Most companies seek sustainability and competitive advantage for optimal problem solving and value creation. Medium-sized companies that account for more than 90% of the world’s total companies with a low research & development, tend to search for alternatives within the private and educational sector that allow them to increase their productivity without having to compromise their competitive activity in their sector. Collaboration with external actors represents an opportunity for organizations as it broadens their development of the productive system and their organizational behaviour. This interaction is known as Open Innovation. This concept has dismantled the traditional organizational archetype enabling universities to link the academy’s work into the industrial sector. One-part of the academy, in collaboration with them, is the use of emerging technologies and digital tools that lead into a decision-making efficient process incorporating industry 4.0. A useful technology for this purpose is Discrete Event Simulation, a tool for system analysis, characterized by modifying variables without compromising the current productivity of the company. This document explains through a case study, the use of simulation in an enterprise of the automotive sector through the tool, in the lamination process of production line. The contribution of this paper is generating alternatives for the decision-making process in a real scenario, using the tool to achieve results in collaboration within the industry sector. The analysis shows the improvement, analyzing the productivity and choices, that increase in the profitability of the enterprise.