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O objetivo da pesquisa consistiu em identificar oportunidades de melhoria de desempenho em uma empresa de cosmeticos por meio de analise comparativa entre o processo atual de obtencao de embalagens efetuado por compra, e o processo alternativo, que propoe sua producao interna. Foram consideradas as percepcoes dos gestores da empresa sobre aspectos propulsores e restritivos pertinentes aos modelos. A analise do atual processo de obtencao de embalagens de polietileno e a elaboracao de modelos de integracao vertical (ou producao interna), como alternativa para sua obtencao, constituiram etapas preliminares do estudo. A interacao entre o referencial teorico e as consideracoes dos gestores quanto a aplicacao pratica da estrategia alternativa apresentou a integracao vertical parcial ou hibrida como o modelo potencialmente capaz de proporcionar a melhoria de desempenho organizacional. As percepcoes dos gestores foram altamente favoraveis a fabricacao propria de embalagens de polietileno. Dentre os autores abordados na literatura, a integracao vertical hibrida emerge como modelo capaz de otimizar os recursos organizacionais, por combinar os beneficios que cada estrategia oferece. Portanto, a conclusao do estudo foi de que a estrategia de integracao vertical parcial ou hibrida se apresenta como uma oportunidade de inovacao incremental, potencialmente capaz de promover a melhoria dos objetivos de desempenho (confiabilidade, custo, flexibilidade, qualidade e rapidez) da empresa objeto de estudo, no que consiste a obtencao de embalagens de polietileno. Palavras-Chave: Estrategia. Embalagem. Integracao Vertical. SUMMARY The objective of the research was to identify opportunities for performance improvement in a cosmetics company, through a comparative analysis of the current process of obtaining packaging, made by purchase and the alternative process that proposes its internal production. The perceptions of the managers about propelling and restrictive aspects relevant to the models were considered. The analysis of the current process of obtaining polyethylene packages and the elaboration of vertical integration models (or internal production), as an alternative to obtain them, were preliminary stages of the study. The interaction between the theoretical reference and the managers' considerations about practical application of the alternative strategy presented partial or hybrid vertical integration as the model potentially capable of improving organizational performance. Managers' perceptions were highly favorable to more own polyethylene packaging. Among the authors discussed in the literature, hybrid vertical integration emerges as a model capable of optimizing organizational resources by combining the benefits that each strategy offers. Therefore, the conclusion of the study was that the strategy of partial or hybrid vertical integration presents itself as an incremental innovation opportunity potentially able to promote the improvement of the performance objectives (reliability, cost, flexibility, quality and speed) of the target company polyethylene packaging supply. Key words: Strategy. Packing. Vertical Integration.

Análise do Processo de Obtenção de Embalagens e da Alternativa de Integração Vertical: Estudo de Caso Numa Empresa de Cosméticos