Moving from products to solutions: strategic approaches for developing capabilities

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PAIOLA, M., SACCANI, N., PERONA, M., and Gebauer, H. Moving from products to solutions: strategic approaches for developing capabilities. European Management Journal, 31 (4) (2013), pp. 390–409.

Para os autores, o movimento que está sendo feito pelos fabricantes de bens de capital provenientes da oferta de produtos para soluções implica que eles devem tomar uma decisão quanto a saber se as capacidades necessárias para o fornecimento de soluções deve ser desenvolvidas internamente ou externamente. O artigo fornece uma compreensão mais profunda das decisões estratégicas das empresas sobre o "fazer ou comprar" de capacidades. Os autores apresentam um quadro que classifica as diferentes abordagens adotadas pelas empresas, que podem ser agrupadas em duas dimensões: a primeira engloba os componentes de serviços que conduzem o movimento de produtos para soluções e a segunda descreve se os recursos são desenvolvidos internamente, externamente ou de forma mista. Os autores sugerem quatro abordagens estratégicas distintas sobre os componentes de serviços e desenvolvimento de capacidades: venda de serviços pós-venda, integração de pós-venda de soluções, venda de soluções de ciclo de vida e orquestrar soluções totais. A descrição destas abordagens facilita a compreensão das maneiras pelas quais as empresas se movem em direção ao fornecimento de soluções integradas para os clientes. Os autores também incluíram no estudo empresas de menor porte, o que permite ampliar a discussão sobre a transição de produtos para soluções a contextos diferentes daqueles das empresas multinacionais, que são os geralmente estudados. Para os autores, gerentes que procuram passar de produtos para soluções podem adotar diferentes abordagens para alinhar o aumento de componentes de serviço com o desenvolvimento de capacidades. De acordo com os autores, as abordagens oferecem alternativas viáveis para gestores que desejam transformar produtos em soluções. O estudo sugere que o desenvolvimento

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