Efeito cascata das capacidades de marketing estáticas e dinâmicas na performance internacional: Analisando a orientação para o mercado como antecedente
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Esta investigação tem como objetivo analisar as relações entre as capacidades de marketing estáticas (CME), capacidades de marketing dinâmicas (CMD) e desempenho internacional de pequenas e médias empresas (PMEs), bem como a conexão entre CME e CMD. Também analisamos o papel da orientação para o mercado (OM) como um antecedente das capacidades de marketing. Foi desenvolvido um estudo quantitativo, utilizando-se um inquérito como método de pesquisa. Foram coletadas 335 respostas válidas das PMEs portuguesas internacionalizadas por meios do modelo B2B. Para testar as hipóteses propostas, utilizou-se
o modelo de equações estruturais. Os resultados mostram uma relação direta e positiva entre o CME e o desempenho internacional. A CMD foi positivamente ligada à CME, exercendo, assim, sua influência indireta no desempenho internacional. Além disso, observou-se uma relação positiva entre a OM e ambas as capacidades de marketing, revelando sua natureza antecedente sobre as capacidades analisadas. Este estudo contribui para a área da pesquisa relacionada às capacidades de marketing na medida em que as inter-relações entre diferentes tipos de capacidades de marketing nunca foram estudadas antes. Além disso, chama a atenção dos gestores para a importância de desenvolver recursos básicos de marketing mix, uma vez que aparecem como elemento com influência direta no desempenho internacional.
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