This thesis deals with the formulation and analysis of the automatization and production strategies. Its focus is the industrial sectores made of companies which compete by lauching products in competitive markets. It emphasizes the relationship that must exist between competitive ways adopted by the companies and the way they organize their production system. This relatioship has been traditionally understood as having its beginning in the market and its end in the production system, that is, the latter must support the entry in the market. Our aim in this thesis is to give special consideration to the new competitive possibilities open by the automation and informatization tecnologies and by the dynamic ways of the work organization. Furthermore, it´s important to show the internal coherence that the production strategies must have. The field research tried to cover these subjects in the computer industry and in the metal-working industry (job-shop).