,PSUHVV¾R ' XP GHVHQKR DXWR UHSOLF¼YHO SDUD D FULD¾R U¼SLGD GH SURWÎWLSRV TXH LQVSLUD D LQRYD¾R
M 123
$ LPSUHVV¾R ' HVW¼ D WRUQDU VH UDSLGDPHQWH QXPD SDUWH HVVHQFLDO GR SURFHVVR GH GHVHQKR HOHWUÎQLFR 6¾R FDGD YH] PDLV DV HPSUHVDV TXH UHFRQKHFHP DV YDQWDJHQV GH XWLOL]DU HVWD WHFQRORJLD SDUD FULDU SURWÎWLSRV UDSLGDPHQWH JDQKDQGR PHVHV QR FLFOR GH GHVHQKR
SURWÎWLSRV HP SURFHVVRV GH IDEULFR GH GLYHUVRV VHWRUHV GD HQJHQKDULD FRQV WUX¾R DXWRPÎYHO GHIHVD H DHURHVSD FLDO DSOLFDÂÐHV PÄGLFDV H Y¼ULRV PHUFD
56 &RPSRQHQWV 7HO )D[ PDUNHWLQJ VSDLQ#UV FRPSRQHQWV FRP SW UV RQOLQH FRP
CASE STUDY
GRV GH FRQVXPR FRPR R GD PRGD
0$,25 35(6(1¢$ 12 0(5&$'2 &RP R QRYR PLOÄQLR DV YHQGDV GH LP SUHVVRUDV ' DXPHQWDUDP FRQVLGHUD YHOPHQWH VXVFLWDQGR FDGD YH] PDLV LQWHUHVVH FRP SUHÂRV PXLWR PDLV DWUD WLYRV s RV PRGHORV GH SURGX¾R HP VÄ ULH FXVWDP PHQRV GH b 8P HVWX GR UHFHQWH UHDOL]DGR SHOD FRQVXOWRUD 0DUNHWV 0DUNHWV SUHYÅ XPD WD[D GH FUHVFLPHQWR DQXDO GH SDUD DV LP SUHVVRUDV ' HQWUH H SR
60
GHQGR DOFDQÂDU XP YROXPH GH YHQGDV VXSHULRU D PLO PLOKÐHV GH HXURV
2V REVW¼FXORV TXH LPSHGLUDP D DGR¾R
RX PHWDLV TXH VH VREUHSÐHP HP GLIH
GHVWH WLSR GH WHFQRORJLD DQWHULRUPHQ
UHQWHV IRUPDV $ WÄFQLFD PDLV WUDGLFLR
$ LPSUHVV¾R ' HVW¼ D HYROXLU SDV
WH HVW¾R UHODFLRQDGRV FRP R VHX SUHÂR
QDO GH PDTXLQDULD XWLOL]D XP SURFHVVR
VDQGR GH XPD WHFQRORJLD HVSHFLDOL]DGD
HOHYDGR H D LQH[LVWÅQFLD QR PHUFDGR GH
VXEWUDWLYR TXH HQYROYH D UHPR¾R GH
XWLOL]DGD DSHQDV SRU JUDQGHV HPSUHVDV
XP VRIWZDUH GH GHVHQKR I¼FLO GH XVDU
PDWHULDLV GH XPD IRUPD PXLWR VHPH
SDUD XP SURGXWR RULHQWDGR DR PHUFDGR
SDUD SHVVRDV Q¾R HVSHFLDOLVWDV HP &$'
OKDQWH » XWLOL]DGD SHORV HVFXOWRUHV SDUD
GH PDVVDV GH FRQVXPLGRUHV H SHTXHQDV
$JRUD D LPSUHVVRUD ' 5HS5DS DXWR
FLQ]HODU XP EORFR GH P¼UPRUH FRPR
HPSUHVDV 'H IDFWR K¼ PHVPR RSLQLÐHV
UHSOLF¼YHO GH FÎGLJR DEHUWR HYROXLX
SRGHULD WHU IHLWR $XJXVWH 5RGLQ QRV
TXH GHIHQGHP TXH DV LPSUHVVRUDV '
SDUD R PRGHOR PDLV UHFHQWH 2UPHURG
VHXV WHPSRV
DFDEDU¾R SRU HQFRQWUDU XP HVSDÂR QDV
TXH MXQWDPHQWH FRP R VRIWZDUH GH PR
(PERUD D LPSUHVV¾R ' SDUHÂD
QRVVDV FDVDV HOLPLQDQGR RV FXVWRV DV
GHOD¾R ' 'HVLJQ6SDUN 0HFKDQLFDO
XPD LQRYD¾R UHYROXFLRQ¼ULD GR ÕOWLPR
VRFLDGRV » FRPSUD GH DUWLJRV FRPXQV
RIHUHFH »V HPSUHVDV H HQJHQKHLURV
DQR GHYLGR HP SDUWH D DOJXPDV QR
$ WHFQRORJLD HVW¼ D GHPRQVWUDU UDSL
XPD H[FHOHQWH RSRUWXQLGDGH SDUD DFH
WÈFLDV SROÄPLFDV VREUH D VXD XWLOL]D¾R
GDPHQWH D VXD XWLOLGDGH SDUD TXDOTXHU
OHUDU R SURFHVVR GH GHVHQYROYLPHQWR
QR IDEULFR GH DUPDV HVWD WÄFQLFD M¼ HUD
DSOLFD¾R H SRU LVVR SRGHPRV FULDU HP
H IRPHQWDU D LQRYD¾R VHJXQGR 0DUN
DERUGDGD QRV DQRV 7ÅP VLGR XWLOL]D
SHTXHQD HVFDOD SURGXWRV FRPSDU¼YHLV
&XQGOH +HDG RI 7HFKQLFDO 0DUNHWLQJ GD
GRV PXLWRV PÄWRGRV GH LPSUHVV¾R '
DRV GDV JUDQGHV HPSUHVDV
56 &RPSRQHQWV
FRPR D 'HSRVL¾R GH 0DWHULDO )XQGLGR
-RH .UDXV SLRQHLUR QDV HPSUHVDV RQOLQH DERUGRX HVWH WHPD QR SURJUD
$ LPSUHVV¾R WULGLPHQVLRQDO '
)'0 )XVHG 'HSRVLWLRQ 0RGHOOLQJ TXH
WDPEÄP GHQRPLQDGD IDEULFR DGLWLYR
DWXDOPHQWH Ä R SURFHVVR PDLV FRPXP
PD p,Q %XVLQHVVq GD %%& 5DGLR pR
HVW¼ D UHYROXFLRQDU R GHVHQYROYLPHQ
SDUD D LPSUHVV¾R ' GH EDL[R FXVWR
VÄFXOR ;; FRQWRX FRP GH]HQDV GH PHU
WR GRV SURGXWRV H HP DOJXQV FDVRV D
MXQWDPHQWH FRP D (VWHUHROLWRJUDƬD
FDGRV GH PLOKÐHV GH FRQVXPLGRUHV 2
SUÎSULD SURGX¾R 7UDWD VH GR SURFHV
6/$ s 6WHUHROLWKRJUDSK\ $SDUDWXV
VÄFXOR ;;, WUDWD GH PLOKÐHV GH PHUFDGRV
VR GH IDEULFDU XP REMHWR VÎOLGR D SDUWLU
)XV¾R SRU )HL[H GH (OHWUÐHV (%0 s
FRP GH]HQDV GH FRQVXPLGRUHV q $ VLWXD
GR PRGHOR GH XP GHVHQKR DVVLVWLGR
s (OHFWURQ %HDP 0HOWLQJ )DEULFD¾R
¾R Ä HVWD D LPSUHVV¾R ' MXQWDPHQWH
SRU FRPSXWDGRU &$' 3DUD WDO XWLOL
SRU &DPDGDV /20 /DPLQDWHG 2EMHFW
FRP RXWUDV WHFQRORJLDV H SODWDIRUPDV
]D VH XP SURFHVVR GH IDEULFR DGLWLYR
0DQXIDFWXULQJ HQWUH PXLWRV RXWURV
FRPR R FÎGLJR DEHUWR HVW¼ GHVWLQDGD D
TXH FRQVLVWH HP DFXPXODU FDPDGDV
(VWDV WHFQRORJLDV V¾R FDGD YH] PDLV XWL
GHVHPSHQKDU XP SDSHO LPSRUWDQWH QR
VXFHVVLYDV GH PDWHULDLV FRPR SO¼VWLFR
OL]DGDV QR GHVHQYROYLPHQWR U¼SLGR GH
IXWXUR DSRQWDQGR SDUD VROXÂÐHV