Orientação para o mercado externo: teste de um modelo no Brasil e sua aplicação a uma amostra de empresas exportadoras brasileiras

Andrea Pereira Macera and André Torres Urdan

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2004, vol. 8, issue 2, 95-115

Abstract: The purpose of this paper is to investigate the Export Market Orientation of a sample of Brazilian exporters. The multi-item scale proposed by Cadogan et al. (1999) was applied in Brazil and its adjustment assessed. The results provided support for: a) reliability (internal consistency of the scale); b) dimensionality (the Export Market Orientation construct has four dimensions); c) convergent validity (high correlations among independent measures of the construct). However, evidence for discriminant validity was partially provided, suggesting that it might exist better measures for the dimensions Export Intelligence and Dissemination. Similarly, only partial evidence was provided for nomological validity, that is, the correlation between Export Market Orientation and Export Performance. Despite the limitations of the model, the score of Export Market Orientation was calculated for the Brazilian sample. Brazilian exporters scored above the average.

Date: 2004
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