUJWPT " HFSÐODJB EFUFSNJOB DPNP B PSHBOJ[BÎÍP 12.1 ENTENDENDO GOVERNANÇA, RISCOS E CONFORMIDADE

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0T DPOUSPMFT FSSBEPT JOUFSSPNQFN P GMVYP 0T DPOUSPMFT QPEFN TFS QSFWFOUJWPT QPS OBUVSF[B QFMB BQMJDBÎÍP EF VNB CBSSFJSB %F GPSNB BMUFSOBUJWB FMFT QPEFN BHJS DPNP EFUFUJWFT NPOJUPSBOEP F SFWJTBOEP FWFOUPT EFQPJT EF TVBT PDPSSÐODJBT F MFWBOUBOEP BT SFTQPTUBT BQSPQSJBEBT QBSB B EFTDPCFSUB EF FYDFÎÜFT QPUFODJBJT UBJT DPNP FSSPT PNJTTÜFT PV BÎÜFT NBMJDJPTBT .VJUPT EF OØT DPNFUFN P FSSP EF QFOTBS RVF DPOUSPMFT QSFWFOUJWPT TÍP NBJT FGFUJWPT QPEFNPT DSJBS CBSSFJSBT PV UJSBS B QPTTJCJMJEBEF EBT QFTTPBT EF GB[FSFN BMHVNB DPJTB NBT OÍP GVODJPOB " SFBMJEBEF Ï RVF BT QFTTPBT QSFDJTBN FOUSFHBS BT DPJTBT 4F WPDÐ UFOUBS QBSÈMBT NVJUBT WÍP TF UPSOBS DSJBUJWBT F EFTDPCSJS GPSNBT EF ESJCMBS RVBJTRVFS CBSSFJSBT DSJBEBT " SFBÎÍP FOUÍP Ï USBWBS BJOEB NBJT P RVF FODPSBKB BJOEB NBJT TPMVÎÜFT DSJBUJWBT QPS CBJYP EPT QBOPT DVMUJWBOEP VNB DVMUVSB TVCWFSTJWB EF DPNQPSUBNFOUP BSSJTDBEP 6N CPN FYFNQMP TÍP FRVJQFT RVF 350 12.3 MAPEIE A CADEIA DE VALOR, CRIE O FLUXO E ESTABELEÇA UM SISTEMA PUXADO

DPOGJBNPT RVF BT QFTTPBT GBSÍP P DPSSFUP QPS JTTP EBNPT BDFTTP F DPOUSPMF TPCSF PT TJTUFNBT F P IBSEXBSF RVF FMBT QSFDJTBN VTBS EJBSJBNFOUF &OUÍP WFSJGJDBNPT TF B FRVJQF OÍP FTUÈ BCVTBOEP EB BVUPSJEBEF QPS NFJP EF VN NPOJUPSBNFOUP CPN F EB SFWJTÍP GSFRVFOUF EPT QSPDFTTPT DPN P JOUVJUP EF HBSBOUJS RVF PT MJNJUFT FTUBCFMFDJEPT FTUFKBN TFOEP PCTFSWBEPT F RVF WJTJCJMJEBEF F USBOTQBSÐODJB DPNQMFUBT FTUFKBN JODMVÓEBT OP USBCBMIP EB FRVJQF

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"UFOEFS ËT EFNBOEBT EF DPOGPSNJEBEF QBSB 4FHVSBOÎB EB *OGPSNBÎÍP UFN TJEP VNB QFESB OP TBQBUP EF NVJUBT FRVJQFT EF FOUSFHB /P FTQÓSJUP EB NFUPEPMPHJB #JH #BOH EF FOUSFHB EF QSPKFUPT B FRVJQF EF TFHVSBOÎB Ï FOWPMWJEB OP ÞMUJNP NPNFOUP EJBT BOUFT EP MBOÎBNFOUP QBSB FYFDVUBS VNB SFWJTÍP GJOBM EF DØEJHP QBSB QSPDVSBS QPS WVMOFSBCJMJEBEFT EF TFHVSBOÎB F EB DPOGPSNJEBEF SFRVFSJEB " DPNVOJEBEF EF 4FHVSBOÎB EB *OGPSNBÎÍP BHPSB QFSDFCF RVF FTTB BCPSEBHFN OÍP GVODJPOB /B NBJPSJB EPT QSPEVUPT TJNQMFTNFOUF FYJTUF DPNQMFYJEBEF F WPMVNF EFNBJT QBSB DPNQMFUBS VNB SFWJTÍP NÓOJNB 2VBOEP BT WVMOFSBCJMJEBEFT PV PVUSBT GBMIBT OB DPOGPSNJEBEF TÍP EFTDPCFSUBT EFTTB GPSNB HFSBMNFOUF Ï UBSEF EFNBJT QBSB GB[FS NVJUB DPJTB B SFTQFJUP "DBCB TFOEP NBJT BSSJTDBEP DPSSJHJS BT WVMOFSBCJMJEBEFT FN VN TJTUFNB GSÈHJM PV FTQFSBS QFMBT NVEBOÎBT EP RVF EFJYBS RVF BT WVMOFSBCJMJEBEFT DIFHVFN B QSPEVÎÍP DPN B QSPNFTTB EF BSSVNÈMBT EFQPJT 1BSB BUFOEFS B RVFTUÜFT EF DPOGPSNJEBEF F SFEVÎÍP EF SJTDPT EF TFHVSBOÎB NVJUBT PSHBOJ[BÎÜFT BHPSB JODMVFN FTQFDJBMJTUBT FN TFHVSBOÎB EB JOGPSNBÎÍP DPNP NFNCSPT EBT FRVJQFT 12.3 MAPEIE A CADEIA DE VALOR, CRIE O FLUXO E ESTABELEÇA UM SISTEMA PUXADO 353

QBSB BT FRVJQFT NVEBOEP PT QSPDFTTPT EF HPWFSOBOÎB BT FRVJQFT EB (3$ UBNCÏN TF CFOFGJDJBN 6UJMJ[BOEP DPOUSPMFT EFTFOIBEPT FN DPMBCPSBÎÍP DPN BT FRVJQFT EB (3$ BT FRVJQFT EF FOUSFHB QPEFN FNCVUJS FWJEÐODJB EF DPOGPSNJEBEF SFBM OP USBCBMIP EJÈSJP F OBT GFSSBNFOUBT BMÏN EF BGBTUBS P UFBUSP EB HFTUÍP EF SJTDP $PNP GB[FNPT DPN B RVBMJEBEF GVODJPOBM F EF EFTFNQFOIP DPOTUSVÓNPT FWJEÐODJB EF DPOGPSNJEBEF FN OPTTP USBCBMIP EJÈSJP EF GPSNB B OÍP UFS EF BQFMBS QBSB HSBOEFT MPUFT EF JOTQFÎÍP BQØT B NBJPS QBSUF EP USBCBMIP FTUBS QSPOUB 0 FGFJUP HMPCBM QBSB BT FRVJQFT EB (3$ Ï RVF FMBT BHPSB QPEFN FYUSBJS JOGPSNBÎÜFT SFMBDJPOBEBT Ë DPOGPSNJEBEF EBT FRVJQFT EF FOUSFHB B RVBMRVFS NPNFOUP TFN JOUFSSPNQFS P GMVYP HFSBM EB FRVJQF B OÍP TFS RVF BMHP EFTBHSBEÈWFM PV OÍP QSFWJTUP QBSFÎB FTUBS BDPOUFDFOEP "T BVEJUPSJBT BOVBJT TÍP NFOPT EPMPSPTBT QPSRVF BT FRVJQFT EF FOUSFHB FOUFOEFN B JOUFOÎÍP EPT DPOUSPMFT RVF PT BVEJUPSFT FTUÍP QFEJOEP F QPEFN HFSBS FWJEÐODJBT EP DVNQSJNFOUP EFTTBT JOUFOÎÜFT QPS NFJP EF TFVT QSPDFTTPT "P VTBS VN GSBNFXPSL FDPOÙNJDP B FYFNQMP EF $VTUP EF "USBTP EJTDVUJEP OP DBQÓUVMP

QPEFNPT RVBOUJGJDBS PT USBEFPGGT FDPOÙNJDPT RVF GB[FNPT RVBOEP JNQMFNFOUBNPT DPOUSPMFT QBSB NJUJHBS SJTDPT *TUP OPT QFSNJUF QSJPSJ[BS USBCBMIP EB (3$ FN SFMBÎÍP B PVUSPT UJQPT EF USBCBMIP RVF SFBMJ[BNPT QPSUBOUP QVYBS USBCBMIP BEJDJPOBM SFRVFSJEP QBSB DPOGPSNJEBEF OP NPNFOUP DPSSFUP QBSB P OFHØDJP

&456%0 %& $"40 *.1-&.&/5"±°0 1$*%44 /" &54: " &UTZ Ï VN NFSDBEP POMJOF QBSB JUFOT GFJUPT Ë NÍP F JUFOT WJOUBHF DPN NBJT EF VN CJMIÍP EF EØMBSFT FN WFOEBT CSVUBT FN /B DVMUVSB EF BMUB DPOGJBOÎB EB &UTZ PT EFTFOWPMWFEPSFT OPSNBMNFOUF DPMPDBN TVBT QSØQSJBT 12.3 MAPEIE A CADEIA DE VALOR, CRIE O FLUXO E ESTABELEÇA UM SISTEMA PUXADO 355

NVEBOÎBT OP BS SFBMNFOUF DPNP QBSUF EB JOUFHSBÎÍP EF OPWPT FOHFOIFJSPT PT EFTFOWPMWFEPSFT VUJMJ[BN P TJTUFNB EF JNQMBOUBÎÍP BVUPNBUJ[BEP QBSB BUVBMJ[BS TFVT QFSGJT BP WJWP OP TJUF MPHP OPT QSJNFJSPT EJBT 0T FOHFOIFJSPT UBNCÏN QPEFN USBCBMIBS FN F UFS BDFTTP B UPEBT BT QBSUFT EP TJTUFNB $POUVEP EFWJEP Ë &UTZ QSPDFTTBS USBOTBÎÜFT EF DBSUÍP EF DSÏEJUP FMB FTUÈ TVKFJUB BP 1$*%44 VN QBESÍP EB JOEÞTUSJB RVF Ï CBTUBOUF QSFTDSJUJWP FN DPNP HFSFODJBS TJTUFNBT QBSB BSNB[FOBNFOUP PV USBOTNJTTÍP EF JOGPSNBÎÜFT EP UJUVMBS EP DBSUÍP FTTFT TJTUFNBT TÍP DPOIFDJEPT DPNP P BNCJFOUF EF JOGPSNBÎÜFT EP UJUVMBS PV DBSEIPMEFS EBUB FOWJSPONFOU $%& 1PS FYFNQMP P $%& EFWF TFS GJTJDBNFOUF TFQBSBEP F EFWF UBNCÏN IBWFS B TFHSFHBÎÍP EF GVOÎÜFT QPS QFTTPBT RVF USBCBMIBN OPT TJTUFNBT EFOUSP EP $%& " TFHSFHBÎÍP EF GVOÎÜFT OPSNBMNFOUF Ï JOUFSQSFUBEB OP TFOUJEP EF FOUSF PVUSBT DPJTBT EJ[FS RVF PT EFTFOWPMWFEPSFT OÍP EFWFSJBN UFS BDFTTP Ë CBTF EF EBEPT EF QSPEVÎÍP F RVF FMFT OÍP EFWFSJBN TFS DBQB[FT EF DPMPDBS TVBT QSØQSJBT NPEJGJDBÎÜFT FN QSPEVÎÍP "NCPT SFRVJTJUPT DPOGMJUBN DPN B GPSNB RVF B &UTZ UJQJDBNFOUF PQFSB 7FKB DPNP FMFT BCPSEBSBN B DPOGPSNJEBEF FN SFMBÎÍP BP QBESÍP 1$*%44 .JOJNJ[F BT DPOTFRVÐODJBT EF VNB DPOGPSNJEBEF SFRVFSJEB &OUFOEB RVF OÍP FYJTUF VNB TPMVÎÍP EF DPOGPSNJEBEF RVF TJSWB QBSB UVEP F BSRVJUFUF TJTUFNBT RVF TFQBSFN BT QSFPDVQBÎÜFT SFMBDJPOBEBT B EJGFSFOUFT EFNBOEBT EF DPOGPSNJEBEF " DVMUVSB QSJODJQBM OB &UTZ Ï PUJNJ[BEB QBSB B WFMPDJEBEF EF JOPWBÎÍP $POUVEP P QSPDFTTBNFOUP EF DBSUÜFT EF DSÏEJUP Ï VNB ÈSFB OB RVBM B TFHVSBOÎB EPT EBEPT Ï EF NÈYJNB JNQPSUÉODJB " &UTZ SFDPOIFDF RVF EJGFSFOUFT QBSUFT EF TFVT

356 12.3 MAPEIE A CADEIA DE VALOR, CRIE O FLUXO E ESTABELEÇA UM SISTEMA PUXADO

TJTUFNBT UÐN QSFPDVQBÎÜFT EJGFSFOUFT F EFWFN TFS USBUBEBT EF GPSNB EJGFSFOUF " EFDJTÍP BSRVJUFUVSBM NBJT JNQPSUBOUF EB &UTZ GPJ EFTBDPQMBS P BNCJFOUF $%& EP SFTUP EP TJTUFNB MJNJUBOEP P FTDPQP EPT SFHVMBNFOUPT EP 1$*%44 QBSB VNB ÈSFB TFQBSBEB QSFWFOJOEP B DPOUBNJOBÎÍP EF UPEPT TFVT TJTUFNBT EF QSPEVÎÍP 0T TJTUFNBT RVF GPSNBN P $%& TÍP TFQBSBEPT F HFSFODJBEPT EF PVUSB GPSNB EP SFTUP EPT BNCJFOUFT EB &UTZ OPT OÓWFJT GÓTJDP EF SFEF EF DØEJHPGPOUF F EF JOGSBFTUSVUVSB MØHJDB "MJÈT P $%& Ï DPOTUSVÓEP F PQFSBEP QPS VNB FRVJQF NVMUJGVODJPOBM RVF Ï SFTQPOTÈWFM FYDMVTJWBNFOUF QFMP $%& /PWBNFOUF JTUP MJNJUB P FTDPQP EPT SFHVMBNFOUPT 1$*%44 BQFOBT B FTUB FRVJQF &TUBCFMFÎB F MJNJUF P SBJP EF JNQBDUP EF GSBNFXPSLT F SFHVMBNFOUPT 4FNQSF DPNFDF QFSHVOUBOEP 2VBM Ï P NFOPS DPOKVOUP EF NVEBOÎBT RVF QSFDJTBNPT GB[FS FN OPTTB BSRVJUFUVSB F DVMUVSB JEFBJT RVF BJOEB BUFOEB Ë DPOGPSNJEBEF B RVF FTUBNPT TVKFJUPT &OUÍP BEPUF VNB BCPSEBHFN JODSFNFOUBM F JUFSBUJWB OB JNQMFNFOUBÎÍP F WBMJEBÎÍP EFTTBT NVEBOÎBT 1PS FYFNQMP BQFTBS EP 1$*%44 FYJHJS B TFHSFHBÎÍP EF GVOÎÜFT JTTP OÍP JNQFEF RVF VNB FRVJQF NVMUJGVODJPOBM $%& USBCBMIF KVOUB OP NFTNP FTQBÎP 2VBOEP JOUFHSBOUFT EB FRVJQF $%& RVFSFN GB[FS BMHVNB BMUFSBÎÍP FN QSPEVÎÍP FMFT DSJBN VN DIBNBEP RVF Ï BQSPWBEP QFMP MÓEFS UÏDOJDP GPSB JTTP P DØEJHP Ï DPNJUBEP F P QSPDFTTP EF EFQMPZ Ï DPNQMFUBNFOUF BVUPNBUJ[BEP DPNP BDPOUFDF DPN P BNCJFOUF QSJODJQBM EB &UTZ /ÍP FYJTUFN HBSHBMPT F BUSBTPT QPJT B TFHSFHBÎÍP EF GVOÎÜFT Ï NBOUJEB MPDBM VNB NVEBOÎB Ï BQSPWBEB QPS BMHVÏN EJGFSFOUF EB QFTTPB RVF B GF[ 12.3 MAPEIE A CADEIA DE VALOR, CRIE O FLUXO E ESTABELEÇA UM SISTEMA PUXADO 357

6UJMJ[F DPOUSPMFT DPNQFOTBUØSJPT ² GVOEBNFOUBM SFTQFJUBS PT SFTVMUBEPT EPT SFHVMBNFOUPT RVF FTUBNPT UFOUBOEP PCUFS BQFTBS EF SFDPOIFDFS RVF FYJTUFN EJWFSTBT GPSNBT EF BUJOHJS UBJT SFTVMUBEPT 1PS FYFNQMP P 1$* %44 QFSNJUF RVF BT PSHBOJ[BÎÜFT JNQMFNFOUFN DPOUSPMFT DPNQFOTBUØSJPT VNB BMUFSOBUJWB QSPKFUBEB QBSB DSJBS P NFTNP SFTVMUBEP POEF FYJTUB VNB SFTUSJÎÍP MFHÓUJNB TFKB UÏDOJDB PV EF OFHØDJP RVF JNQFÎB B JNQMFNFOUBÎÍP EF VN DPOUSPMF FN QBSUJDVMBS 8*--*".4 /P DBTP EP 1$*%44 WPDÐ EFWFSJB GBMBS DPN TFV BVEJUPS EF TFHVSBOÎB RVBMJGJDBEP 24" 2VBMJGJFE 4FDVSJUZ "VEJUPS F DPN P CBODP BERVJSFOUF QBSB EJTDVUJS QPTTÓWFJT BMUFSOBUJWBT BPT DPOUSPMFT RVF UÐN VN JNQBDUP JOBDFJUÈWFM TFKB UÏDOJDP PV EF OFHØDJP 1PS FYFNQMP P QJQFMJOF EF EFQMPZ EFTDSJUP OP DBQÓUVMP F VTBEP QFMB &UTZ PGFSFDF VN DPOKVOUP QPEFSPTP EF DPOUSPMFT DPNQFOTBUØSJPT RVF QPEF PGFSFDFS VNB BMUFSOBUJWB Ë TFHSFHBÎÍP EF GVOÎÜFT OPT PVUSPT TJTUFNBT EFMFT

" WBOUBHFN EF TF VUJMJ[BS QSJODÓQJPT -FBO F B FOUSFHB DPOUÓOVB OP EFTFOWPMWJNFOUP EF QSPEVUPT Ï RVF FMFT QPTTJCJMJUBN VNB BCPSEBHFN CFN HSBOVMBS F BEBQUBUJWB QBSB B HFTUÍP EF SJTDPT $POGPSNF WBNPT USBCBMIBOEP FN MPUFT QFRVFOPT F SBTUSFBOEP DBEB NVEBOÎB FN OPTTPT TJTUFNBT EP DIFDLJO BUÏ B JNQMBOUBÎÍP QPEFSFNPT RVBOUJGJDBS P SJTDP EF DBEB NVEBOÎB F HFSFODJÈMB EF GPSNB BQSPQSJBEB " NFMIPS NBOFJSB EF BUJOHJS PT PCKFUJWPT EF VNB CPB (3$ Ï JODMVJOEP B DPOGPSNJEBEF F B HFTUÍP EF SJTDPT OBT BUJWJEBEFT EJÈSJBT EBT FRVJQFT EF QSPEVUP JODMVJOEP P EFTJHO EF TJTUFNBT F EF 69 F UFTUFT $POGPSNF BT PSHBOJ[BÎÜFT TF BGBTUBN EP QBSBEJHNB EP DPNBOEP F DPOUSPMF F BT FRVJQFT EB (3$ BEPUBN VNB BCPSEBHFN 358 12.3 MAPEIE A CADEIA DE VALOR, CRIE O FLUXO E ESTABELEÇA UM SISTEMA PUXADO

DPMBCPSBUJWB QBSB B HFTUÍP EF SJTDP DPNFÎBNPT B WBMPSJ[ÈMBT DPNP DPOTFMIFJSBT DPOGJÈWFJT F FTQFDJBMJTUBT FN TFV EPNÓOJP EF DPOIFDJNFOUP 1BSB NVJUBT FRVJQFT EB (3$ JTTP SFRVFS VNB NVEBOÎB HSBOEF FN TFVT QBQÏJT SFTQPOTBCJMJEBEFT F DPNQPSUBNFOUPT OB PSHBOJ[BÎÍP &TTF Ï P NPWJNFOUP EF VN QBQFM EF QPMJDJBNFOUP QBSB VN EF NFNCSP DPOUSJCVJEPS EB FRVJQF RVF Ï NFEJEP QFMPT NFTNPT SFTVMUBEPT RVF B FRVJQF EF QSPEVUP OÍP BQFOBT QPS VNB QFSTQFDUJWB EF DPOGPSNJEBEF

$0/$-64°0 6NB CPB HPWFSOBOÎB OFDFTTJUB RVF UPEPT EFFN ÐOGBTF OB EFTDPCFSUB EF GPSNBT QBSB NFMIPSBS P WBMPS F PGFSFDFS JOGPSNBÎÍP DPSSFUB TPCSF B RVBM FNCBTBS OPTTBT EFDJTÜFT $PNFÎBNPT DPN MJEFSBOÎB F EJSFÎÍP EP $POTFMIP F &YFDVUJWPT F DPOGJBNPT OB IBCJMJEBEF EPT FNQSFHBEPT EF BDFJUBSFN TVBT SFTQPOTBCJMJEBEFT FN UPNBS CPBT EFDJTÜFT OP USBCBMIP 6NB DVMUVSB EF BCFSUVSB DPOGJBOÎB F USBOTQBSÐODJB Ï OFDFTTÈSJB QBSB VNB CPB HPWFSOBOÎB "T FTUSVUVSBT F PT QSPDFTTPT EB (3$ EFWFN TFS EFTFOWPMWJEPT DPMBCPSBUJWBNFOUF UBOUP QFMBT FRVJQFT EB (3$ RVBOUP QFMBT FRVJQFT EF QSPEVUP RVF USBCBMIBN EJBSJBNFOUF QBSB FOUSFHBS WBMPS QBSB PT DPOTVNJEPSFT "P JEFOUJGJDBS B JOUFOÎÍP EBT MFJT F SFHVMBNFOUPT RVF UFNPT EF DVNQSJS OPTTBT FRVJQFT EB (3$ QPEFN DPMBCPSBS DPNP FRVJQFT EF QSPEVUP QBSB EFUFSNJOBS BCPSEBHFOT MPDBJT RVF TF FODBJYBN NFMIPS OB NFMIPSJB EB FOUSFHB EF WBMPS $PNFÎBNPT FYQMPSBOEP DPN BT FRVJQFT EB (3$ DPNP QPEFNPT NJOJNJ[BS PT FGFJUPT OFHBUJWPT FN TF BQPJBS FN DPOUSPMFT SFTUSJUJWPT QPS NFJP EP VTP DSJBUJWP EB BSRVJUFUVSB EF TJTUFNBT NFMIPSJB EF QSPDFTTPT DPOUFOÎÍP EP FTDPQP BQMJDBÎÍP EF DPOUSPMFT DPNQFOTBUØSJPT F BMBWBODBHFN EF OPWBT UFDOPMPHJBT 1PEFNPT FOUÍP UJSBS QSPWFJUP EP OPTTP BQSFOEJ[BEP QBSB NFMIPSBS DPOUJOVBNFOUF OPTTPT QSPDFTTPT F PGFSFDFS UBOUP VNB HPWFSOBOÎB 12.4 CONCLUSÃO

359

CAPÍTULO 13

&70-6*/%0 " (&45°0 '*/"/$&*3" 1"3" (6*"3 " */07"±°0 %& 130%650

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*/530%6±°0 &N NVJUBT FNQSFTBT HSBOEFT PT QSPDFTTPT EF HFTUÍP GJOBODFJSB 'JOBODJBM .BOBHFNFOU 1SPDFTTFT PV '.1 FN JOHMÐT TÍP EFTFOIBEPT OP QBSBEJHNB EF QSPKFUP *TUP TF BQSFTFOUB DPNP VN FNQFDJMIP OB DPOEVÎÍP EF VNB BCPSEBHFN CBTFBEB FN QSPEVUP OB CVTDB QFMB JOPWBÎÍP ² SFMBUJWBNFOUF GÈDJM QBSB FRVJQFT QFRVFOBT USBCBMIBSFN F DPMBCPSBSFN VNBT DPN BT PVUSBT &OUSFUBOUP FN VNB FTDBMB PSHBOJ[BDJPOBM FN BMHVN NPNFOUP BUJOHJNPT VN 13 EVOLUINDO A GESTÃO FINANCEIRA PARA GUIAR A INOVAÇÃO DE PRODUTO 361

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CAPÍTULO 14

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405

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14.4 GERENCIANDO SISTEMAS EXISTENTES

407

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408


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409

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411

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413

EVQMJDBEPT PV BOUJHPT B 4VODPSQ QSFUFOEF SFEV[JS DVTUPT PQFSBDJPOBJT F SFJOWFTUJS FTUBT FDPOPNJBT FN OPWPT DBOBJT EJHJUBJT EJ[ .BUU 1BODJOP OPWP $&0 EB 4VODPSQ #VTJOFTT 4ZTUFNT 1SÈUJDBT -FBO F NFMIPSJB DPOUÓOVB TÍP FTUSBUÏHJBT OFDFTTÈSJBT QBSB FOUSFHBS P QSPHSBNB EF TJNQMJGJDBÎÍP " 4VODPSQ FTUÈ JOWFTUJOEP DPN TVDFTTP FN GSBNFXPSLT BVUPNBUJ[BEPT EF UFTUF QBSB BQPJBS P EFTFOWPMWJNFOUP B DPOGJHVSBÎÍP B NBOVUFOÎÍP F B BUVBMJ[BÎÍP SÈQJEBT EPT TJTUFNBT &TUBT UÏDOJDBT TÍP GBNJMJBSFT QBSB RVFN VTB OPWBT QMBUBGPSNBT UFDOPMØHJDBT FTQFDJBMNFOUF OP FTQBÎP EJHJUBM NBT B 4VODPSQ Ï CFN TVDFEJEB OB BQMJDBÎÍP EF BCPSEBHFOT ÈHFJT F -FBO QBSB P NVOEP EPT DPNQVUBEPSFT HSBOEFT DBSPT F TVQFSSÈQJEPT RVF Ï P NVOEP EPT TJTUFNBT NBJOGSBNF DPOIFDJEP DPNP CJH JSPO 1SÈUJDBT EF FOUSFHB &N TFV OFHØDJP EF TFHVSPT B 4VODPSQ FTUÈ MBOÎBOEP NÍP EB DPNCJOBÎÍP EF HSBOEFT F DPNQMFYPT TJTUFNBT NBJOGSBNF EF QPMÓUJDBT EF TFHVSP DPN VN TJTUFNB QBSB BQPJBS QSPDFTTPT EF OFHØDJP DPNVN QFMB PSHBOJ[BÎÍP F EJSFDJPOBS NBJT WFOEBT EF TFHVSP QFMPT DBOBJT EJSFUPT "MHVNBT QFÎBT DIBWF GB[JBN QBSUF EP QSPHSBNB 1FÎBT CÈTJDBT RVF GPSOFDFV VN GSBNFXPSL EF UFTUFT GVODJPOBJT QBSB P TJTUFNB NBJOGSBNF DFOUSBM EF QPMÓUJDBT QSÈUJDBT ÈHFJT EF FOUSFHB F VNB BCPSEBHFN DPNVN QBSB B JOUFHSBÎÍP EF TJTUFNBT DPN CBTF FN TFSWJÎPT XFC %VSBOUF P QSJNFJSP BOP EP QSPHSBNB EF TJNQMJGJDBÎÍP PT UFTUFT GPSBN FTUFOEJEPT QBSB BQPJBS B JOUFHSBÎÍP EP TJTUFNB NBJOGSBNF EF QPMÓUJDB DPN PT OPWPT DBOBJT EJHJUBJT F PT TJTUFNBT EF QSFDJGJDBÎÍP $SJUÏSJPT EF BDFJUF BVUPNBUJ[BEPT GPSBN EFTFOWPMWJEPT FORVBOUP EJGFSFOUFT TJTUFNBT FSBN EFTFOWPMWJEPT *TUP SFEV[JV FOPSNFNFOUF P UFNQP EF UFTUF QBSB B JOUFHSBÎÍP EF OPWPT TJTUFNBT EF QSFDJGJDBÎÍP F EF 414


BWBMJBÎÍP EF SJTDPT DPN NÞMUJQMPT UJQPT EF QPMÓUJDBT 5FTUFT BVUPNBUJ[BEPT UBNCÏN EFSBN BQPJP Ë HFTUÍP F ËT WFSJGJDBÎÜFT EF QPMÓUJDBT QBSB PT DMJFOUF QPS NFJP EF EJGFSFOUFT DBOBJT DPNP POMJOF PV DBMM DFOUFS 5FTUFT OPUVSOPT EF SFHSFTTÍP TPCSF BT GVODJPOBMJEBEFT DFOUSBJT NBOUJWFSBN P QBTTP DPN P EFTFOWPMWJNFOUP F BQPJBSBN UBOUP PT UFTUFT GVODJPOBJT RVBOUP B JOUFHSBÎÍP FOUSF TJTUFNBT $POGPSNF PT EFGFJUPT FSBN FODPOUSBEPT FN DFOÈSJPT EF QPOUB B QPOUB SFTPMVÎÜFT SFTQPOTJWBT FSBN HFSFODJBEBT FN IPSBT PV EJBT OÍP TFNBOBT DPNP Ï UÓQJDP QBSB HSBOEFT TJTUFNBT FNQSFTBSJBJT 3FTVMUBEPT /P QSPDFTTP B 4VODPSQ SFEV[JV EF QBSB PT TJTUFNBT DPNQMFYPT EF TFHVSP QFTTPBM F EF WJEB F EFTBUJWPV TJTUFNBT MFHBEPT "T BUVBMJ[BÎÜFT TÍP GFJUBT VNB WF[ F JNQMBOUBEBT QPS UPEBT BT NBSDBT &MFT UÐN VNB CBTF ÞOJDB EF DØEJHP QBSB TJUFT EB JOUFSOFU QBSB UPEBT TVBT EJGFSFOUFT NBSDBT F QSPEVUPT *TUP QFSNJUF SFTQPTUB NBJT SÈQJEB ËT OFDFTTJEBEFT EPT DMJFOUFT F UPSOB DBEB FRVJQF FN SFTQPOTÈWFM QPS VN TJUF SFEVOEBOUF 1PS VNB QFSTQFDUJWB EF OFHØDJP P TJTUFNB NBJT TJNQMFT QFSNJUJV RVF QSPDFTTPT EF OFHØDJP GPTTFN SFEFTFOIBEPT F SBDJPOBMJ[BEPT "T FRVJQFT BHPSB QPEFN PGFSFDFS TFSWJÎPT OPWPT PV NFMIPSBEPT EF BDPSEP DPN B EFNBOEB FN WF[ EF NFMIPSBS DBEB NBSDB JTPMBEBNFOUF 5BNCÏN IPVWF SFEVÎÍP EP UFNQP EF JNQMBOUBÎÍP EPT OPWPT QSPEVUPT F TFSWJÎPT UBJT DPNP DPCFSUVSBT NÏEJDB QBSB DMJFOUFT "1*" PV BTTJTUÐODJB OB FTUSBEB QBSB DMJFOUFT "".* 0 JOWFTUJNFOUP OB TJNQMJGJDBÎÍP F HFTUÍP EPT TJTUFNBT DFOUSBJT EB 4VODPSQ RVFS EJ[FS RVF FMFT QPEFN BVNFOUBS PT JOWFTUJNFOUPT FN UPEPT TFVT QPOUPT EF DPOUBUP DPN PT 14.4 GERENCIANDO SISTEMAS EXISTENTES

415

DMJFOUFT 5BOUP OBT QSÈUJDBT UFDOPMØHJDBT F EF OFHØDJP B 4VODPSQ BVNFOUPV P QBTTP EB TJNQMJGJDBÎÍP DPN B NBJPSJB EBT NBSDBT BHPSB VTBOEP JOGSBFTUSVUVSB TFSWJÎPT F QSPDFTTPT DPNVOT 0 SFMBUØSJP BOVBM EF EB 4VODPSQ BQPOUB RVF B TJNQMJGJDBÎÍP QFSNJUJV BP (SVQP PQFSBS VNB CBTF EF DVTUPT NBJT WBSJÈWFM DPN B IBCJMJEBEF EF FTDBMBS SFDVSTPT F TFSWJÎPT EF BDPSEP DPN BT EFNBOEBT EP NFSDBEP F EP OFHØDJP &TQFSBTF RVF B BUJWJEBEF EF TJNQMJGJDBÎÍP SFTVMUF OB FDPOPNJB EF NJMIÜFT FN F NJMIÜFT FN IUUQCJUMZW0$

$0/$-64°0 4F RVFSFNPT DPNQFUJS FN VN NVOEP DPN DJDMPT EF QSPEVUP DBEB WF[ NBJT DVSUPT B 5* DFOUSBM QSFDJTB TFS VNB QBSDFJSB DPN B DPOGJBOÎB EBT VOJEBEFT EF OFHØDJP OÍP VN DFOUSP EF DVTUPT UJSBEPS EF QFEJEPT &N DPOUSBQBSUJEB B 5* QSFDJTB BUJOHJS OÓWFJT NBJT BMUPT EF WB[ÍP BP NFTNP UFNQP FN RVF NFMIPSB B FTUBCJMJEBEF F RVBMJEBEF BMÏN EF SFEV[JS DVTUPT " DPNQMFYJEBEF EPT BNCJFOUFT FNQSFTBSJBJT FYJTUFOUFT DPNCJOBEB DPN B RVBOUJEBEF EF USBCBMIP QMBOFKBEP F OÍP QMBOFKBEP RVF EFWF TFS GFJUP QBSB NBOUÐMBT SPEBOEP TÍP BT QSJODJQBJT CBSSFJSBT QBSB BUJOHJS UBJT SFTVMUBEPT /ØT QPEFNPT TPNFOUF DPNFÎBS B FOEFSFÎBS FTTFT QSPCMFNBT RVBOEP DPOTJEFSBSNPT PT FGFJUPT EP OPWP USBCBMIP OBT PQFSBÎÜFT EF 5* F USBUÈMPT DPNP QBSUF JOUFHSBOUF EP DJDMP EF WJEB EP EFTFOWPMWJNFOUP EF QSPEVUP 1BSB HFSFODJBS B DPNQMFYJEBEF BEJDJPOBM JOUSPEV[JEB QPS OPWPT QSPEVUPT TFSWJÎPT F GFBUVSFT QSFDJTBNPT DPNFÎBS NPWFOEPOPT EF VN NPEFMP CBTFBEP FN QSPKFUP QBSB VN DFOUSBEP FN QSPEVUPT DPNP EFTDSJUP OP DBQÓUVMP

416

14.5 CONCLUSÃO

CAPÍTULO 15

'*26& 0/%& &45«

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/PTTP PCKFUJWP OFTUF MJWSP Ï JOTQJSBS WPDÐ B WJTVBMJ[BS VN GVUVSP BMUFSOBUJWP QBSB HSBOEFT PSHBOJ[BÎÜFT 6N GVUVSP RVF DPMPDB FNQSFHBEPT DMJFOUFT F QSPEVUPT OP DPSBÎÍP EF TVB FTUSBUÏHJB 6N GVUVSP FN RVF VNB DVMUVSB F VN BNCJFOUF SFOPWBEPT QFSNJUBN RVF B PSHBOJ[BÎÍP TF BEBQUF SBQJEBNFOUF ËT BMUFSBÎÜFT OBT EFNBOEBT EF NFSDBEP $PNQBSUJMIBNPT IJTUØSJBT F MJÎÜFT EF VN DPOKVOUP EJWFSTP EF PSHBOJ[BÎÜFT DPN CBDLHSPVOET F DJSDVOTUÉODJBT WBSJBEPT QBSB EFTUBDBS RVF NFTNP FN BNCJFOUFT DPNQMFYPT WPDÐ QPEF QSPTQFSBS F FOGSFOUBS PT QSPCMFNBT NBJT EFTBGJBEPSFT $POUVEP P DBNJOIP QBSB P TVDFTTP QSPWBWFMNFOUF OÍP TFSÈ MJOFBS DPN JOTUSVÎÜFT NBSDPT F ,1*T EFGJOJEPT "T PSHBOJ[BÎÜFT QSFDJTBN TF TFOUJS DPOGPSUÈWFJT QBSB TFHVJS FN GSFOUF DPN JODFSUF[B F JOGPSNBÎÜFT JNQFSGFJUBT BP NFTNP UFNQP FN RVF BQSFOEFN TF BKVTUBN F EFTFOWPMWFN TFV QFTTPBM BP MPOHP 15 FIQUE ONDE ESTÁ

419

EP DBNJOIP " NBJPS CBSSFJSB QBSB P TVDFTTP BP NVEBS P TFV NPEP EF USBCBMIBS Ï B DPOWJDÎÍP EF RVF TVB PSHBOJ[BÎÍP Ï NVJUP HSBOEF PV CVSPDSÈUJDB QBSB NVEBS PV RVF TFV DPOUFYUP P JNQFEF EF BEPUBS BT QSÈUJDBT RVF EJTDVUJNPT 4FNQSF TF MFNCSF EF RVF DBEB QFTTPB UJNF F OFHØDJP RVF DPNFÎBSBN TVB KPSOBEB OÍP FTUBWBN DFSUPT EF RVBJT DBNJOIPT TFHVJS F DPNP UFSNJOBSJBN " ÞOJDB WFSEBEF BDFJUB GPJ B RVF TF OÍP UPNBTTFN OFOIVNB BUJUVEF VN GJOBM NBJT DFSUP F OFHBUJWP FTUBWB QPS WJS

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420

15.1 PRINCÍPIOS DA MUDANÇA ORGANIZACIONAL

'JHVSB " SFBMJEBEF EPT QSPHSBNBT EF NVEBOÎB iCBTFBEB FN VN GBUPw

4F B TVB PSHBOJ[BÎÍP FTUÈ FTQFSBOEP QPS VN FWFOUP QBSB FTUJNVMBS B NVEBOÎB WPDÐ KÈ FTUÈ DPN QSPCMFNBT /P BNCJFOUF BUVBM F OB FDPOPNJB DPNQFUJUJWB VN TFOTP EF VSHÐODJB EFWFSJB TFS VN FTUBEP QFSNBOFOUF " BOTJFEBEF EF TPCSFWJWÐODJB TFNQSF FYJTUF FN PSHBOJ[BÎÜFT MÓEFSFT DPNP EFTDSFWFNPT OP DBQÓUVMP $POUVEP DPNP OPUPV 4DIFJO VTÈMB DPNP NPUJWBEPS QBSB NVEBOÎB DPOUÓOVB Ï JOFGJDB[ 0 ÞOJDP DBNJOIP QBSB VNB DVMUVSB EF NFMIPSJB DPOUÓOVB Ï DSJBS VN BNCJFOUF OP RVBM BQSFOEFS OPWBT IBCJMJEBEFT F TFS NFMIPSFT OP RVF GB[FNPT TFKBN DPOTJEFSBEPT WBMJPTPT QPS TJ TØ F BQPJBEPT QFMB HFSÐODJB F QFMB MJEFSBOÎB EFTTB NBOFJSB SFEV[JOEP B BOTJFEBEF EF BQSFOEJ[BEP 1PEFNPT VTBS B .FMIPSJB ,BUB BQSFTFOUBEB OP DBQÓUVMP QBSB DSJBS FTTB DVMUVSB F DPOEV[JS Ë NFMIPSJB DPOUÓOVB GJHVSB TFHVJOUF


421

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#0(4/&4 Q "T NFUBTBMWP FN OÓWFM FTUSBUÏHJDP GPSNBN B EJSFÎÍP QBSB P QSØYJNP OÓWFM PSHBOJ[BDJPOBM RVF FOUÍP QBTTB QFMP TFV QSØQSJP QSPDFTTP EF .FMIPSJB ,BUB "T NFUBTBMWP OFTUF OÓWFM FOUÍP GPSNBN B EJSFÎÍP QBSB P QSØYJNP OÓWFM PSHBOJ[BDJPOBM BCBJYP DPNP NPTUSBEP OB GJHVSB NBJT BEJBOUF &TTF QSPDFTTP RVF OPT QFSNJUF EFGJOJS BMWPT F HFSFODJBS SFDVSTPT F QFSGPSNBODF DSJBOEP VN BMJOIBNFOUP FOUSF PT OÓWFJT EB PSHBOJ[BÎÍP Ï DIBNBEP EF JNQMBOUBÎÍP EF FTUSBUÏHJB UBNCÏN DPOIFDJEP DPNP )PTIJO PV )PTIJO ,BOSJ "NCJÎÍP QBSB "ÎÍP Ï VNB WBSJBÎÍP EB JNQMBOUBÎÍP EF FTUSBUÏHJB


425

1BSB VNB EFTDSJÎÍP EFUBMIBEB EB "NCJÎÍP QBSB "ÎÍP WFKB #PHTOFT Q

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426


4BJCB NBJT TPCSF JNQMBOUBÎÍP EF FTUSBUÏHJB OP DBQÓUVMP EF 5IF 0VUTUBOEJOH 0SHBOJ[BUJPO EF ,BSFO .BSUJO F MFJB P FTUVEP EF DBTP FN IUUQXXXMFBOPSH4FBSDI%PDVNFOUTQEG

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6N FYFSDÓDJP EF QMBOFKBNFOUP EF FTUSBUÏHJB EF BMUP OÓWFM QPEF UFS VN IPSJ[POUF EF TFJT NFTFT B BMHVOT BOPT EFQFOEFOEP EP RVÍP BQSPQSJBEP QBSB TFV OFHØDJP 3FVOJÜFT EF SFWJFX EFWFN TFS GFJUBT NFOTBMNFOUF OBT RVBJT P UJNF KVOUP DPN MÓEFSFT EF UPEPT PT UJNFT RVF TF SFQPSUBN B FMF TF SFÞOF QBSB NPOJUPSBS P QSPHSFTTP F BUVBMJ[BS BT DPOEJÎÜFTBMWP FN SFTQPTUB BP RVF EFTDPCSJSBN 5JNFT


427

FN OÓWFJT NBJT CBJYPT OPSNBMNFOUF USBCBMIBSÍP DPN VN IPSJ[POUF NBJT DVSUP DPN SFVOJÜFT EF SFWJFX NBJT GSFRVFOUFT " JNQMBOUBÎÍP EF FTUSBUÏHJB Ï VNB GFSSBNFOUB BWBOÎBEB RVF EFQFOEF EF DPNQPSUBNFOUP F DVMUVSB BMJOIBEPT DPNP EFTDSFWFNPT OP DBQÓUVMP 0 PCKFUJWP QSJODJQBM Ï DSJBS VN DPOTFOTP F VN BMJOIBNFOUP F QFSNJUJS B BVUPOPNJB EFOUSP EB PSHBOJ[BÎÍP TFHVJOEP P QBSBEJHNB EP $PNBOEP EF .JTTÍP BQSFTFOUBEP OP DBQÓUVMP 7BNPT WFS DPNP P HPWFSOP EP 3FJOP 6OJEP BQMJDPV VNB WFSTÍP EB JNQMBOUBÎÍP EF FTUSBUÏHJB QBSB USBOTGPSNBS TFV VTP EF QMBUBGPSNBT EJHJUBJT QBSB GPSOFDFS TFSWJÎPT QBSB PT DJEBEÍPT DPNFÎBOEP DPN QPVDP F DSFTDFOEP JUFSBUJWBNFOUF F JODSFNFOUBMNFOUF

0 4&37*±0 %*(*5"- %0 (07&3/0 %0 3&*/0 6/*%0 0 HPWFSOP EP 3FJOP 6OJEP DPNP NVJUPT PVUSPT SFDPOIFDFV P QPUFODJBM EB JOUFSOFU iUBOUP EF DPNVOJDBS F JOUFSBHJS DPN PT DJEBEÍPT DPNP FOUSFHBS TJHOJGJDBOUFT HBOIPT EF FGJDJÐODJBw -"/& '09 $POUVEP QSPKFUPT EF HPWFSOP FOWPMWFOEP EFTFOWPMWJNFOUP EF TPGUXBSF UÐN VN QBTTBEP DPOGVTP 0 HPWFSOP EP 3FJOP 6OJEP UJOIB WÈSJPT QSPKFUPT HSBOEFT EF 5* FTUPVSBOEP P PSÎBNFOUP BP NFTNP UFNQP FN RVF GBMIBWBN BP FOUSFHBS PT CFOFGÓDJPT FTQFSBEPT DVMNJOBOEP OP EFTBTUSF EP i1SPHSBNB /BDJPOBM QBSB 5*w 0 NBJPS QSPHSBNB EF UFDOPMPHJB EB JOGPSNBÎÍP QÞCMJDP RVF TVQPTUBNFOUF FOUSFHBSJB VNB JOGSBFTUSVUVSB EF 5* DPNQMFUBNFOUF OPWB QBSB P 4FSWJÎP EF 4BÞEF #SJUÉOJDP F VN TJTUFNB DPNQVUBEPSJ[BEP EF SFHJTUSP EP QBDJFOUF GPJ QSPKFUBEP QBSB DVTUBS CJMIÜFT EF MJCSBT EF BDPSEP DPN TFV QMBOFKBNFOUP FN 4VB FOUSFHB GPJ UFSDFJSJ[BEB QBSB NÞMUJQMBT FNQSFTBT QSJWBEBT JODMVJOEP

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Lean Enterprise - Como Empresas de Alta Performance Inovam Em Escala - Casa Do Codigo

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