Ricardo Fernandes Santos
Master's – Identification and analysis of enterprise risks involved in relations with external agents of the product innovation process: the case of Volkswagen do Brasil
Advisor: Prof. Dr. Fabio Lotti Oliva
Comission: Profs. Drs. Celso Cláudio de Hildebrand e Grisi, Eduardo Pinheiro G. de Vasconcellos and Marcos Antonio Franklin
Class: 217, FEA-1
The objective of this study is to analyze the enterprise risks identified in the relations with external agents involved in the product technological innovation process (PTIP). The Stage-Gate model was used for the characterization of the PTIP, and for the identification and analysis of risks, the COSO and ISO31000 corporate risk management models were considered. It was identified the external agents that are involved in the activities of the stages of the PTIP. The relationships with these external agents were characterized according to the criteria elaborated in the research. The enterprise risks involved in relations with the external agents of the PTIP were identified. The analysis of enterprise risks considered both the multi-factors and the interaction of these risks with the relationship with external agents and stages of PITP. The case chosen for the application of this research was the PTIP of the Volkswagen do Brasil, a world-class company with a case of success in incremental product innovation in the Brazilian automobile industry. Data collection took place through interviews with a semi-structured script with management-level professionals involved in the company's technological innovation process. Field observations and consultation of the company's institutional material were also carried out. The data were collected and coded following the order of the semi-structured interview script and respecting emerging standards observed. Afterward, the internal data triangulation and the triangulation of sources were performed. The conceptual research model and the semi-structured interview script were evaluated and validated by specialists. The results indicate that relations with the company headquarters, suppliers, distributors, and consumers have a high importance level and are frequently established to carry out the tasks during the stages of the PTIP. Regarding the identification and analysis of the risks in the relations with the external agents involved in the PITP, it was verified that the PTIP stages of development and of tests and validation concentrate the greater number of risks identified in these relations. In the risk-priority analysis, based on the criticality matrix and the severity of risks, no risk of the PTIP project stage was prioritized. Most of the prioritized risks were identified in the relationships with external agents involved in the PTIP launch stage, where the impact of the risks could affect the commercialization of the new product. The research results generated information that can be applied to decision making in risk management, product innovation management, institutional relations management and strategic management of organizations.
*Abstract provided by the author