NDLI: A intensidade da orientação empreendedora e capacidade de marketing no varejo supermercadista

Content Provider	Semantic Scholar
Author	Santos, Ruan Carlos Dos Santos, Ismael Luiz Dos Junior, Daniel Silva
Copyright Year	2020
Abstract	The objective of this work was to investigate the intensity of the disclosure of the constructs of entrepreneurial orientation and marketing capacity in the supermarket sector of Santa Catarina. This proposal is based on a bibliographical survey pointing out a small range of studies relating these two constructs, and such studies point to an opportunity for research as this proposal has executed, in specific segments. To meet this call, this work carried out a survey together with 371 supermarkets in the most diverse sizes, specified in number of employees and number of stores per network. The results evidenced that there is a strong and intense evidence of the entrepreneurial orientation constructs in the dimensions of innovation, proactivity and risk and in the marketing capacity building for the dimensions of market research, price, product, promotion and management.
Starting Page	1
Ending Page	22
Page Count	22
File Format	PDF HTM / HTML
DOI	10.18593/race.19920
Alternate Webpage(s)	http://2018.enangrad.org.br/pdf/2018_ENANGRAD65.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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