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Previous issue date: 2015-03-26 / Customer orientation is the set of organizational beliefs which determine the prioritization of the client in front of other matters (DESHPAND?, FARLEY, WEBSTER; 1993) and the literature highlights the positive influence of this strategic orientation on several types of organizational performance. However, some papers have demonstrated results rather non significant and even negative suggesting the need for a deeper analysis, and the scientific community still has not brought a qualitative analysis on the motives which establish the relationship between customer orientation and superior performance. This study is based on the need to explore this relationship, consolidating the already known motives and investigating probable new explanations. With the objective of identifying and comprehending the motives for the relationship between customer orientation and performance, the research was conducted in three phases: literature review with the analysis of 44 articles about this relationship, execution of twenty in-depth interviews with academic and market experts and, ultimately, the confrontation of the motives pointed by the interviewees with the ones presented by the literature.It was possible to identify explanations that haven?t been explored by the scientific community yet, such as the appreciation of the marketing role inside organizations, the ability to develop a global view of the consumer, the focus on effectiveness and the capacity to educate the consumer. At the end, the reader shall have a comprehension of the suggested direction for the customer oriented companies to reach superior performance, through frameworks of motives for the relationship between customer orientation and performance. / A orienta??o para o consumidor ? o conjunto de cren?as organizacionais que determinam a prioriza??o do cliente frente a outros assuntos (DESHPAND?, FARLEY, WEBSTER; 1993) e a literatura salienta a influ?ncia positiva dessa orienta??o estrat?gica nos diversos tipos de performance organizacional. No entanto, alguns trabalhos demonstram resultados por vezes n?o significativos e at? negativos, sugerindo a necessidade de an?lise mais aprofundada e a comunidade acad?mica ainda n?o trouxe uma an?lise qualitativa sobre os motivos que estabelecem a rela??o entre orienta??o para o consumidor e performance superior. O presente estudo baseou-se na necessidade de explorar essa rela??o, consolidando motivos j? conhecidos e investigando prov?veis novas explica??es. Com o objetivo de identificar e compreender os motivos para a rela??o entre Orienta??o ao Consumidor e performance, a pesquisa foi conduzida em tr?s fases: revis?o da literatura com an?lise de 44 artigos acerca da rela??o, realiza??o de vinte entrevistas em profundidade com especialistas da academia e do mercado e, por fim, o confronto dos motivos apontados pelos entrevistados com os apresentados pelos artigos.Foi poss?vel identificar explica??es ainda n?o exploradas na comunidade acad?mica como a valoriza??o da fun??o de marketing dentro das organiza??es, a habilidade de desenvolver uma vis?o global do consumidor, o foco na efetividade e a capacidade de educar o consumidor. Ao final, o leitor ter? compreens?o do direcionamento sugerido para que as organiza??es voltadas ao consumidor atinjam performance superior, atrav?s de frameworks dos motivos para a rela??o entre orienta??o para o consumidor e performance.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/5992 |
| Date | 26 March 2015 |
| Creators | Antonio , Paloma |
| Contributors | Perin , Marcelo Gattermann |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Administra??o e Neg?cios, PUCRS, Brasil, Faculdade de Administra??o, Contabilidade e Economia |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | 3244129067093836374, 600, 600, 600, 4410494103952189146, 8024035432632778221 |
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