Prof. Dirceu Maramaldo
President,
DM-PRODUTIVISMO S/C LTDA
Civil and Automobile Engineer (Brazil & USA)
Doctor in Business Administration (Brazil)

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Prof. Dirceu Maramaldo is a Brazilian, Civil Engineer graduated
from Marckenzie University (Sao Paulo - Brazil) in 1964, Automobile
Engineer graduated from General Motors Institute (Flint, MI - USA)
in 1969, and has degrees in Business Administration, Psicology and
Human Sciences. He is a member of the New York Academy of Sciences
and SAVE International.
Prof. Maramaldo has received several Merit Awards, including the
VALUE ENGINEERING MERIT AWARD from SAVE International in 1988.
Prof. Maramaldo has worked as High Executive for General Motors
and Chrysler Corp. in Brazil, and was President and CEO of the Brazilian
subsidiary of WABCO - Westinghouse Airbrakes Co. Currently he is
the President of DM-PRODUTIVISMO S/C LTDA, a consulting company
which he founded in 1982 in Brazil, specializing in corporate strategies
and competitiveness and Value Management.
As a consultant, Prof. Maramaldo has worked for large Brazilian
Companies like TRW Automotive, Robert Bosch, Petrobras, Alcoa, AMP,
Beloit, Bristol-Myers-Squibb, Duracell, Embraer Aeronautica, Fiat,
Garret, J.I. Case, Mannesman, Scania Vabis, Searle, Singer, Valmet,
and many of the largest Brazilian Corporations.
Prof. Maramaldo is the best known Value Specialist in Brazil, and
has developed several new techniques for competitiveness improvement.
His most recent work is the TOTAL COMPETITIVENESS THEORY (TCT), and
is the author of the first book in Portuguese language on Value Management
(Value Analysis - 1983). He also published in Portuguese several books
on competitiveness improvement, been the last one the TCT (May, 2000)
Abstract
In contemporary business world, where continuous change
is the key to competitiveness, companies and professionals must
find the right behavior to provide for constant innovation. Consumers
and clients are more and more expecting and demanding for new products,
new ways for services provided, and new solutions for their needs.
All this calls for new functions, to use the VM terminology, or
innovated use, esteem and aesthetic functions. The question which
this paper intends to answer, is "how to provide for a continuing
change process that will lead to constant function innovation?"
This is achieved through a new professional behavior, where all
reasoning is directed to maintain an attitude of constant perception
for opportunities for discoveries and innovative ideas, and their
implementation.
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