The management of product development in the construction material industry

Daniela Dutra da Costa and Paulo Tromboni de Souza Nascimento

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2011, vol. 15, issue 1, 1-24

Abstract: This qualitative and exploratory study, focusing on Cecrisa and Tigre, both leaders in the building material supply industry, attempts to identify the degree of formalization, the stages of the product development process (PDP) and the unique characteristics of the industry, comparing them with the reviewed literature. With the exception of some relevant differences, practices were up-to-date in relation to the literature and processes and structures were found to be formal and organized. Nevertheless, there are some relevant disparities. The findings of the study showed that in this sector incremental projects prevail, many oriented to topological projects. The process of capturing ideas gathers a larger amount of information, and in the concept development phase Cecrisa stands out because it includes expert opinions on the image of the product line, which may be used in its advertising. Cecrisa also stands out in the product design phase due to its development in the initial stages using raw materials and the final production process. Both companies launch their products internally, although each company does so in a different way, even though this phase is not included in the literature. These companies have lightweight projects because they are small, with smaller hierarchical distances, where formal and informal meetings are constantly held to discuss projects.

Date: 2011
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