masterThesis
Co-criação com lead users: estudo de casos no segmento de tecnologia da informação
Fecha
2016-08-26Registro en:
ARRUDA, Vanessa Stephanie de Azevedo. Co-criação com lead users: estudo de casos no segmento de tecnologia da informação. 2016. 104f. Dissertação (Mestrado em Engenharia de Produção) - Centro de Tecnologia, Universidade Federal do Rio Grande do Norte, Natal, 2016.
Autor
Arruda, Vanessa Stephanie de Azevedo
Resumen
The integration of consumers in the product development process is one of the practices
that companies have sought in order to achieve innovation with a higher degree of
efficiency. However, work on this aspect show that it is necessary to find the
appropriate user, thus making this identification of the most delicate stages of the
partnership company / client. The wrong choice can result in failure of the co-creative
project. Therefore, the Theory Lead User - which underlies this work - points this user
in particular as ideal for co-creation. To them, two main features are closely linked-:
face new market needs, ahead of his time, which will become common trends for
customers in the near future; they strongly benefit from the innovations which provide
solutions, making it a motivation to work in product development companies. The
objective of this research is to propose a procedure for the identification of the leading
users. For this, we used the theoretical research a systematic literature review on cocreation
with users and field research, the method used was the case study, with
companies in the sector of Information Technology, with the procedure conducting
interviews semi-structured interviews with the directors, sales agents and their lead
users. The results indicate that some companies use their own criteria to select users;
These criteria, after analyzed by the conceptual model, the basis for the proposal. The
procedure involves three steps, made by introducing the term lead user and the
indication by the sales team of users with this profile, procedure of application (flow
chart and interviews) and analysis, to see if the lead user is fit for purpose designated by
the company.