Purpose – The purpose of this paper is to contribute to the understanding of the servitization process of typical manufacturing companies that already provide after-sales services, by identifying the phases and organizational elements that enable the delivery of more services. Design/methodology/approach – A servitization maturity model for consumer durables companies is proposed. Servitization is an evolutionary process based on customer profiling, company profiling, the nature of the service, maturity of the process and process characteristics. The capacity of maintaining organizational relationships among players in the value chain describes the organizational maturity needed to advance towards the next phase. The research has been conducted as an exploratory study, in which four different case studies of consumer durables companies were performed to validate the proposed maturity model and detail each phase and the critical resources needed to become servitized. Findings – Four category levels of organizational relationships were identified: first, company and customers; second, company and production network; third, company and market, in addition to; fourth, the internal relations of the company. Practical implications – The means to evaluate companies that undergo servitization are also presented to provide a better understanding of their placement in the process and guide managers through the next necessary steps of action. Originality/value – The development and application of this model allowed exploring the levels of servitization as an evolutionary process based on the relationships among players in the value chain by gathering, structuring, organizing several critical requirements and highlighting important attributes that must be examined by companies during the servitization process.

The growth of services participation in the gross domestic product in most countries has been calling out the attention of many researchers and companies over the last years. Consumer durable companies that have an after-sales service for repairing and do maintenance of their own products, for example, start using this type of service, initially recognized as a "necessary evil", to be closer to the final customer and thereby identify new business niches that will differentiate them from the competitors, becoming a business solution provider instead of holding a manufacturing image. The sale of services other than just a simple after-sales becomes interesting due to some factors such as generally allow a more attractive business gross margin, by adding value to the product and keeping customer loyalty. However, the inclusion of new services requires a correct understanding of company's own strategy. Based on this context, this work aims to propose a maturity model for companies of consumer durables which desire to add services to their portfolio, readjusting the way the firm interacts with external (partners, market and customers) and internal (employees) environments by servitizing in a four-phased approach. With that in mind, it is important to previously explore the differences between their vision when the main focus is product sale (product-dominant logic) and when service becomes more important (service-dominant logic). In this way, four different companies have been selected in order to conduct case studies that allow a more detailed comprehension of these changes, developing, applying and validating the proposed model, besides pointing out potential gaps that might exist in this process for each of them. The case studies have been conducted by interviewing a variety of professionals from different areas in each company and that were compared later with documents and existing processes, in order to have information triangulated. By making use of this model, it becomes possible to understand steps to be taken and critical resources that need to be developed by each manufacturing company under a servitization process, as a way of highlighting the path over this evolutionary model.

dez/2007 Otimização das formas de cascos de deslocamento em relação a sua resistência ao avanço VI RESUMO Devido à constante necessidade de construções de novas embarcações, quer seja pela demanda do mercado, quer seja pela renovação da frota, o desenvolvimento de programas computacionais que auxiliem na fase inicial de projeto torna-se bastante útil. Assim, o desenvolvimento de um procedimento de análise que permita obter formas de melhor desempenho vem a agregar valor nesta etapa de conceituação da geometria do navio. O trabalho aqui apresentado tem como objetivo discorrer sobre um método capaz de otimizar a geometria de um casco de deslocamento conhecido em relação a sua resistência ao avanço, sem perder, porém, as suas características principais, como corpo paralelo médio, por exemplo. Para tanto, dentro deste processo de otimização já estão inseridas algumas restrições que garantem a viabilidade da solução final, tais como variação máxima no comprimento, no volume total e na estabilidade do navio. A modelagem da embarcação pode ser feita através de funções B-Splines cúbicas de superfície, cujos pontos de controle (parâmetros inerentes à função) podem ser modificados de tal sorte a atingir um valor ótimo para a resistência ao avanço. Esta, por sua vez, será obtida através da soma de duas parcelas, sendo uma referente ao atrito e outra à geração de ondas pelo casco. Como a maior parte da resistência provém desta segunda parcela para a velocidade de projeto a ser considerada (alto número de Froude), a redução da resistência total pode ser assumida como conseqüência da diminuição da resistência devido à geração de ondas, a qual pode ser obtida através da formulação apresentada por Michell, em 1898. O cálculo das propriedades hidrostáticas como deslocamento, estabilidade (KM transversal) e superfície molhada, usada para cálculo da resistência ao avanço, pode ser encontrado fazendo-se uso do cálculo vetorial. O procedimento a ser descrito foi desenvolvido em linguagem C++ (modelagem do casco) e com o auxílio do MATLAB ® (método de otimização). Este trabalho foi realizado no Dep. de Eng. Naval e Oceânica da USP.

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