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O efeito mediador da capacidade dinâmica de marketing nas relações entre orientação empreendedora, desempenho organizacional e inovação em serviços
| Content Provider | Semantic Scholar |
|---|---|
| Author | Cantaleano, Karen Raphaele |
| Copyright Year | 2016 |
| Abstract | The purpose of this study is to verify the mediating effect of a specific dynamic marketing capability, proactive market orientation capability (OMP), on the relationship between entrepreneurial orientation (OE), organizational performance and service innovation. The research was carried out in micro and small companies of the gastronomic sector in Curitiba PR, and the respondents were the businesses managers and owners. Data was collected through a survey that used a questionnaire that was filled in person by the respondents, which resulted in 168 valid cases for testing the hypotheses. Data were analyzed using descriptive statistics and exploratory factorial analysis with the aid of statistical software SPSS 18, and the hypotheses were tested using inferential statistics using the Structural Equation Modeling method with the support of SMART PLS 3.0 software. The results reveal that entrepreneurial orientation has a direct and positive impact on organizational performance and service innovation. However, the OMP’s dynamic marketing capability does not mediate the relationship between OE and organizational performance. In order to find an explanation for the rejection of this hypothesis, an alternative model was tested. The alternative model considered the OMP’s dynamic marketing capability as the predecessor of service innovation. Thus, service innovation played a mediating role in the relationship between OMP and organizational performance in our model. The test results indicated that OMP's dynamic marketing capability influences service innovation which, in turn, affects performance. Moreover, in this model, OMP’s dynamic marketing capability also has a direct and positive impact on organizational performance. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://acervodigital.ufpr.br/bitstream/handle/1884/47487/R%20-%20D%20-%20KAREN%20RAPHAELE%20CANTALEANO.pdf?isAllowed=y&sequence=1 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
