Estudo de caso: gestão de desenvolvimento de novos produtos cosméticos em uma empresa de pequeno porte

Abstract

The cosmetic sector is dynamic and requires quick launches with a short product life cycle, in this competitive market, efficiency, innovation and agility in launching products, bring better product infiltration in this environment and, consequently, greater success. The development process of a cosmetic product is essential to maintain the competitiveness of the small industry in the market. This dissertation aims to propose and analyze a systematic for diagnosing the development management of cosmetic products in small companies. To obtain the analysis, a case study was carried out, characterized as a single holistic case, using a research protocol to diagnose the process. The case studied brings characteristics of a small company, such as difficulty in implementing processes and standardizing them, which makes it difficult to manage projects and optimize the time spent in the process of developing a cosmetic product. However, even with the lack of standardization, the company uses the benchmarking tool informally and qualification of suppliers who bring innovation with raw materials of biotechnological origin. The company's main commercial strategy management is the development of its own brand for customers who want to outsource the production of a product in an exclusive and personalized way.