Orientação para o mercado, porte empresarial e performance

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Marcelo Gattermann Perin
Cláudio Hoffmann Sampaio

Abstract

Many authors agree that the market orientation is necessary condition, but not enough to sustain a competitive advantage in the long term. So, this article presents details of a cross-sectional survey that empirically verified the influence of market orientation and organization size on organizational performance, considering the companies of the Brazilian electro-electronic industry. The results, found with the application of structural equations modeling technique, pointed out for a more expressive influence of the market orientation on organizational performance when compared to the influence of organization size. Basically, was noticed that association with performance is more solid to market orientation than to organizational size.

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How to Cite
PERIN, M. G.; SAMPAIO, C. H. Orientação para o mercado, porte empresarial e performance. RAE - Revista de Administracao de Empresas , [S. l.], v. 44, n. 3, p. 76–88, 2004. Disponível em: https://periodicos.fgv.br/rae/article/view/37634. Acesso em: 24 jul. 2024.
Section
Mercadologia

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