Efeito da orientação para o mercado sobre a lucratividade da empresa

Narver, John C.; Slater, Stanley F.

doi:10.1590/S0034-75902006000200013

Resumos

Acadêmicos e profissionais de marketing vêm observando, há mais de três décadas, que o desempenho empresarial é afetado pela orientação para o mercado, mas até hoje não há uma medida válida da orientação para o mercado nem análise sistemática de seu efeito sobre o desempenho das empresas. Os autores relatam o desenvolvimento de uma medida válida de orientação para o mercado e analisam seu efeito sobre a lucratividade de uma empresa. Usando uma amostra de 140 unidades de negócio composta de empresas de commodities e de não commodities, eles identificam o substancial efeito positivo da orientação para o mercado sobre a lucratividade dos dois tipos de empresa.

Orientação para o mercado; desempenho empresarial; medição; marketing; lucratividade

Marketing academicians and practitioners have been observing for more than three decades that business performance is affected by market orientation, yet to date there has been no valid measure of a market orientation and hence no systematic analysis of its effect on a business's performance. The authors report the development of a valid measure of market orientation and analyze its effect on a business's profitability. Using a sample of 140 business units consisting of commodity products businesses and noncommodity businesses, they find a substantial positive effect of a market orientation on the profitability of both types of businesses.

Market orientation; business performance; measure; marketing; profitability

RAE CLÁSSICOS

Efeito da orientação para o mercado sobre a lucratividade da empresa

John C. Narver^I; Stanley F. Slater^II

^IUniversity of Washington

^IIColorado State University

RESUMO

Acadêmicos e profissionais de marketing vêm observando, há mais de três décadas, que o desempenho empresarial é afetado pela orientação para o mercado, mas até hoje não há uma medida válida da orientação para o mercado nem análise sistemática de seu efeito sobre o desempenho das empresas. Os autores relatam o desenvolvimento de uma medida válida de orientação para o mercado e analisam seu efeito sobre a lucratividade de uma empresa. Usando uma amostra de 140 unidades de negócio composta de empresas de commodities e de não commodities, eles identificam o substancial efeito positivo da orientação para o mercado sobre a lucratividade dos dois tipos de empresa.

Palavras-chave: Orientação para o mercado, desempenho empresarial, medição, marketing, lucratividade.

ABSTRACT

Marketing academicians and practitioners have been observing for more than three decades that business performance is affected by market orientation, yet to date there has been no valid measure of a market orientation and hence no systematic analysis of its effect on a business's performance. The authors report the development of a valid measure of market orientation and analyze its effect on a business's profitability. Using a sample of 140 business units consisting of commodity products businesses and noncommodity businesses, they find a substantial positive effect of a market orientation on the profitability of both types of businesses.

Key words: Market orientation, business performance, measure, marketing, profitability.

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Full text available only in PDF format.

Aprovado em 01.02.2006.

John C. Narver

Professor emérito de Marketing da Business School â University of Washington.

Interesse de pesquisa nas áreas de estratégia de marketing, cultura de negócios orientada para o consumidor, marketing business-to-business, análise da competição.

E-mail: jnarver@u.washington.edu

Endereço: University of Washington, Business School, Marketing and International Business Department, Box 353200, Seattle, WA â USA, 98195-3200.

Stanley F. Slater

Professor de Administração de Empresas no College of Business â Colorado State University.

Interesse de pesquisa nas áreas de orientação para o mercado e sucesso organizacional, papel do marketing na implementação de estratégica, estratégias para a gestão da inovação.

E-mail: stan.slater@business.colostate.edu

Endereço: 212 Rockwell Hall, College of Business, Fort Collins, CO â USA, 80523.

Artigo convidado.

AAKER, D. A. Strategic Market Management New York: John Wiley & Sons, 1988.
AAKER, D. A. Managing assets and skills: the key to sustainable competitive advantage. California Management Review, v. 31, n. 2, p. 91-106, 1989.
ALDERSON, W. Marketing Behavior and Executive Action Homewood, IL: Richard D. Irwin, 1957.
ANDERSON, P. F. Marketing, strategic planning and the theory of the firm. Journal of Marketing, v. 46, n. 2, p. 15-26, 1982.
BAIN, J. S. Industrial Organization. New York: John Wiley & Sons, 1959.
BARRET, J. Why major account selling works. Industrial Marketing Management, n. 15, p. 63-73, 1986.
BOAL, K. B.; BRYSON, J. M. Representation, testing and policy implications of planning processes. Strategic Management Journal, v. 8, n. 3, p. 211- 231, 1987.
CHAMBERLIN, E. H. The Theory of Monopolistic Competition Cambridge, MA: Harvard University Press, 1933.
CHURCHILL JR., G. A. A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, v. 16, n. 1, p. 64-73, 1979.
COHEN, J.; COHEN, P. Applied Multiple Regression/Correlation Analysis for the Behavioral Sciences. Hillsdale, NJ: Lawrence Erlbaum Associates, 1975.
CRONBACH, L. Essentials of Psychological Testing New York: Harper & Row, 1970.
DAY, G. S. Strategic Marketing Planning New York: West Publishing Company, 1984.
DAY, G. S.; WENSLEY, R. Assessing advantage: a framework for diagnosing competitive superiority. Journal of Marketing, v. 52, n. 2, p. 1-20, 1988.
DEMSETZ, H. Two systems of belief about monopoly. In: GOLDSCHMID, H. J.; MANN, H. M.; WESTON, J. F. (Eds.). Industrial Concentration: The New Learning. Boston: Little, Brown & Co., 1974.
DESHPANDE, R.; WEBSTER, F. E., JR. Organizational culture and marketing: defining the research agenda. Journal of Marketing, v. 53, n. 1, p. 3- 15, 1989.
DESS, G. G.; DAVIS, P. S. Porter's (1980) generic strategies as determinants of strategic group membership and organizational performance. Academy of Management Journal, v. 27, n. 3, p. 467-488, 1984.
DESS, G. G.; ROBINSON, R. B., JR. Measuring organizational performance in the absence of objective measures: the case of the privately-held firm and conglomerate business unit. Strategic Management Journal, v. 5, n. 3, p. 265-273, 1984.
FELTON, A. P. Making the marketing concept work. Harvard Business Review, v. 37, n. 4, p. 55-65, 1959.
FORBIS, J. L; MEHTA, N. T. Value-based strategies for industrial products. Business Horizons, v. 24, n. 3, p. 32-42, 1981.
GALBRAITH, C.; SCHENDEL, D. An emprical analysis of strategy type. Strategic Management Journal, n. 4, p. 153-173, 1983.
HALL, W. K. Survival strategies in a hostile environment. Harvard Business Review, v. 58, n. 5, p. 75-85, 1980.
HANAN, M. Consultative Selling New York: American Management Association, 1985.
HENEMAN, H. G., III. Comparisons of self and superior ratings. Journal of Applied Psychology, v. 59, n. 5, p. 638-642, 1974.
HITT, M. A.; IRELAND, R. D. Relationships among corporate-level distinctive competencies, diversification strategy, corporate structure, and performance. Journal of Management Studies, v. 23, n. 4, p. 265- 298, 1986.
HOUSTON, F. S. The marketing concept: what it is and what it is not. Journal of Marketing, v. 50, p. 81-87, 1986.
JACKSON, B. B. Winning and Keeping Industrial Customers Lexington, MA: Lexington Books, 1985.
JAWORSKI, B. J.; KOHLI, A. K. Market orientation: antecedents and consequences. Journal of Marketing, v. 57, n. 3, p. 53-70, 1993.
KERLINGER, F. N. Foundations of Behavioral Research New York: Rinehart and Winston, 1973.
KOTLER, P. From sales obsession to marketing effectiveness. Harvard Business Review, v. 55, n. 6, p. 65-75, 1977.
KOTLER, P. Marketing Management: Analysis, Planning, and Control. Englewood Cliffs, NJ: Prentice-Hall, 1984.
KOTLER, P.; ANDREASEN, A. R. Strategic Marketing for Nonprofit Organizations Englewood Cliffs, NJ: Prentice-Hall, 1987.
LEVITT, T. Marketing myopia. Harvard Business Review, v. 38, n. 4, p. 45- 56, 1960.
LEVITT, T. Marketing success through differentiation of anything. Harvard Business Review, v. 58, n. 1, p. 83-91, 1990.
MCNAMARA, C. P. The present status of the marketing concept. Journal of Marketing, v. 36, n. 1, p. 50-57, 1972.
MILES, R. C.; SNOW, C. C. Organizational Strategy, Structure, and Process New York: McGraw-Hill, 1978.
NUNNALLY, J. C. Psychometric Theory New York: McGraw-Hill, 1978.
OHMAE, K. The mind of the Strategist New York: McGraw-Hill, 1982.
PEARCE, J. A.; ROBBINS, D. K.; ROBINSON, R. B. The impact of grand strategy and planning formality on financial performance. Strategic Management Journal, v. 8, n. 2, p. 125-134, 1987.
PETERS, T. J.; AUSTIN, N. A Passion for Excellence New York: Random House, 1985.
PETERS, T. J.; WATERMAN, R. H. In Search of Excellence Cambridge, MA: Harper & Row, 1982.
PORTER, M. Competitive Strategy New York: The Free Press, 1980.
PORTER, M. Competitive Advantage New York: The Free Press, 1985.
RUCKERT, R. W.; WALKER, O. C., JR. Interactions between marketing and R&D departments in implementing different business strategies. Strategic Management Journal, v. 8, p. 233-248, 1987a.
RUCKERT, R. W.; WALKER, O. C., JR. Marketing's interaction with other functional units: a conceptual framework and empirical evidence. Journal of Marketing, v. 51, n. 1, p. 1-19, 1987b.
SCHERER, F. M. Industrial Market Structure and Economic Performance Chicago: Rand McNally, 1980.
SHAPIRO, B. P. What the hell is 'market oriented'? Harvard Business Review, v. 66, n. 6, p. 119-125, 1988.
WEBSTER, F. E., JR. Rediscovering the marketing concept. Business Horizons, v. 31, p. 29-39, 1988.
WIND, Y.; ROBERTSON, T. S. Marketing strategy: new directions for theory and research. Journal of Marketing, v. 47, n. 2, p. 12-25, 1983.
ZEITHAML, V. A. Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, v. 52, n. 3, p. 2-22, 1988.

Datas de Publicação

Publicação nesta coleção
27 Nov 2012
Data do Fascículo
Jun 2006

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

[1] AAKER, D. A. Strategic Market Management New York: John Wiley & Sons, 1988.

[2] AAKER, D. A. Managing assets and skills: the key to sustainable competitive advantage. California Management Review, v. 31, n. 2, p. 91-106, 1989.

[3] ALDERSON, W. Marketing Behavior and Executive Action Homewood, IL: Richard D. Irwin, 1957.

[4] ANDERSON, P. F. Marketing, strategic planning and the theory of the firm. Journal of Marketing, v. 46, n. 2, p. 15-26, 1982.

[5] BAIN, J. S. Industrial Organization. New York: John Wiley & Sons, 1959.

[6] BARRET, J. Why major account selling works. Industrial Marketing Management, n. 15, p. 63-73, 1986.

[7] BOAL, K. B.; BRYSON, J. M. Representation, testing and policy implications of planning processes. Strategic Management Journal, v. 8, n. 3, p. 211- 231, 1987.

[8] CHAMBERLIN, E. H. The Theory of Monopolistic Competition Cambridge, MA: Harvard University Press, 1933.

[9] CHURCHILL JR., G. A. A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, v. 16, n. 1, p. 64-73, 1979.

[10] COHEN, J.; COHEN, P. Applied Multiple Regression/Correlation Analysis for the Behavioral Sciences. Hillsdale, NJ: Lawrence Erlbaum Associates, 1975.

[11] CRONBACH, L. Essentials of Psychological Testing New York: Harper & Row, 1970.

[12] DAY, G. S. Strategic Marketing Planning New York: West Publishing Company, 1984.

[13] DAY, G. S.; WENSLEY, R. Assessing advantage: a framework for diagnosing competitive superiority. Journal of Marketing, v. 52, n. 2, p. 1-20, 1988.

[14] DEMSETZ, H. Two systems of belief about monopoly. In: GOLDSCHMID, H. J.; MANN, H. M.; WESTON, J. F. (Eds.). Industrial Concentration: The New Learning. Boston: Little, Brown & Co., 1974.

[15] DESHPANDE, R.; WEBSTER, F. E., JR. Organizational culture and marketing: defining the research agenda. Journal of Marketing, v. 53, n. 1, p. 3- 15, 1989.

[16] DESS, G. G.; DAVIS, P. S. Porter's (1980) generic strategies as determinants of strategic group membership and organizational performance. Academy of Management Journal, v. 27, n. 3, p. 467-488, 1984.

[17] DESS, G. G.; ROBINSON, R. B., JR. Measuring organizational performance in the absence of objective measures: the case of the privately-held firm and conglomerate business unit. Strategic Management Journal, v. 5, n. 3, p. 265-273, 1984.

[18] FELTON, A. P. Making the marketing concept work. Harvard Business Review, v. 37, n. 4, p. 55-65, 1959.

[19] FORBIS, J. L; MEHTA, N. T. Value-based strategies for industrial products. Business Horizons, v. 24, n. 3, p. 32-42, 1981.

[20] GALBRAITH, C.; SCHENDEL, D. An emprical analysis of strategy type. Strategic Management Journal, n. 4, p. 153-173, 1983.

[21] HALL, W. K. Survival strategies in a hostile environment. Harvard Business Review, v. 58, n. 5, p. 75-85, 1980.

[22] HANAN, M. Consultative Selling New York: American Management Association, 1985.

[23] HENEMAN, H. G., III. Comparisons of self and superior ratings. Journal of Applied Psychology, v. 59, n. 5, p. 638-642, 1974.

[24] HITT, M. A.; IRELAND, R. D. Relationships among corporate-level distinctive competencies, diversification strategy, corporate structure, and performance. Journal of Management Studies, v. 23, n. 4, p. 265- 298, 1986.

[25] HOUSTON, F. S. The marketing concept: what it is and what it is not. Journal of Marketing, v. 50, p. 81-87, 1986.

[26] JACKSON, B. B. Winning and Keeping Industrial Customers Lexington, MA: Lexington Books, 1985.

[27] JAWORSKI, B. J.; KOHLI, A. K. Market orientation: antecedents and consequences. Journal of Marketing, v. 57, n. 3, p. 53-70, 1993.

[28] KERLINGER, F. N. Foundations of Behavioral Research New York: Rinehart and Winston, 1973.

[29] KOTLER, P. From sales obsession to marketing effectiveness. Harvard Business Review, v. 55, n. 6, p. 65-75, 1977.

[30] KOTLER, P. Marketing Management: Analysis, Planning, and Control. Englewood Cliffs, NJ: Prentice-Hall, 1984.

[31] KOTLER, P.; ANDREASEN, A. R. Strategic Marketing for Nonprofit Organizations Englewood Cliffs, NJ: Prentice-Hall, 1987.

[32] LEVITT, T. Marketing myopia. Harvard Business Review, v. 38, n. 4, p. 45- 56, 1960.

[33] LEVITT, T. Marketing success through differentiation of anything. Harvard Business Review, v. 58, n. 1, p. 83-91, 1990.

[34] MCNAMARA, C. P. The present status of the marketing concept. Journal of Marketing, v. 36, n. 1, p. 50-57, 1972.

[35] MILES, R. C.; SNOW, C. C. Organizational Strategy, Structure, and Process New York: McGraw-Hill, 1978.

[36] NUNNALLY, J. C. Psychometric Theory New York: McGraw-Hill, 1978.

[37] OHMAE, K. The mind of the Strategist New York: McGraw-Hill, 1982.

[38] PEARCE, J. A.; ROBBINS, D. K.; ROBINSON, R. B. The impact of grand strategy and planning formality on financial performance. Strategic Management Journal, v. 8, n. 2, p. 125-134, 1987.

[39] PETERS, T. J.; AUSTIN, N. A Passion for Excellence New York: Random House, 1985.

[40] PETERS, T. J.; WATERMAN, R. H. In Search of Excellence Cambridge, MA: Harper & Row, 1982.

[41] PORTER, M. Competitive Strategy New York: The Free Press, 1980.

[42] PORTER, M. Competitive Advantage New York: The Free Press, 1985.

[43] RUCKERT, R. W.; WALKER, O. C., JR. Interactions between marketing and R&D departments in implementing different business strategies. Strategic Management Journal, v. 8, p. 233-248, 1987a.

[44] RUCKERT, R. W.; WALKER, O. C., JR. Marketing's interaction with other functional units: a conceptual framework and empirical evidence. Journal of Marketing, v. 51, n. 1, p. 1-19, 1987b.

[45] SCHERER, F. M. Industrial Market Structure and Economic Performance Chicago: Rand McNally, 1980.

[46] SHAPIRO, B. P. What the hell is 'market oriented'? Harvard Business Review, v. 66, n. 6, p. 119-125, 1988.

[47] WEBSTER, F. E., JR. Rediscovering the marketing concept. Business Horizons, v. 31, p. 29-39, 1988.

[48] WIND, Y.; ROBERTSON, T. S. Marketing strategy: new directions for theory and research. Journal of Marketing, v. 47, n. 2, p. 12-25, 1983.

[49] ZEITHAML, V. A. Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, v. 52, n. 3, p. 2-22, 1988.

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Efeito da orientação para o mercado sobre a lucratividade da empresa

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