As relações entre a orientação para o mercado, a inovação de produto e processo, e a performance organizacional

  • Suelen Corrêa Universidade de Passo Fundo (UPF)
  • Julio Cesar Ferro de Guimarães Universidade Federal de Pelotas (UFPEL), Centro de Engenharias (CEng)
  • Eliana Andréa Severo Universidade Potiguar (UNP), Programa de Pós-Graduação em Administração (PPGA)
  • Márcia Rohr da Cruz Universidade de Caxias do Sul (UCS)
Palavras-chave: Orientação para o mercado. Inovação de produto. Inovação de processo. Performance organizacional.

Resumo

O alcance de uma performance organizacional superior é desejável para assegurar a permanência e o crescimento das empresas. Contudo, um ambiente de negócios marcado pelas rápidas mudanças tecnológicas e de mercado exige das empresas novas respostas ou a combinação de diferentes estratégias. O objetivo do presente estudo foi verificar a influência da orientação para o mercado sobre a inovação de produto e processo, bem como destes sobre a performance organizacional. Para isso, foi realizada uma survey, aplicada a gerentes e proprietários de empresas do estado do Rio Grande do Sul, e utilizada a técnica de Modelagem de Equações Estruturais para a análise dos dados. Foram encontrados relacionamentos positivos e significativos entre os construtos estudados, e observado que a inovação de processo contribui mais para a performance organizacional que a inovação de produto. Assim, administradores de empresas que busquem se manter e crescer no mercado devem investir mais nas inovações de processo que nas inovações de produto, já que elas contribuem para a redução de custo e aumento da qualidade dos produtos, proporcionando às empresas uma performance organizacional superior.

 

Referências

APPOLINÁRIO, F. Metodologia da ciência: filosofia e prática da pesquisa. São Paulo: Pioneira Thomson Learning, 2006.

ARTZ, K. W.; NORMAN, P. M.; HATFIELD, D. E.; CARDINAL, L. B. A longitudinal study of the impact of R&D, patents, and product innovation on firm performance. Journal of Product Innovation Management, v. 27, n. 5, p. 725-740, 2010.

ATUAHENE-GIMA, K. Market orientation and innovation. Journal of Business Research, v. 35, n. 2, p. 93-103, 1996.

ATUAHENE-GIMA, K.; KO, A. An empirical investigation of the effect of Market orientation and entrepreneurship orientation alignment on product innovation. Organization Science, v. 12, n. 1, p. 54,74, 2001.

BAKER, W. E.; SINKULA, J. M. Market orientation and the new product paradox. The Journal of Product Innovation Management, v. 22, n. 6, p. 483-502, 2005.

BLAUG, M. A survey of the theory of process-innovations. Economica, v. 30, n. 117, p. 13-32, New series, 1963.

BYRNE, B. M. Structural Equation Modeling with AMOS: basic concepts, applications, and programming. New York: Taylor & Francis Group, 2010.

CARUNA, A.; PITT, L.; BERTHON, P. Excellence-market orientation link: some consequences for services firms. Journal of Business Research, v. 44, p. 5-15, 1998.

CHRISTENSEN, C. M.; BOWER, J. L. Customer power, strategic investment, and the failure of leading firms. Strategic Management Journal, v. 17, 197-218, 1996.

COOPER, R. G. Project newproduct: factors in new product success. European Journal of Marketing, v. 14, n. 5/6, p. 277-292, 1980.

COOPER, R. G. How new product strategies impact on performance. Journal of Product Innovation Management, v. 1, n. 1, p. 5-18, 1984.

DAMANPOUR, F. Organizational innovation: a meta-analysis of effects of determinants and moderators. Academy of Management Journal, v. 34, n. 3, p. 555-590, 1991.

DAMANPOUR, F.; GOPALAKRISHNAN, S. The dynamics of the adoption of product and process innovation in organizations. Journal of Management Studies, v. 38, n. 1, p. 45-65, 2001.

DELANEY, J. T.; HUSELID, M. A. The impact of human resource management practice on perceptions of organizational performance. Academy of Management Journal, v. 39, n. 4, p. 949-969, 1996.

DOUGHERTY, D. A practice-centered model of organizational renewal through product innovation. Strategic Management Journal, v. 13, n. 1, p. 77-92, 1992. Special issue.

FORNELL, C.; LARCKER, D. Evaluating structural equation models with unobservable variables and measurements error. Journal of Marketing Research, v. 17, n. 1, 39-50, 1982.

GATIGNON, H.; XUEREB, J. Strategic orientation of the firm and new product performance. Journal of Marketing Research, v. 34, n. 1, p. 77-90, 1997. Special issue.

HAIR JR., J. F. ; BABIN, B.; MONEY, A. H.; SAMOUEL, P. Fundamentos de métodos de pesquisa em administração. Tradução Lene Belon Ribeiro. Porto Alegre: Bookman, 2005.

HAIR JR., J. F. ; BLACK, W. C.; BARDIN, B. J.; ANDERSON, R. E. Multivariate Data Analysis. 7 ed., New Jersey: Prentice Hall, 2007.

HAIR JR., J. F.; BLACK, W. C.; BABIN, B. J.; ANDERSON, R. E.; TATHAM, R. L. Análise multivariada de dados. 6 ed., Porto Alegre: Bookman, 2009.

HAIR JR., J. F. ; BLACK, W. C.; BABIN, B. J.; ANDERSON, R. E. Multivariate data analysis: a global perspective. 7 ed. [S. l.]: Pearson Prentice Hall, 2010.

HAN; J. K.; KIM, N.; SRIVASTAVA, R. K. Market orientation and organizational performance: is innovation the missing link? Journal of Marketing, v. 62, n. 4, p. 30-45, 1998.

HULT, G. T. M.; HURLEY, R. F.; KNIGHT, G. A. Inovativeness: its antecedents and impact on business performance. Industrial Marketing Management, v. 33, p. 429-438, 2004.

HURLEY; R. F.; HULT, G. T. M. Innovation, market orientation, and organizational learning: an integration and empirical examination. Journal of Marketing, v. 62, p. 42-54, 1998.

KIM, W. C.; MAUBOURGNE, R. Blue ocean strategy. Harvard Business Review, p. 1-9, 2004.

KLINE, R. B. Principles and practice of structural equation modeling. 2 ed. New York:

The Guilford Press. 2005.

KLINE, R. B. Principle and practice of structural equation modeling. 3 ed. New York London: The Guilford Press, 2011.

KOHLI, A. K.; JAWORSKI, B. J. Market orientation: the construct, research propositions, and managerial implications. Journal of Marketing, v. 54, n. 2, p. 1-18, 1990.

KOHLI, A. K.; JAWORSKI, B. J. Market orientation: antecedents and consequences. Journal of Marketing, v. 57, n. 3, p. 53-70, 1993.

LAWTON, L.; PARASURAMAN, A. The impact of the marketing concept on new product planning. Journal of Marketing, v. 44, n. 1, p. 19-25, 1980.

LI, C. LIN, C.; CHU, C. The nature of market orientation and the ambidexterity of innovations. Management Decision, v. 46, n. 7, p. 1002-1026, 2008.

LI, H.; ATUAHENE-GIMA, K. Product inovation strategy and the performance of new technology ventures in China. Academy of Management Journal, v. 44, n. 6, p. 1123-1134, 2001.

LIN, R.; TAM, K.; GENG, Y. Market demand, green product innovation, and firm performance: evidence from Vietnam motorcycle industry. Journal of Cleaner Production, v. 40, p. 101-107, 2013.

LIU, J.; SU, J. How does market orientation affect product innovation in China's manufacturing industry: the contingent value of dynamic capabilities. In: INTERNATIONAL CONFERENCE ON EDUCATION TECHNOLOGY AND MANAGEMENT SCIENCE (ICETMS), 2012, Nanjing. Proceedings…, Atlantis Press, 2013, p. 165-169.

LUKAS, B. A.; FERREL, O. C. The effect of market orientation on product innovation. Journal of the Academy of Marketing Science, v. 28, n. 2, p. 239-247, 2000.

MALHOTRA, N. K. Pesquisa de marketing: foco na decisão. Trad. Opportunity Translations. Rev. técn. Maria Cecília Laudísio e Guilherme de Farias Shiraishi. 3ª ed. São Paulo: Pearson Prentice Hall, 2011.

MALHOTRA, N. K. Pesquisa de marketing: uma orientação aplicada. Bookman Editora, 2012.

MARCH, J. G.; SUTTON, R. I. Organizational performance as a dependent variable. Organization Science, v. 8, n. 6, p. 698-706, 1997.

MARDIA, K.V. Measures of multivariate skewness and kurtosis with applications.

Biometrika, v. 36, p. 519-530, 1970.

MAROCO, J. Análise de equações estruturais: fundamentos teóricos, softwares & aplicações. PSE, Lisboa, 2010.

MELVILLE, N.; KRAEMER, K.; GURBAXANI, V. Review: Information technology and organizational performance: an integrative model of it business value. MIS Quarterly, v. 28, n. 2, p. 283-322, 2004.

MITCHELL, W. Are more good things better, or will technical and market capabilities conflict when a firm expands? Industrial and Corporate Change, v. 1, n. 2, p. 327-346, 1992.

NARVER, J. C.; SLATER, S. F. The effect of a market orientation on business profitability. Journal of Marketing, v. 54, n. 4, p. 20-35, 1990.

NARVER, J. C.; SLATER, S. F.; TIETJE, B. Creating a market orientation. Journal of Market-Focused Management, v. 2, n. 3, p. 241-255, 1998.

OCDE – ORGANIZAÇÃO PARA A COOPERAÇÃO E DESENVOLVIMENTO ECONÔMICO. Manual de Oslo: diretrizes para coleta e interpretação de dados sobre inovação. 3 ed. [S. l.], 2005.

PALADINO, A. Investigating the drivers of innovation and new product success: a comparison of strategic orientations. The Journal of Product Innovation Management, v. 24, n. 6, p. 534-553, 2007.

PESTANA, M. H., GAGEIRO, J.N. Análise de dados para ciências sociais: a complementariedade do SPSS, 4ª ed. Sílabo, Lisboa, 2005.

PORTER, M. Capital disadvantage: America’s failing capital investment system. Harvard Business Review, n. 70, p. 65-82, 1992.

POWELL, T. C. Organizational alignment as competitive advantage. Strategic Management Journal, v. 13, p. 119-134, 1992.

REINARTZ, W.; KRAFFT, M.; HOYER, W. D. The customer relationship management process: its measurement and impact on performance. Journal of Marketing Research, v. 41, n. 3, p. 293-305, 2004.

ROESCH, S. M. A. Projetos de estágio e de pesquisa em administração: guia para estágios, trabalhos de conclusão, dissertações e estudos de caso. Col. Grace Vieira Becker, Maria Ivone de Mello. 3ª ed. 8ª reimp. São Paulo: Atlas, 2013.

ROSENBUSCH, N.; BRINCKMANN, J.; BAUSCH, A. Is innovation always beneficial? A meta-analysis of the relationship between innovation and performance in SMEs. Journal of Business Venturing, v. 26, n. 4, p. 441-457, 2010.

SALVADÓ-AMORES, J.; CASTRO, G. M.; NAVAS-LÓPEZ, J. E. Green corporate image: moderating the connection between environmental product innovation and firm performance. Journal of Cleaner Production, v. 83, p. 356-365, 2014.

SCHROEDER, D. M. A dynamic perspective on the impact of process innovation upon competitive strategies. Strategic Management Journal, v. 11, n. 1, p. 25-41, 1990.

SCHUMPETER, J. A. The theory of economic development: an inquiry into profits, capital, credit, interest, and the business cycle. Cambridge: Harvard University Press, 1934.

SLATER, S. F.; NARVER, J. C. Does competitive environment moderate the market orientation-performance relationship? Journal of Marketing, v. 58, n. 1, p. 46-55, 1994.

SLATER, S. F.; NARVER, J. C. Market orientation, customer value, and superior performance. Business Horizons, v. 37, n. 2, p. 22-28, 1994.

SLATER, S. F.; NARVER, J. C. Market orientation and the learning organization. Journal of Marketing, v. 59, n. 3, p. 63,74, 1995.

SOK, P.; O’CASS, A. Examining the new product innovation-performance relationship: optimizing the role of individual-level creativity and attention-to-detail. Industrial Marketing Management, v. 47, p. 156-165, 2015.

TANAKA, J. S. Multifaceted conceptions on fit in structural equations modeling. In:

BOLLEN, K. A.; LONG, J. S. (Ed). Testing structural equation models. Newbury Park:

Sage, p. 10-39, 1993.

VERHEES, F. J. H. M.; MEULENBERG, M. T. G. Market orientation, innovativeness, product innovation, and performance in small firms. Journal of Small Business Management, v. 42, n. 2, p. 134-154, 2004.

Publicado
2017-12-30
Seção
Artigos