Orientação empreendedora e competências de marketing no desempenho organizacional: um estudo em empresas de base tecnológica

Mello, Sérgio Carvalho Benício de; Paiva Júnior, Fernando Gomes de; Souza Neto, Arcanjo Ferreira de; Lubi, Luiz Henrique Olsen

doi:10.1590/S1984-92302006000100010

Resumos

Arelação entre orientação empreendedora, competências diferenciadas de marketing e desempenho organizacional é aqui analisada tendo como objeto as empresas que atuam no setor de base tecnológica da Região Metropolitana do Recife (RMR), cenário reconhecido pela geração de empreendimentos de serviços com tecnologias avançadas. Foi realizado um levantamento exploratório dentre 59 empresas, classificadas por porte e maturidade. Uma forte orientação empreendedora e a maturidade dessas empresas estão positivamente associadas a índices superiores de inovação, proatividade e assunção de risco, além de implicarem em elevados níveis de competência em marketing. Esses fatores revelam-se produtores de incremento de desempenho organizacional. Recomenda-se o desenvolvimento de programas de incentivo e de capacitação que auxiliem a potencializar, de forma diferenciada, as expertises peculiares à vocação e aos interesses estratégicos dos dirigentes, e a aperfeiçoar a maturidade empreendedora vigente em empresas que atuam em setores de alta tecnologia.

The relationship between entrepreneurial orientation, distinctive marketing competences and organizational performance is here analyzed through technology based companies which act in Metropolitan Region of Recife (RMR). This context is recognized as a new technology services venture creation scenario. An exploratory survey was undertaken amongst 59 companies, classified by size and maturity. A strong entrepreneurial orientation and business maturity are positively associated with superior innovation, proactivity and risk-taking scores. Besides, high levels of marketing competences where also identified. These factors are organizational performance enhancers. The development of human capacities and incentive programs that support peculiar vocational expertise related to executive’s strategic interests, as well as the betterment of entrepreneurial maturity on such companies is recommended.

ARTIGO

Orientação empreendedora e competências de marketing no desempenho organizacional: um estudo em empresas de base tecnológica¹ 1 Os autores agradecem ao CNPq Conselho Nacional de Desenvolvimento Científico e Tecnológico, por seu apoio na realização desta pesquisa.

Sérgio Carvalho Benício de Mello^I, Fernando Gomes de Paiva Júnior^I, Arcanjo Ferreira de Souza NetoII, Luiz Henrique Olsen Lubi^III

^IProf. UFPE

^IIMestrando em Administração/UFPE

^IIIPesquisador MTN/PROPAD/UFPE

RESUMO

Arelação entre orientação empreendedora, competências diferenciadas de marketing e desempenho organizacional é aqui analisada tendo como objeto as empresas que atuam no setor de base tecnológica da Região Metropolitana do Recife (RMR), cenário reconhecido pela geração de empreendimentos de serviços com tecnologias avançadas. Foi realizado um levantamento exploratório dentre 59 empresas, classificadas por porte e maturidade. Uma forte orientação empreendedora e a maturidade dessas empresas estão positivamente associadas a índices superiores de inovação, proatividade e assunção de risco, além de implicarem em elevados níveis de competência em marketing. Esses fatores revelam-se produtores de incremento de desempenho organizacional. Recomenda-se o desenvolvimento de programas de incentivo e de capacitação que auxiliem a potencializar, de forma diferenciada, as expertises peculiares à vocação e aos interesses estratégicos dos dirigentes, e a aperfeiçoar a maturidade empreendedora vigente em empresas que atuam em setores de alta tecnologia.

ABSTRACT

The relationship between entrepreneurial orientation, distinctive marketing competences and organizational performance is here analyzed through technology based companies which act in Metropolitan Region of Recife (RMR). This context is recognized as a new technology services venture creation scenario. An exploratory survey was undertaken amongst 59 companies, classified by size and maturity. A strong entrepreneurial orientation and business maturity are positively associated with superior innovation, proactivity and risk-taking scores. Besides, high levels of marketing competences where also identified. These factors are organizational performance enhancers. The development of human capacities and incentive programs that support peculiar vocational expertise related to executives strategic interests, as well as the betterment of entrepreneurial maturity on such companies is recommended.

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ANDREASSI, T. Relationship between expenditures in technological innovation: a study in brazilian companies. Anais San Diego: BALAS Annual Conference, 2001.
BABBIE, E. Métodos de pesquisa de survey Belo Horizonte: UFMG, 2003.
BIRCH, D. The job generation process: MIT program on neighborhood and regional change Cambridge, MA: MIT Press, 1979.
BIRD, B. J. Entrepreneurial behavior Glenview, Ill: Scott, Foresman and Company, 1989.
CHILD, J. Organization structure, environment, and performance: the role of strategic choice. Sociology v. 6, p. 1-22, 1972
CHURCHILL Jr., G. A. Marketing research: methodological foundations 6.ed. Orlando: The Dryden Press, 1995.
COLLINS, O.; MOORE, D. The organizational makers New York: Appleton-Century-Crofts, 1970.
COLLINS, D. J., MONTGOMERY, C. A. Competing on resources: strategy in the 1990s. Harvard Business Review v. 73, n. 4, p. 118-128, 1995.
CONANT, J. S.; MOKWA, M. P.; VARADARAJAN, P. R. Strategic types, distinctive marketing competencies and organizational performance: a multiple measuresbased study. Strategic Management Journal New York: v. 11, p. 365-383, 1990.
COOPER, D. R.; SCHINDLER, P. S. Métodos de pesquisa em administraçăo 7.ed. Porto Alegre: Bookman, 2003.
COVIN, J. G.; SLEVIN, D. P. Strategic management of small firms in hostile and benign environments. Strategic Management Journal n. 10, p. 75-87, 1989.
COVIN, J.; SLEVIN, D. New venture strategic posture, structure and performance: an industry life cycle analysis. Journal of Business Venturing v. 5, p. 123-35, 1990.
COVIN, J.; SLEVIN, D. A conceptual model of entrepreneurship as firm behavior. Entrepreneurship Theory and Practice n. 16, p.7-25, 1991.
DAMANPOUR, F. Organizational size and innovation. Organization Studies v. 23, n. 3, p. 375-402, 1992.
DAY, G. S. The Capabilities of Market-Driven Organizations. Journal of Retailing v. 58, p. 37-52, 1994.
DOWNS, G. W.; MOHR, L. B. Conceptual issues in the study of innovation. Administratire Science Quarterly 21: 700-714, 1976.
DOYLE, P.; WONG, V. Marketing and competitive performance: an empirical study. European Journal of Marketing v. 32, n. 5/6, p. 514-535, 1998.
DRUCKER, P. F. Inovaçăo e espírito empreendedor: prática e princípios Săo Paulo: Pioneira, 1987.
DRUCKER, P. F. Sociedade pós-capitalista Săo Paulo: Pioneira, 1999.
FILION, L. J. Diferenças entre sistemas gerenciais de empreendedores e operadores de pequenos negócios. Revista de Administraçăo de Empresas v. 39, n. 4, p.6-20, 1999.
FOXALL, G. Corporate innovation: marketing and strategy New York: St. Martin´s, 1984.
GREEN, R. T.; WHITE, P. D. Methodological considerations in cross-national consumer research. Journal of International Business Studies p. 80-88, fall/winter 1976.
GUTH, W. D.; GINSBERG, A. Guest editors introduction: corporate entrepreneurship. Strategic Management Journal v. 11, p. 5- 15, 1990
HAMBRICK, D. C. Some tests of the effectiveness and functional attributes of miles and snows strategic types. Academy of Management Journal, v. 26, n. 1, p. 5-26, 1983.
HILLS, G.; LAFORGE, R. W. Marketing and entrepreneurship Chicago: University of Illinois at Chicago, 1996.
KARAGOZOGLU, N.; BROWN, W. B. Adaptive responses by conservative and entrepreneurial firms. Journal firms. Journal of Product Innovation Management, v. 5, p. 269-281, 1988.
KILBY, P. Hunting the heffalump. In: P. Kilby (Ed.), Entrepreneurship and economic development: 1-40 New York: Free Press, 1971.
KINNEAR, T. C.; TAYLOR, J. R. Marketing research: an applied approach 5.ed. New York: McGraw-Hill, 1996.
KNIGHT, Gary. Entrepreneurship and marketing strategy: the SME under globalization. Journal of International Marketing v. 8, n. 2, p. 12-32, 2000.
LADO, A. A.; BOYD, N. G., WRIGHT, P. A competency-based model of sustainable competitive advantage: toward a conceptual integration. Journal of Management v. 18, p. 77-91, 1992.
LIEBERMAN, M.; MONTGOMERY, D. First mover advantages. Strategic Management Journal v. 9, p. 41-58, 1988.
LONG, K.; VICKERS-KOCH, M. Using core capabilities to create competitive advantage. Organizational Dynamics v. 24, n. 1, p. 6-22, 1995.
LOW, M. B.; MACMILLAN, I. C. Entrepreneurship: past research and future challenges. Journal of Management v. 14, p. 139-161, 1988.
LUMPKIN, G.; DESS, G. Clarifying the entrepreneurial orientation construct and linking it to performance. The Academy of Management Review v.21. n.1, p.135172, 1996.
LUMPKIN, G. T.; DESS, G. G. Linking two dimensions of entrepreneurial orientation to firm performance: the moderating role of environment and industry life cycle. Journal of Business Venture n. 16, p. 429-451, 2001.
MALHOTRA, N. K. Pesquisa de marketing: uma orientaçăo aplicada 3.ed. Porto Alegre: Bookman, 2001.
MATSUNO, K.; MENTZER, J. T.; OZSOMER, A. The effects on the entrepreneurial proclivityand market orientation on business performance. Journal of Marketing v. 66, n. 3, p. 18-32, jul. 2002.
McCARTHY, E.; PERREAULT, W. D. Basic marketing Homewood: Irwin, 1984.
McDANIELS, S. W.; KOLARI, J. W. Marketing strategy implications of the miles and snow´s strategic typology. Journal of Marketing, v. 51, n. 4, p. 19-90, 1987.
McGEE, J. E.; FINNEY, B. J. Competing against retailing giants: a look at the importance of distinctive marketing competencies. Journal of Business and Entrepreneurship v. 9, n. 1, p. 59-70, 1997.
MILES, M. P.; ARNOLD, D. R. The relationship between marketing orientation and entrepreneurial orientation. Entrepreneurship Theory and Practice p. 49-65, summer 1991.
MILES, R.; SNOW, C. Organizational strategy, structure and process Nova York: McGraw-Hill, 1978.
MILLER, D.; FRIESEN, P. Innovation in conservative and entrepreneurial firms: two models of strategic momentum. Strategic Management Journal v. 3, p. 1-25, 1982.
MILLER, D. The correlates of entrepreneurship in tree types of firms. Management Science n. 29. p.770-791, 1983.
MORRIS, M. H.; SCHINDEHUTTE, M.; LAFORGE, R. W. Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives. Journal of Marketing Theory and Practice v. 10, n. 4, p. 1-19, fall 2002.
NOBLE, C. H.; SINHA, R. K.; KUMAR, A. Market orientation and alternative strategic orientations: a longitudinal assessment of performance implications. Journal of Marketing Chicago, v. 66, n. 4, p. 25-40, Oct. 2002.
PETERS, T.; WATERMAN, R. In search of excellence New York: Harper & Row. 1982.
PORTER, M. Competitive Strategy New York, NY: Free Press, 1980.
SCHINDEHUTTE, M.; MORRIS, M. H.; KURATKO, D. F. Triggering events, corporate entrepreneurship and the marketing function. Journal of Marketing Theory and Practice. v. 8, n. 2; p. 18-30, spring 2000.
SCHOLLHAMMER, H. Internal corporate entrepreneurship. In: Kent, C. A., Sexton, D. L. & Vesper, K. H. (Eds.). Encyclopedia of entrepreneurship: 209-223 Englewood Cliffs, NJ: Prentice Hall. 1982.
SCHUMPETER. J. A. The theory of economic development Cambridge, MA: Harvard University Press, 1934.
SCHUMPETER, J. A. Capitalism, socialism, and democracy New York: Harper & Brothers, 1942.
SELZNICK, P. Leadership in administration, New York, NY: Harper & Row, 1957.
SOUZA, A. A.; ALBUQUERQUE, L. C. de. Management of risk on innovation projects. Anais New Orleans: BALAS Annual Conference. p.212-220, 1999.
VAN DE VEN, A.; POOLE, M. S. Explaining development and change in organizations. Academy of Management Review v. 20, p. 510-540, 1995.
VENKATRAMAN, N.; RAMANUJAM, V. Measurement of business economic performance: an examination of method convergence. Journal of Management v. 13, p. 109-122, 1987.
VERHEES, F. J. H. M.; MEULENBERG, M. T. G. Market orientation, inovativeness, product innovation, and performance in small firms. Journal of Small Business Management V. 42, n. 2; p. 134-154, Apr. 2004
ZAHRA, S. A conceptual model of entrepreneurship as firm behavior: a critique and extension. Entrepreneurship Theory and Practice v. 17, n. 4, p. 5-21, 1993.
ZAHRA, S.; COVIN, J. G. Contextual influences on the corporate entrepreneurship performance relationship: a longitudinal analysis. Journal of Business Venturing V. 10, p. 43-58, 1995.

1

Os autores agradecem ao CNPq Conselho Nacional de Desenvolvimento Científico e Tecnológico, por seu apoio na realização desta pesquisa.

Datas de Publicação

Publicação nesta coleção
24 Out 2014
Data do Fascículo
Mar 2006

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

[1] ANDREASSI, T. Relationship between expenditures in technological innovation: a study in brazilian companies. Anais San Diego: BALAS Annual Conference, 2001.

[2] BABBIE, E. Métodos de pesquisa de survey Belo Horizonte: UFMG, 2003.

[3] BIRCH, D. The job generation process: MIT program on neighborhood and regional change Cambridge, MA: MIT Press, 1979.

[4] BIRD, B. J. Entrepreneurial behavior Glenview, Ill: Scott, Foresman and Company, 1989.

[5] CHILD, J. Organization structure, environment, and performance: the role of strategic choice. Sociology v. 6, p. 1-22, 1972

[6] CHURCHILL Jr., G. A. Marketing research: methodological foundations 6.ed. Orlando: The Dryden Press, 1995.

[7] COLLINS, O.; MOORE, D. The organizational makers New York: Appleton-Century-Crofts, 1970.

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

[9] CONANT, J. S.; MOKWA, M. P.; VARADARAJAN, P. R. Strategic types, distinctive marketing competencies and organizational performance: a multiple measuresbased study. Strategic Management Journal New York: v. 11, p. 365-383, 1990.

[10] COOPER, D. R.; SCHINDLER, P. S. Métodos de pesquisa em administraçăo 7.ed. Porto Alegre: Bookman, 2003.

[11] COVIN, J. G.; SLEVIN, D. P. Strategic management of small firms in hostile and benign environments. Strategic Management Journal n. 10, p. 75-87, 1989.

[12] COVIN, J.; SLEVIN, D. New venture strategic posture, structure and performance: an industry life cycle analysis. Journal of Business Venturing v. 5, p. 123-35, 1990.

[13] COVIN, J.; SLEVIN, D. A conceptual model of entrepreneurship as firm behavior. Entrepreneurship Theory and Practice n. 16, p.7-25, 1991.

[14] DAMANPOUR, F. Organizational size and innovation. Organization Studies v. 23, n. 3, p. 375-402, 1992.

[15] DAY, G. S. The Capabilities of Market-Driven Organizations. Journal of Retailing v. 58, p. 37-52, 1994.

[16] DOWNS, G. W.; MOHR, L. B. Conceptual issues in the study of innovation. Administratire Science Quarterly 21: 700-714, 1976.

[17] DOYLE, P.; WONG, V. Marketing and competitive performance: an empirical study. European Journal of Marketing v. 32, n. 5/6, p. 514-535, 1998.

[18] DRUCKER, P. F. Inovaçăo e espírito empreendedor: prática e princípios Săo Paulo: Pioneira, 1987.

[19] DRUCKER, P. F. Sociedade pós-capitalista Săo Paulo: Pioneira, 1999.

[20] FILION, L. J. Diferenças entre sistemas gerenciais de empreendedores e operadores de pequenos negócios. Revista de Administraçăo de Empresas v. 39, n. 4, p.6-20, 1999.

[21] FOXALL, G. Corporate innovation: marketing and strategy New York: St. Martin´s, 1984.

[22] GREEN, R. T.; WHITE, P. D. Methodological considerations in cross-national consumer research. Journal of International Business Studies p. 80-88, fall/winter 1976.

[23] GUTH, W. D.; GINSBERG, A. Guest editors introduction: corporate entrepreneurship. Strategic Management Journal v. 11, p. 5- 15, 1990

[24] HAMBRICK, D. C. Some tests of the effectiveness and functional attributes of miles and snows strategic types. Academy of Management Journal, v. 26, n. 1, p. 5-26, 1983.

[25] HILLS, G.; LAFORGE, R. W. Marketing and entrepreneurship Chicago: University of Illinois at Chicago, 1996.

[26] KARAGOZOGLU, N.; BROWN, W. B. Adaptive responses by conservative and entrepreneurial firms. Journal firms. Journal of Product Innovation Management, v. 5, p. 269-281, 1988.

[27] KILBY, P. Hunting the heffalump. In: P. Kilby (Ed.), Entrepreneurship and economic development: 1-40 New York: Free Press, 1971.

[28] KINNEAR, T. C.; TAYLOR, J. R. Marketing research: an applied approach 5.ed. New York: McGraw-Hill, 1996.

[29] KNIGHT, Gary. Entrepreneurship and marketing strategy: the SME under globalization. Journal of International Marketing v. 8, n. 2, p. 12-32, 2000.

[30] LADO, A. A.; BOYD, N. G., WRIGHT, P. A competency-based model of sustainable competitive advantage: toward a conceptual integration. Journal of Management v. 18, p. 77-91, 1992.

[31] LIEBERMAN, M.; MONTGOMERY, D. First mover advantages. Strategic Management Journal v. 9, p. 41-58, 1988.

[32] LONG, K.; VICKERS-KOCH, M. Using core capabilities to create competitive advantage. Organizational Dynamics v. 24, n. 1, p. 6-22, 1995.

[33] LOW, M. B.; MACMILLAN, I. C. Entrepreneurship: past research and future challenges. Journal of Management v. 14, p. 139-161, 1988.

[34] LUMPKIN, G.; DESS, G. Clarifying the entrepreneurial orientation construct and linking it to performance. The Academy of Management Review v.21. n.1, p.135172, 1996.

[35] LUMPKIN, G. T.; DESS, G. G. Linking two dimensions of entrepreneurial orientation to firm performance: the moderating role of environment and industry life cycle. Journal of Business Venture n. 16, p. 429-451, 2001.

[36] MALHOTRA, N. K. Pesquisa de marketing: uma orientaçăo aplicada 3.ed. Porto Alegre: Bookman, 2001.

[37] MATSUNO, K.; MENTZER, J. T.; OZSOMER, A. The effects on the entrepreneurial proclivityand market orientation on business performance. Journal of Marketing v. 66, n. 3, p. 18-32, jul. 2002.

[38] McCARTHY, E.; PERREAULT, W. D. Basic marketing Homewood: Irwin, 1984.

[39] McDANIELS, S. W.; KOLARI, J. W. Marketing strategy implications of the miles and snow´s strategic typology. Journal of Marketing, v. 51, n. 4, p. 19-90, 1987.

[40] McGEE, J. E.; FINNEY, B. J. Competing against retailing giants: a look at the importance of distinctive marketing competencies. Journal of Business and Entrepreneurship v. 9, n. 1, p. 59-70, 1997.

[41] MILES, M. P.; ARNOLD, D. R. The relationship between marketing orientation and entrepreneurial orientation. Entrepreneurship Theory and Practice p. 49-65, summer 1991.

[42] MILES, R.; SNOW, C. Organizational strategy, structure and process Nova York: McGraw-Hill, 1978.

[43] MILLER, D.; FRIESEN, P. Innovation in conservative and entrepreneurial firms: two models of strategic momentum. Strategic Management Journal v. 3, p. 1-25, 1982.

[44] MILLER, D. The correlates of entrepreneurship in tree types of firms. Management Science n. 29. p.770-791, 1983.

[45] MORRIS, M. H.; SCHINDEHUTTE, M.; LAFORGE, R. W. Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives. Journal of Marketing Theory and Practice v. 10, n. 4, p. 1-19, fall 2002.

[46] NOBLE, C. H.; SINHA, R. K.; KUMAR, A. Market orientation and alternative strategic orientations: a longitudinal assessment of performance implications. Journal of Marketing Chicago, v. 66, n. 4, p. 25-40, Oct. 2002.

[47] PETERS, T.; WATERMAN, R. In search of excellence New York: Harper & Row. 1982.

[48] PORTER, M. Competitive Strategy New York, NY: Free Press, 1980.

[49] SCHINDEHUTTE, M.; MORRIS, M. H.; KURATKO, D. F. Triggering events, corporate entrepreneurship and the marketing function. Journal of Marketing Theory and Practice. v. 8, n. 2; p. 18-30, spring 2000.

[50] SCHOLLHAMMER, H. Internal corporate entrepreneurship. In: Kent, C. A., Sexton, D. L. & Vesper, K. H. (Eds.). Encyclopedia of entrepreneurship: 209-223 Englewood Cliffs, NJ: Prentice Hall. 1982.

[51] SCHUMPETER. J. A. The theory of economic development Cambridge, MA: Harvard University Press, 1934.

[52] SCHUMPETER, J. A. Capitalism, socialism, and democracy New York: Harper & Brothers, 1942.

[53] SELZNICK, P. Leadership in administration, New York, NY: Harper & Row, 1957.

[54] SOUZA, A. A.; ALBUQUERQUE, L. C. de. Management of risk on innovation projects. Anais New Orleans: BALAS Annual Conference. p.212-220, 1999.

[55] VAN DE VEN, A.; POOLE, M. S. Explaining development and change in organizations. Academy of Management Review v. 20, p. 510-540, 1995.

[56] VENKATRAMAN, N.; RAMANUJAM, V. Measurement of business economic performance: an examination of method convergence. Journal of Management v. 13, p. 109-122, 1987.

[57] VERHEES, F. J. H. M.; MEULENBERG, M. T. G. Market orientation, inovativeness, product innovation, and performance in small firms. Journal of Small Business Management V. 42, n. 2; p. 134-154, Apr. 2004

[58] ZAHRA, S. A conceptual model of entrepreneurship as firm behavior: a critique and extension. Entrepreneurship Theory and Practice v. 17, n. 4, p. 5-21, 1993.

[59] ZAHRA, S.; COVIN, J. G. Contextual influences on the corporate entrepreneurship performance relationship: a longitudinal analysis. Journal of Business Venturing V. 10, p. 43-58, 1995.

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Orientação empreendedora e competências de marketing no desempenho organizacional: um estudo em empresas de base tecnológica

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