Uma proposta de gestão de produtos de software para formulação de estratégias competitivas pelos métodos gestão de portfólio, plataforma de produtos e technology roadmapping (TRM)

Abstract

The competence of introducing innovations to the market plays an increasing relevant role in business strategy, and it is often referred to as the most important competitive factor for software development companies. Researchers in the field of New Product Development (NPD) argue that such competence is not solely due to the geniality or creativity of product development professionals, or the amount of resources allocated to the projects; it is also a consequence of the business practices and the management models adopted by companies. Therefore, the NPD literature presents a wide range of approaches,methods and techniques focused on enhancing the chances of success in new products launching. Although the objectives of NPD are aligned with the challenges faced by software development companies, its methods cannot be directly applied in these companies. It is necessary to consider the significant differences between the origin of NPD and thereality of the majority of software development companies, as well as the specificities related to the nature of their products. These considerations are present in the research which this dissertation reports. The main goal of this research was to elaborate a proposal for using NPD approachesin software development companies, in order to support their strategy formulation process based on innovation. The proposal elaborated here suggests the use of three NPD methods: Portfolio Management, Product Platform and Technology Roadmapping. It also combines classic NPD approaches and adaptations presented in the emerging literature on Software Product Management (SPM). It is fundamentally based on enhancing the cooperation between business and technology professionals, and its application is guided by a logic sequence of steps and activities. Although it combines different methods and techniques, the proposed process is relatively simple and quite agile aligned with the reality and the demands of the software industry. Its procedures and objectives are comprehensive, though flexible, making them suitable to companies of different sizes and stages of maturity. 16 Due to the scarcity of literature on NPD in software industry, the proposal was elaborated after an extensive review of the literature, and then validated and refinedthrough its application in a company which reported the main problems pointed out by the literature: (i) products obsolescence; (ii) lack of alignment between organizational strategy and projects portfolio; (iii) disarticulated or conflicting efforts between marketing and development teams; and, (iv) loss of competitiveness. As an outcome of the application of NPD methods, this organization created new product development strategies for the two subsequent years, which were characterized by: the explicit alignment with the companys objectives and goals; theexploiting of its core capabilities; and the construction of a route of growth based on the continuous construction and renewal of its mix of products.The results of this research reinforce the thesis that innovation management and cooperation between marketing and P&D areas can promote the competitiveness of hightech companies, in general, and of software companies, in particular. They can also help to bridge the gap between NPD and Software Engineering.