Modelo de referência do processo de monetização de valor aplicado ao setor de máquinas agrícolas

Abstract

The thesis presents the construction of a reference model for Monetization of Applied Value to the Agricultural Machine Sector (MOVA-MA). Based on the assumption that the current market scenario gives companies new challenges related to competition and new perspectives of enterprises in products, processes and services, a lack of systematization in procedures and methods and tools has been identified in a wide literature review applied to the agricultural machinery sector to monetize value throughout the integrated development of products and services. Based on the requirements identified in the literature and the contributions of the existing models, a model was proposed that aims to reconcile the characteristics of the services with the specific sector of agricultural machines. The methodological research procedure was developed using a set of data collection, analysis and treatment actions from members of the academic and business sectors. As a result, MOVA-MA comprises a sequence structured in macrophases, phases, activities and tasks, from the integration of macrophases of Define Value (business analysis), Design Value (proposition, design and value architecture) and Deliver Value (experimentation and sharing of value). For each of the activities, the input information, the contents to be executed, the output information, the support tools, the mechanisms and their controls were detailed. From the application of MOVA-MA, it is expected to contribute to a better understanding of the practice of systematized and integrated structuring of value monetization in the agricultural machinery sector. Thus, the model provides the business sector with a knowledge base for reflection on the different possible scenarios to be created throughout the organization's management and as a basis for companies to implement improvements in their product processes and services.