Resumo

The introduction of new technologies is clearly evident in innovative products and it is considered one of the most remarkable ways of promoting new functionalities and improving the performance of existing products (Madu, 1989), in addition to being one of the inducers to create competitive advantages in the global market (CAVES, 1979). In this sense, the incorporation of 3D modeling and additive manufacturing technologies, when used in an appropriate way and based on projective methodology, enables innovation, regardless of the complexity of the object intended to be designed.

The present paper aims to verify the influence of innovation in the product development process on the performance of firm, based on 3D modeling and additive manufacturing (AM), in the perspective of value co-creation. The question of research is: What the influence of innovation in the product development process on the performance of firm under 3D modeling and additive manufacturing (AM), in the perspective of value co-creation?

The increase in the life expectancy has become the main cause of the pathology that promotes the need for interventions in the manufacture of prostheses. However, they are rarely tailored to the patient, requiring complex and frequent surgical procedures. Therefore, the interest in developing customized prostheses that offer a higher quality of life for the patient is growing. Additive manufacturing presents itself as a plausible and feasible mechanism aimed at improving the quality of lifes and value creation for the business (FELIX et.al., 2012).

A case study was applied in the (Firm MEDIMAT - Used skull) field of the medical sciences in development of patient-specific maxillofacial prosthesis. The research involved the intervention of experts - multidisciplinary teams, doctors, engineers, manufacturers of prosthesis, selected by technical-scientific criteria. The data were extracted using an assessment matrix. To reduce subjectivity in the results achieved the following methods were used complementarily and in combination: multicriteria analysis, psychometric scaling, Spearman and neurofuzzy technology.

The results were satisfactory, validating the submitted proposal, allowing to show that it is possible to combine additive manufacturing techniques, traditional processes of production of components and the incorporation of other components, allowing to develop innovative products in very short time frames, with market acceptance and creating business and client value.

The study sought to cover a gap in the literature on the effects of 3D modeling and additive technologies on the company performance in the light of creating value for the customer, and therefore for the business. It is believed that technological interventions such as the present application are undoubtedly more effective, faster and more accurate. According to the dominant literature current research shows a clear trend to understand the value of the customer produced not by the producing company.

Jardini, A.L. Cranial reconstruction: 3D biomodel and custom-built implant created using additive manufacturing. 42:8, 1877-1884, 2014. Johannessen, J.; Olsen, B.; Olaisen, J. Aspects of innovation theory based on knowledge-management. International Journal of Information Management, 19:124, 1999. Saarijärvi, H., Kannan, P.K. and Kuusela, H. Value co‐creation: theoretical approaches and practical implications. European Business Review, 25:1, 6-19, 2013.