Strategic orientation and innovative activities: an analysis using the PINTEC data from 1998 to 2011

Cássia, Adalberto de Ramos; Zilber, Silvia Novaes

doi:10.1590/0104-530X2333-15

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Articles • Gest. Prod. 23 (03) • Jul-Sep 2016 • https://doi.org/10.1590/0104-530X2333-15 copy

Strategic orientation and innovative activities: an analysis using the PINTEC data from 1998 to 2011

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

Innovation is an organizational process that contributes to the competitive performance of companies from various sectors of the economy, and willingness to adopt it is connected with the strategic orientation set by senior management. The aim of this article was to identify evidence of the strategic orientation adopted in the context of the Brazilian manufacturing industry by analyzing the aggregate data on innovative activities in this economic sector. To this end, we used data from various issues of Innovation Survey (PINTEC), which includes aggregate data on the Brazilian manufacturing industry. The results suggest that market orientation is present in the context of this industry, influencing the decreasing willingness to invest in innovative activities and discouraging the improvement of capabilities for innovating. The results suggest that market orientation represents a form of response from the industrial sector to the instability and discontinuity that prevail in this environment, with important reflections on investment in the development of internal resources and innovative capabilities.

Keywords:
Innovative activities; Strategic orientation; Market orientation; Innovation; PINTEC

INNOVATIVE ACTIVITIES	PERCENTAGE OF COMPANIES THAT ATTACH A HIGH DEGREE OF IMPORTANCE	PERCENTAGE OF COPMANIES WITH EXPENDITURE
Internal R&D activities	10%	18%
External acquisition of R&D	5%	6%
Acquisition of software	23%	32%
Acquisition of machinery and equipment	58%	81%
Training	43%	29%
Introduction of tech. innovations on the market	20%	25%
Industrial project and other technical preparations	19%	26%

Innovative activities	1998-2000	2009-2011
Acquisition of machinery and equipment	22%	81%
Training	10%	29%
Introduction of tech. innovations on the market	8%	25%
Industrial project and other technical preparations	11%	26%
Internal R&D activities	10%	18%
External acquisition of R&D	2%	6%

SOURCES OF RESOURCES USED IN INNOVATIVE ACTIVITIES	1998-2000	2009-2011
Own resources	88%	85%
Third-party resources	12%	15%
Resources obtained from public sources	8%	12%
Resources obtained from private sources	4%	3%

Public support programs used in innovative activities	2000-2003	2009-2011
Companies receiving support from public programs	19%	35%
Resorted to tax incentives for R&D	4%	7%
Resorted to tax incentives from the Information Technology Law	5%	4%
Received financing for R&D in partnership with universities	7%	3%
Received financing to purchase machinery and equipment	76%	79%

Characteristics	Variation in the number of companies
Innovated in product and/or process	-17%
Innovated in organization and/or marketing	-44%

Impacts of Innovation on Business	Average Variation in the number of Companies
Reduced water consumption	45%
Opening of new markets	35%
Lower production costs	24%
Lower raw material consumption	23%
Increased market share for the company	6%
Greater production capacity	6%
Improved product quality	3%

Problems and obstacles with high levels of importance	Companies that did not innovate		Companies that innovate
Problems and obstacles with high levels of importance	1998-2000	2009-2011	1998-2000	2009-2011
High costs of innovation	66%	56%	60%	52%
Lack of qualified personnel	16%	41%	20%	49%
Excessive economic risks	48%	44%	49%	42%
Lack of appropriate sources of financing	45%	39%	47%	42%
Lack of adequate external technical services	11%	19%	10%	24%
Few possibilities for cooperation	13%	13%	16%	21%
Difficulties adapting to standards and norms	11%	16%	9%	19%
Lack of information on technology	11%	14%	12%	16%
Organizational rigidity	7%	13%	6%	15%
Lack of information on markets	9%	10%	10%	14%
Weak response from consumers to new products	8%	10%	8%	12%

Universidade Federal de São Carlos Departamento de Engenharia de Produção , Caixa Postal 676 , 13.565-905 São Carlos SP Brazil, Tel.: +55 16 3351 8471 - São Carlos - SP - Brazil
E-mail: gp@dep.ufscar.br

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[1] Source: IBGE (2013)Instituto Brasileiro de Geografia e Estatística – IBGE. (2013). Pesquisa de Inovação 2011. Rio de Janeiro: IBGE.. Calculations made by the author using data published in the PINTEC 2013.