Purpose The purpose of this study is to examine the effect of marketing capabilities on market orientation and sustained competitive advantage from the viewpoint of managers of small and medium-sized enterprises (SMEs) that supply large companies. This paper also analyzes the moderating role of exposure to external turbulence in the relationship between marketing capabilities and sustained competitive advantage, and between marketing capabilities and market orientation for SMEs. Design/methodology/approach Based on the literature, this study develops a model to verify the proposed relationships. An online questionnaire collected data from 423 managers of SMEs that supply large companies to test the model. This paper analyzes the proposed model using structural equation modeling with partial least squares. Findings According to the surveyed managers, marketing capabilities tend to play a significant role in the market orientation and perceived sustained competitive advantage of SMEs that supply large companies. Better-developed marketing capabilities can strengthen the market orientation of SMEs, helping to achieve and maintain a sustained competitive advantage. They will, thus, attract more clients and minimize their risk, regardless of the environment in which they operate. Research limitations/implications This research contributes to marketing theory by highlighting the marketing capabilities of SMEs that supply large companies and demonstrating the importance of such capabilities for their survival. Originality/value The study investigated the views of the SME managers that supply large companies about their company’s marketing capabilities. Traditionally, these companies have had little concern for marketing. This research focuses on an emerging market, that is not usually addressed.
With the aim of demonstrating the elements that lead to the satisfaction of the professionals of participating companies with the performance of the Supplier Development Programs - SDPs, something that can improve the performance of this type of program, this research aimed to identify if the trust, in its affective, behavioral and cognitive components, influences the commitment and the perception of less risks, leading, consequently, to the satisfaction of the professionals of participating companies with the performance of the SDPs to which they are linked. Based on studies involving all the analyzed constructs, relationships between them were suggested and a structural model was proposed associating them. A quantitative, descriptive and cross-sectional study was carried out involving professionals from buyers and suppliers that participate in SDPs from all over Brazil, obtaining a sample, characterized as non-probabilistic and by accessibility, of 609 respondents from the application of a self-administered electronic questionnaire. For the analysis of the data, the modeling of structural equations was used, which indicated a positive relation for almost all the hypotheses, with only one being rejected. The findings suggest that reinforcing trust, mainly behavioral and cognitive, can increase the commitment of companies to the actions developed by the SDPs to which they are linked, as well as generate the perception that there are fewer risks when transacting with companies also linked to these programs, resulting in the satisfaction of buyers and suppliers. This may result in better program efficiency and effectiveness, and this is a contribution of this study, by identifying what leads participants to SDPs to be satisfied.
This work proposes to study Support Foundations that are private non-profit organizations which support public universities by managing their teaching, research and extension projects. These foundations are inserted as the Third Sector Institutions. The research targets verify if the compliance level affects the surplus probability of support foundations. The sample includes thirty-four support foundations. The accounting statements analyzed were the balance sheet; the deficit and/or surplus demonstration; the statement of changes in shareholders’ equity; the cash flow statement and the explanatory notes for the years 2014, 2015 and 2016. The analysis was performed by a checklist, including 31 (thirty-one) items. It is important to highlight that the data estimation was developed using the logit estimator, on a robust error panel and was included time and state dummies. The results showed that 55% (fifty-five per cent) of the Support Foundations comply with the current legislation. Once foundations are according to the legislation, its surplus probabilities decrease.
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