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TQM
31,2 Hoshin Kanri and A3: a proposal
for integrating variability into the
policy deployment process
118 Guilherme Tortorella
Federal University of Santa Catarina, Florianopolis, Brazil
Received 1 June 2018
Revised 10 September 2018 Paulo A. Cauchick-Miguel
Accepted 25 October 2018
Department of Production and Systems Engineering,
Federal University of Santa Catarina, Florianopolis, Brazil and
Post-Graduate Program of Production Engineering, Universidade de Sao Paulo,
Sao Paulo, Brazil, and
Paolo Gaiardelli
Universita degli Studi di Bergamo, Bergamo, Italy
Abstract
Purpose – The purpose of this paper is to propose a methodology to support the Hoshin Kanri (HK) process
taking into account the variance of senior managers’ perspective regarding the relationships among
objectives, key performance indicators and continuous improvement (CI) projects.
Design/methodology/approach – A four-step methodology incorporates the A3 report into the HK, whose
deployment was weighted by the variability among managers’ perception about the importance of each
decision. This methodology was applied in a market-leader Mexican auto parts manufacturing company that
is undergoing a Lean Manufacturing (LM) implementation.
Findings – The results indicate that the proposed methodology provides an easier approach to consolidate
different perspectives and weight the importance of CI projects. Moreover, it minimizes the possibility of
managerial conflicts or the influence of a determined senior manager on others’ opinions during the
deployment and prioritization.
Practical implications – This work may be of great interest to managers, consultants and professionals
who deal with the implementation of LM and wish to prioritize the importance of CI projects within the
perspective of HK.
Originality/value – HK provides a systematic approach to integrate strategic management with daily routine
management through an adequate deployment of organizational policies to all levels. However, companies
usually struggle with several issues such as the style of senior managers and consensus establishment among
different opinions, which emphasizes the relevance of the proposed methodology in this study.
Keywords Hoshin Kanri, A3 methodology, Policy deployment
Paper type Research paper
1. Introduction
Policies and strategies are used to focus an organization on key priorities that need
to be aligned, developed and deployed throughout the whole organization, in order to
ensure their translation into operational targets that are then managed to completion
(Giordani da Silveira et al., 2018). In this sense, Hoshin Kanri (HK) is a method originally
developed in Japan from the concept of Management by Objectives and has been translated
as “policy deployment, policy control and management by policy.” HK is claimed to be basis
for successful organization-wide management (Akao, 1991), providing a systematic
approach to integrate strategic management with daily routine management (Pun et al.,
The TQM Journal
2000; Chiarini and Vagnoni, 2016).
Vol. 31 No. 2, 2019
pp. 118-135
© Emerald Publishing Limited The authors appreciate the recommendations of the two reviewers who dedicated their time and
1754-2731
DOI 10.1108/TQM-06-2018-0076 provided great suggestions to enhance the manuscript.
For HK to work, all strategic initiatives across the organization must consistently apply the Hoshin Kanri
same approach for deployment. Hence, HK enables an integrated daily activity, underpinned and A3
by good vertical and cross-functional communication in which everyone in the organization is
involved to ensure a significant buy-in to the overall process (Giordani da Silveira et al., 2018).
However, although HK is widely deemed and applied in most internationally focused
Japanese-owned companies, outside Japan its significance has still gone largely unreported
(Nicholas, 2016). Previous studies (e.g. Kunonga et al., 2010; Chiarini, 2016) evidenced issues 119
with which these companies wrestle, such as the style of senior managers, the management of
the review process, a requirement for discipline in limiting objectives to a vital few and
questions about how far to involve the workforce in consensus process.
HK is closely associated with the concept of Lean Manufacturing (LM) (Mothersell et al.,
2008; Chiarini and Vagnoni, 2016), since it is a socio-technical continuous improvement (CI)
approach that reinforces the participation and involvement of all organizational levels
(Tortorella et al., 2017). Nevertheless, most studies on implementation have largely
neglected the importance of policy-based targets and the way they are linked to
organizational change management, resulting in a research focused on the labor process and
the control and motivation aspects (Soltero, 2007; Yang and Yeh, 2007; Melander et al., 2016).
Additionally, many organizations use aspects of HK to exclusively plan a LM initiative, and,
hence, mistakenly separate out other non-lean issues from the policy deployment
(Mothersell et al., 2008; Nicholas, 2016).
Based on the aforementioned arguments, a research question can be raised:
RQ1. How to integrate managers’ perspective variability into the HK process?
To answer this question, this study aims at proposing a methodology to deploy strategic
policies taking into account the variance of senior managers’ perspective regarding the
relationships among objectives, key performance indicators and CI projects. Moreover, this
methodology incorporated the A3 report, which has been largely evidenced as a tool to
structure and synthesize a problem-solving process (Dennis, 2006; Tortorella et al., 2015).
The proposed methodology was applied in a market-leader Mexican auto parts
manufacturing company that is undergoing a LM implementation and needed to better
align its strategies and improvement initiatives throughout the company.
The contribution of this study is twofold. First, the incorporation of the variability of
managers’ opinions with respect to the policy deployment allows overcoming consensus-
building issues that usually appear in such process. According to Chiarini (2016), the
achievement of a truly consensual decision is often associated with the prevailing
management style within the organization. If the criteria by which judgments are made, either
by groups or individuals, are based on misguided notions, concepts or missions, HK process
will not lead to an effective deployment. In this sense, the proposed methodology mitigates
such issue. Second, the utilization of A3 reports to consolidate the deployment process
provides a clearer understanding of the rationale behind the prioritized strategies and a
structured path to a more assertive follow-up from managers, facilitating dissemination to all
organizational levels.
Besides this introductory section, this paper is structured as follows. Section 2 presents a
brief literature review on policy deployment and A3 report. Section 3 describes the proposed
methodology, whose results are displayed in Section 4. Finally, Section 5 draws some
concluding remarks and future research opportunities.
2. Theoretical background
2.1 Policy deployment
Policy deployment is an organizing framework for strategic management, which comprises
four main tasks (Tennant and Roberts, 2001; Su and Yang, 2015): to focus on corporate
TQM direction by setting a few annual strategic priorities; to align the strategic priorities with
31,2 local plans and programs; to integrate strategic priorities with daily management; and to
provide a structured progress review of the strategic priorities. Furthermore, an assertive
deployment encompasses companies knowing what their external and internal customers
want and understanding what needs to be done to meet and exceed their expectations
(Mothersell et al., 2008).
120 A commonly applied model of HK is based on the Shewhart “Plan–Do–Check–Act”
(PDCA) CI cycle (Giordani da Silveira et al., 2018). The idea is that a process of work should
be planned, performed, checked and action taken to bring work back to plan and the plan
changed if considered necessary and the cycle started over (Deming, 1986; Melander et al.,
2016). Thus, the applied measurement system needs to be realistic, focused on both
processes and results (Kunonga et al., 2010). Moreover, transparent measures support an
exposition and reconcilement of conflicting management objectives.
In that sense, group consensus on strategic guidelines and priorities is vital for an effective
deployment. The application of HK relies on a process called “catchball” to gain consensus on the
deployment of Hoshin targets and measures in a team environment (Witcher et al., 2008;
Nicholas, 2016). It is a critical element that requires continuous communication to ensure the
development of appropriate targets and means, and their deployment at all levels in the
organization. It is this iterative process of discussing and debating plans and targets at each level
until consensus is reached, along with methods for meeting the goal, which ensures that the total
organization is committed to the same goals (Su and Yang, 2015; Chiarini and Vagnoni, 2016).
Several studies reported different adaptations of HK to the existing organizational
thinking and management approaches. At Xerox, for instance, HK was used to develop
core competences (Witcher and Butterworth, 1999). Later, Pun et al. (2000) proposed the
integration of Quality Function Deployment into the HK approach to help develop
viable strategies and attain service quality deployment in a typical engineering service
organization. Specifically, Soltero (2007) explored how HK can support company’s
environmental performance improvement. Yang and Yeh (2007) developed a model of HK
management and the Six Sigma program that links organizational objectives and the Six
Sigma program to the organization’s vision and strategy. More recently, Su and Yang (2015)
applied HK into the human resources management of a high-tech firm in order to improve
the recruitment process and increase its assertiveness, while Chiarini (2016) investigated the
implementation of HK as an alternative system to balanced scorecard for deploying
corporate social responsibility strategies. The work of Chiarini and Vagnoni (2015) claimed
that Fiat has developed its world-class manufacturing model as a sort of alternative to
Toyota Production System-Lean of which one of the relevant dimension is the strategic
management based on “cost deployment” measures wastes and losses on processes. One of
the overall, Melander et al. (2016) highlighted that a successful application of HK must
properly balance the inherent level of formalization therein, with company’s existing
management practices. Barnabè and Giorgino (2017) discussed the application of lean
strategy principles and tools in different scenarios like the healthcare sector. Such
awareness is the starting point for customizing the policy deployment process, so that
proper levels of engagement and flexibility can be balanced with increasing systematic
formalization, and optimized adequacy.
2.2 A3 methodology
To acquire the necessary information in order to provide effective solutions to problems, one
of the main practices for identifying and solving problems is the A3 methodology, which has
its origin in Toyota Motor Corporation (Sobek and Smalley, 2011). It is a powerful practice
that directs the problem solvers to a deeper understanding of the problem or opportunity,
generating new ideas on how to tackle the problem (Saad, Al-Ashaab, Maksimovic,
Zhu, Shehab, Ewers and Kassam, 2013). It also provides learning and accumulation of Hoshin Kanri
knowledge, helping people learn how to learn (Tortorella et al., 2015). Thus, the concern is and A3
not only about the problems but also about the process of problem solving, in order to make
it transparent and understandable, enabling the dissemination of knowledge throughout the
organization. Moreover, Loyd et al. (2010) stated that the differential of the A3 methodology
is that it is not the format that matters, but the process that guides the user; reinforcing the
PDCA at all levels of the organization. 121
Among its advantages, it is noteworthy as a communication tool that follows a logical,
visual and standardized structure, assisting in the improvement of skills and knowledge of
the individuals in the organization from the resolution of problems (Shook, 2008). As it
provides simplicity and synthesis, the A3 methodology allows that only the most critical
information be shared, avoiding long reports which are difficult to view (Borches and
Bonnema, 2010). Another key issue relates to a significant change in people’s mindset, since
it aligns the efforts to the organization’s goals (Ulonska and Welo, 2013) and, hence, a high
level of involvement for obtaining results is important (Ghosh, 2012).
However, there are some limitations in the application of the A3 methodology. Visich et al.
(2010) highlighted some difficulties in its implementation, such as the tendency to omit steps in
the analysis of the problems, incorrect identification of the problem to be solved, the collection
of information related to the situation in which the problem occurs, and the capture and
sharing of knowledge obtained (Saad, Al-Ashaab, Shehab and Maksimovic, 2013). It is also
noted that there are different perspectives on the same problem. This is due to the fact that
each individual has their own assumptions, which vary according to their education, culture
and knowledge, hindering a consensus on the possible causes (Silva Filho and Calado, 2013).
Overall, A3 methodology does not require major technological resources, and can be
sketched with pencil and paper; regardless the access to computers to manage data. Such
characteristic enables leadership to be as close as possible to the problem-solving process
and focus on the proper coaching and orientation needs implicit to the methodology (Shook,
2008; Tortorella et al., 2015). Regarding its utilization to support HK, few authors (e.g.
Jackson, 2006; Kuo et al., 2009; Barnabè and Giorgino, 2017) have explored and adapted the
A3 methodology incorporating different tools and approaches in order to complement
the deployment process. However, studies that integrate the underlying variability of the
consensus-building process are still scarce in the literature (Nicholas, 2016).
3. Proposed methodology
This proposal aimed at applying integrating the decision variability into the HK process
supported by A3 methodology. It was assumed that no previous knowledge on the tool was
required. The proposed methodological approach was based on a field research, considering
qualitative and quantitative data provided during the activity of strategic policy
deployment. The proposed methodology consisted of four steps, as summarized in Table I.
The first step consisted of an extensive data collection and definition of the deployment
structure for the site under analysis. To achieve that, semi-structured interviews were
carried out with senior managers in order to define and collect data about business primary
indicators (lagging indicators), and to establish the proper policy deployment structure with
the corresponding data on the main leading indicators. According to Diez et al. (2015),
lagging indicators are typically output oriented, easy to measure but hard to improve or
influence, while leading indicators are typically input oriented, hard to measure and easy to
influence. A minimum three-year period was considered in order to allow the verification of
trends on the selected indicators. Moreover, this step also aimed to consolidate the site’s
strategic objectives of the current year, which have been previously established by the
company’s headquarter. It is noteworthy that all senior managers were interviewed
separately in order to capture individual points of view and avoid influencing each other’s
TQM Step Description Activities Support sources
31,2
1 Data collection and Semi-structured interviews, qualitative and Miles and Huberman
definition of deployment quantitative data analysis, graphic tools (1994)
structure
2 Strategic A3 definition Analysis of site’s current state and reflection Saad, Al-Ashaab,
on past initiatives (Plan) Maksimovic, Zhu, Shehab,
122 Sharing of site’s strategic objectives and Ewers and Kassam, 2013;
prioritization of site’s CI projects (Do) Saad, Al-Ashaab, Shehab
Definition of a verification routine and and Maksimovic, 2013
standards for site’s CI projects (Check–Act)
3 Tactical A3s deployment Analysis of area’s current state and Internal company
reflection on past initiatives (Plan) documents
Deployment and prioritization of area’s CI (e.g. strategic planning,
projects (Do) performance reports, etc.)
Definition of a verification routine and
Table I. standards for area’s CI projects (Check–Act)
Proposed 4 Catchball and deployment Reaching team-based consensus on the Tennant and Roberts
methodology sign-off deployment of Hoshin targets and measures (2001)
opinion at this step. Therefore, the defined deployment structure comprised one strategic A3
for the whole site deployed into four tactical A3s: supply chain, manufacturing, engineering
and human resources (depicted in Figure 1).
The strategic A3 report was defined in Step 2. For that, all senior managers were
gathered into a one-day meeting, which was divided into three sets of activities: analysis of
site’s current state and reflection on past initiatives (Planning); sharing of site’s strategic
objectives and prioritization of site’s CI projects (Do); and definition of a verification routine
and standards for site’s CI projects (Check–Act). Initially, senior management identified
performance trends on primary business indicators and discussed site’s initiatives that were
either successful or failed for the past few years. Such critical analysis, also denoted as
hansei process, emphasizes what went wrong and allows creating clear plans for ensuring
that it does not reoccur; this is done constantly and consistently (Liker and Hoseus, 2009).
Regarding the second activity of Step 2, site’s strategic objectives determined by
company’s headquarter were presented to senior management. The plant manager (or the
Strategic A3
Tactical A3 Tactical A3
Supply Chain Manufacturing
Tactical A3
Engineering
Figure 1.
Proposed deployment Tactical A3
structure Human Resources
main site leader) should present them in order to properly share, contextualize and highlight Hoshin Kanri
their importance from an organizational perspective. Furthermore, senior managers were and A3
asked to brainstorm and list on the rows of a matrix M the site’s CI projects that presumably
support these objectives, and assign relationship intensity between them and the primary
business indicators displayed in the columns. The intensity of the relationship quantifies the
impact of each project, denoted as ci (i ¼ 1, …, k), on each business indicator bj ( j ¼ 1, …, l ),
whose values vary in a Likert scale from 1 (weakly impact) to 5 (strongly impact). The 123
average rij and variation coefficient vcij (which is given by the quotient between standard
deviation and the corresponding mean value) of responses at each intersection between row
i and column j were consolidated, as shown in Figure 2. Larger values of vcij indicate a high
variability among senior managers’ perspective regarding the impact of the project on the
respective indicator and, hence, a poor consensus. It is noteworthy that the utilization of
discrete values, such as the Likert scale, has been extensively discussed and findings
indicate the feasibility of approaching such values based on parametric analysis (De Winter
and Dodou, 2010). Therefore, to consider into the prioritization of the top 5 site’s CI projects,
as suggested by Govindan et al. (2016), the variability among managers’ decisions, the
overall importance oi of each project was given by:
X
l
oi ¼ r ij 1vcij : (1)
j¼1
The third activity of Step 2 consisted of senior managers defining how the prioritized CI
projects should be verified in order to orientate and address any potential issues within the
site. Moreover, the frequency of follow-up meetings is also defined at this activity, allowing
the establishment of “Check–Act moments” of the A3.
Step 3 deploys the strategic A3 into the four areas defined in Step 1. For that, senior
management was divided into smaller groups according to their roles in the company and
they were in charge of the corresponding tactical A3 deployment. Analogously, this step
consisted of three other sets of activities. The first one comprised the analysis of area’s
current state and reflection on past initiatives (Planning). Each group started with the
reflection process about the trends on the past three years of key leading indicators’
performance, whose data were already been collected in Step 1. Moreover, groups performed
a critical analysis of past initiatives and how successful they were within the area (“area
hansei process”). Second, groups brainstormed and listed area’s specific CI projects that may
support the top 5 site’s CI projects prioritized in the previous step. Furthermore, these
projects assessed based on their impact on the area’s leading indicators according to a
similar five-point Likert scale (1 – weakly impact; 5 – strongly impact). In this sense, each
group consolidated its own relationship matrix T, where the rows include the area’s CI
projects ax (x ¼ 1, …, u) and columns the leading indicators ey (y ¼ 1, …, v). Responses from
group members for the relationship intensity at each intersection of T were consolidated
into their mean values dxy and variation coefficient vcxy, as shown in Figure 3.
vcij
Matrix M
ck ok
TQM Relationship intensities with smaller variation coefficients indicate a more robust opinion on
31,2 the impact of the project, and hence, the overall importance of area’s CI projects px was
obtained as follows:
X
v
px ¼ dxy 1vcxy : (2)
y¼1
124
The five projects with highest values of px were then prioritized and groups follow the third
activity that corresponded to the establishment of verification routine and standards for area’s
CI projects (Check–Act). Therefore, managers should define the standards for area’s follow-up
meetings, such as frequencies, duration of the meetings, who must be involved, how they
track projects and their impacts, etc. It is noteworthy that the proposed deployment
methodology was carried out following the A3 methodology but expanded into large-sized
papers hanging on the wall. Such approach avoids the utilization of computers and promotes
the actual interaction among group members (Tortorella and Cauchick-Miguel, 2017),
facilitating group’s dynamics and reinforcing a more active participation.
Finally, to ensure the horizontal alignment among the tactical A3s, in Step 4 each group
should present their A3 to other managers (catchball process). Thus, managers must write
down on notes their suggestions to each tactical A3, providing feedback with respect to
disconnected or conflicting projects, initiatives that may not work well based on previous
experience, etc. This minimizes the possibility of public conflicts by allowing people to
gauge the feasibility of success, to create understandings about agreements and
compromises (Witcher et al., 2008). Then, each group turned back to their corresponding A3
and analyzed the obtained suggestions, consolidating the rejected ones, and addressing the
issues indicated by the accepted ones. Once again, groups present their revised A3,
highlighting the undertaken changes and providing rationale on the rejected suggestions. If
consensus on each tactical A3 is obtained among senior managers, then each one signs each
A3 representing the agreement with the deployment (A3s sign-off ).
Proposed matrix T
for area’s CI
…
…
vcxy
projects prioritization
c5 au pu
corresponding group members and leading indicators (see Table II). Specifically, the Hoshin Kanri
interview with the plant manager was key to consolidate and collect data related to the and A3
business primary indicators, such as safety (incident rate), customers’ complaints (CC),
delivery schedule achievement (DSA), sales, gross profit (GP), capital expenditure (CE)
and employees’ satisfaction (ES). It is noteworthy that some of the primary business
indicators were replicated into the groups’ leading indicators, due to their importance and
direct relationship. 125
During the strategic A3 definition, all managers participated during a one-day long
meeting. Initially, data regarding the past three years of each primary business indicators
were exposed and they were asked to reflect on their trends and discuss site’s past initiatives.
This activity resulted in the “Planning” stage of strategic A3 (illustrated in Figure A1).
It lasted approximately 2 h and comments were registered together with their rationale.
c1
r1j 4.5 3.7 2.8 4.1 3.4 1.8 2.4 22.8 10.2
vc1j 0.2 0.3 0.6 0.3 0.9 0.9 1.1
126 c2
r2j 3.2 2.5 1.7 4.0 2.4 3.5 4.2 21.5 3.2
vc2j 1.2 0.3 0.7 0.6 1.4 0.7 0.9
c3
r3j 2.5 3.7 3.0 4.8 3.0 4.5 3.6 25.2 8.4
vc3j 0.9 0.6 0.8 0.5 0.2 1.0 0.5
c4
r4j 3.4 2.6 3.4 3.2 3.8 2.5 4.2 23.2 6.5
vc4j 0.3 1.5 0.8 0.2 0.6 0.9 0.8
c5
r5j 3.5 2.1 2.6 2.9 1.5 2.6 2.5 17.8 9.9
vc5j 0.8 0.5 0.2 0.4 0.3 0.4 0.2
c6
r6j 2.6 3.7 1.8 2.4 3.0 2.5 1.7 17.9 7.0
vc6j 0.9 0.4 0.8 0.3 0.6 0.9 0.2
c7
r7j 2.9 3.8 2.4 4.5 4.2 2.4 2.5 22.8 7.3
vc7j 0.3 0.2 0.2 1.2 1.3 0.3 0.5
c8
r8j 3.6 1.8 1.7 2.5 3.2 4.5 2.6 20.0 10.3
vc8j 0.3 0.4 0.6 0.8 0.3 0.5 0.4
c9
r9j 3.0 2.9 3.7 2.5 4.1 3.7 3.2 23.2 8.2
vc9j 0.7 0.7 0.9 0.8 0.3 0.7 0.5
c10
r10j 2.6 3.8 2.4 3.4 2.4 2.6 3.6 20.9 8.2
vc10j 0.3 0.4 0.2 1.4 1.2 0.2 0.3
c11
r11j 1.8 2.9 3.0 2.5 2.9 3.0 4.8 20.9 8.0
vc11j 0.5 0.6 0.8 0.9 0.3 0.6 0.5
c12
r12j 4.5 1.8 2.4 2.5 3.0 4.5 3.4 22.2 7.4
vc12j 0.4 1.0 0.3 0.6 0.2 1.1 0.9
c13
r13j 3.4 2.4 4.1 2.8 2.5 3.4 3.0 21.7 12.4
vc13j 0.3 0.5 0.6 0.2 0.5 0.3 0.4
c14
r14j 2.5 4.2 2.4 1.8 2.4 1.7 3.6 18.8 8.2
vc14j 0.9 0.6 0.3 0.5 0.5 1.3 0.2
Frequencies
Follow-up Critical
A3 level Involved members and report analysis
Strategic Site Senior managers Monthly Quarterly
practical aspects and how they allowed more assertive decisions and avoided wasting time
on endless discussions that usually lead them to conflicts. Moreover, the possibility of
weighting decisions based on the variability level among their opinions was considered a
fairer process that all of them could easily understand and follow, entailing a truer
acceptance of the decisions taken.
Overall, the proposed methodology has provided a smoother decision-making process
while it has saved a significant amount of time during company’s HK process. Despite their
organizational relevance, policy deployment process is usually seen by senior managers as a
time-consuming activity that rarely generates an assertive alignment between strategic and
tactical initiatives (Yang and Yeh, 2007; Diez et al., 2015). The observed gains throughout the Hoshin Kanri
application of the described methodology enable changing senior managers’ current and A3
perception. Furthermore, the incorporation of A3 reports allowed an easier visualization and
standardization of the HK process, which facilitates understanding and buy-in of everyone
involved. Such fact increases the acceptance and agreement level not only among senior and
middle managers but also operational level, which is usually involved later and whose inputs
are frequently neglected. Therefore, while the proposed methodology embraces the variability 129
among decision makers, it also enhances employees’ participation and commitment.
5. Conclusions
HK is used as an organizing framework for properly deploying strategic policies to all
organizational levels. To achieve an effective vertical and horizontal deployment, managers’
perspectives, which usually differ according to their roles and departments within the
organization, must be taken into consideration. In this sense, this work aimed to propose a
policy deployment approach based on A3 methodology that incorporates the intrinsic
variability among managers’ opinions. The implications of this study are both theoretical
and practical and are described as follows.
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Appendix 1
Strategic A3
Site level
Tactical A3 Tactical A3
Tactical A3
Human Resources
Tactical A3
Figure A1.
Representation of
strategic and tactical
A3s from the
company under study Engineering
Appendix 2 Hoshin Kanri
and A3
133
Plate A1.
Pictures of the actual
HK activities in the
studied company
Appendix 3. Matrices T for supply chain, engineering and human resources areas
Corresponding author
Guilherme Tortorella can be contacted at: gtortorella@bol.com.br
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