La contribution du marketing management à la stratégie est une problématique qui a suscité un grand intérêt, aussi bien dans la communauté des chercheurs que celle des praticiens. L’orientation marché a été un sujet d’investigation fertile dans ce courant de recherche et des débats ont été lancés sur sa capacité à influencer le design stratégique de l’entreprise. Toutefois, peu d’études empiriques ont analysé la relation entre l’orientation stratégique et les comportements orientés marché. Le présent travail tente de contribuer à la théorie de l’interface en examinant cette relation et son impact sur la performance de l’entreprise. Il intègre par ailleurs l’analyse du poids de certains modérateurs qui influencent cette association. Cette recherche doctorale présente une étude empirique qui répond à ces questionnements. Nous avons menée une étude qui a testé notre modèle auprès de 254 senior managers et nous avons opté pour une modélisation en équations structurelles. Nos résultats débouchent sur de nombreuses implications managériales. / Recognized as a topic with important implications for executive practice, the contribution of marketing to business strategy management is a fertile topic of investigation. Within this research stream the role of market orientation has deserved special attention. Prior research raised a substantial debate regarding the market orientation capability to influence strategy design. However, few have investigated this interaction effect and little is understood of the business performance implications of market orientation‘s contribution to business strategy formation. This research addresses theseshortfalls in the literature by examining relationships between market orientation and strategic orientation, their interaction effect on performance, and some factors that moderate their effects on performance. In an attempt to address these key issues, this doctoral research presents an empirical investigation. We conducted a survey of 254 senior executives about their practices adopted in their respective firms. We next performed a structural equation modeling analysis. The results highlight many managerial implications for the practitioners.

In the context of sustainable development, evaluations have particularly high relevance as complex issues have to be dealt with generally over an extended period of time. Furthermore, there is a growing demand to evaluate against the concept of sustainable development. Especially evaluations with sustainable development are a rather new type of evaluation, as the source of its evaluation questions and the criteria applied are rooted in the concept of sustainable development. Sustainability of a specific project or process is often highly case specific as sustainable development is determined by many often unique issues. However, evaluations would be highly inefficient, if they would have to be newly designed in every case. Thus it is necessary to determine and utilize the major issues for evaluations with sustainable development. This paper is part of a series of three papers - which can be used independently - that present the major common issues for evaluations with sustainable development in a Tool Box. The results presented here are based on outcomes of a research project funded by the "Austrian Science Fund". This paper includes the "strategic orientation tool", which was developed as a tool for reflection and decision upon the general outline of an evaluation with sustainable development. It helps to define a design- frame with respect to its information-focus, scope and utilization. The core of the tool is a matrix that is based on two key- functions. On the one hand it defines which contents should be assessed: "What is the object of evaluation?". On the other hand it is oriented along the actual utilization of the evaluation: "How the gained results of the evaluation should be communicated and to whom?". (author's abstract) / Series: Research Paper Series of the Research Focus Managing Sustainability

Submitted by JOSIANE SANTOS DE OLIVEIRA (josianeso) on 2018-12-20T14:52:42Z No. of bitstreams: 1 Tiago Eick Lopes_.pdf: 998074 bytes, checksum: 75772403b9729c6d8626de2b6ed2789a (MD5) / Made available in DSpace on 2018-12-20T14:52:42Z (GMT). No. of bitstreams: 1 Tiago Eick Lopes_.pdf: 998074 bytes, checksum: 75772403b9729c6d8626de2b6ed2789a (MD5) Previous issue date: 2018-09-25 / Nenhuma / Este estudo foi realizado com o objetivo de compreender as relações das capacidades de marketing essenciais no processo de abertura de novos mercados de empresas de moda com diferentes orientações estratégicas: de custo, de diferenciação e de enfoque. A abordagem permite compreender quais são as capacidades essenciais em cada uma das orientações com o propósito em questão, isto é, a abertura de novos mercados. Desenvolveu-se um estudo multicaso no qual foram entrevistados gestores de quatro empresas de moda do sul do Brasil, empresas que são líderes em seus respectivos segmentos no mercado nacional e encontram-se em processo de abertura de novos mercados internacionais. Fiel às recomendações de relevantes teóricos que estudam temáticas concernentes a capacidades de marketing, o trabalho procurou concebe-las de acordo com a estratégia escolhida pelas empresas analisadas. No processo de análise, as atividades de maior destaque foram agrupadas em doze grandes dimensões envolvendo processos, estruturas, pessoas e capacidades de marketing. A partir da investigação, foram identificadas não só as atividades comuns, mas, principalmente, as atividades distintas na abertura de novos mercados com relação às empresas orientadas para custo e diferenciação. A empresa que possui orientação estratégica voltada ao enfoque, conforme sugere a literatura, pode possuir características de diferenciação como a de custo, dependendo do público alvo que atende. Portanto, lançou-se mão desta definição no intuito de motivar opções de capacidades de marketing para abertura de novos mercados desta empresa com orientação estratégica em enfoque. A pesquisa mostra que a empresa orientada para custo possui estrutura, processo e pessoas mais simples para abertura de novos mercados e a ênfase se encontra em processos internos. Desta forma, a mesma se faz mais afastada do cliente e, por consequência, age de forma mais lenta em relação às alterações de mercado. Ademais, não apresenta adaptações de produtos na abertura de novos mercados e a comunicação é de baixo custo. Já nas empresas com orientação estratégica para diferenciação, observou-se estrutura, processo e pessoas com maior complexidade. Através de ênfase externa e processos de interligação com os processos internos muito desenvolvidos, age-se rápido frente às mudanças de mercado e à tendência no mundo da moda, possibilitando que a marca transmita seus valores e propósitos. Neste sentido, os resultados do presente estudo são animadores. Revelou-se que as empresas conquistaram vantagens através de capacidade de marketing bem executadas, ao que se conclui que há diversos caminhos para se alcançar uma performance superior no mercado. O estudo das relações entre as capacidades de marketing de empresas com foco em custo, diferenciação e enfoque apresenta uma descrição rica e detalhada das atividades na abertura de novos mercados, podendo servir tanto de inspiração como de orientação a outras empresas do setor que venham a ter similar interesse. / This study was carried out with the intent to understand the relationships of the es-sential marketing capacities in the process of opening new markets of fashion com-panies with different strategic orientations: cost, differentiation and focus. The ap-proach makes it possible to understand what the essential capabilities in each of the guidelines are for the purpose in question, i.e., the opening of new markets. A multi-case study was developed in which managers of four fashion companies from south Brazil were interviewed, companies that are leaders in their respective segments in the national market and are in the process of opening new international markets. Faithful to the recommendations of relevant theorists whose studies relate to market-ing skills, the work at hand sought to conceive them according to the strategy cho-sen by the analyzed companies. In the process of analysis, the most prominent ac-tivities were grouped into twelve large dimensions involving processes, structures, people and marketing capabilities. Based upon the research, not only the common activities but also the different activities in the opening of new markets in relation to companies oriented towards cost and differentiation were identified. The company that has a strategic orientation focused on the approach – as literature suggests –, may have characteristics of differentiation such as cost, depending upon the target audience it serves. Ipso facto, this definition was used in order to motivate options of marketing capabilities to the opening of new markets of this company with a strate-gic orientation in focus. Research shows that the cost-oriented company has the simplest structure, process, and people to open new markets, and the emphasis is on internal processes. Thus, it becomes more remote from the customer and, conse-quently, acts more slowly than the market changes. In addition, it does not present adaptations of products in the opening of new markets and the communication is low cost. In companies with strategic orientation for differentiation, structure, process and people with greater complexity were observed. Through external emphasis and interconnection processes with highly developed internal processes, it acts fast in the face of market changes and the trend in the fashion world, enabling the brand to convey its values and purposes. Therefore, the results of the present study are en-couraging. It has been revealed that the companies have achieved advantages through well-executed marketing capacity, which concludes that there are several ways to achieve a superior performance in the market. The study of the relationships between marketing capacities of companies with a focus on cost, differentiation and focus presents a rich and detailed description of the activities in the opening of new markets, being able to serve as inspiration as well as guidance to other companies in the sector that may have similar interest.

This research explores a problem important to both management strategists and policy-makers: what makes some companies grow rapidly? This topic is important as high-growth companies create a disproportionally high percentage of new jobs. The literature frequently cites sustainable competitive advantage as an explanation for firm performance and growth. Companies can build competitive advantage through the accumulation and development of resources, strategic orientations and unique capabilities. More recently, researchers have looked outside the firm for explanations, concluding that inter-firm co-operative networks and alliances are also important sources of competitive advantage leading to firm growth. While there is an extensive body of literature on firm growth, few studies have specifically addressed the antecedents of rapid firm growth. Much of the available literature is descriptive, for example Birch’s (1987) study of gazelle firms or the OECD (2008) report on high-growth firms. There are however few theoretic models or empirical tests to explain the success of these firms. In response this research explains the occurrence of high-growth firms in terms of the resource- and knowledge-based view, dynamic capabilities, core competencies, and strategic orientation theories. Structural equation and growth mixture models were tested using data gathered from a survey administered to a cross-industry sample of Canadian businesses. The study found that high-growth forms were more likely to be innovators, as well as to have a combination of strong entrepreneurial and market orientations and the ability to manage their business networks. These findings highlight the importance to management of not only responding to market demands but leading the market with innovation and extending firm capabilities and reach through networking. In addition, this research indicates that institutional support for innovation, networking and market development would assist in developing high-growth firms in Canada.

This research explores a problem important to both management strategists and policy-makers: what makes some companies grow rapidly? This topic is important as high-growth companies create a disproportionally high percentage of new jobs. The literature frequently cites sustainable competitive advantage as an explanation for firm performance and growth. Companies can build competitive advantage through the accumulation and development of resources, strategic orientations and unique capabilities. More recently, researchers have looked outside the firm for explanations, concluding that inter-firm co-operative networks and alliances are also important sources of competitive advantage leading to firm growth. While there is an extensive body of literature on firm growth, few studies have specifically addressed the antecedents of rapid firm growth. Much of the available literature is descriptive, for example Birch’s (1987) study of gazelle firms or the OECD (2008) report on high-growth firms. There are however few theoretic models or empirical tests to explain the success of these firms. In response this research explains the occurrence of high-growth firms in terms of the resource- and knowledge-based view, dynamic capabilities, core competencies, and strategic orientation theories. Structural equation and growth mixture models were tested using data gathered from a survey administered to a cross-industry sample of Canadian businesses. The study found that high-growth forms were more likely to be innovators, as well as to have a combination of strong entrepreneurial and market orientations and the ability to manage their business networks. These findings highlight the importance to management of not only responding to market demands but leading the market with innovation and extending firm capabilities and reach through networking. In addition, this research indicates that institutional support for innovation, networking and market development would assist in developing high-growth firms in Canada.

The motion picture industry is characterized by a high degree of artistic innovation that revolves around the project rather than the firm. Success is elusive and firms operate in an environment of symmetrical ignorance, that is, high levels of demand uncertainty as well as product uncertainty. This makes managing the commercial development of new products difficult. The study of the factors that drive success in new product development have been significant, however, little attention has been given to experiential and creatively driven products such as motion pictures. While a number of studies have attempted to find accurate means to predict performance in motion pictures, most of these have met with limited results, yet few, if any, have linked the knowledge gained from the study of new product development with the industry. Similarly, the impact of market orientation on firm performance and new product success has been the focus of much empirical research since the late 1980's and has been shown to be significantly associated with new product performance. Here, the marketing literature and the NPD literature converge, yet few studies have attempted to study how the same concepts might apply in motion picture production. The primary focus of this study was to explore the feasibility of the NPD and market orientation literature in the development of successful motion picture and whether or not similar application of this knowledge is tenable. As such, the study centers around two broad research issues: RESEARCH ISSUE 1: How can Australian films perform better? In other words, what are the factors that drive success in Australian motion picture production? RESEARCH ISSUE 2: What is the role of the audience in the development of successful Motion Pictures in Australia? Or in other words, do Australian filmmakers need to be "close" to their audience (market oriented) in order to attain higher levels of success. Australia has been used as a context primarily due to the accessibility of data. This represents a relatively new setting for the study of NPD and market orientation and a new industry. Therefore, an exploratory study was designed which utilized in-depth interviews with experts from three sectors of the Australian motion picture industry. This was deemed to be the best approach given the dearth of previous studies in this setting and the fact that the majority of past industry studies have been quantitative. The findings reveal some support for a significant relationship between success and new product development activities such as product advantage, market orientation, up-front homework, early product definition, cross-functional and coordinated teams, and launch. Product advantage, however, is better understood in terms of a movie's marketability and playability, that is, the perceived superiority of its attributes before and after its viewing. A market orientation is likely to be more effective in the motion picture industry when it helps a firm lead its customers rather than encourages a firm to be led by them. Finally, despite previous studies in the Australian industry, the number of scripts in development is unlikely to matter. What matters is that the scripts that are ready to move into production are evaluated fully and that full support is provided to those that make it through in order to give them the best chance for success.

O objetivo deste trabalho é compreender a orientação estratégica, organização do trabalho e o impacto no desempenho na pequena empresa. Diversas são as mudanças sociais e econômicas que ocorreram nas últimas décadas e impactaram diretamente a maneira como as empresas se posicionam estrategicamente e organizam seu trabalho. A orientação estratégica pode ser entendida como um processo complexo e dinâmico em que as empresas tomam determinada direção frente ao ambiente externo. O tema organização do trabalho trata da maneira pela qual as empresas organizam o trabalho dentro dos modelos de produção (artesanal, em massa, enxuto e flexiautônomos) considerando as características do projeto estrutural da organização. Para atender aos objetivos propostos e para se obter uma visão epistemológica mais ampla (positivista e fenomenológica) da pesquisa, foi adotado o método misto, ou seja, o uso de métodos quantitativos e qualitativos. Na primeira fase da pesquisa, foi realizado um survey e na segunda, foram desenvolvidos estudos de casos com uso de análise temática. Como resultados, foi identificado que os arquétipos tradicionais das teorias sobre organização do trabalho não podem explicar completamente a organização do trabalho em pequenas empresas, que são heterogêneas. E assim, diversos são os aspectos que interferem e determinam a organização do trabalho, orientação estratégica e desempenho das empresas. Por esse motivo, se considerada exclusivamente a relação entre orientação estratégica e desempenho, este não foi significante. As contribuições deste trabalho são relacionadas a reflexões sobre a teoria existente em organização do trabalho, orientação estratégica e desempenho; reflexões práticas que os gestores de pequenas empresas precisam fazer para a tomada de decisões. / The aim of this work is to understand the strategic direction, work organization and the performance impact on small business. There are several social and economic changes in recent decades that impacted the way that companies position themselves strategically and organize their work. The strategic orientation can be understood as a complex and dynamic process in which companies take certain direction against the external environment. The work organization is the way in which companies organize work within the production models (craft, mass, lean and flexiautonomous production) considering the characteristics of the structural project of organization. To achieve the proposed objectives and a to get a broader epistemological view (positivist and phenomenological) it was adopted a mixed method ie, the use of quantitative and qualitative methods. In the first phase of the research it was conducted a survey and in the second was developed case studies using thematic analysis. In the result was identified that the traditional archetypes of work organization theories cannot completely explain the work organization in small businesses, which are heterogeneous. Thus, diverse are the aspects that affect and determine the organization of work, strategic orientantion, and business performance. So, if only considerer the relationship between strategic direction and performance it was not significant. The contributions of this work are related to reflections on the work organization, strategic orientation and performance theory and practical actions that small business managers need to know to make decision.

A colaboração aberta tem se apresentada cada vez mais como uma forma das organizações melhorarem sua competitividade e a sua capacidade de inovação. Depois de um pouco mais de dez anos desde que o conceito foi lançado é preciso começar a consolidá-lo em termos de quais aspectos devem ser observados ao implementar uma iniciativa de colaboração aberta e como mensurar estes resultados. Indo um pouco mais além, é preciso compreender a influência que o desempenho da colaboração aberta tem sobre o desempenho organizacional. No entanto, este tem sido um ponto que ainda gera muitas discussões. Não há ainda um consenso em como mensurar e o que deve ser mensurado para que os reais benefícios da colaboração aberta possam ser identificados. Dado o contexto acima, esta tese se propôs a investigar como as organizações buscam mensurar os impactos da prática da colaboração aberta e compreender se existe uma relação positiva entre o desempenho da colaboração e o desempenho organizacional. Adicionalmente, esta tese investigou a relevância dos fatores influenciadores do desempenho da colaboração aberta indicados na literatura. Como abordagem metodológica foi escolhida a abordagem mista entre a pesquisa qualitativa e a pesquisa quantitativa. A pesquisa qualitativa foi realizada por meio de um estudo de caso em quatro empresas de grande porte. Os resultados trouxeram importantes percepções quanto à importância da existência de uma orientação estratégica para a implementação de um projeto de colaboração aberta. Para a pesquisa quantitativa foi proposto um instrumento de pesquisa para avaliar a relevância do relacionamento entre o desempenho da colaboração aberta (DCOL) e o desempenho organizacional (DORG). Este instrumento também avaliou qual a relevância que os fatores influenciadores Tecnologia da Informação (TEC), Motivação para iniciar um projeto de colaboração aberta (MOT), o papel desempenhado pelos colaboradores (USU) e a tipologia adotada para operacionalizar a colaboração (TIP) têm sobre o desempenho da colaboração aberta. Para a análise dos dados foi aplicada a técnica da Modelagem de Equações Estruturais (MEE) com estimação pelo método Partial Least Squares (PLS), por meio do software SmartPLS 3.2.1. Os resultados indicaram uma relação significativa entre o DCOL e DORG. / Open collaboration has presented itself as an important way for organizations to improve their competitiveness and their ability to innovate. A little more than ten years has passed since the concept was launched, but it is still necessary to make advances in order to consolidate the concept in terms of what aspects are important to implement an open collaborative initiative and how to measure these results. Moreover, it is necessary a better understanding about open collaboration influence over the organizational performance. There is no consensus about how to measure and what should be measured in order to identify the real benefits of open collaboration. Grounded in the literature and the gap mentioned, this thesis aimed at investigating how organizations are measuring the open collaboration performance and also to understand if there is a positive correlation between collaboration performance and organizational performance. Additionally, this thesis also aimed at understanding the relevance of the open collaboration influencing factors. A mixed method research was employed. The qualitative research was carried out through a case study in four large companies. The results brought important insights regarding the importance of strategic orientation for the implementation of an open collaborative project. For the quantitative research, an instrument was proposed to assess the relevance of the relationship between open collaboration performance (DCOL) and organizational performance (DORG). This instrument also assessed the relevance of the open collaboration influencing factors over open collaboration performance: Information Technology (CET), Motivation to initiate an open collaboration project (MOT), the role played by users (USU) and the typology adopted to operationalize the collaboration (TIP). To analyze the data a Structural Equation Modeling (SEM) technique was applied with estimation method Partial Least Squares (PLS) using the software SmartPLS 3.2.1. The structural model analysis showed significant relationship between DCOL and DORG.

A colaboração aberta tem se apresentada cada vez mais como uma forma das organizações melhorarem sua competitividade e a sua capacidade de inovação. Depois de um pouco mais de dez anos desde que o conceito foi lançado é preciso começar a consolidá-lo em termos de quais aspectos devem ser observados ao implementar uma iniciativa de colaboração aberta e como mensurar estes resultados. Indo um pouco mais além, é preciso compreender a influência que o desempenho da colaboração aberta tem sobre o desempenho organizacional. No entanto, este tem sido um ponto que ainda gera muitas discussões. Não há ainda um consenso em como mensurar e o que deve ser mensurado para que os reais benefícios da colaboração aberta possam ser identificados. Dado o contexto acima, esta tese se propôs a investigar como as organizações buscam mensurar os impactos da prática da colaboração aberta e compreender se existe uma relação positiva entre o desempenho da colaboração e o desempenho organizacional. Adicionalmente, esta tese investigou a relevância dos fatores influenciadores do desempenho da colaboração aberta indicados na literatura. Como abordagem metodológica foi escolhida a abordagem mista entre a pesquisa qualitativa e a pesquisa quantitativa. A pesquisa qualitativa foi realizada por meio de um estudo de caso em quatro empresas de grande porte. Os resultados trouxeram importantes percepções quanto à importância da existência de uma orientação estratégica para a implementação de um projeto de colaboração aberta. Para a pesquisa quantitativa foi proposto um instrumento de pesquisa para avaliar a relevância do relacionamento entre o desempenho da colaboração aberta (DCOL) e o desempenho organizacional (DORG). Este instrumento também avaliou qual a relevância que os fatores influenciadores Tecnologia da Informação (TEC), Motivação para iniciar um projeto de colaboração aberta (MOT), o papel desempenhado pelos colaboradores (USU) e a tipologia adotada para operacionalizar a colaboração (TIP) têm sobre o desempenho da colaboração aberta. Para a análise dos dados foi aplicada a técnica da Modelagem de Equações Estruturais (MEE) com estimação pelo método Partial Least Squares (PLS), por meio do software SmartPLS 3.2.1. Os resultados indicaram uma relação significativa entre o DCOL e DORG. / Open collaboration has presented itself as an important way for organizations to improve their competitiveness and their ability to innovate. A little more than ten years has passed since the concept was launched, but it is still necessary to make advances in order to consolidate the concept in terms of what aspects are important to implement an open collaborative initiative and how to measure these results. Moreover, it is necessary a better understanding about open collaboration influence over the organizational performance. There is no consensus about how to measure and what should be measured in order to identify the real benefits of open collaboration. Grounded in the literature and the gap mentioned, this thesis aimed at investigating how organizations are measuring the open collaboration performance and also to understand if there is a positive correlation between collaboration performance and organizational performance. Additionally, this thesis also aimed at understanding the relevance of the open collaboration influencing factors. A mixed method research was employed. The qualitative research was carried out through a case study in four large companies. The results brought important insights regarding the importance of strategic orientation for the implementation of an open collaborative project. For the quantitative research, an instrument was proposed to assess the relevance of the relationship between open collaboration performance (DCOL) and organizational performance (DORG). This instrument also assessed the relevance of the open collaboration influencing factors over open collaboration performance: Information Technology (CET), Motivation to initiate an open collaboration project (MOT), the role played by users (USU) and the typology adopted to operationalize the collaboration (TIP). To analyze the data a Structural Equation Modeling (SEM) technique was applied with estimation method Partial Least Squares (PLS) using the software SmartPLS 3.2.1. The structural model analysis showed significant relationship between DCOL and DORG.

O objetivo deste trabalho é compreender a orientação estratégica, organização do trabalho e o impacto no desempenho na pequena empresa. Diversas são as mudanças sociais e econômicas que ocorreram nas últimas décadas e impactaram diretamente a maneira como as empresas se posicionam estrategicamente e organizam seu trabalho. A orientação estratégica pode ser entendida como um processo complexo e dinâmico em que as empresas tomam determinada direção frente ao ambiente externo. O tema organização do trabalho trata da maneira pela qual as empresas organizam o trabalho dentro dos modelos de produção (artesanal, em massa, enxuto e flexiautônomos) considerando as características do projeto estrutural da organização. Para atender aos objetivos propostos e para se obter uma visão epistemológica mais ampla (positivista e fenomenológica) da pesquisa, foi adotado o método misto, ou seja, o uso de métodos quantitativos e qualitativos. Na primeira fase da pesquisa, foi realizado um survey e na segunda, foram desenvolvidos estudos de casos com uso de análise temática. Como resultados, foi identificado que os arquétipos tradicionais das teorias sobre organização do trabalho não podem explicar completamente a organização do trabalho em pequenas empresas, que são heterogêneas. E assim, diversos são os aspectos que interferem e determinam a organização do trabalho, orientação estratégica e desempenho das empresas. Por esse motivo, se considerada exclusivamente a relação entre orientação estratégica e desempenho, este não foi significante. As contribuições deste trabalho são relacionadas a reflexões sobre a teoria existente em organização do trabalho, orientação estratégica e desempenho; reflexões práticas que os gestores de pequenas empresas precisam fazer para a tomada de decisões. / The aim of this work is to understand the strategic direction, work organization and the performance impact on small business. There are several social and economic changes in recent decades that impacted the way that companies position themselves strategically and organize their work. The strategic orientation can be understood as a complex and dynamic process in which companies take certain direction against the external environment. The work organization is the way in which companies organize work within the production models (craft, mass, lean and flexiautonomous production) considering the characteristics of the structural project of organization. To achieve the proposed objectives and a to get a broader epistemological view (positivist and phenomenological) it was adopted a mixed method ie, the use of quantitative and qualitative methods. In the first phase of the research it was conducted a survey and in the second was developed case studies using thematic analysis. In the result was identified that the traditional archetypes of work organization theories cannot completely explain the work organization in small businesses, which are heterogeneous. Thus, diverse are the aspects that affect and determine the organization of work, strategic orientantion, and business performance. So, if only considerer the relationship between strategic direction and performance it was not significant. The contributions of this work are related to reflections on the work organization, strategic orientation and performance theory and practical actions that small business managers need to know to make decision.