This research investigates the guideline factors for the use of hybrid products in technological transition contexts. This research considered that hybrid product is the one that gathers in its architecture, many central subsystems or components belonging to two different generations of technology to perform the same thing, which characterizes the product as an intergenerational hybrid. One of these technologies is the established technology (the mature one) and the other is the innovation (the new technology) launched and/or in the test in the market. Although the use of hybrid products are not new, this paper aims to analyze and contribute to the discussion about your antecedents, i.e., search the main elements and conditions of use of hybrid products, incipient research in the literature. Based on the review of the literature of innovation strategies, new products development, supply chain as well as organizational competencies, the work raises four propositions about the more likely conditions to the use of hybrid product strategy. The case study was chosen as a research approach , carried out retrospectively (historical) with the use of multiple cases described in depth, covering about a hundred years of history of each studied sector Three historical case studies are analyzed highlighted five technological transitions which, at least, one hybrid was released. Each one of the cases portrayed the evolution of a product in an industrial sector in the United States (tire, typewriter and camera). The analysis of the cases and the results suggest the existence of two distinct types of hybrids that would be linked to the business strategy at the time of the technological discontinuity. The exploitation hybrid would linked to companies that adopt a more defensive strategy, seeking to continue to benefit from its market position and installed structure. The exploration hybrid was found in innovative companies that adopt an offensive posture and would be willing to generate discontinuity by promoting the adoption of the innovation they developed. The results suggest that this hybrid could be used in this effort, because it allows a more gradual transition towards the new technology, reducing the risk, cost of change and the rejection of the innovation. This research contributes to a more precise definition for the intergeneration hybrid, besides presenting a typology to define it, due to its use during the technological transition and characterizing the conditions and some of its key drivers or antecedents. Another contribution of this work is the proposal of a continuum for innovation management strategies in technological transitions periods and positioning the hybrid products.
RESUMOA economia criativa tem recebido pouca atenção da comunidade acadêmica, a despeito de sua importância econômica e cultural. Este artigo procura contribuir com a literatura sobre o tema com foco na indústria de animação, mais precisamente na produção de animações para a TV, pois recentemente o país produziu animações de sucesso na TV paga exibidas não só no Brasil, mas também em vários países. Este artigo procura analisar como as produtoras nacionais construíram vantagens competitivas que as possibilitaram obter êxito em suas produções em um mercado dominado por estúdios internacionais. Para atingir esse propósito foi conduzida uma pesquisa exploratório-descritiva analisando três produtoras (Flamma, TV PinGuim e 2DLab) que exibem seu produto no canal Discovery Kids, voltado ao público pré-escolar. Foram entrevistados todos os sócios das produtoras (em um total de seis, dois de cada produtora), mais uma representante da indústria de animação para o cinema. Além das entrevistas, foram utilizados dados secundários, basicamente coletados na mídia (jornais, revistas e internet). O trabalho revelou a convergência de duas fontes de vantagens competitivas. A primeira ligada a fatores internos às produtoras estudadas (conhecimento técnico e visão do negócio) e a segunda fonte ligada a fatores ambientais, criados pela cadeia produtiva dessa indústria (criação de novos canais de TV, interesse de parceiros internacionais e linhas de financiamento para a produção).
From the first decade of the 2000s, it is clear that there is an increase in discussions involving sustainability, including the bioenergy issue, to which Brazil has drawn the attention due to advances in the ethanol industry. Advances in engine technology reflected new opportunities for this industry and, according to the Ten-Year Energy Plan for 2019 developed by the Ministry of Mines and Energy, there is an expected increase in demand for ethanol of 90% by 2019 (Brazil, 2010). However, new technologies for the conversion and use of sugarcane and the complex context of this industry add uncertainties to this sector. Aiming to discuss and include the uncertainties on the agenda of this industry, this study proposes to elaborate and discuss prospective scenarios to the demand for sugarcane. Four scenarios with different perspectives of technological advance and market development were elaborated and discussed in the conclusion.
In this paper, we discuss our approach to designing a board game, the Green Economy, that promotes systems thinking. We anchored our game design process on design-by-analogy and rapid prototyping concepts by taking a modular approach to overcome the trade-off between realism and simplicity. The unique feature of the Green Economy enables players to change the rules of the game during the gameplay, which gives them a partial design opportunity. The theme, sustainable development, was chosen to challenge the players’ systems thinking in sustainable development. Systems thinking enables us to understand and face the complex challenges in global and networked social structures. Our design experience demonstrates the benefit of designing dynamic game elements that involve both strategic gameplay and game (re)design through systems thinking.
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