O impacto da orientação para o mercado e da orientação para aprendizagem sobre a inovação de produto: uma comparação entre a indústria eletroeletrônica e o setor de ensino universitário de administração

Marcelo Gattermann Perin, Cláudio Hoffmann Sampaio and Sandro Nero Faleiro

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2004, vol. 8, issue 1, 79-103

Abstract: In spite of the theoretical consolidation of the theme Market Orientation and its influence on the organizational performance, a group of authors in the Marketing area has been arguing that the Market Orientation is necessary but not enough to sustain a competitive advantage for a long period. Trying to study more in depth this theme, this article presents the results of a research developed to investigate the relationship among Market Orientation, Learning Orientation and Innovation. For this purpose, a theoretical model, containing the hypothetical relationships among the referred constructs, was developed and tested through the application of the structural equations modeling methodology. The results of two surveys, developed in the Electro-Electronic Industry of Brazil and in the undergraduate courses in Business Administration associated to ANGRAD (Associação Nacional dos Cursos de Graduação em Administração), have demonstrated a positive and significant influence of the Market Orientation on the Innovation of Products, besides the indirect impact of the Learning Orientation on the Innovation through its strong and positive influence on Market Orientation. Complemental results, future researches and managerial implications were, also, discussed.

Date: 2004
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