Orientação para o mercado externo: o refinamento de uma escala de mensuração

Lapuente Garrido, Ivan

doi:10.1590/S0034-75902007000400010

Resumos

O presente estudo consiste em um survey exploratório de corte transversal único, realizado com 617 empresas exportadoras brasileiras, desenvolvido com o objetivo de validar, no Brasil, uma escala de orientação para o mercado externo. Utilizou-se a modelagem de equações estruturais como base para a análise estatística dos dados coletados. Duas escalas de mensuração de orientação para o mercado serviram de referência para o estudo - a escala de orientação para o mercado externo de Cadogan, Diamantopoulos e Mortanges (1999) e a escala de orientação para o mercado de Matsuno, Mentzer e Rentz (2000b). A escala resultante - um modelo híbrido, unindo indicadores das duas escalas citadas, mas principalmente alicerçada sobre o modelo de Cadogan et al. (1999) - demonstrou resultados confiáveis e apresenta-se como um modelo válido para mensurar o grau de orientação para o mercado externo das organizações exportadoras brasileiras.

Orientação para o mercado; orientação para o mercado externo; internacionalização; ambiente internacional; marketing internacional

The present study is an exploratory survey of a transversal cut, carried through with 617 Brazilian exporting companies, developed with the objective to validate, in Brazil, a scale of export market orientation. Structural equation modeling was used as the base for the statistical analysis statistics of the collected data. Two scales of measuring of market orientation had served of reference for the study - the scale of export market orientation developed by Cadogan, Diamantopoulos, and Mortanges (1999) and the scale of market orientation created by Matsuno, Mentzer, and Rentz (2000b). The resulting scale - a hybrid model, joining indicators of the two scales mentioned, but mainly based on the model by Cadogan et al. (1999) - demonstrated trustworthy results and is presented as a valid model to measure the degree of orientation for the external market of Brazilian exporting organizations.

Market orientation; export market orientation; internationalization; international environment; international marketing

ARTIGOS

Orientação para o mercado externo: o refinamento de uma escala de mensuração

Ivan Lapuente Garrido

UNISINOS

RESUMO

O presente estudo consiste em um survey exploratório de corte transversal único, realizado com 617 empresas exportadoras brasileiras, desenvolvido com o objetivo de validar, no Brasil, uma escala de orientação para o mercado externo. Utilizou-se a modelagem de equações estruturais como base para a análise estatística dos dados coletados. Duas escalas de mensuração de orientação para o mercado serviram de referência para o estudo a escala de orientação para o mercado externo de Cadogan, Diamantopoulos e Mortanges (1999) e a escala de orientação para o mercado de Matsuno, Mentzer e Rentz (2000b). A escala resultante um modelo híbrido, unindo indicadores das duas escalas citadas, mas principalmente alicerçada sobre o modelo de Cadogan et al. (1999) demonstrou resultados confiáveis e apresenta-se como um modelo válido para mensurar o grau de orientação para o mercado externo das organizações exportadoras brasileiras.

Palavras-chave: Orientação para o mercado, orientação para o mercado externo, internacionalização, ambiente internacional, marketing internacional.

ABSTRACT

The present study is an exploratory survey of a transversal cut, carried through with 617 Brazilian exporting companies, developed with the objective to validate, in Brazil, a scale of export market orientation. Structural equation modeling was used as the base for the statistical analysis statistics of the collected data. Two scales of measuring of market orientation had served of reference for the study the scale of export market orientation developed by Cadogan, Diamantopoulos, and Mortanges (1999) and the scale of market orientation created by Matsuno, Mentzer, and Rentz (2000b). The resulting scale a hybrid model, joining indicators of the two scales mentioned, but mainly based on the model by Cadogan et al. (1999) demonstrated trustworthy results and is presented as a valid model to measure the degree of orientation for the external market of Brazilian exporting organizations.

Keywords: Market orientation, export market orientation, internationalization, international environment, international marketing.

Texto completo disponível apenas em PDF.

Full text available only in PDF format.

Artigo recebido em 04.05.2007.

Aprovado em 20.08.2007.

Ivan Lapuente Garrido

Doutor em Administração de Empresas pela Universidade Federal do Rio Grande do Sul. Interesses de pesquisa nas áreas de internacionalização de empresas, marketing internacional e estratégias competitivas internacionais. E-mail: igarrido@unisinos.br Endereço: Rua Luiz Ebling, 205-06, São Leopoldo RS, 93042-640.

AKYOL, A.; AKEHURST, G. An investigation of export performance variations related to corporate export market orientation. European business Review, v. 15, n. 1, p. 5-19, 2003.
BAGOZZI, R. P. Evaluating structural equations models with unobservable variables and measurement error: a comment. Journal of Marketing Research, p. 375-381, 1981.
BAGOZZI, R. P. Structural equations models in marketing research: basic principles. In: BAGOZZI, R. P. Principles of Marketing Research Cambridge: Blackwell, p. 317-385, 1994.
CADOGAN, J. W.; DIAMANTOPOULOS, A. Narver and Slater, Kohli and Jaworski and the market orientation construct: integration and internalization. Journal of Strategic Marketing, v. 3. p. 41-60, 1995.
CADOGAN, J. W.; DIAMANTOPOULOS, A.; MORTANGES, C. P. A measure of export market orientation: scale development and cross-cultural validation. Journal of International Business Studies, v. 30, n. 4, p. 689707, 1999.
CADOGAN, J. W.; DIAMANTOPOULOS, A.; SIGUAW, J. A. Export market-oriented activities: their antecedents and performance consequences. Journal of International Business Studies, v. 33, n. 3, p. 615-626, 2002.
CONFEDERAÇÃO NACIONAL DA INDÚSTRIA. Disponível em: http:// www.brazilexport4.com Acesso em: out. 2005.
» link
DIAMANTOPOULOS, A.; CADOGAN, J. W. Internationalizing the market orientation construct: an in-depth interview approach. Journal of Strategic Marketing, v. 4, p. 23-52, 1996.
DIAMANTOPOULOS, A.; SOUCHON, A. L. A conceptual framework of export market information use: key issues and research propositions. Journal of International Marketing, v. 4, n. 3, p. 49-71, 1996.
FARREL, M. A. Developing a market-oriented learning organization. Australian Journal of Management, v. 25, n. 2, p. 201-222, 2000.
FORNELL, C.; LARCKER, D. Evaluating structural equation models with unobservable variables with measurement error. Journal of Marketing Research, v. 18, n. 3, p. 39-50, Fev. 1981.
GARRIDO, I. L.; LARENTIS, F.; SLONGO, L. A. Validation of a scale to measure export market orientation in Brazilian export companies BALAS Annual Conference. Lima: 2006.
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.
HAIR JR., J. F.; ANDERSON, R. E.; TATHAM, R. L.; BLACK, W. C. Análise multivariada de dados 5Ş Ed. Porto Alegre: Bookmann, 2005.
KLINE, R. B. Principle and Practice of Structural Equation Modeling New York: The Guilford Press. 1998.
KOHLI, A. K.; JAWORSKI, B. J; KUMAR, A. MARKOR: A measure of market orientation. Journal of Marketing Research, v. 30, n. 4, p. 467-477, 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.
LUKAS, B. A.; FERREL, O. C. The effect of market orientation on product innovation. Academy of Marketing Science Journal, v. 28, n. 2, p. 239-247, 2000.
MACERA, A. P.; URDAN, A. T. Orientação para o mercado externo: teste de um modelo no Brasil e sua aplicação a uma amostra de empresas exportadoras brasileiras. Revista de Administração Contemporânea, v. 8, n. 2, p. 95-115, abr./jun. 2004.
MALHOTRA, N. K. Pesquisa de Marketing: uma orientação aplicada. 3Ş Ed. Porto Alegre: Bookman, 2004.
MATSUNO, K.; MENTZER, J. T.; RENTZ, J. O. A refinement and validation of the Markor scale. Journal of the Academy of Marketing Science, v. 28, n. 4, p. 527-539, 2000a.
MATSUNO, K.; MENTZER, J. T.; RENTZ, J. O. The effects of strategy type on the market orientation-performance relationship. Journal of Marketing. v. 64, n. 4, p. 1-16, 2000b.
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.
ZOU, S.; TAYLOR, C. R.; OSLAND, G. E. The Experf scale: a cross-national generalized export performance measure. Journal of International Marketing, v. 6, n. 3, p. 10, 1998.

Datas de Publicação

Publicação nesta coleção
03 Fev 2011
Data do Fascículo
Dez 2007

Histórico

Recebido
04 Maio 2007
Aceito
20 Ago 2007

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

[1] AKYOL, A.; AKEHURST, G. An investigation of export performance variations related to corporate export market orientation. European business Review, v. 15, n. 1, p. 5-19, 2003.

[2] BAGOZZI, R. P. Evaluating structural equations models with unobservable variables and measurement error: a comment. Journal of Marketing Research, p. 375-381, 1981.

[3] BAGOZZI, R. P. Structural equations models in marketing research: basic principles. In: BAGOZZI, R. P. Principles of Marketing Research Cambridge: Blackwell, p. 317-385, 1994.

[4] CADOGAN, J. W.; DIAMANTOPOULOS, A. Narver and Slater, Kohli and Jaworski and the market orientation construct: integration and internalization. Journal of Strategic Marketing, v. 3. p. 41-60, 1995.

[5] CADOGAN, J. W.; DIAMANTOPOULOS, A.; MORTANGES, C. P. A measure of export market orientation: scale development and cross-cultural validation. Journal of International Business Studies, v. 30, n. 4, p. 689707, 1999.

[6] CADOGAN, J. W.; DIAMANTOPOULOS, A.; SIGUAW, J. A. Export market-oriented activities: their antecedents and performance consequences. Journal of International Business Studies, v. 33, n. 3, p. 615-626, 2002.

[7] CONFEDERAÇÃO NACIONAL DA INDÚSTRIA. Disponível em: http:// www.brazilexport4.com Acesso em: out. 2005.
» link

[8] DIAMANTOPOULOS, A.; CADOGAN, J. W. Internationalizing the market orientation construct: an in-depth interview approach. Journal of Strategic Marketing, v. 4, p. 23-52, 1996.

[9] DIAMANTOPOULOS, A.; SOUCHON, A. L. A conceptual framework of export market information use: key issues and research propositions. Journal of International Marketing, v. 4, n. 3, p. 49-71, 1996.

[10] FARREL, M. A. Developing a market-oriented learning organization. Australian Journal of Management, v. 25, n. 2, p. 201-222, 2000.

[11] FORNELL, C.; LARCKER, D. Evaluating structural equation models with unobservable variables with measurement error. Journal of Marketing Research, v. 18, n. 3, p. 39-50, Fev. 1981.

[12] GARRIDO, I. L.; LARENTIS, F.; SLONGO, L. A. Validation of a scale to measure export market orientation in Brazilian export companies BALAS Annual Conference. Lima: 2006.

[13] 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.

[14] HAIR JR., J. F.; ANDERSON, R. E.; TATHAM, R. L.; BLACK, W. C. Análise multivariada de dados 5Ş Ed. Porto Alegre: Bookmann, 2005.

[15] KLINE, R. B. Principle and Practice of Structural Equation Modeling New York: The Guilford Press. 1998.

[16] KOHLI, A. K.; JAWORSKI, B. J; KUMAR, A. MARKOR: A measure of market orientation. Journal of Marketing Research, v. 30, n. 4, p. 467-477, 1993.

[17] 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.

[18] LUKAS, B. A.; FERREL, O. C. The effect of market orientation on product innovation. Academy of Marketing Science Journal, v. 28, n. 2, p. 239-247, 2000.

[19] MACERA, A. P.; URDAN, A. T. Orientação para o mercado externo: teste de um modelo no Brasil e sua aplicação a uma amostra de empresas exportadoras brasileiras. Revista de Administração Contemporânea, v. 8, n. 2, p. 95-115, abr./jun. 2004.

[20] MALHOTRA, N. K. Pesquisa de Marketing: uma orientação aplicada. 3Ş Ed. Porto Alegre: Bookman, 2004.

[21] MATSUNO, K.; MENTZER, J. T.; RENTZ, J. O. A refinement and validation of the Markor scale. Journal of the Academy of Marketing Science, v. 28, n. 4, p. 527-539, 2000a.

[22] MATSUNO, K.; MENTZER, J. T.; RENTZ, J. O. The effects of strategy type on the market orientation-performance relationship. Journal of Marketing. v. 64, n. 4, p. 1-16, 2000b.

[23] 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.

[24] ZOU, S.; TAYLOR, C. R.; OSLAND, G. E. The Experf scale: a cross-national generalized export performance measure. Journal of International Marketing, v. 6, n. 3, p. 10, 1998.