Efeito cascata das capacidades de marketing estáticas e dinâmicas na performance internacional: Analisando a orientação para o mercado como antecedente

Conteúdo do artigo principal

Caroline Reimann
Fernando Carvalho
Marcelo Duarte

Resumo

Esta investigação tem como objetivo analisar as relações entre as capacidades de marketing estáticas (CME), capacidades de marketing dinâmicas (CMD) e desempenho internacional de pequenas e médias empresas (PMEs), bem como a conexão entre CME e CMD. Também analisamos o papel da orientação para o mercado (OM) como um antecedente das capacidades de marketing. Foi desenvolvido um estudo quantitativo, utilizando-se um inquérito como método de pesquisa. Foram coletadas 335 respostas válidas das PMEs portuguesas internacionalizadas por meios do modelo B2B. Para testar as hipóteses propostas, utilizou-se
o modelo de equações estruturais. Os resultados mostram uma relação direta e positiva entre o CME e o desempenho internacional. A CMD foi positivamente ligada à CME, exercendo, assim, sua influência indireta no desempenho internacional. Além disso, observou-se uma relação positiva entre a OM e ambas as capacidades de marketing, revelando sua natureza antecedente sobre as capacidades analisadas. Este estudo contribui para a área da pesquisa relacionada às capacidades de marketing na medida em que as inter-relações entre diferentes tipos de capacidades de marketing nunca foram estudadas antes. Além disso, chama a atenção dos gestores para a importância de desenvolver recursos básicos de marketing mix, uma vez que aparecem como elemento com influência direta no desempenho internacional.

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REIMANN, C.; CARVALHO, F.; DUARTE, M. Efeito cascata das capacidades de marketing estáticas e dinâmicas na performance internacional: Analisando a orientação para o mercado como antecedente . RAE-Revista de Administração de Empresas, [S. l.], v. 63, n. 1, p. e2021–0711, 2022. DOI: 10.1590/S0034-759020230104. Disponível em: https://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/88572. Acesso em: 29 jan. 2023.
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