Aplicação do conceito sistema produto-serviço (PSS) no desenvolvimento integrado de produto

Abstract

The present dissertation project addresses issues related to the product development process (PDP) and Product Service System (PSS). The market is looking increasingly to develop sustainable systems and manufacturers are allocating less focus on product manufacturing, and more efforts on providing value-added solutions for the consumer. Aiming competitiveness and seeking improvement in environmental performance, companies must innovate technologically and culturally. These actions require a review and possibly change in the strategy and business model developed by the company. The PSS is a guideline for these changes. The main PSS feature is the change in focus, from selling the product, for a range of services. The product-service system concept has been discussed since the 90s, but with emphasis on the administrative system. It is generally implemented through a mix of products and services through product’s “servitization” and “productization” of services. With the growing interest of society on sustainability aspects, it was verified that PSS could leverage its environmental bias. By associating PSS with the sustainability triple bottom line, from economic point of view, the PSS can leverage benefits due of prolonged use of the products’ functions, greater durability through their proper used and diversification of revenue through incomes from products sales and associated services. From the social point of view, this new business model can promote the generation of new jobs, from offering services related to products, but accomplished by third parties. And from an environmental standpoint, the products’ functions desired by the consumers can be realized, but consuming less material and energy to manufacture a new product that will deliver these same functions. In this sense, the change in strategy and business model for new product and services development can be supported by PSS, identified as a viable alternative to meet specific users’ specific demands and at the same the same time provide a better environmental performance/lower environmental impact. The current models offer the product development (PDP) or services development process (SDP). The main objective of this research was the development of a hybrid model for product and services development through the integration of practices related to the adoption of PSS approach, considering its application in the manufactured products life cycle towards sustainability. The bibliographical survey confirmed that the existing traditional models refer to the PDP or SDP. Thus is justified the opportunity to develop a hybrid model for product and services development, based on a PDP reference model. Resorted to the hypothetical-deductive method. Firstly were identified the main motivators and barriers associated to the PSS. In sequence were surveyed which were the practices (methods and tools) necessarily linked specifically to the PSS. In this paper were adopted two PSS practices to be incorporated to the PDP reference model. Then these practices were systematized based on the PDP phase that could be applied. The Conceptual Design Phase of the reference model was identified to be the most potentially impacted one by the incorporation of PSS related practices. The proposed model was then exemplified through the application of the proposed hybrid model (product development model incorporated with PSS practices) in a product found in the market. In this sense, a current product available on market was selected and analyzed in regards to the possible impacts on its project design during its Conceptual Design phase, in case it had being developed to deliver a PSS (specifically PSS type 2).