O papel da orientação empreendedora no relacionamento entre orientação para o mercado e desempenho empresarial: evidências das pequenas empresas do comércio

Neto, José Francisco dos Reis; Gallego, Pablo Antonio Muñoz; Souza, Celso Correia de; Rodrigues, Wesley Osvaldo Pradella

doi:10.1590/s1413-23112013000100005

Cited by 4 publications

(2 citation statements)

References 25 publications

(5 reference statements)

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“…The scales and variables used to measure entrepreneurial orientation have previously been used by Reis Neto et al (2013a, 2013b). They comprise eight variables distributed across the subdimensions innovation, proactiveness and risk-taking (Naman and Slevin, 1993).…”

Section: Methodological Procedures and Research Instrumentmentioning

confidence: 99%

Relationship between entrepreneurial orientation, marketing capability and business performance in retail supermarkets in Santa Catarina (Brazil)

Santos

Marinho

2018

INMR

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Purpose This study aims to find evidence of a possible relationship between three constructs that are generally investigated separately: entrepreneurial orientation, understood as entrepreneurship on the organizational level; marketing capability, seen as a highly competitive factor for the organization; and business performance, highlighted as a focus of the entire organization. Design/methodology/approach A survey-based quantitative approach was adopted with a cross-sectional temporal perspective. To arrive at results that can be compared, the study uses factor analysis and structural equations modeling techniques, with estimations of maximum likelihood for testing the quality of fit of the measures to the structural models, using SPSS 21 and AMOS 16 software. Data were collected at the 27th EXPOSUPER, which is a trade fair at which 35,000 visitors were present. The data collection instrument used is a questionnaire previously validated by Reis Neto et al. (2013a). The first section covers control variables chosen to profile the firms, the second contains entrepreneurial orientation variables, the third comprises marketing capability variables and the fourth section contains business performance variables, all using seven-point Likert response scales. Findings Tests of the entrepreneurial orientation measurement scale produced interesting results in this application within the retail supermarket industry. The results of exploratory factor analysis indicated that a scale with three dimensions was significant. The relationship between entrepreneurial orientation and marketing capability (H1) is positive, through the intermediate dimensions of innovation, proactiveness and risk-taking, used by firms’ management, contributing to their efforts to research and manage the market, to develop products and services and to offer better prices. Exploratory factor analysis and confirmatory factor analysis showed that four of the scale’s dimensions of the marketing capability were significant: market research, market management, new product development and pricing. Comparison of these results with those of Reis Neto et al. (2013a) reveals a difference, as although their result, achieved using structural equations modeling, also had four factors; the promotion dimension was the most significant and absorbed the other variables. Despite these differences, confirmatory factor analysis and structural equations modeling demonstrated that this construct met the minimum conditions for adequacy, where (H2), formulated to test the relationship between the marketing capability construct, was confirmed. The final construct analyzed in this study was business performance, initially suggested by González-Benito et al. (2009), and also used by Reis Neto et al. (2013a). They used the dimensions profitability, market value and market response, and in the present study, after exploratory factor analysis, confirmatory factor analysis and structural equations modeling, the results were identical to those authors results, in that (H3), formulated with the objective of testing the relationship between the entrepreneurial orientation construct and business performance, was confirmed, and although this was not the most robust of the relationships postulated in the three hypotheses, but was of lower significance. Research limitations/implications Although this study has achieved its objective, one of the study’s limitations relates to the data collection instrument, which was subject to failures in terms of the number of variables to be analyzed in each dimension. This led to elimination of certain dimensions during the analyses. Another limitation is related to the method used in the study. When questionnaires are used as data collection instruments, respondents often may not understand the true meaning of questions, which could lead them to choose any option, thereby stripping the results of credibility. In view of this limitation, it is suggested that future researchers conduct qualitative studies, using the case study method, which could offer greater clarity and increase understanding of the results related to these subjects. Even considering that this study has certain limitations and restrictions affecting generalization, it is hoped that it raises new questions, interests and inspirations, improving and complementing understanding of this strong social and economic sector. Originality/value It is identify the relationship between entrepreneurial orientation and marketing capability, since to date there is no evidence from studies confirming the existence of such a relationship. This statement was based on the results of a bibliographic survey conducted using the ProKnow-C, knowledge development process-constructivist methodology, in which, this originality was positive and significant, offering new studies from this point of view.

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Section: Methodological Procedures and Research Instrumentmentioning

confidence: 99%

Relationship between entrepreneurial orientation, marketing capability and business performance in retail supermarkets in Santa Catarina (Brazil)

Santos

Marinho

2018

INMR

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“…Os estudos de Sarquis (2003), Zoschke e Lima (2006) e Lana (2007 apontam que apenas algumas ferramentas de marketing são utilizadas e que a aplicação de marketing ocorre, muitas vezes, de maneira informal, não planejada, não estruturada e/ou não integrada. No entanto, Reis Neto et al (2013a) afirmaram que em momentos de competitividade acirrada as pequenas empresas investem mais em marketing, buscando antecipar e capitalizar situações favoráveis de mercado. Saldanha et al (2007) afirmaram também que quando precisam ser competitivas, essas empresas investem mais em estratégias de marketing para enfrentar a concorrência.…”

Section: Funções De Marketing Na Pequena Empresaunclassified

O Estado Da Arte Do Tema Marketing Para Pequenas Empresas: Um Estudo Bibliométrico Da Produção Científica Nacional

Sarquis

Cittadin

Morais

et al. 2016

Revista Brasileira de Gestão e Inovação

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ResumoO presente estudo visa mapear o estado da arte das publicações científicas nacionais em marketing para pequenas empresas, publicados em periódicos brasileiros no período de 2004 a 2014. Para tanto se utilizou do estudo bibliométrico a partir da análise de um portfólio de artigos selecionados nas bases Portal de Periódicos Capes e Google Acadêmico. Na metodologia foi utilizada a abordagem mista com pesquisa documental e levantamento de dados secundários. A análise de dados se deu por análise de conteúdo e estatística descritiva. Com relação aos resultados foi evidenciado que dentre os principais pesquisadores da área está a Dra. Rivanda Teixeira, a qual publicou 5 artigos no portfólio, dentre eles "Desenvolvimento de Empresários em Empresas de Pequeno Porte do Setor Hoteleiro: Processo de Aprendizagem, Competências e Redes de Relacionamento". Este artigo foi o mais relevante do portfólio analisado com 36 citações no Google acadêmico. Já os principais temas abordados foram empreendedorismo, estratégias de marketing e marketing de relacionamento. Com relação aos periódicos, destacamse a Remark e a RAM, e a principal universidade foi a USP. São Paulo foi o estado com maior número de pesquisas sobre o tema e o comércio o principal setor estudado. Com relação à metodologia, as abordagens qualitativa e quantitativa foram as mais utilizadas, incluindo levantamento de campo, questionários auto administrados e estatística descritiva. Palavras-chave: Marketing. Pequenas Empresas. Produção Científica. Estudo Bibliométrico. AbstractThis study aims to map the state of the art scientific publications on marketing for small business, published between 2004 to 2014 in Brazilian journals. For this purpose, we used the bibliometric approach to analysis of a portfolio of selected articles in 2 databases Portal Capes Periodicals and Google Scholar. The methodology we used the mix approach to information retrieval and collection of secondary data.

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Drivers do desempenho internacional de empresas de base tecnológica (EBTs) brasileiras

et al. 2018

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Sistema de revisão "Double blind review"Editor Científico Ilan Avrichir Para as Empresas de Base Tecnológica (EBTs), a expansão internacional representa uma oportunidade de crescimento e de criação de valor. Diante disso, o presente estudo destinou-se a analisar o papel dos influenciadores de internacionalização no desempenho internacional de EBTs. Para tanto, foi realizada uma pesquisa descritiva, de abordagem quantitativa, operacionalizada por meio de uma survey. A coleta de dados se deu juntamente a 53 EBTs brasileiras localizadas em ambientes de inovação. Tais dados foram analisados por meio de técnica estatística multivariada e com os resultados obtidos, contatou-se que os determinantes do desempenho internacional das empresas analisadas, podem ser definidos pelos influenciadores de internacionalização externos (localização em ecossistemas de inovação; integração a cadeias produtivas globais; parcerias e alianças estratégicas para inovação e políticas governamentais) e internos (capacidade de inovação, orientação para o mercado internacional e habilidades de marketing internacional).

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O papel da orientação empreendedora no relacionamento entre orientação para o mercado e desempenho empresarial: evidências das pequenas empresas do comércio

Cited by 4 publications

References 25 publications

Relationship between entrepreneurial orientation, marketing capability and business performance in retail supermarkets in Santa Catarina (Brazil)

Relationship between entrepreneurial orientation, marketing capability and business performance in retail supermarkets in Santa Catarina (Brazil)

O Estado Da Arte Do Tema Marketing Para Pequenas Empresas: Um Estudo Bibliométrico Da Produção Científica Nacional

Drivers do desempenho internacional de empresas de base tecnológica (EBTs) brasileiras

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