A engenharia de produção como apoio estratégico na venda de soluções de alto valor: um estudo teorico conceitual

Abstract

This study addresses the strategic role of production engineering in building value propositions for complex sales in the B2B environment. The research highlights how joint action between engineering and sales areas contributes to the development of customized, viable solutions aligned with customer needs. The interfaces between technical processes and negotiations are analyzed, highlighting the importance of engineering in generating value. The research problem consists of the following question: How can production engineering act as a strategic support in building value propositions, contributing to the effectiveness of complex sales in the B2B environment, characterized by high added value solutions and prolonged decision-making processes? The general objective is to analyze the role of production engineering as a strategic support in building value propositions for complex sales (B2B) and the specific objectives are: To understand how production engineering contributes strategically to the construction of value propositions in complex sales processes in the B2B market; discuss the main challenges, practices and tools used by production engineering in the interface with the commercial and sales areas of high-value solutions and identify how the integration between engineering and sales can generate competitive differentiation and add value to the solutions offered in B2B business environments. The methodology of this study is based on a systematic literature review, with a qualitative approach, grounded in the works of Barreto (2019), Coda and Castro (2019), Furtado (2018), França et al. (2023), among other relevant authors. From the analysis of these contributions, it is reinforced that production engineering should be understood beyond its technical support role, positioning itself as a strategic and indispensable agent for the strengthening and development of business in the B2B context.