SciELO - Scientific Electronic Library Online

 
vol.7 número1O objeto objeto na análise organizacional: a teoria ator-rede como método de análise da participação dos não-humanos no processo organizativoValidade e reflexividade na pesquisa qualitativa índice de autoresíndice de assuntospesquisa de artigos
Home Pagelista alfabética de periódicos  

Serviços Personalizados

Journal

Artigo

Indicadores

Links relacionados

Compartilhar


Cadernos EBAPE.BR

versão On-line ISSN 1679-3951

Resumo

FARIA, Alexandre. Rethinking market orientation in Brazil. Cad. EBAPE.BR [online]. 2009, vol.7, n.1, pp.71-87. ISSN 1679-3951.  https://doi.org/10.1590/S1679-39512009000100006.

As one of the outcomes of the process of dissemination of the free market capitalism model, the concept of market orientation has become one of the most important in the field of marketing as of the 1990s. The first studies in market orientation were undertaken in the US and focused only large business firms. Subsequently, in parallel to the expansion of the free market capitalism model, research started to be undertaken in developing countries and emerging economies. Finally, research embraced also public organizations and non-profit organizations. These studies helped raise the strategic status of the field of marketing but also to detach researchers from criticisms about the relevance of the discipline and from important developments made by other fields about market, academy and emerging economies. This article argues that the concept of market orientation reproduces assumptions that are inadequate to the understanding and representation of the market in emerging economies - as Brazil - in the age of globalization. At the end, the article presents the guidelines of an interdisciplinary framework to the project of rethinking marketing orientation in Brazil.

Palavras-chave : marketing; strategy; market orientation; emerging economies.

        · resumo em Português     · texto em Português     · Português ( pdf )

 

Creative Commons License Todo o conteúdo deste periódico, exceto onde está identificado, está licenciado sob uma Licença Creative Commons