O processo de desenvolvimento de novos produtos em ambientes de informação intensivauma análise exploratória aplicada ao setor de bancos de varejo do Brasil

Resumo

The present scenario is marked by intensive information and networks, besides rapidly technology evolution and globalization effects. Moreover, the continuous raise of competition has consequences such as hard product and services differentiation based on costs and quality. This is an opportunity for new products introduction processes and politics as an important source of value as well as profit. There are several examples of companies that have had great success mainly due to products or services innovations. The purpose of this research is the study of financial institutions, particularly the analysis of retail banks in Brazil and their product (and service) development processes. These financial institutions, as well as Brazilian banking industry, has suffered several and significant transformations in recent years. The banking industry has an important role at Brazilian scenario, with positive rates of assets and profit growth in last years. This banking industry picture presents a rare chance of studies in this area. On this way, the authors elaborated an exploratory research based on a multiple case studies methodology. The study used a sample of six retail banks answering with 50% of this industry in Brazil. In order to analyze these cases, some classic conceptual models concerning new product development was used, as well as some theoretical references regarding the intensive information and network aspects of Brazilian retail banking industry. Applying this conceptual background on these case studies, the authors were able to understand and map the product development process, as well as their stages. The analysis still made possible the comprehension of underlying subjects to the main theme that appeared along the study.

Ficha do documento

Tipo

Dissertação

Ano

2006

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Não informado

Identificador

oai:repositorio.fgv.br:10438/2253

Palavras-chave

New product development (NPD)Intensive informationBanking industryBrazilian retail bankDesenvolvimento de novos produtosInformação intensivaSetor bancárioBancos de varejo brasileirosAdministração de empresasBancos - BrasilBancos - Brasil - Estudo de casosProdutos novos