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Abstract(s)
Esta dissertação final, elaborada no âmbito da parte não escolar do Mestrado em Gestão e Empreendedorismo pelo Instituto Superior de Contabilidade e Administração de Lisboa, aborda o tema «New Product Development». Como é do conhecimento de muitos discentes das ciências económicas, esta é uma área em grande expansão ao longo dos últimos anos. Para aprofundar este tema, temos que o estudar como um processo que engloba várias outras vertentes e, como tal, esta dissertação faz um levantamento da literatura académica sobre os assuntos mais importantes relacionados com o lançamento de um novo produto.
Ao longo deste trabalho, irão ser discutidos temas como o ciclo de vida de um produto e o Marketing, relacionando estes mesmos com a estratégia ideal para cada situação ou produto. É de grande importância analisar também modelos como o Business Model Canvas de Osterwalder, modelo este que nos ajuda a conciliar os diversos aspectos a ter em conta na criação e desenvolvimento de um produto. Além dos já referidos, este trabalho dedica-se também a outros tópicos de grande importância para o empreendedorismo, como o estudo dos ambientes interno e externo (através de diversas análises), a nova tendência de co-criação de valor e a utilização de business plans e balanced scorecards. Foram também realizadas entrevistas a diversas pessoas envolvidas profissionalmente na criação e/ou desenvolvimento de produtos, de forma a retirar conclusões pertinentes sobre o tema em questão.
This final dissertation, elaborated in the scope of the non-scholar part of the Master’s degree in Gestão e Empreendedorismo by the Instituto Superior de Contabilidade e Administração de Lisboa, addresses the theme "New Product Development". As is known to many students of the economic sciences, this is a rapidly expanding area over the last few years. To deepen this theme, we have to study it as a process that encompasses several other strands and, as such, this dissertation surveys the academic literature on the most important issues related to the launch of a new product. Throughout this work, topics such as the product life cycle and Marketing will be discussed, relating these to the ideal strategy for each situation or product. It is also of great importance to analyse models such as the Business Model Canvas by Osterwalder, this model that helps us to reconcile the various aspects to take into account in the creation and development of a product. In addition to those already mentioned, this work is also dedicated to other topics of great importance for entrepreneurship, such as the study of internal and external environments (through various analysis), the new trend of value co-creation and the use of business plans and balanced scorecards. Interviews were also conducted with several people involved professionally in the creation and/or development of products, in order to draw relevant conclusions on the subject in question.
This final dissertation, elaborated in the scope of the non-scholar part of the Master’s degree in Gestão e Empreendedorismo by the Instituto Superior de Contabilidade e Administração de Lisboa, addresses the theme "New Product Development". As is known to many students of the economic sciences, this is a rapidly expanding area over the last few years. To deepen this theme, we have to study it as a process that encompasses several other strands and, as such, this dissertation surveys the academic literature on the most important issues related to the launch of a new product. Throughout this work, topics such as the product life cycle and Marketing will be discussed, relating these to the ideal strategy for each situation or product. It is also of great importance to analyse models such as the Business Model Canvas by Osterwalder, this model that helps us to reconcile the various aspects to take into account in the creation and development of a product. In addition to those already mentioned, this work is also dedicated to other topics of great importance for entrepreneurship, such as the study of internal and external environments (through various analysis), the new trend of value co-creation and the use of business plans and balanced scorecards. Interviews were also conducted with several people involved professionally in the creation and/or development of products, in order to draw relevant conclusions on the subject in question.
Description
Mestrado em Gestão e Empreendedorismo
Keywords
Desenvolvimento de novos produtos Ciclo de vida de um produto Análise ao ambiente Marketing-mix Value co-creation Business plans Balanced Scorecard Business Model Canvas New product development Product life cycle Environmental analysis