Os motivos das relações entre orientações ao mercado e à aprendizagem com a inovação e o sucesso de novos produtos

• Ano de defesa: 2009
• Autor(a) principal: Queiroz, Wellington Tavares Yamamoto
• Orientador(a): Perin, Marcelo Gattermann
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: ADMINISTRAÇÃO DE EMPRESAS; MARKETING; APRENDIZAGEM ORGANIZACIONAL; MERCADO
• Link de acesso: http://hdl.handle.net/10923/1131

The reasons behind the relationships among market orientation, learning orientation, innovation and organizational performance have been investigated for a long time. Many important studies were made in order to determine some linking possibilities between the referred constructs which have indicated the need to carry empirical studies on for some more evidences acquiring. Based on Baker and Sinkula?s works and also Perin, Sampaio and Hooley?s, regarding the Brazilian perspective, on organizational innovation and its impact on organizational performance aiming at sustainable competitive advantage development, this case study, as an exploratory research, was made in one of the most innovative companies in the world regarding the electronics industry. Its results have supported most of the previous researches in some aspects and have generated additional questions on organizational innovation phenomenon. The organizational abilities and capacities development, based on organizational learning principles, focusing the market intelligence generation, in order to ultimately generate new products, services or solutions which should contribute to long term success, put on the spot the learning orientation as a fundamental mediating cultural aspect which allows us to add the adjective „sustainable? linked to the competitive advantage. Some important organizational aspects, such as the direct impact of organizational leaders (medium and higher levels) on innovation capacity and organizational learning have not been objectively explored and do need additional attention.