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