Medição da inovação em projetos automotivos: uma abordagem fuzzy - Taguchi
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Data
2017-12-04
Autores
Yukita, Flávio Yoshikazu
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Universidade Estadual Paulista (Unesp)
Resumo
Na busca pela competitividade, muitas empresas acabam adotando estratégias muito semelhantes baseadas nas práticas mais usuais e difundidas em seus respectivos negócios. Além dos recursos financeiros em si, as empresas também investem tempo e esforços para atingir desempenhos semelhantes às mais competitivas, as quais julgam ser o “benchmarking”, ou seja, a referência em seus negócios. Entretanto, buscar somente se espelhar nas melhores práticas das empresas de referência não possibilita tornar-se líder no negócio, pois para tanto seriam necessários outros ingredientes, outras estratégias que façam a diferença. Quando direcionado o foco para o produto em si, no caso deste estudo em específico da indústria automobilística que é um segmento bastante competitivo no mundo, faz-se necessário estratégias muito mais sofisticadas ou muitas vezes ainda inexistentes. Mencionado por diversos líderes e executivos de grandes empresas multinacionais como uma metodologia eficaz, o Design for Six Sigma, ou simplesmente DFSS, possibilita aprofundamentos e desdobramentos muito importantes para o entendimento dos mercados, de seus clientes, das suas necessidades e anseios. Pela flexibilidade do uso da metodologia do DFSS, torna-se possível desenvolver propostas e soluções para um dos diferenciais mais importantes neste mercado competitivo, a inovação. Em função da subjetividade presente sob alguns aspectos do conceito deste diferencial, propôs-se adotar a lógica fuzzy para se trabalhar com as variáveis mais importantes de natureza linguística e, combinado à relação sinal ruído de Taguchi, mensurar de forma quantitativa o grau de inovação inerentes aos produtos. Com este modelamento, validado por meio da análise de diversos sistemas veiculares que evoluíram ao longo da história automobilística, torna-se possível comparar produtos correntes com novas ideias e propostas do ponto de vista da inovação, fornecendo assim subsídios úteis para o processo de tomada de decisão
To pursue the competitiveness, many companies end up adopting similar strategies based on the most common and disseminated practices in their respective business. Beyond the financial resources, the companies also invest time and efforts in order to achieve similar performances of the most competitive ones which they deem to be "benchmarking", i.e. the reference in your business. However, simply adopting the best practices of those reference companies will not allow become a leader in their businesses, since it would require other ingredients, other strategies that make the difference. When it focuses on the product itself, specifically in the case of this study about the automotive industry, which is a very competitive segment in the world, it is necessary much more sophisticated strategies or even non-existent yet. Mentioned by several leaders and executives of multinational companies as an efficient methodology, the Design for Six Sigma, or simply DFSS, enables to understand their markets, their customers, respective necessities and yearnings, in a deep way and their deployments as well. By the flexibility of using DFSS methodology, it becomes possible to develop proposals and solutions to one of the most important differentials in this competitive market, the innovation. Due to the subjectivity around some aspects of the concept of that differential, it is proposed to adopt the fuzzy logic, to work on the most important linguistic variables and, combined with the Taguchi’s signal to noise relation, quantitatively measure the degree of innovation inherent in the products. By this modeling, validated through the analysis of several vehicular systems that have evolved throughout the automobile history, it becomes possible to compare current products with new ideas and proposals from the point of view of innovation, thus providing useful inputs to the decision-making process
To pursue the competitiveness, many companies end up adopting similar strategies based on the most common and disseminated practices in their respective business. Beyond the financial resources, the companies also invest time and efforts in order to achieve similar performances of the most competitive ones which they deem to be "benchmarking", i.e. the reference in your business. However, simply adopting the best practices of those reference companies will not allow become a leader in their businesses, since it would require other ingredients, other strategies that make the difference. When it focuses on the product itself, specifically in the case of this study about the automotive industry, which is a very competitive segment in the world, it is necessary much more sophisticated strategies or even non-existent yet. Mentioned by several leaders and executives of multinational companies as an efficient methodology, the Design for Six Sigma, or simply DFSS, enables to understand their markets, their customers, respective necessities and yearnings, in a deep way and their deployments as well. By the flexibility of using DFSS methodology, it becomes possible to develop proposals and solutions to one of the most important differentials in this competitive market, the innovation. Due to the subjectivity around some aspects of the concept of that differential, it is proposed to adopt the fuzzy logic, to work on the most important linguistic variables and, combined with the Taguchi’s signal to noise relation, quantitatively measure the degree of innovation inherent in the products. By this modeling, validated through the analysis of several vehicular systems that have evolved throughout the automobile history, it becomes possible to compare current products with new ideas and proposals from the point of view of innovation, thus providing useful inputs to the decision-making process
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Desenvolvimento de Produtos, Design for Six Sigma, Taguchi, Lógica Fuzzy, Inovação, Product Development, Fuzzy Logic, Innovation