{"id":61896,"date":"2018-09-28T09:23:44","date_gmt":"2018-09-28T13:23:44","guid":{"rendered":"https:\/\/www.agribusinessglobal.com\/?p=61896"},"modified":"2019-10-01T09:56:38","modified_gmt":"2019-10-01T13:56:38","slug":"identifying-uncontested-market-spaces-in-the-global-crop-protection-industry-part-3","status":"publish","type":"post","link":"https:\/\/www.agribusinessglobal.com\/pt\/agrochemicals\/identifying-uncontested-market-spaces-in-the-global-crop-protection-industry-part-3\/","title":{"rendered":"Identificando Espa\u00e7os de Mercado N\u00e3o Contestados na Ind\u00fastria Global de Prote\u00e7\u00e3o de Cultivos (Parte 3)"},"content":{"rendered":"<p><em><strong>Nota do editor:<\/strong> Este \u00e9 o terceiro de sete artigos de uma s\u00e9rie sobre Gest\u00e3o Estrat\u00e9gica de P&amp;D em AgChem e BioScience a ser publicado no AgriBusinessGlobal.com. Para uma lista completa dos artigos, <a href=\"https:\/\/www.agribusinessglobal.com\/pt\/tag\/strategic-rd-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">Clique aqui<\/a>.<\/em><\/p>\n<p>Desde a d\u00e9cada de 1980, as empresas de prote\u00e7\u00e3o de cultivos buscam crescer por meio da expans\u00e3o global e do desenvolvimento incremental de produtos \u201cbons o suficiente\u201d, contando com receitas de produtos qu\u00edmicos bem-sucedidos com d\u00e9cadas de exist\u00eancia.<\/p>\n<p>Hoje em dia, organiza\u00e7\u00f5es que n\u00e3o priorizam a vis\u00e3o estrat\u00e9gica e a mudan\u00e7a correm o risco de serem suplantadas por aquelas que s\u00e3o capazes de criar inova\u00e7\u00f5es que moldam o mercado.<\/p>\n<p>A execu\u00e7\u00e3o bem-sucedida da vis\u00e3o estrat\u00e9gica depender\u00e1 da nossa capacidade n\u00e3o apenas de integrar solu\u00e7\u00f5es convencionais, biol\u00f3gicas e tecnol\u00f3gicas sin\u00e9rgicas, mas tamb\u00e9m da nossa capacidade de facilitar e integrar a comunica\u00e7\u00e3o inteligente com as culturas.<\/p>\n<h2>A necessidade de portf\u00f3lios estrategicamente equilibrados<\/h2>\n<p>No mundo globalmente competitivo da prote\u00e7\u00e3o de cultivos, a sobreviv\u00eancia a longo prazo depende cada vez mais de uma mudan\u00e7a de portf\u00f3lios de produtos conservadores (\u201cSettler\u201d e \u201cMigrators\u201d) para portf\u00f3lios estrategicamente equilibrados que incluem produtos \u201cPioneer\u201d.<\/p>\n<ul>\n<li>Os produtos \u201cSettler\u201d constituem a base dos portf\u00f3lios gen\u00e9ricos, e o termo \u00e9 usado para descrever produtos gen\u00e9ricos ou copiados, para os quais o principal fator competitivo \u00e9 o dom\u00ednio dos custos.<\/li>\n<li>\u201cMigradores\u201d s\u00e3o produtos com melhorias de valor, normalmente na forma de desenvolvimentos de formula\u00e7\u00e3o, para os quais o principal impulsionador competitivo \u00e9 a efici\u00eancia aprimorada.<\/li>\n<li>\u201cPioneiros\u201d s\u00e3o produtos que fornecem inova\u00e7\u00f5es de valor, como a integra\u00e7\u00e3o de avan\u00e7os t\u00e9cnicos ou novas tecnologias.<\/li>\n<\/ul>\n<div id=\"attachment_61889\" style=\"width: 731px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-61889\" class=\"size-full wp-image-61889\" src=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-1-Pioneer-migratorsettler-map.jpg\" alt=\"Figure 1: Pioneer-migrator-settler map for the prediction of future growth and profit (adapted from Kim &amp; Mauborgne, authors\/creators of Blue Ocean Strategy).\" width=\"721\" height=\"508\" srcset=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-1-Pioneer-migratorsettler-map.jpg 721w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-1-Pioneer-migratorsettler-map-300x211.jpg 300w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-1-Pioneer-migratorsettler-map-330x233.jpg 330w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-1-Pioneer-migratorsettler-map-102x72.jpg 102w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-1-Pioneer-migratorsettler-map-511x360.jpg 511w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-1-Pioneer-migratorsettler-map-85x60.jpg 85w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-1-Pioneer-migratorsettler-map-150x106.jpg 150w\" sizes=\"auto, (max-width: 721px) 100vw, 721px\" \/><p id=\"caption-attachment-61889\" class=\"wp-caption-text\">Figura 1: Mapa de pioneiros-migrantes-colonos para previs\u00e3o de crescimento e lucro futuros (adaptado de Kim e Mauborgne, autores\/criadores de Blue Ocean Strategy).<\/p><\/div>\n<h2>Impulsionando a inova\u00e7\u00e3o de valor<\/h2>\n<p>As empresas de prote\u00e7\u00e3o de cultivos n\u00e3o precisam escolher entre uma estrat\u00e9gia gen\u00e9rica de domina\u00e7\u00e3o de custos ou diferencia\u00e7\u00e3o, mas podem buscar simultaneamente diferencia\u00e7\u00e3o e baixo custo (Inova\u00e7\u00e3o de Valor).<\/p>\n<div id=\"attachment_61890\" style=\"width: 906px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation.jpg\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-61890\" class=\"wp-image-61890\" src=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation.jpg\" alt=\"Figure 2: Value innovation through the elimination of conventional - and the creation of new - competition factors (adapted from Kim &amp; Mauborgne, authors\/creators of Blue Ocean Strategy).\" width=\"896\" height=\"402\" srcset=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation.jpg 1503w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation-300x135.jpg 300w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation-768x345.jpg 768w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation-1024x460.jpg 1024w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation-330x148.jpg 330w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation-128x57.jpg 128w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation-640x287.jpg 640w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation-1280x575.jpg 1280w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation-85x38.jpg 85w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation-150x67.jpg 150w\" sizes=\"auto, (max-width: 896px) 100vw, 896px\" \/><\/a><p id=\"caption-attachment-61890\" class=\"wp-caption-text\">Figura 2: Inova\u00e7\u00e3o de valor por meio da elimina\u00e7\u00e3o de fatores de concorr\u00eancia convencionais \u2013 e da cria\u00e7\u00e3o de novos \u2013 (adaptado de Kim &amp; Mauborgne, autores\/criadores de Blue Ocean Strategy).<\/p><\/div>\n<p>Inova\u00e7\u00e3o de valor pode ser definida como a cria\u00e7\u00e3o simult\u00e2nea de novas utilidades (valores) a um custo menor. O custo \u00e9 reduzido pela elimina\u00e7\u00e3o de fatores de competi\u00e7\u00e3o convencionais, enquanto o valor \u00e9 aumentado pela cria\u00e7\u00e3o de novos fatores de competi\u00e7\u00e3o.<\/p>\n<p>Na inova\u00e7\u00e3o de valor, espa\u00e7os de mercado incontest\u00e1veis podem ser criados ao romper com o trade-off entre valor e custo.<\/p>\n<h2>Identificando espa\u00e7os de mercado n\u00e3o contestados (oceanos azuis)<\/h2>\n<p>Por meio da inova\u00e7\u00e3o de valor, a concorr\u00eancia se torna irrelevante ao abrir novos e incontest\u00e1veis espa\u00e7os de mercado (Oceanos Azuis).<\/p>\n<p>A Estrat\u00e9gia do Oceano Azul \u00e9 uma teoria de cria\u00e7\u00e3o de mercado desenvolvida por WC Kim e R. Mauborgne, professores de estrat\u00e9gia no INSEAD, uma das principais escolas de neg\u00f3cios do mundo, e codiretores do Instituto de Estrat\u00e9gia do Oceano Azul do INSEAD em Fontainebleau, Fran\u00e7a.<\/p>\n<p>A Estrat\u00e9gia do Oceano Azul prop\u00f5e que as empresas podem eliminar a concorr\u00eancia criando \u201coceanos azuis\u201d de espa\u00e7o de mercado incontestado, baseados principalmente na inova\u00e7\u00e3o de valor e nos quais a concorr\u00eancia \u00e9 essencialmente eliminada, em oposi\u00e7\u00e3o aos \u201coceanos vermelhos\u201d \u2013 caracterizados principalmente pela inova\u00e7\u00e3o incremental e perspectivas de crescimento limitadas.<\/p>\n<div id=\"attachment_61891\" style=\"width: 906px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean.jpg\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-61891\" class=\"wp-image-61891\" src=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean.jpg\" alt=\"Figure 3: &quot;Blue Oceans&quot; offer uncontested market space, while &quot;Red Oceans&quot; provide limited growth prospects (adapted from Kim &amp; Mauborgne, authors\/creators of Blue Ocean Strategy).\" width=\"896\" height=\"288\" srcset=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean.jpg 992w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean-300x96.jpg 300w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean-768x247.jpg 768w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean-330x106.jpg 330w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean-128x41.jpg 128w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean-640x206.jpg 640w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean-85x27.jpg 85w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean-150x48.jpg 150w\" sizes=\"auto, (max-width: 896px) 100vw, 896px\" \/><\/a><p id=\"caption-attachment-61891\" class=\"wp-caption-text\">Figura 3: \u201cOceanos Azuis\u201d oferecem espa\u00e7o de mercado incontestado, enquanto \u201cOceanos Vermelhos\u201d oferecem perspectivas de crescimento limitadas (adaptado de Kim &amp; Mauborgne, autores\/criadores de Blue Ocean Strategy).<\/p><\/div>\n<p>Para identificar inova\u00e7\u00f5es de valor para o setor de prote\u00e7\u00e3o de cultivos, a Estrat\u00e9gia do Oceano Azul recomenda que as organiza\u00e7\u00f5es criem espa\u00e7os de utilidade para inova\u00e7\u00e3o de valor, concentrando-se na experi\u00eancia do comprador (produtor) com o produto e nos pontos problem\u00e1ticos.<\/p>\n<p>Um Mapa de Utilidade do Comprador (Produtor) pode facilitar a identifica\u00e7\u00e3o de espa\u00e7os de utilidade que um produto ou servi\u00e7o pode preencher, contribuindo assim para novas propostas de valor distintas dos par\u00e2metros de concorr\u00eancia existentes.<\/p>\n<h2>Mapa de utilidades do produtor<\/h2>\n<p>Para criar um mapa de utilidade do produtor para o setor de prote\u00e7\u00e3o de cultivos, as experi\u00eancias do produtor podem ser listadas como est\u00e1gios sequenciais da experi\u00eancia do produtor, por exemplo:<\/p>\n<ul>\n<li>compra do produto ou utilidade de prote\u00e7\u00e3o de cultivo<\/li>\n<li>reconhecimento (identifica\u00e7\u00e3o dos n\u00edveis de pragas ou pat\u00f3genos e momento ideal de aplica\u00e7\u00e3o)<\/li>\n<li>aplica\u00e7\u00e3o (entrega do produto no seu local de destino)<\/li>\n<li>suplementos (identifica\u00e7\u00e3o e utiliza\u00e7\u00e3o do adjuvante ou coproduto ideal)<\/li>\n<li>efeito (avalia\u00e7\u00e3o do efeito suficiente para combater a perda de rendimento e reduzir o risco de desenvolvimento de resist\u00eancia)<\/li>\n<li>resposta da cultura (elimina\u00e7\u00e3o da fitotoxicidade da cultura e indu\u00e7\u00e3o de respostas de defesa da cultura).<\/li>\n<\/ul>\n<p>Esses est\u00e1gios podem ser divididos em n\u00edveis de Utilidade do Produtor, por meio dos quais as empresas podem fornecer utilidade para seus clientes. O n\u00edvel mais comumente explorado \u00e9 o de Benef\u00edcios do Produtor, no qual a inova\u00e7\u00e3o pode aumentar a produtividade dos produtores ao melhorar sua efici\u00eancia.<\/p>\n<p>Ao avaliar os 36 espa\u00e7os do mapa de utilidade do produtor, \u00e9 poss\u00edvel identificar propostas de utilidade diferentes dos produtos existentes.<\/p>\n<p>No setor de prote\u00e7\u00e3o de cultivos, a maioria das empresas gen\u00e9ricas de prote\u00e7\u00e3o de cultivos se concentra em um ou dois est\u00e1gios da sequ\u00eancia de experi\u00eancia do produtor (por exemplo, compra e efic\u00e1cia da aplica\u00e7\u00e3o), negligenciando as oportunidades oferecidas pelos est\u00e1gios restantes.<\/p>\n<div id=\"attachment_61892\" style=\"width: 906px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map.jpg\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-61892\" class=\"wp-image-61892\" src=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map.jpg\" alt=\"Figure 4: Grower Utility Map. The generic crop protection industry currently competes in a \u201cRed Ocean\u201d of \u201cSettler \u201cproducts (adapted from Kim &amp; Mauborgne, authors\/creators of Blue Ocean Strategy).\" width=\"896\" height=\"527\" srcset=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map.jpg 1446w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-300x176.jpg 300w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-768x451.jpg 768w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-1024x602.jpg 1024w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-330x194.jpg 330w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-122x72.jpg 122w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-612x360.jpg 612w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-980x576.jpg 980w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-1225x720.jpg 1225w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-16x9.jpg 16w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-32x18.jpg 32w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-85x50.jpg 85w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-150x88.jpg 150w\" sizes=\"auto, (max-width: 896px) 100vw, 896px\" \/><\/a><p id=\"caption-attachment-61892\" class=\"wp-caption-text\">Figura 4: Mapa de utilidade do produtor. A ind\u00fastria de prote\u00e7\u00e3o gen\u00e9rica de cultivos atualmente compete em um \u201cOceano Vermelho\u201d de produtos \u201cSettler\u201d (adaptado de Kim &amp; Mauborgne, autores\/criadores de Blue Ocean Strategy).<\/p><\/div>\n<p>O foco tradicionalmente tem sido colocado em fornecer mais do mesmo servi\u00e7o p\u00fablico no mesmo est\u00e1gio da experi\u00eancia do produtor, com inova\u00e7\u00e3o incrementalmente alcan\u00e7ada por meio de melhorias nas propostas de servi\u00e7os p\u00fablicos atuais (produtos \u201cSettler\u201d e \u201cMigrator\u201d, veja Figura 1).<\/p>\n<p>O \u201cestado atual\u201d da estrat\u00e9gia de produto da concorr\u00eancia pode ser visualizado e comparado \u00e0 estrat\u00e9gia de produto do pr\u00f3prio concorrente por meio de um Strategy Canvas.<\/p>\n<h2>Tela de estrat\u00e9gia<\/h2>\n<p>O Strategy Canvas \u00e9 uma ferramenta visual \u00fatil para comparar o perfil estrat\u00e9gico de uma empresa com o da concorr\u00eancia. No exemplo a seguir, o perfil estrat\u00e9gico atual de uma empresa tradicional de prote\u00e7\u00e3o gen\u00e9rica de cultivos \u00e9 comparado ao da ind\u00fastria de prote\u00e7\u00e3o gen\u00e9rica de cultivos.<\/p>\n<p>Nesta tela, os fatores em que a ind\u00fastria compete s\u00e3o listados no eixo x, e a prioridade entre esses fatores \u00e9 pontuada no eixo y. O perfil estrat\u00e9gico da empresa e da ind\u00fastria gen\u00e9rica pode ser visto como quase id\u00eantico.<\/p>\n<div id=\"attachment_61893\" style=\"width: 906px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas.jpg\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-61893\" class=\"wp-image-61893\" src=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas.jpg\" alt=\"Figure 5: Strategy Canvas, generic crop protection competitor, compared to the generic crop protection industry (adapted from Kim &amp; Mauborgne, authors\/creators of Blue Ocean Strategy).\" width=\"896\" height=\"585\" srcset=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas.jpg 1392w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-300x196.jpg 300w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-768x502.jpg 768w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-1024x669.jpg 1024w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-330x215.jpg 330w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-110x72.jpg 110w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-551x360.jpg 551w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-882x576.jpg 882w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-1103x720.jpg 1103w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-16x9.jpg 16w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-85x56.jpg 85w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-150x98.jpg 150w\" sizes=\"auto, (max-width: 896px) 100vw, 896px\" \/><\/a><p id=\"caption-attachment-61893\" class=\"wp-caption-text\">Figura 5: Strategy Canvas, concorrente gen\u00e9rico de prote\u00e7\u00e3o de cultivos, comparado ao setor de prote\u00e7\u00e3o gen\u00e9rica de cultivos (adaptado de Kim &amp; Mauborgne, autores\/criadores de Blue Ocean Strategy).<\/p><\/div>\n<p>A abordagem tradicional para o desenvolvimento de produtos gen\u00e9ricos de prote\u00e7\u00e3o de cultivos tem sido competir em pre\u00e7os e melhorar incrementalmente as tecnologias de formula\u00e7\u00e3o e entrega. \u00c9 improv\u00e1vel que esse perfil estrat\u00e9gico crie inova\u00e7\u00f5es que moldem o mercado.<\/p>\n<h2>Avan\u00e7os na prote\u00e7\u00e3o biol\u00f3gica de cultivos oferecem oportunidades de inova\u00e7\u00e3o de valor e adapta\u00e7\u00f5es estrat\u00e9gicas<\/h2>\n<p>Em contraste, a ind\u00fastria emergente de biopesticidas definiu novas propostas de utilidade no mapa de utilidade do produtor, para gerar um perfil estrat\u00e9gico \u00fanico.<\/p>\n<div id=\"attachment_61894\" style=\"width: 906px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map.jpg\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-61894\" class=\"wp-image-61894\" src=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map.jpg\" alt=\"Figure 6: Grower Utility Map. The Biopesticide industry has created a \u201cBlue Ocean\u201d of \u201cPioneer\u201c products and strategies, through advances in Biological Crop Protection which provide value innovation opportunities and strategic adaptations (adapted from Kim &amp; Mauborgne, authors\/creators of Blue Ocean Strategy).\" width=\"896\" height=\"517\" srcset=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map.jpg 1408w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-300x173.jpg 300w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-768x443.jpg 768w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-1024x591.jpg 1024w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-136x77.jpg 136w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-330x191.jpg 330w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-125x72.jpg 125w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-623x360.jpg 623w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-998x576.jpg 998w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-1247x720.jpg 1247w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-16x9.jpg 16w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-32x18.jpg 32w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-64x36.jpg 64w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-85x49.jpg 85w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-150x87.jpg 150w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-100x57.jpg 100w\" sizes=\"auto, (max-width: 896px) 100vw, 896px\" \/><\/a><p id=\"caption-attachment-61894\" class=\"wp-caption-text\">Figura 6: Mapa de Utilidade do Produtor. A ind\u00fastria de Biopesticidas criou um \u201cOceano Azul\u201d de produtos e estrat\u00e9gias \u201cPioneiros\u201d, por meio de avan\u00e7os na Prote\u00e7\u00e3o Biol\u00f3gica de Cultivos que fornecem oportunidades de inova\u00e7\u00e3o de valor e adapta\u00e7\u00f5es estrat\u00e9gicas (adaptado de Kim &amp; Mauborgne, autores\/criadores da Estrat\u00e9gia do Oceano Azul).<\/p><\/div>\n<p>Nas \u00faltimas duas d\u00e9cadas, aumentos significativos em nossa compreens\u00e3o das respostas de defesa induz\u00edveis das plantas (fortemente impulsionadas pela P&amp;D de biopesticidas) nos fornecem novas e poderosas propostas de utilidade para aumentar a efic\u00e1cia do produto, por meio da introdu\u00e7\u00e3o de novos modos de atividade e da integra\u00e7\u00e3o das respostas de defesa das plantas em estrat\u00e9gias gerais de prote\u00e7\u00e3o de culturas \u2014 uma alian\u00e7a entre o agricultor e a cultura.<\/p>\n<div id=\"attachment_61895\" style=\"width: 906px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2.jpg\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-61895\" class=\"wp-image-61895\" src=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2.jpg\" alt=\"Figure 7: Strategy Canvas, Biopesticide industry compared to the generic crop protection industry. \u201cBlue Ocean\u201d Value Innovation opportunities and strategic adaptations facilitate the identification and development of \u201cPioneer\u201d products (adapted from Kim &amp; Mauborgne, authors\/creators of Blue Ocean Strategy).\" width=\"896\" height=\"585\" srcset=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2.jpg 1359w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-300x196.jpg 300w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-768x501.jpg 768w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-1024x668.jpg 1024w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-330x215.jpg 330w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-110x72.jpg 110w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-552x360.jpg 552w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-883x576.jpg 883w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-1103x720.jpg 1103w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-16x9.jpg 16w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-85x55.jpg 85w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-150x98.jpg 150w\" sizes=\"auto, (max-width: 896px) 100vw, 896px\" \/><\/a><p id=\"caption-attachment-61895\" class=\"wp-caption-text\">Figura 7: Strategy Canvas, ind\u00fastria de biopesticidas comparada \u00e0 ind\u00fastria de prote\u00e7\u00e3o gen\u00e9rica de cultivos. Oportunidades de inova\u00e7\u00e3o de valor do \u201cOceano Azul\u201d e adapta\u00e7\u00f5es estrat\u00e9gicas facilitam a identifica\u00e7\u00e3o e o desenvolvimento de produtos \u201cPioneiros\u201d (adaptado de Kim &amp; Mauborgne, autores\/criadores de Blue Ocean Strategy).<\/p><\/div>\n<p>Para gerar seu perfil estrat\u00e9gico \u00fanico, a ind\u00fastria de biopesticidas alterou sua pontua\u00e7\u00e3o em fatores competitivos por meio de:<\/p>\n<ul>\n<li><strong>Elimina\u00e7\u00e3o<\/strong> de concorr\u00eancia no pre\u00e7o (os produtores aceitam o aumento do custo dos biopesticidas)<\/li>\n<li><strong>Redu\u00e7\u00e3o<\/strong> de concorr\u00eancia na entrega (a aplica\u00e7\u00e3o de biopesticidas \u00e9 mais exigente do que a de produtos qu\u00edmicos convencionais) e efic\u00e1cia (h\u00e1 uma percep\u00e7\u00e3o de efic\u00e1cia vari\u00e1vel para biopesticidas)<\/li>\n<li><strong>Eleva\u00e7\u00e3o<\/strong> acima dos padr\u00f5es de concorr\u00eancia da ind\u00fastria em novos modos de a\u00e7\u00e3o, vantagens ambientais e toxicol\u00f3gicas, bem como marca positiva (imagem)<\/li>\n<\/ul>\n<p>\u2026 e gerou inova\u00e7\u00e3o de valor \u201cOceano Azul\u201d em um espa\u00e7o de mercado incontestado por meio de:<\/p>\n<ul>\n<li>Cria\u00e7\u00e3o de um novo fator que a ind\u00fastria gen\u00e9rica vigente n\u00e3o oferecia: a integra\u00e7\u00e3o de respostas de defesa de plantas em estrat\u00e9gias gerais de prote\u00e7\u00e3o de cultivos.<\/li>\n<\/ul>\n<p>A ind\u00fastria de biopesticidas demonstrou posteriormente que sinergias estrat\u00e9gicas significativas podem ser alcan\u00e7adas pela integra\u00e7\u00e3o da prote\u00e7\u00e3o biol\u00f3gica e convencional de cultivos \u2014 n\u00e3o apenas entre produtos, mas tamb\u00e9m entre as bases de conhecimento para essas estrat\u00e9gias.<\/p>\n<p>No pr\u00f3ximo artigo desta s\u00e9rie, continuamos com a Parte II sobre como as ind\u00fastrias de biopesticidas e SMART-TECH criam um \u201coceano azul\u201d de espa\u00e7o de mercado incontestado para prote\u00e7\u00e3o de cultivos.<\/p>\n<p>Obrigado por ler. Sinta-se \u00e0 vontade para ler e compartilhar <a href=\"https:\/\/www.agribusinessglobal.com\/pt\/author\/harry-teicher\/\">meus outros artigos<\/a>.<\/p>\n<hr \/>\n<p><em>Se voc\u00ea achou este artigo interessante, voc\u00ea encontrar\u00e1 mais informa\u00e7\u00f5es \u00fateis em <a href=\"http:\/\/biocomm.eu\/labcoat1\/\" target=\"_blank\" rel=\"noopener noreferrer\">GEST\u00c3O ESTRAT\u00c9GICA DE P&amp;D: AGCHEM &amp; BIOSCIENCE<\/a> por Harry Teicher. Destinado a gerentes, pesquisadores e outros que desejam entender aspectos estrat\u00e9gicos b\u00e1sicos da Prote\u00e7\u00e3o de Cultivos, este livro \u00e9 uma introdu\u00e7\u00e3o facilmente acess\u00edvel aos princ\u00edpios essenciais da Gest\u00e3o Estrat\u00e9gica de P&amp;D.<\/em><\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=aI2-U3uRZMM\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-61554 size-full\" src=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/07\/Video-Screenshot2.jpg\" width=\"545\" height=\"378\" alt=\"Identifying Uncontested Market Spaces in the Global Crop Protection Industry (Part 3)\"><\/a><\/p>\n<p><em>Para mais informa\u00e7\u00f5es, visite <a href=\"http:\/\/biocomm.eu\/\" target=\"_blank\" rel=\"noopener noreferrer\">SOLU\u00c7\u00d5ES EM BIOSCI\u00caNCIA<\/a> \u2013 contribuindo para o desenvolvimento de solu\u00e7\u00f5es sustent\u00e1veis de prote\u00e7\u00e3o de cultivos, fornecendo gerenciamento estrat\u00e9gico independente de P&amp;D e suporte cient\u00edfico para empresas de AgChem e BioSolutions que desenvolvem produtos baseados em ci\u00eancia.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Nota do editor: Este \u00e9 o terceiro de sete artigos de uma s\u00e9rie sobre Gest\u00e3o Estrat\u00e9gica de P&amp;D em AgChem e BioCi\u00eancias\u2026<\/p>","protected":false},"author":110,"featured_media":59364,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4,5],"tags":[54,1702],"class_list":["post-61896","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agrochemicals","category-markets","tag-featured-home","tag-strategic-rd-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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