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Orientação para Aprendizagem, Orientação para Mercado e Desempenho Organizacional: Evidências Empíricas

Author(s): Eduardo Botti Abbade | Roselaine Ruviaro Zanini | Adriano Mendonça Souza

Journal: Revista de Administração Contemporânea
ISSN 1415-6555

Volume: 16;
Issue: 1;
Start page: 118;
Date: 2012;
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Keywords: market orientation | learning orientation | strategy | organizational performance | structural equations.

This study aims to identify how learning orientation (LO) and market orientation (MO) influence theperformance of enterprises in the central region of the state of Rio Grande do Sul (RS), Brazil. The method usedinvolved a survey of 123 companies in central RS. The instrument for data collection was developed using theLO scale (Sinkula, Baker, & Noordewier, 1997), the MARKOR scale (Kohli, Jaworski, & Kumar, 1993) anditems for evaluation of organizational performance proposed by Narver and Slater (1990) and Baker and Sinkula(1999). The results suggest that MO has a significant positive influence on the organizational performance of thecompanies surveyed. It was also noted that the MO significantly influences organizational performance whenmediated by the LO, just as the LO has a significant influence on organizational performance when mediated byMO.
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