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Previous issue date: 2014-05-28 / Increasing dynamism that has been self configuring in the marketing environment, in relation not only to market transformations but also to technological evolutions, had mobilized researchers to investigate how organizations work in presence of unstable conditions and what are the factors that lead to high levels of performance. In this context, the most noticeable ones are the strategic orientations that had been intensively investigated in strategic marketing area last decades. Nevertheless, the theory has pointed strategic orientations as direct antecedents of performance and does not take into account the capabilities development which makes the organization able to transform resources and to apply the knowledge to produce superior value in the market. To contribute to the literature in the area, the present study analyzes the relationships among Consumer Orientation (CO), Product Innovation Capacity (PIC) and Financial Performance (FP) in influence of Technological Turbulence (TT). In this way, it was suggested that in presence of high levels of TT, PIC mediates the relationship between CO and FP. The field research involved two phases. The first phase was exploratory. It aimed to identify metrics for the PIC construct still little explored in literature , and involved semi-structured interviews with executives from innovation area. The second phase carried out a cross-sectional survey involving 157 medium-sized Brazilian companies from industrial area, located in many regions of the country. After verifying the measures reliability and validity, the hierarchical regression and the Sobel Z test indicated the confirmation of all hypotheses presented. It was concluded that CO and PIC influence FP. CO also influences PIC. And, when TT levels are high, PIC mediates totally the relationship between CO and FP. Thus, the present study contributed to the academy in the way that it pointed a mediator between a strategic orientation and performance, suggested a concept of PIC and also validated a scale to measure it. These contributions encourage future studies to explore the identified relationships in order to find explanations for them as well as to investigate other mediators among these relationships. / O crescente dinamismo que vem se configurando no ambiente tanto em rela??o ?s transforma??es no mercado quanto ?s evolu??es tecnol?gicas tem mobilizado pesquisadores a investigar como as organiza??es operam diante de condi??es inst?veis e quais s?o os fatores que as levam a alcan?ar altos n?veis de performance. Nesse contexto, destacam-se as orienta??es estrat?gicas que t?m sido amplamente investigadas na ?rea de marketing estrat?gico nas ?ltimas d?cadas. No entanto, a teoria tem apontado as orienta??es estrat?gicas como antecedentes diretos da performance, desconsiderando o desenvolvimento de capacidades, que permite ? organiza??o transformar recursos e aplicar o conhecimento de modo a produzir maior valor no mercado. Com o intuito de contribuir com a literatura da ?rea, o presente estudo analisa as rela??es entre Orienta??o ao Consumidor (OC), Capacidade de Inova??o de Produto (CIP) e Performance Financeira (PF) sob a influ?ncia da Turbul?ncia Tecnol?gica (TT). Nesse sentido, sugeriu-se que diante de alta TT, a CIP media a rela??o entre OC e PF. A pesquisa de campo compreendeu duas etapas. A primeira etapa foi explorat?ria com o objetivo de identificar m?tricas para o construto CIP, ainda pouco explorado na literatura, e contemplou entrevistas semiestruturadas com gestores da ?rea de inova??o. A segunda etapa envolveu um survey transversal com a participa??o de 157 empresas brasileiras de m?dio porte, do ramo industrial, localizadas em diversas regi?es do pa?s. Ap?s verifica??o da confiabilidade e validade das medidas, a regress?o hier?rquica e o teste Z de Sobel indicaram a sustenta??o para todas as hip?teses apresentadas. Concluiu-se assim que OC e CIP influenciam a PF. OC tamb?m influencia a CIP. E que em alta TT, a CIP media totalmente a rela??o entre OC e PF. Diante disso, o estudo contribuiu para a academia no sentido de apontar um mediador para a rela??o entre uma orienta??o estrat?gica e performance, bem como sugerir um conceito para a CIP e validar uma escala para medi-la. Essas contribui??es instigam estudos futuros a explorar as rela??es identificadas de modo a buscar explica??es para as mesmas, bem como investigar outros mediadores nessas rela??es.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/5680 |
| Date | 28 May 2014 |
| Creators | Santos, Mirela Jeffman dos |
| 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, BR, 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/doctoralThesis |
| 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, 4410494103952189146 |
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