Impacto dos recursos da empresa na performance de inovação

Gattermann Perin, Marcelo; Hoffmann Sampaio, Claudio; Hooley, Graham

doi:10.1590/S0034-75902007000400005

Resumos

A abordagem VBR, visão baseada em recursos da empresa (resource-based view of the fi rm), para desenvolver e explorar os benefícios que os recursos internos podem oferecer às empresas, tem sido um tema de impacto na literatura da área de Administração Estratégica. Tem havido grande interesse no papel que os recursos internos da empresa podem assumir na criação de vantagem competitiva, em especial no seu impacto na performance de inovação. Visando um aprofundamento desse tema, este artigo teve como objetivo principal a avaliação da relação de recursos da empresa com a performance de inovação, com ênfase em recursos como a orientação para o mercado, as capacidades gerenciais, a capacidade de conexão com os clientes, os ativos de recursos humanos e a capacidade de inovação. Para tanto, um modelo teórico foi desenvolvido e testado pela aplicação da técnica de modelagem de equações estruturais, em um estudo que envolveu empresas de diversos setores econômicos do Brasil. Os resultados do estudo expõem alguns caminhos pelos quais os recursos, ativos e habilidades empresariais infl uenciam a performance da inovação nas organizações.

Recursos internos da empresa; performance; inovação; vantagem competitiva; orientação para o mercado

The resource-based view of the firm highlights the importance of internal resources in competitive advantage creation. Recently, there has been much interest in the role of internal resources in contributing to the creation of competitive advantage, especially its impact on innovation performance. In this sense, this article presents details of a study that had the objective to verify the effect of firm resources - market orientation, managerial capabilities, customer linking capabilities, human resource assets, market innovation capabilities - on innovation performance, considering companies of Brazil. The results, found with the application of structural equations modeling technique, pointed out the infl uence of resources, assets and firm capabilities on innovation performance.

Internal resources of the firm; performance; innovation; competitive advantage; market orientation

ARTIGOS

Impacto dos recursos da empresa na performance de inovação

Marcelo Gattermann Perin^I; Claudio Hoffmann Sampaio^I; Graham Hooley^II

^IPUC-RS

^II Aston University

RESUMO

A abordagem VBR, visão baseada em recursos da empresa (resource-based view of the fi rm), para desenvolver e explorar os benefícios que os recursos internos podem oferecer às empresas, tem sido um tema de impacto na literatura da área de Administração Estratégica. Tem havido grande interesse no papel que os recursos internos da empresa podem assumir na criação de vantagem competitiva, em especial no seu impacto na performance de inovação. Visando um aprofundamento desse tema, este artigo teve como objetivo principal a avaliação da relação de recursos da empresa com a performance de inovação, com ênfase em recursos como a orientação para o mercado, as capacidades gerenciais, a capacidade de conexão com os clientes, os ativos de recursos humanos e a capacidade de inovação. Para tanto, um modelo teórico foi desenvolvido e testado pela aplicação da técnica de modelagem de equações estruturais, em um estudo que envolveu empresas de diversos setores econômicos do Brasil. Os resultados do estudo expõem alguns caminhos pelos quais os recursos, ativos e habilidades empresariais infl uenciam a performance da inovação nas organizações.

Palavras-chave: Recursos internos da empresa, performance, inovação, vantagem competitiva, orientação para o mercado.

ABSTRACT

The resource-based view of the firm highlights the importance of internal resources in competitive advantage creation. Recently, there has been much interest in the role of internal resources in contributing to the creation of competitive advantage, especially its impact on innovation performance. In this sense, this article presents details of a study that had the objective to verify the effect of firm resources market orientation, managerial capabilities, customer linking capabilities, human resource assets, market innovation capabilities on innovation performance, considering companies of Brazil. The results, found with the application of structural equations modeling technique, pointed out the infl uence of resources, assets and firm capabilities on innovation performance.

Keywords: Internal resources of the firm, performance, innovation, competitive advantage, market orientation.

Texto completo disponível apenas em PDF.

Full text available only in PDF format.

AGRADECIMENTO

Os autores gostariam de agradecer ao CNPQ pelo apoio financeiro à realização desta pesquisa.

Artigo recebido em 04.05.2007.

Aprovado em 20.08.2007.

Marcelo Gattermann Perin

Doutor em Administração de Empresas pela UFRGS.

Interesses de pesquisa nas áreas de marketing estratégico, comportamento do consumidor, performance, inovação e aprendizagem organizacional. E-mail: mperin@pucrs.br Endereço: Av. Ipiranga, 6681, Prédio, 11º andar, sala 1105, Porto Alegre RS, 90619-900.

Cláudio Hoffmann Sampaio

Doutor em Administração de Empresas pela UFRGS. Interesses de pesquisa em marketing estratégico, comportamento do consumidor, performance, inovação e aprendizagem organizacional. E-mail: csampaio@pucrs.br Endereço: Av. Ipiranga, 6681, Prédio, 11º andar, sala 1105, Porto Alegre RS, 90619-900.

Graham Hooley

Doutor em Market Segmentation and Product Positioning pela University of Warwick. Professor de Marketing da Aston University. Interesse de pesquisa na área de marketing estratégico. E-mail: g.j.hooley@aston.ac.uk Endereço: Aston University, Aston Triangle, Birmingham, B4 7ET

AMIT, R. SCHOEMAKER, P. J. H. Strategic assets and organizacional rent. Strategic Management Journal, v. 14, n. 1, p. 33-46, 1993.
ANDERSON, E. W.; FORNELL, C.; LEHMANN, D. R. Customer satisfaction, market share, and profitability: findings from Sweden. Journal of Marketing, v. 58, 1994.
ANDERSON, E. W.; SULLIVAN; M. W. The antecedents and consequences of customer satisfaction for firms. Marketing Science, v. 12, n. 2, p. 125143, 1993.
ATUAHENE-GIMA, K. An exploratory analysis of the impact of market orientation on new product performance: a contingency approach. Journal of Product Innovation Management, v. 12, n. 4, p. 275-294, 1995.
ATUAHENE-GIMA, K. Market orientation and innovation. Journal of Business Research, v. 35, n. 2, p. 93-103, 1996.
BAGOZZI, R P.; EDWARDS, J. R. A general approach for representing constructs in organizational research. Organizational Research Methods, v. 1, n. 1, p.45-87, 1998.
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.
BAKER, W. E.; SINKULA, J. M. The synergetic effect of market orientation and learning orientation on organizational performance. Journal of the Academy of Marketing Science, v. 27, n. 4, p. 411-27, 1999a.
BAKER, W. E.; SINKULA, J. M. Learning orientation, market orientation, and innovation: integrating and extending models of organizational performance. Journal of Market-Focused Management, v. 4, n. 4, p. 295-308, 1999b.
BARNEY, J. B. Firm resources and sustained competitive advantage. Journal of Management, v.17, n. 1, p. 99-120, 1991.
BHARDWAJ; S. G.; VARADARAJAN; P. R.; FAHY, J. Sustainable competitive advantage in service industries: a conceptual model and research propositions. Journal of Marketing, v. 57, p. 83-99, 1993.
BOWEN, D. E.; LAWLER, E. E. The empowerment of service workers: what, why, how and when. Sloan Management Review, v. 33, n. 3, p. 3139, 1992.
CHURCHILL, G. A, J. Marketing Research: Methodological Foundations Orlando: The Dryden Press, 1999.
COLLIS, D. J.; MONTGOMERY, C. A. Competing on resources: strategy in the 1990s. Harvard Business Review, v. 73, n. 4, p. 118-128, 1995.
D'ARCIMOLES, C. H.. Human resource policies and company performance: a quantitative approach using longitudinal data. Organization Studies, v. 18, p. 857-874, 1995.
DAY, G. S. The capabilities of market-driven organizations. Journal of Marketing, v. 58, n. 4, p. 37-52, 1994.
DECHERNATONY, L.; MACDONALD, M. Creating Brands Oxford: Butterworth-Heinemann, 1992.
DESHPANDÉ, R.; FARLEY, J. U.; WEBSTER, F. E. JR. Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis. Journal of Marketing, v. 57, n. 1, p. 23-27, 1993.
DESHPANDÉ, R.; WEBSTER, F. E., JR. Organizational culture and marketing: defining the research agenda. Journal of Marketing, v. 53, n. 1, p. 3-15, 1989.
DICK, A. S.; BASU K. Customer loyalty: towards an integrated conceptual framework. Journal of the Academy of Marketing Science, v. 22, n. 2, p. 99-113, 1994.
DIERICKX I.; COOL K. Asset stock accumulation and sustainability of competitive advantage. Management Science, v. 35, p. 1504-1551, 1989.
DILLON, W. R., MADDEN, T. J.; FIRTLE, N. H. Marketing Research in a Marketing Environment St. Louis: Times Mirror, 1994.
FAHY, J.; HOOLEY, G.; COX, T.; BERACS, J.; FONFARA, K.; SNOJ, B. The development and impact of marketing capabilities in central Europe. Journal of International Business Studies, v. 31, n. 1, p. 63-81, 2000.
FAHY, J.; HOOLEY, G. Sustainable competitive advantage in electronic business: towards a contingency perspective on the resource-based view. Journal of Strategic Marketing, v. 10, n. 4, p. 241253, 2002.
GARVER, M. S.; MENTZER, J. T. Logistics research methods: employing structural equation modeling to test for construct validity. Journal of Business Logistics, v. 20, n. 1, p. 33-57, 1999.
GRAY, B. J.; HOOLEY, G. Market orientation and service firm performance: a research agenda. European Journal of Marketing, v. 36, n. 9/10, p. 980-988, 2002.
HAIR, J. F., JR.; ANDERSON, R. E.; TATHAM, R. L.; BLACK, W. C. Multivariate Data Analysis 5. Ed. New Jersey: Prentice Hall, 1998.
HAMMER, M.; CHAMPY, J. Re-engineering the corporation: a manifesto for business revolution New York: Harper Business, 1993.
HAN, J. K.; KIM, N.; SRIVASTAVA, R. K. Market orientation and organizational performance: is innovation a missing link? Journal of Marketing, v. 62, n. 4, p. 30-45, 1998.
HOMBURG, C.; WORKMAN, J. P.; KROHMER, H. Marketing's influence within the firm. Journal of Marketing, v. 63, n. 2, p. 1-17, 1999.
HOOLEY, G. et al. Marketing capabilities and firm performance: a hierarchical model. Journal of Market - Focused Management, v. 4, n. 3, p. 259-274, 1999.
HOOLEY, G. J.; GREENLEY, G. E., CADOGAN, J. W.; FAHY, J. The performance impact of marketing resources. Journal of Business Research, v. 58, n. 1, p. 18-36, 2005.
HOOLEY, G.; COX, T. Market orientation in the transition economies of central Europe: tests of the narver and slater. Journal of Business Research, v. 50, n. 3, p. 273-287, 2000.
HOOLEY, G.; FAHY, J.; GREENLEY, G.; BERACS, J.; FONFARA, K.; SNOJ, B. Market orientation in the service sector of the transition economies of central Europe. European Journal of Marketing, v. 37, n. 1/2, p. 86-116, 2003.
HOOLEY, G.; GREENLEY, G.; FAHY, J.; CADOGAN, J. Market-focused resources, competitive positioning and firm performance. Journal of Marketing Management, v. 17, n. 5/6, p. 503520, 2001.
HOYLE, R. H (Ed.). Structural Equation Modeling: Concepts, Issues, and Applications. London: Sage, 1995.
HUNT, S. D.; MORGAN, R. M. The comparative advantage theory of competition. Journal of Marketing, v. 59, n. 2, p. 1-15, 1995.
HUNT, S. D.; MORGAN, R. M. The resource-advantage theory of competition: dynamics, path dependencies, and evolutionary dimensions. Journal of Marketing, v. 60, n. 2, p. 107-114, 1996.
HURLEY, R. F.; HULT, G. T. M. Innovation, market orientation, and organizational learning: an integration and empirical examination. Journal of Marketing, v. 62, n. 3, p. 42-54, 1998.
HUSELID, M. A. The impact of human resource management practices on turnover, productivity and corporate financial performance. Academy of Management Journal, v. 38, p. 635-672, 1995.
JAWORSKI, B. J.; KOHLI, A. K. Market orientation: antecedents and consequences. Journal of Marketing, v. 57, p. 53-71, 1993.
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.
KOTTER, J. P. What leaders really do. Harvard Business Review, v. 79, n. 11, p. 85-96, 2001.
LAFFERTY, B. A.; HULT T. M. A synthesis of contemporary market orientation perspectives. European Journal of Marketing, v. 35, n. 1/2, p. 92109, 2001.
LIPPMAN S. A.; RUMELT R. P. Uncertain inimitability: an analysis of interfirm differences in efficiency under competition. Bell Journal of Economics, v. 13, p. 418-453, 1982.
LOGUE, D. E. (Ed.). Handbook of Modern Finance Boston: Warren, Gorham, Lamont, 1994.
MAHONEY, J. T. The management of resources and the resource of management. Journal of Business Research, v. 33, n. 2, p. 91-101, 1995.
MAVONDO, F. T.; CHIMHANZI, J.; STEWART, J. Learning orientation and marketing orientation: relationship with innovation, human resource practices and performance. European Journal of Marketing, v. 39, n. 11/12, p. 1235-1263, 2005.
MOORE, G. A. Chrosisng the Chasm New York: Harper Collins, 1991.
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.
PATTERSON M. G.; WEST, M. A.; LAWTHORN, R.; NICKELLS, S. Impact of people management practices on business performance. london: institute for personnel and development, Issues in People Management, n. 22, 1997.
PELHAM, A. M. HOMBURG, C.; PFLESSER, C. A multiple-layer model of market-oriented organizational culture: Measurement issues and performance outcomes. Journal of Marketing Research, v. 37, n. 4, p. 448463, 2000.
PERIN; M. G.; SAMPAIO, C. H. O papel da inovação na relação entre a orientação para o mercado e a performance empresarial. In: ENCONTRO DE MARKETING DA ANPAD, 2006, Rio de Janeiro. Anais. Rio de Janeiro: ANPAD, 2006.
REED, R.; DEFILLIPPI, R. J. Causal ambiguity, barriers to imitation and sustainable competitive advantage. Academy of Management Review, v. 15, n. 1, p. 88-102, 1990.
REICHELD, F. The Loyalty Effect: the Hidden Force behind Growth, Profits, and Lasting Value. Boston: Harvard Business School Press, 1996.
RICH, G. A.; BOMMER, W. H.; MACKENZIE, S. B.; PODSAKOFF, P. M.; JOHNSON, J. L. Apples and apples or apples and oranges? A meta-analysis of objective and subjective measures of salesperson performance. Journal of Personal Selling & Sales Management, v. 19, n. 4, p. 41-52, 1999.
SIGUAW, J. A.; BROWN, G.; WIDING, R. E. The influence of the market orientation of the firm on sales force behavior and attitudes. Journal of Marketing Research, v. 31, p. 106-116, 1994.
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, 2004.
SLATER, S. F.; NARVER, J. C. Market orientation and the learning organization. Journal of Marketing, v. 59, n. 3, p. 63-74, 1995.
SRIVASTAVA, R. K.; SHERVANI, T. A.; FAHEY, L. Market-based assets and shareholder value: a framework for analysis. Journal of Marketing, v. 62, n. 1, p. 2-18, 1998.
STEENKAMP, J.-B. E. M.; BAUMGARTNER, H. On the use of structural equation models for Marketing modeling. International Journal of Research in Marketing, v. 17, n. 2/3, p. 195-202, 2000.
UNCLES, M. Market orientation. Australian Journal of Management, v. 25, n. 2, p. 01-09, 2000.
VENKATRAMAN, N.; PRESCOTT, J. E. The market share-profitability relationship: testing temporal stability across business cycles. Journal of Management, v. 16 n. 12, p. 783-806, 1990.
VENKATRAMAN, N.; RAMANUJAM, V. Measurement of business performance in strategy research: a comparison of approaches. Academy of Management Review, v. 11, n. 4, p. 801-814, 1986.
YOUNDT, M. A.; SNELL, S. A.; DEAN, J. W.; LEPAK, D. P. Human Resource Management, manufacturing strategy and firm performance. Academy of Management Journal, v. 39, p. 836-866, 1996.

Datas de Publicação

Publicação nesta coleção
03 Fev 2011
Data do Fascículo
Dez 2007

Histórico

Aceito
20 Ago 2007
Recebido
04 Maio 2007

This work is licensed under a Creative Commons Attribution 4.0 International License.

[1] AMIT, R. SCHOEMAKER, P. J. H. Strategic assets and organizacional rent. Strategic Management Journal, v. 14, n. 1, p. 33-46, 1993.

[2] ANDERSON, E. W.; FORNELL, C.; LEHMANN, D. R. Customer satisfaction, market share, and profitability: findings from Sweden. Journal of Marketing, v. 58, 1994.

[3] ANDERSON, E. W.; SULLIVAN; M. W. The antecedents and consequences of customer satisfaction for firms. Marketing Science, v. 12, n. 2, p. 125143, 1993.

[4] ATUAHENE-GIMA, K. An exploratory analysis of the impact of market orientation on new product performance: a contingency approach. Journal of Product Innovation Management, v. 12, n. 4, p. 275-294, 1995.

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

[6] BAGOZZI, R P.; EDWARDS, J. R. A general approach for representing constructs in organizational research. Organizational Research Methods, v. 1, n. 1, p.45-87, 1998.

[7] 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.

[8] BAKER, W. E.; SINKULA, J. M. The synergetic effect of market orientation and learning orientation on organizational performance. Journal of the Academy of Marketing Science, v. 27, n. 4, p. 411-27, 1999a.

[9] BAKER, W. E.; SINKULA, J. M. Learning orientation, market orientation, and innovation: integrating and extending models of organizational performance. Journal of Market-Focused Management, v. 4, n. 4, p. 295-308, 1999b.

[10] BARNEY, J. B. Firm resources and sustained competitive advantage. Journal of Management, v.17, n. 1, p. 99-120, 1991.

[11] BHARDWAJ; S. G.; VARADARAJAN; P. R.; FAHY, J. Sustainable competitive advantage in service industries: a conceptual model and research propositions. Journal of Marketing, v. 57, p. 83-99, 1993.

[12] BOWEN, D. E.; LAWLER, E. E. The empowerment of service workers: what, why, how and when. Sloan Management Review, v. 33, n. 3, p. 3139, 1992.

[13] CHURCHILL, G. A, J. Marketing Research: Methodological Foundations Orlando: The Dryden Press, 1999.

[14] COLLIS, D. J.; MONTGOMERY, C. A. Competing on resources: strategy in the 1990s. Harvard Business Review, v. 73, n. 4, p. 118-128, 1995.

[15] D'ARCIMOLES, C. H.. Human resource policies and company performance: a quantitative approach using longitudinal data. Organization Studies, v. 18, p. 857-874, 1995.

[16] DAY, G. S. The capabilities of market-driven organizations. Journal of Marketing, v. 58, n. 4, p. 37-52, 1994.

[17] DECHERNATONY, L.; MACDONALD, M. Creating Brands Oxford: Butterworth-Heinemann, 1992.

[18] DESHPANDÉ, R.; FARLEY, J. U.; WEBSTER, F. E. JR. Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis. Journal of Marketing, v. 57, n. 1, p. 23-27, 1993.

[19] DESHPANDÉ, R.; WEBSTER, F. E., JR. Organizational culture and marketing: defining the research agenda. Journal of Marketing, v. 53, n. 1, p. 3-15, 1989.

[20] DICK, A. S.; BASU K. Customer loyalty: towards an integrated conceptual framework. Journal of the Academy of Marketing Science, v. 22, n. 2, p. 99-113, 1994.

[21] DIERICKX I.; COOL K. Asset stock accumulation and sustainability of competitive advantage. Management Science, v. 35, p. 1504-1551, 1989.

[22] DILLON, W. R., MADDEN, T. J.; FIRTLE, N. H. Marketing Research in a Marketing Environment St. Louis: Times Mirror, 1994.

[23] FAHY, J.; HOOLEY, G.; COX, T.; BERACS, J.; FONFARA, K.; SNOJ, B. The development and impact of marketing capabilities in central Europe. Journal of International Business Studies, v. 31, n. 1, p. 63-81, 2000.

[24] FAHY, J.; HOOLEY, G. Sustainable competitive advantage in electronic business: towards a contingency perspective on the resource-based view. Journal of Strategic Marketing, v. 10, n. 4, p. 241253, 2002.

[25] GARVER, M. S.; MENTZER, J. T. Logistics research methods: employing structural equation modeling to test for construct validity. Journal of Business Logistics, v. 20, n. 1, p. 33-57, 1999.

[26] GRAY, B. J.; HOOLEY, G. Market orientation and service firm performance: a research agenda. European Journal of Marketing, v. 36, n. 9/10, p. 980-988, 2002.

[27] HAIR, J. F., JR.; ANDERSON, R. E.; TATHAM, R. L.; BLACK, W. C. Multivariate Data Analysis 5. Ed. New Jersey: Prentice Hall, 1998.

[28] HAMMER, M.; CHAMPY, J. Re-engineering the corporation: a manifesto for business revolution New York: Harper Business, 1993.

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

[30] HOMBURG, C.; WORKMAN, J. P.; KROHMER, H. Marketing's influence within the firm. Journal of Marketing, v. 63, n. 2, p. 1-17, 1999.

[31] HOOLEY, G. et al. Marketing capabilities and firm performance: a hierarchical model. Journal of Market - Focused Management, v. 4, n. 3, p. 259-274, 1999.

[32] HOOLEY, G. J.; GREENLEY, G. E., CADOGAN, J. W.; FAHY, J. The performance impact of marketing resources. Journal of Business Research, v. 58, n. 1, p. 18-36, 2005.

[33] HOOLEY, G.; COX, T. Market orientation in the transition economies of central Europe: tests of the narver and slater. Journal of Business Research, v. 50, n. 3, p. 273-287, 2000.

[34] HOOLEY, G.; FAHY, J.; GREENLEY, G.; BERACS, J.; FONFARA, K.; SNOJ, B. Market orientation in the service sector of the transition economies of central Europe. European Journal of Marketing, v. 37, n. 1/2, p. 86-116, 2003.

[35] HOOLEY, G.; GREENLEY, G.; FAHY, J.; CADOGAN, J. Market-focused resources, competitive positioning and firm performance. Journal of Marketing Management, v. 17, n. 5/6, p. 503520, 2001.

[36] HOYLE, R. H (Ed.). Structural Equation Modeling: Concepts, Issues, and Applications. London: Sage, 1995.

[37] HUNT, S. D.; MORGAN, R. M. The comparative advantage theory of competition. Journal of Marketing, v. 59, n. 2, p. 1-15, 1995.

[38] HUNT, S. D.; MORGAN, R. M. The resource-advantage theory of competition: dynamics, path dependencies, and evolutionary dimensions. Journal of Marketing, v. 60, n. 2, p. 107-114, 1996.

[39] HURLEY, R. F.; HULT, G. T. M. Innovation, market orientation, and organizational learning: an integration and empirical examination. Journal of Marketing, v. 62, n. 3, p. 42-54, 1998.

[40] HUSELID, M. A. The impact of human resource management practices on turnover, productivity and corporate financial performance. Academy of Management Journal, v. 38, p. 635-672, 1995.

[41] JAWORSKI, B. J.; KOHLI, A. K. Market orientation: antecedents and consequences. Journal of Marketing, v. 57, p. 53-71, 1993.

[42] 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.

[43] KOTTER, J. P. What leaders really do. Harvard Business Review, v. 79, n. 11, p. 85-96, 2001.

[44] LAFFERTY, B. A.; HULT T. M. A synthesis of contemporary market orientation perspectives. European Journal of Marketing, v. 35, n. 1/2, p. 92109, 2001.

[45] LIPPMAN S. A.; RUMELT R. P. Uncertain inimitability: an analysis of interfirm differences in efficiency under competition. Bell Journal of Economics, v. 13, p. 418-453, 1982.

[46] LOGUE, D. E. (Ed.). Handbook of Modern Finance Boston: Warren, Gorham, Lamont, 1994.

[47] MAHONEY, J. T. The management of resources and the resource of management. Journal of Business Research, v. 33, n. 2, p. 91-101, 1995.

[48] MAVONDO, F. T.; CHIMHANZI, J.; STEWART, J. Learning orientation and marketing orientation: relationship with innovation, human resource practices and performance. European Journal of Marketing, v. 39, n. 11/12, p. 1235-1263, 2005.

[49] MOORE, G. A. Chrosisng the Chasm New York: Harper Collins, 1991.

[50] 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.

[51] PATTERSON M. G.; WEST, M. A.; LAWTHORN, R.; NICKELLS, S. Impact of people management practices on business performance. london: institute for personnel and development, Issues in People Management, n. 22, 1997.

[52] PELHAM, A. M. HOMBURG, C.; PFLESSER, C. A multiple-layer model of market-oriented organizational culture: Measurement issues and performance outcomes. Journal of Marketing Research, v. 37, n. 4, p. 448463, 2000.

[53] PERIN; M. G.; SAMPAIO, C. H. O papel da inovação na relação entre a orientação para o mercado e a performance empresarial. In: ENCONTRO DE MARKETING DA ANPAD, 2006, Rio de Janeiro. Anais. Rio de Janeiro: ANPAD, 2006.

[54] REED, R.; DEFILLIPPI, R. J. Causal ambiguity, barriers to imitation and sustainable competitive advantage. Academy of Management Review, v. 15, n. 1, p. 88-102, 1990.

[55] REICHELD, F. The Loyalty Effect: the Hidden Force behind Growth, Profits, and Lasting Value. Boston: Harvard Business School Press, 1996.

[56] RICH, G. A.; BOMMER, W. H.; MACKENZIE, S. B.; PODSAKOFF, P. M.; JOHNSON, J. L. Apples and apples or apples and oranges? A meta-analysis of objective and subjective measures of salesperson performance. Journal of Personal Selling & Sales Management, v. 19, n. 4, p. 41-52, 1999.

[57] SIGUAW, J. A.; BROWN, G.; WIDING, R. E. The influence of the market orientation of the firm on sales force behavior and attitudes. Journal of Marketing Research, v. 31, p. 106-116, 1994.

[58] 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, 2004.

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

[60] SRIVASTAVA, R. K.; SHERVANI, T. A.; FAHEY, L. Market-based assets and shareholder value: a framework for analysis. Journal of Marketing, v. 62, n. 1, p. 2-18, 1998.

[61] STEENKAMP, J.-B. E. M.; BAUMGARTNER, H. On the use of structural equation models for Marketing modeling. International Journal of Research in Marketing, v. 17, n. 2/3, p. 195-202, 2000.

[62] UNCLES, M. Market orientation. Australian Journal of Management, v. 25, n. 2, p. 01-09, 2000.

[63] VENKATRAMAN, N.; PRESCOTT, J. E. The market share-profitability relationship: testing temporal stability across business cycles. Journal of Management, v. 16 n. 12, p. 783-806, 1990.

[64] VENKATRAMAN, N.; RAMANUJAM, V. Measurement of business performance in strategy research: a comparison of approaches. Academy of Management Review, v. 11, n. 4, p. 801-814, 1986.

[65] YOUNDT, M. A.; SNELL, S. A.; DEAN, J. W.; LEPAK, D. P. Human Resource Management, manufacturing strategy and firm performance. Academy of Management Journal, v. 39, p. 836-866, 1996.