Capacidades de Marketing, Orientação Empreendedora e desempenho da empresa: uma análise bibliométrica

Juliana Matte, Paula Patrícia Ganzer, Cassiane Chais, Pelayo Munhoz Olea

Resumo


As capacidades de marketing permitem às empresas implementar de forma eficaz orientações estratégicas que são projetadas para atender as condições de mercado enfrentadas e atingir maior desempenho. Com o mesmo olhar para o mercado, a orientação empreendedora permite que a empresa se posicione à frente do mercado, por meio da proatividade, inovação e assunção de riscos, fazendo com que surpreenda os clientes, alcançando vantagem competitiva e, consequentemente, um desempenho superior. Por isso, o objetivo deste artigo é realizar uma análise bibliométrica a respeito desses temas. Os resultados mostram que as capacidades de marketing intensificam o desempenho da empresa e a orientação empreendedora é fortemente representativa no desempenho, uma vez que faz a empresa se tornar pioneira, se projetando em um novo mercado, aproveitando as oportunidades vislumbradas, resultando em um melhor desempenho.

 

Marketing capabilities enable companies to effectively implement strategic guidelines that are designed to meet the market conditions they face and achieve greater performance. With the same look at the market, the entrepreneurial orientation allows the company to position itself at the forefront of the market, through proactivity, innovation and risk taking, causing it to surprise customers, achieving competitive advantage and, consequently, superior performance. Therefore, the purpose of this article is to perform a bibliometric analysis on these subjects. The results show that marketing capabilities intensify the firm performance and the entrepreneurial orientation is strongly representative in performance, since it makes the company become a pioneer, projecting itself into a new market, taking advantage of the glimpsed opportunities, resulting in better performance.


Palavras-chave


Capacidades de Marketing; Orientação Empreendedora; Desempenho; Bibliometria

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Referências


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DOI: https://doi.org/10.28950/1981-223x_revistafocoadm/2018.v11i3.589

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