Análise do processo de obtenção de embalagens e da alternativa de integração vertical: estudo de caso numa empresa de cosméticos

Abstract

The objective of the research was to identify opportunities for performance improvement in a cosmetics company, through a comparative analysis of the current process of obtaining packaging - made by purchase and the alternative process - that proposes its internal production, considering the perceptions of the managers on the propelling and restrictive aspects relevant to the models (processes). The analysis of the current process of obtaining polyethylene packages and the elaboration of vertical integration models (or internal production), as an alternative to obtain them, were preliminary stages of the study. In turn, the interaction between the theoretical reference and the managers' considerations regarding the practical application of the alternative strategy highlighted partial or hybrid vertical integration as the model potentially capable of improving organizational performance. For managers' perceptions were highly favorable to their own manufacture of polyethylene packaging, while among the authors discussed in the literature consulted, hybrid vertical integration emerges as a model capable of optimizing organizational resources by combining the benefits that each strategy offers. Therefore, the conclusion of the study was that the strategy of partial or hybrid vertical integration presents itself as an incremental innovation opportunity potentially able to promote the improvement of the performance objectives (reliability, cost, flexibility, quality and speed) of the target company in the acquisition of packaging.