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Os Motivos das Relações entre Orientação para Mercado, Orientação para Aprendizagem e Sucesso de Novos Produtos

DOI: http://dx.doi.org/10.18256/2237-7956/raimed.v6n1p30-44

https://seer.imed.edu.br/index.php/raimed/index 

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Mauren C. Soares1, Marcelo G. Perin2 & Cláudio H. Sampaio3

  

Resumo: O objetivo deste trabalho é identificar os motivos das relações entre os construtos de orientação para mercado, orientação para aprendizagem e sucesso de novos produtos. Neste sentido, foram coletadas 32 entrevistas com executivos de empresas de setores representativos da economia brasileira. Os principais resultados indicam que: (1) grande parte dos motivos encontrados nas entrevistas corrobora as evidências levantadas na literatura; (2) algumas variáveis podem moderar as relações entre orientação para mercado, orientação para aprendizagem e sucesso de novos produtos, entre elas a motivação, a burocracia e os recursos humanos; e, (3) empresas que integram os construtos de orientação para mercado, orientação para aprendizagem e sucesso de novos produtos podem potencializar sua performance, facilitando a obtenção de uma vantagem competitiva sustentável.

Palavras-chave: Orientação para Mercado, Orientação para Aprendizagem, Sucesso de Novos Produtos.

 

Abstract: The aim of this study is to identify the reasons for the relationship between the constructs of market orientation, learning orientation and new product success. In this sense, were collected 32 interviews with business executives of representative sectors of the Brazilian economy. The main results indicate that: (1) most of the reasons found in interviews confirms the evidence raised in the literature; (2) some variables may moderate the relationship between market orientation, learning orientation and new product success, including the motivation, bureaucracy and human resources; and, (3) companies that integrate the constructs of market orientation, learning orientation and new product success can enhance its performance, making it easier to obtain a sustainable competitive advantage.

Key words: Market Orientation, Learning Orientation, New Product Success.

 

1 Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS), Porto Alegre, RS, Brasil. E-mail: <mauren_soares@hotmail.com>;.
2 Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS), Porto Alegre, RS, Brasil. E-mail: <mperin@pucrs.br>;.
3 Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS), Porto Alegre, RS, Brasil. E-mail: <csampaio@pucrs.br>;.

 

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