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Product Development Process In The Fashion Industry: A Case Study In A Brazilian Footwear Company
Proceso de desarrollo de productos en la industria de la moda: estudio de caso en una empresa brasileña de calzado
Processo de desenvolvimento de produto na indústria da moda: um estudo de caso em uma empresa brasileira de calçados
DOI:
https://doi.org/10.15446/innovar.v35n96.104970Palabras clave:
Development Flow, Innovation, Product Development Process, Fashion Industry, Fast fashion (en)flujo de desarrollo, innovación, proceso de desarrollo de productos, industria de la moda, moda rápida (es)
fluxo de desenvolvimento, inovação, processo de desenvolvimento de produto, indústria da moda, fast fashion (pt)
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The product development process (PDP) involves transforming a set of ideas into a tangible, marketable product. In highly dynamic sectors with short product life cycles, such as the fashion industry, the importance of a rapid and accurate innovation process becomes crucial. This research aimed to map the PDP of the Brazilian footwear industry. A qualitative, exploratory, and descriptive investigation was conducted through a case study. Data was collected via interviews with fourteen employees, participant observation, and document analysis. By identifying key elements of the innovation processes within the department, the study verified the critical and influential factors contributing to the successful development of new products. The identified stages of the PDP partially diverged from the generic models proposed in the literature. The findings also provided managerial insights geared toward optimizing resources and aligning strategies. Additionally, the study offered theoretical insights into innovation process models, highlighting their distinct features and adapting them to the analyzed context. The limitations of this research include the inability to generalize the findings due to the specific characteristics of the company studied. Furthermore, the importance of comparing PDPs across two or more industries within the same sector is acknowledged, as it could reveal commonalities.
El proceso de desarrollo de productos (PDP) comprende la transformación de un conjunto de ideas en un producto tangible y comercializable. En sectores altamente dinámicos, caracterizados por ciclos de vida del producto reducidos, como es el caso de la industria de la moda, resulta fundamental disponer de un proceso de innovación ágil y preciso. Por ello, el objetivo de esta investigación fue mapear el PDP en la industria brasileña del calzado, mediante un estudio de enfoque cualitativo, de tipo exploratorio y descriptivo, basado en un estudio de caso. La recolección de información se realizó a través de entrevistas a 14 colaboradores de una empresa del sector, observación participante y análisis documental. La identificación de los elementos clave de los procesos de innovación en el área responsable dentro de la organización objeto de estudio permitió constatar los factores críticos e influyentes que contribuyen al desarrollo exitoso de nuevos productos. Las etapas del PDP identificadas presentaron divergencias parciales con respecto a los modelos genéricos propuestos en la literatura. Los hallazgos ofrecen aportes de carácter gerencial orientados a la optimización de recursos y a la alineación estratégica de los procesos de innovación. Asimismo, el estudio proporciona insumos teóricos relevantes sobre los modelos de procesos de innovación, destacando sus características distintivas y su adaptación al contexto específico analizado. Entre las limitaciones de este trabajo se encuentra la imposibilidad de generalizar los resultados, dada la singularidad de la empresa analizada. En este sentido, se resalta la importancia de realizar estudios comparativos del PDP en dos o más organizaciones del mismo sector, lo cual podría permitir la identificación de patrones comunes y contribuir al fortalecimiento del conocimiento en esta área.
O processo de desenvolvimento de produto (PDP) envolve a transformação de um conjunto de ideias em um produto tangível e comercializável. Em setores altamente dinâmicos e com ciclos de vida curtos dos produtos, como a indústria da moda, a importância de um processo de inovação rápido e preciso torna-se crucial. Esta pesquisa teve como objetivo mapear o PDP da indústria brasileira de calçados. Foi realizada uma pesquisa qualitativa, exploratória e descritiva, por meio de um estudo de caso. Os dados foram coletados mediante entrevistas com 14 funcionários, observação participante e análise documental. Ao identificar elementos-chave dos processos de inovação dentro do departamento, o estudo verificou os fatores críticos e influentes que contribuem para o desenvolvimento bem-sucedido de novos produtos. Os estágios identificados do PDP divergiram parcialmente dos modelos genéricos propostos na literatura. As descobertas também forneceram insights gerenciais voltados para otimizar recursos e alinhar estratégias. Ainda, o estudo ofereceu insights teóricos sobre os modelos de processos de inovação, com destaque para suas características distintas, e adaptou-os ao contexto analisado. As limitações desta pesquisa incluem a impossibilidade de generalizar as descobertas devido às características específicas da empresa estudada. Além disso, reconhece-se a importância de comparar PDPS em duas ou mais indústrias dentro do mesmo setor, pois isso pode revelar pontos em comum.
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