Vitor Pereira Sousa, Anabela Maria Bello da Silveira de Figueiredo Marcos


Objectivo: O objectivo deste estudo é tentar compreender quais são os principais determinantes da performance empresarial. Nomeadamente, tem como propósito investigar o impacto na performance empresarial das variáveis, orientação para o mercado, orientação para a inovação, capacidades de marketing e vantagem competitiva.

 Design/metodologia/abordagem: Esta investigação propõe um modelo teórico que será testado usando os modelos de equações estruturais (SEM). Foi desenvolvido um questionário para investigar a influência de variáveis como a orientação para o mercado, a orientação para a inovação, as capacidades de marketing e a vantagem competiva na performance empresarial. Foram recolhidos 206 questionários válidos de uma amostra de empresas portuguesas.

Resultados: Os resultados do modelo de equações estruturais mostraram que as variáveis capacidades de marketing e vantagem competitiva exercem uma influência direta na performance empresarial. Já a variável orientação para a inovação tem um efeito indireto na performance empresarial, através das variáveis mediadoras capacidades de marketing e vantagem competitiva. Por seu turno, a variável orientação para o mercado tem um impacto indireto na performance empresarial, por via da variável mediadora capacidades de marketing. Por último, a variável capacidades de marketing influencia as vantagens competitivas.

Originalidade/Valor: Esta investigação examina o papel mediador das capacidades de marketing e da vantagem competitiva na relação entre as variáveis independentes, a orientação para o mercado e a orientação para a inovação, e a variável final, performance empresarial.


Marketing Estratégico; Determinantes da Performance Empresarial;Performance Empresarial


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