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As empresas de base tecnológica (EBTs) estão associadas à inovação tecnológica, principalmente de produto, o que torna o desenvolvimento de produto um processo crítico para tais empresas. O desempenho deste processo pode ser avaliado em função dos resultados, em termos de sucesso ou não sucesso, do produto desenvolvido. E o grau deste sucesso depende de fatores de gestão praticados durante o desenvolvimento do projeto. Este artigo tem por objetivo identificar e analisar os fatores críticos de sucesso no gerenciamento de projetos de desenvolvimento de novos produtos em EBTs de pequeno e médio portes. Foram analisados projetos desenvolvidos por empresas dos setores de equipamentos médico-hospitalares (EMH) e de automação de controle de processos (EACP), localizadas no Estado de São Paulo. Como método foi realizada uma pesquisa de levantamento (survey), aplicando-se um questionário estruturado em visitas realizadas às empresas. Foram levantados dados em 62 empresas, sendo 30 do setor de EMH e 32 do setor EACP. As unidades de análise foram projetos já concluídos por tais empresas. Os resultados demonstram que o gerenciamento de projetos de novos produtos de EBTs deve contemplar ações que valorizem mais as atividades de pré-desenvolvimento, tais como a avaliação do potencial de mercado do novo produto, a compreensão efetiva das necessidades do mercado e a sinergia do novo produto/projeto com outros produtos/projetos da empresa. Os resultados também enfatizam a importância do aprimoramento de habilidades gerenciais e de relacionamento interpessoal dos gerentes (ou líderes) dos projetos. Normalmente cabe a esses gerentes (ou líderes) suprirem, durante o desenvolvimento, as deficiências gerenciais e organizacionais da empresa.

PurposeThis article aims to synthesize and integrate current research on customer experience (CX), identifying the intellectual structure of the field, systematizing a conceptual framework and identifying future research opportunities.Design/methodology/approachTo analyze 629 articles published in peer-reviewed journals in almost four decades, this study employs both bibliometric co-keyword and thematic literature analysis in a complementary way.FindingsThis article maps the CX literature by describing its intellectual structure in terms of three research domains (customer, organizational and technological), their corresponding most relevant research themes and topics. Moreover, this study develops a conceptual framework and research propositions to summarize and integrate the CX literature. This work recognizes technology as an important driver for the development of CX research. Lastly, this article provides future research opportunities for moving the field forward, considering an integrative view among domains.Originality/valueThis paper complements other reviews on CX by using a novel methodological approach (co-keyword and thematic analysis) that enables the identification and visualization of the CX intellectual structure. In addition, the study explores the increasing connection between technology and CX research, by raising evidence that technology, by continuously modifying services and consequently CX, has become a transversal component in the research field. These outcomes may be useful for academics and practitioners.

Purpose This study aims to examine the impact of the servitization on the performance of small and medium enterprises (SMEs) in Brazil. Design/methodology/approach The study uses data from Brazilian SMEs and applies partial least squares structural equation modeling (PLS-SEM) to test the research hypotheses. Findings The findings suggest a positive relationship between servitization and SME performance. It is found that the strategy of offering base services does impact SME performance. Furthermore, servitization aims to promote a fit between environmental pressures and SME performance. Practical implications SMEs can use servitization to increase their performance in spite of their resources restrictions, size limitation and low level of service revenue. However, the adoption of servitization should be accompanied by managerial adjustments in servitization practices. Originality/value This paper is dedicated to investigating the servitization-performance relationship in the context of SMEs, which is not a usual research publication. Moreover, it adds to the servitization theory by demonstrating that it is not necessary to reach a critical mass of services to be profitable and base services may be also a source of revenues and profits.

Purpose The purpose of this study is to identify the elements of the product-service system (PSS) business model of a Brazilian company that has been running it for almost 50 years. It describes the PSS business model and gives special attention to the financial aspects of PSS implementation and to contingent factors of this emerging country. Design/methodology/approach The research is based on a single case study. Data have been collected through interviews and document analysis. Results and implications are obtained using Canvas framework to structure information and comparison between theory and practice. Findings Results described in this paper show that the PSS design and implementation can be strongly influenced by financial and contingent factors. This case indicates that the implementation of PSS business models can follow diverse paths and configurations to fit with companies’ organizational features, local regulations and economic factors, including mixed transactional models and less demanding financial assessments. Originality/value This paper provides a roadmap of lessons learned from a multinational manufacturer that has been following the PSS business model for almost 50 years. This paper offers key insights concerning financial aspects and contingency factors that might influence servitization adoption.

Purpose The purpose of this paper is to develop a deeper understanding of the new service development (NSD) research field. It addresses its scientific production, social and intellectual structures, and maturity. Design/methodology/approach This study uses a bibliometric-based literature review. Quantitative and qualitative analyses are performed on a sample of 277 NSD articles (published from 1984 to 2014). These articles are organized into four periods to improve the analyses from an evolutionary perspective: Early Writings (1984-1995), Advancing of Literature (1996-2001), Progressive Literature (2002-2008), and Recent Works (2009-2014). Findings The scientific production in the NSD field has grown significantly over these four periods, and the entry of new authors has extended the social structure. However, collaboration networks seem disconnected from one another. Nonetheless, the intellectual structure has shown great progress, making NSD an independent area of research and discovery from the new product development domain, with its own foundations and expansions into new topics. Although the NSD research field has not yet reached maturity, it is consistently moving toward it. Originality/value This study delivers a multiperspective view of research on NSD using a mixed quantitative and qualitative approach. It provides new insights into the discussion of the field’s maturity and can be used as a roadmap for academics and practitioners who would like to understand the state of existing knowledge and are looking for research opportunities.

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