The Navier-Stokes-Fourier model for a 3D thermoconducting viscous fluid, where the evolution equation for the temperature T contains a term proportional to the rate of energy dissipation, is investigated analitically at the light of the rotational invariance property. Two cases are considered: the Couette flow and a flow with a radial velocity between two rotating impermeable and porous coaxial cylinders, respectively. In both cases, we show the existence of a maximum value of T, T_max, when the difference of temperature Delta T=T_2-T_1 on the surfaces of the cylinders is assigned. The role of T_max is discussed in the context of different physical situations.