Resumo:
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.
