Aprendizagem organizacional no processo de desenvolvimento de produtos farmacêuticos: estudo de caso no Cristália Produtos Químicos e Farmacêuticos Ltda

Abstract

Organizations are going through moments of great challenges, where the future is uncertain and dangerously presented. The Organizational Learning has been more necessary to organizations as a capable tool to develop ways and strategies of action, being able to keep the competitiveness of the company. However, the gotten results have been better than expected, mainly by the fact that the companies cannot assimilate the necessary cultural changes, needed to question the success or failure quantitatively, mainly in the process of development of products (PDP), and thus think and act strategically. This way, innovations do not occur, remaining the limited organization to the conservative strategies. The current work intends to develop a proposal to measure quantitatively the success or the failure of the development of pharmaceutical products (medicines) supported by the concept of organizational learning, in special the model of the five disciplines proposed by Peter Senge (1990) and in generic problems of the developing process of products, according to Dimanscescu and Dwenger (2001). I`t is believed that only an organization that learns has conditions to innovate in a continuous way. It was considered, initially, success of the product, the biggest margin of contribution and the profitability obtained by the company Cristália with the sale of the medicines produced in the period of 2001 to 2004. The research was developed with the elaboration of two questionnaires, applied in different moments for fact-gathering, containing two different lists of medicines. One consisting of successful products and another one consisting of failure in terms of profitability of products sold. 58 professionals that act directly in the PDP pharmaceutical participated on the research. Statistically it was used a multivariate analysis - Multiple Logistic Regression, evidencing that the future challenges and vision of the developing process of the product is a variation which has significant relationship with the success or failure of the product. Through the Analysis of Variance - ANOVA, analysis of the reliable Interval and Correlation, it can be found highly significant relations for the success or failure of the product, as Shared Vision and Systemical Thought.