Os motivos das relações entre orientação para mercado, orientação para aprendizagem e sucesso de novos produtos

Mauren do Couto Soares, Marcelo Gattermann Perin, Cláudio Hoffmann Sampaio

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.


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

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