As relações entre orientação para mercado, orientação para aprendizagem e inovação: um estudo de caso em uma empresa de comunicação

• Ano de defesa: 2009
• Autor(a) principal: Botin, Clarissa Müller
• 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; CULTURA ORGANIZACIONAL; MERCADO
• Link de acesso: http://hdl.handle.net/10923/1171

The efforts for realizing the nature as of potentialities from the marketing they have augmented in recent years as per the prospects of the influences of the resources based at the advantage from the competition. The reason of the relationship between market orientation, learning orientation and innovation has been object as of several studies in recent years, but the affair still allows than it is it to make researches at the Brazilian atmosphere as of business, as is the case of this study. Seeking a better comprehension of this theme, this study had as its main objective the evolution of the relationships between market orientation, learning orientation and innovation. In this way, a qualitative study was carried through, having as research strategy, the Case of Study Methodology (YIN, 2001). The unit of analysis of the study was the Brazilian Radio Ipanema. The data were collected though two sources: document analysis and interviews with executives of the company. The content analysis of the interviews and documents provided a number of relevant findings to a greater understanding of the main reasons that permeate the relationship focus of this study. For the relationship between market orientation and learning orientation the reasons that if emphasized have been the satisfaction of the necessities of the customers, to share information, generation of intelligence, observe the competition and ability of learning. To market orientation and innovation are presented as reasons a consumer orientation, improvement in the attitudes of work of the employees and the culture organizational. As for the relationship between learning orientation and innovation, market intelligence, valuation of the employees and generation of new ideas. Finally, the academic and managerial implications in the results of the study, as well as, the limitations and recommendations of future studies are presented.