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A orientação total para o mercado, eficácia do marketing e inovação organizacional
| Name: | Description: | Size: | Format: | |
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| 2.29 MB | Adobe PDF |
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Abstract(s)
Apresenta‐se como objetivo principal o estudo integrado dos efeitos da orientação total para o mercado na eficácia do marketing e na capacidade de inovação organizacional das empresas. Com fundamentação teórica, desenvolveu‐se um modelo conceptual a partir das escalas, que pretende avaliar o comportamento das variáveis no composto da relação. Adicionalmente, detalham-se quais os fatores que exercem um maior efeito na dinâmica relacional. Após uma revisão da literatura sobre os antecedentes relevantes e a sua realidade atual, apresenta‐se o modelo final de investigação. Relativamente à metodologia, utilizou‐se um design descritivo, através da aplicação de um questionário por email a uma amostra não aleatória de empresas portuguesas de grande dimensão. O processamento de dados realizou‐se através da análise fatorial exploratória com o recurso ao programa SPSS e da modelização mediante equações estruturais com o recurso ao programa IBM SPSS Amos. No geral, conclui‐se que para o sucesso da inovação organizacional no seu composto, é necessária uma cultura orientada para o mercado e eficácia na implementação das práticas de marketing. Em detalhe, é a adopção individual de uma orientação para o cliente que revela um maior efeito na relação com a eficácia do marketing e com a inovação.
ABSTRACT: The main objective of this paper is to present the integrated effects of total market orientation on marketing effectiveness and on the capacity of organisational innovation in companies. A conceptual model has been developed from the existing scales and intends to evaluate the behaviour of the relationship between these variables. Additionally, we will look at the factors which have the greater effect on the relationship dynamics. Regarding the methodology, we have used a descriptive design, through an e-mail questionnaire to a random sample of large Portuguese organisations. The data was processed through exploratory factor analysis using the SPSS programme and structural equation modelling using IBM SPSS Amos. We can conclude that for the organizational innovation to be successful, a market orientated culture and effectiveness on marketing practices are needed. However, it is the adoption of a client orientation that is shown to be the factor that has the greater effect between the implementation of marketing philosophy and innovativeness.
ABSTRACT: The main objective of this paper is to present the integrated effects of total market orientation on marketing effectiveness and on the capacity of organisational innovation in companies. A conceptual model has been developed from the existing scales and intends to evaluate the behaviour of the relationship between these variables. Additionally, we will look at the factors which have the greater effect on the relationship dynamics. Regarding the methodology, we have used a descriptive design, through an e-mail questionnaire to a random sample of large Portuguese organisations. The data was processed through exploratory factor analysis using the SPSS programme and structural equation modelling using IBM SPSS Amos. We can conclude that for the organizational innovation to be successful, a market orientated culture and effectiveness on marketing practices are needed. However, it is the adoption of a client orientation that is shown to be the factor that has the greater effect between the implementation of marketing philosophy and innovativeness.
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Keywords
Marketing Orientação para o mercado Eficácia do marketing Inovação organizacional Modelo de equações estruturais