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Orientação para Aprendizagem, Orientação para Mercado e Desempenho Organizacional: Evidências Empíricas/Learning Orientation, Market Orientation and Organizational Performance: Empirical Evidences

Abbade, Eduardo Botti ; Zanini, Roselaine Ruviaro ; Souza, Adriano Mendonça

Revista de administração contemporânea, 2012-01, Vol.16 (1), p.118 [Periódico revisado por pares]

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Título:
Orientação para Aprendizagem, Orientação para Mercado e Desempenho Organizacional: Evidências Empíricas/Learning Orientation, Market Orientation and Organizational Performance: Empirical Evidences
Autor: Abbade, Eduardo Botti ; Zanini, Roselaine Ruviaro ; Souza, Adriano Mendonça
Assuntos: Financial performance ; Market orientation ; Marketing ; Studies
É parte de: Revista de administração contemporânea, 2012-01, Vol.16 (1), p.118
Descrição: This study aims to identify how learning orientation (LO) and market orientation (MO) influence the performance of enterprises in the central region of the state of Rio Grande do Sul (RS), Brazil. The method used involved a survey of 123 companies in central RS. The instrument for data collection was developed using the LO scale (Sinkula, Baker, & Noordewier, 1997), the MARKOR scale (Kohli, Jaworski, & Kumar, 1993) and items for evaluation of organizational performance proposed by Narver and Slater (1990) and Baker and Sinkula (1999). The results suggest that MO has a significant positive influence on the organizational performance of the companies surveyed. It was also noted that the MO significantly influences organizational performance when mediated by the LO, just as the LO has a significant influence on organizational performance when mediated by MO. [PUBLICATION ABSTRACT]
Editor: Rio de Janeiro: Associação Nacional de Pós-Graduação e Pesquisa em Administração
Idioma: Português

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