O impacto da orientação para o mercado e da orientação para marca no desempenho de mercado das pequenas e médias empresas

Paulo Cezar de Moura Saban, Simone Regina Didonet, Ana Maria Machado Toaldo

Resumo


Este estudo analisa o impacto da relação entre orientação para o mercado e orientação para a marca no desempenho de mercado de pequenas e médias empresas, assim como a moderação da orientação para a marca nessa relação. A pesquisa foi aplicada a 106 pequenas e médias empresas manufatureiras do norte de Santa Catarina. Por meio de estatísticas multivariadas identificou-se a intensidade das orientações estratégicas, resultando numa tipologia específica, classificando-as conforme seu grau de intensidade. O estudo confirmou que a orientação para o mercado afeta direta e positivamente o desempenho de mercado, enquanto a orientação para a marca não impactou significativamente e não moderou a relação, a qual foi medida por meio da regressão hierárquica. Conclui-se que a orientação para o mercado é fundamental para um melhor desempenho de mercado nas pequenas e médias empresas e que apenas a orientação para a marca não trará os resultados esperados de desempenho.

Palavras-chave


Gestão; Estratégia; Desempenho; Mercado; Marca; Orientação estratégica

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DOI: https://doi.org/10.20397/2177-6652/2015.v15i3.799

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