Identificación de atributos para la construcción de un modelo de gestión del diseño desde la perspectiva de la consultoría estratégica, aplicable en las pymes del sector del cuero, calzado y marroquinería del Valle del Cauca, Colombia
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Las PyMes manufactureras se caracterizan por sus bajos niveles de competitividad, determinado por su vulnerabilidad a los cambios sociales, políticos y tecnológicos, su débil estructura financiera, la poca previsión de futuros escenarios de mercado y generalmente su know how se centra en la fabricación de grandes volúmenes a bajos costos, lo cual converge en la reducida capacidad de diferenciación de producto y/o servicio basados en la innovación, este panorama hace necesario que el sector responda a diversos propósitos generando así un escenario complejo. Con el propósito de aumentar los niveles de competitividad de las pymes, el estudio tiene como objetivo desarrollar un modelo de consultoría estratégica en diseño para las pymes de producto terminado del sector del cuero, calzado y marroquinería de la ciudad de Santiago de Cali. En este sentido, se aborda la competitividad, las características de las pymes en los procesos de innovación, la externalización de procesos, la consultoría estratégica y la diferenciación de producto a través de la gestión del diseño. Se implementó una metodología mixta compuesta por una fase de revisión sistemática de literatura en búsqueda de asociaciones entre los conceptos de competitividad, Pymes, innovación, gestión del diseño, consultoría estratégica y outsourcing, en la segunda fase, estos conceptos pasan a determinar los ejes temáticos del instrumento de investigación cualitativo denominado entrevistas semiestructurada el cual se aplica a una muestra por conveniencia conformada por 8 Pymes (5 son de calzado para mujer, 3 para hombre) y un grupo de 3 expertos. Dentro de los resultados más relevantes se encontró que los atributos que permiten construir un modelo de consultoría se agrupan en tres grandes aspectos: en primer lugar aquellos que caracterizan la organización a partir de sus dinámicas específicas (capacidad productiva, temporadas de fabricación y venta), en segundo lugar, los que analizan la relación entre la toma de decisiones tácticas y estratégicas (estructura organizacional) y en tercer lugar los que permiten medir la capacidad de diferenciación (relación entre factores exógenos y endógenos). Con estos resultados se construye una propuesta de modelo de consultoría desde la perspectiva estratégica.
//Abstract: Manufacturing SMEs are characterized by their low levels of competitiveness, determined by their vulnerability to social, political and technological changes, their weak financial structure, the lack of foresight of future market scenarios and generally their know-how is focused on the manufacture of large volumes at low costs, which converge in the reduced capacity of differentiation of product and / or service based on innovation, this scenario makes it necessary for the sector to respond to diverse purposes, thus generating a complex scenario. With the purpose of increasing the competitiveness levels of SMEs, the study aims to develop a model of strategic consultancy in design for SMEs of finished products in the leather, footwear and leather goods sector of the city of Santiago de Cali. In this sense, competitiveness is addressed, the characteristics of SMEs in innovation processes, process outsourcing, strategic consulting and product differentiation through design management. A mixed methodology composed of a phase of systematic review of literature in search of associations between the concepts of competitiveness, innovation, design management, strategic consulting and outsourcing was implemented, in the second phase, these concepts go on to determine the thematic axes of the instrument qualitative research called semi-structured interviews which is applied to a convenience sample consisting of 8 SMEs (5 are shoes for women, 3 for men) and a group of 3 experts. Among the most relevant results, it was found that the attributes that allow building a consulting model are grouped into three main aspects: first, those that characterize the organization based on its specific dynamics (production capacity, manufacturing and sales seasons), second, those that analyze the relationship between tactical and strategic decision making (organizational structure) and thirdly, those that allow measuring the capacity for differentiation (relationship between exogenous and endogenous factors). With these results, a proposal for a consulting model is built from a strategic perspective.
//Abstract: Manufacturing SMEs are characterized by their low levels of competitiveness, determined by their vulnerability to social, political and technological changes, their weak financial structure, the lack of foresight of future market scenarios and generally their know-how is focused on the manufacture of large volumes at low costs, which converge in the reduced capacity of differentiation of product and / or service based on innovation, this scenario makes it necessary for the sector to respond to diverse purposes, thus generating a complex scenario. With the purpose of increasing the competitiveness levels of SMEs, the study aims to develop a model of strategic consultancy in design for SMEs of finished products in the leather, footwear and leather goods sector of the city of Santiago de Cali. In this sense, competitiveness is addressed, the characteristics of SMEs in innovation processes, process outsourcing, strategic consulting and product differentiation through design management. A mixed methodology composed of a phase of systematic review of literature in search of associations between the concepts of competitiveness, innovation, design management, strategic consulting and outsourcing was implemented, in the second phase, these concepts go on to determine the thematic axes of the instrument qualitative research called semi-structured interviews which is applied to a convenience sample consisting of 8 SMEs (5 are shoes for women, 3 for men) and a group of 3 experts. Among the most relevant results, it was found that the attributes that allow building a consulting model are grouped into three main aspects: first, those that characterize the organization based on its specific dynamics (production capacity, manufacturing and sales seasons), second, those that analyze the relationship between tactical and strategic decision making (organizational structure) and thirdly, those that allow measuring the capacity for differentiation (relationship between exogenous and endogenous factors). With these results, a proposal for a consulting model is built from a strategic perspective.