Resumo

MANRIQUE LOPEZ, AIDA  e  VARGAS ROJAS, ADRIANA. IN DESIGN COMPETITIVENESS MAP: DAIRY SECTOR COMPANIES VALIDATIONMAPA DE COMPETITIVIDADE EM DESENHO: VALIDAÇÃO EM EMPRESAS DO SETOR LÁCTEO. Rev.fac.cienc.econ. [online]. 2017, vol.25, n.1, pp.177-202. ISSN 0121-6805.  https://doi.org/10.18359/rfce.2659.

This article integrates the process, the investigation's results and reflections that identifies the design's situation and prospects in some public and private entities in the dairy sector. It explores management methods used by a group of companies of different sizes by adjustment and validation of a diagnostic tool in a sample of 8 producing and marketing dairy companies in the Bogota Region. The conceptual framework and the in design competitiveness map -MCD- update and validation process are shown, from the theory of entrepreneurial skills and competitiveness factors that determine business success. The results allow to identify areas or fields of action (product, communication and environment) and levels of integration (strategy, policy, program and project) of design in the companies. They determine types according to incorporating models of design management in these organizations. The work shows the effectiveness of the Competitiveness Map In Design according to Capabilities -MCDC- resulting from the adjustment, both to analyze the levels of integration of design management from the explanatory internal factors of business competitiveness in the companies; and to make cross-sectoral scope analysis.

Palavras-chave : Design; Competitiveness; Design management; Means; Capabilities.

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