The influence of specialized marketing capabilities and entrepreneurial orientation in the performance of retail apparel
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Data de Publicação: | 2020 |
Outros Autores: | , , , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/17136 |
Resumo: | Objective: examine the relationship between specialized marketing capabilities, entrepreneurial orientation and apparel retailing companies’ performance in the city of Caxias do Sul, Rio Grande do Sul, Brazil.Method: a survey was conducted with 200 stores, using Structural Equation Modeling technique.Originality / Relevance: the proposed model allows clothing retailers to identify which specialized marketing skills and which entrepreneurial orientation characteristics most influence their performance. In this way, it is possible to effectively allocate marketing resources, achieving superior performance. Previous models have been tested primarily in the industry.Results: product, channel, and marketing communication capabilities positively influence the company's performance, as well as the entrepreneurial orientation. Among the variables that represented the model, there are the entrepreneurial orientation and channel capacity, suggesting that companies seeking for novelties create and invent new businesses, products, and services, positioning themselves ahead of their competitors.Theoretical/methodological contributions: the construction and the empirical testing of the proposed structural model, which covered the relationship between the specialized marketing capacities (individually), the entrepreneurial orientation, and the companies’ performance; in addition to moderation based on the company uptime, company size, and owner/manager schooling. |
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REMark - Revista Brasileira de Marketing |
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The influence of specialized marketing capabilities and entrepreneurial orientation in the performance of retail apparelA influência das capacidades especializadas de marketing e da orientação empreendedora no desempenho do comércio varejista de vestuárioSpecialized Marketing Capabilities; Entrepreneurial Orientation; Performance; Retail.Capacidades Especializadas de Marketing; Orientação Empreendedora; Desempenho; Varejo.Objective: examine the relationship between specialized marketing capabilities, entrepreneurial orientation and apparel retailing companies’ performance in the city of Caxias do Sul, Rio Grande do Sul, Brazil.Method: a survey was conducted with 200 stores, using Structural Equation Modeling technique.Originality / Relevance: the proposed model allows clothing retailers to identify which specialized marketing skills and which entrepreneurial orientation characteristics most influence their performance. In this way, it is possible to effectively allocate marketing resources, achieving superior performance. Previous models have been tested primarily in the industry.Results: product, channel, and marketing communication capabilities positively influence the company's performance, as well as the entrepreneurial orientation. Among the variables that represented the model, there are the entrepreneurial orientation and channel capacity, suggesting that companies seeking for novelties create and invent new businesses, products, and services, positioning themselves ahead of their competitors.Theoretical/methodological contributions: the construction and the empirical testing of the proposed structural model, which covered the relationship between the specialized marketing capacities (individually), the entrepreneurial orientation, and the companies’ performance; in addition to moderation based on the company uptime, company size, and owner/manager schooling.Objetivo: examinar a relação entre as capacidades especializadas de marketing, a orientação empreendedora e o desempenho das empresas do comércio varejista de vestuário de Caxias do Sul – RS. Método: survey realizada com 200lojas, com técnica de Modelagem de Equações Estruturais.Originalidade/Relevância: o modelo proposto possibilita às empresas do varejo de vestuário identificar quais capacidades especializadas de marketing mais influenciam em seu desempenho, além das características da orientação empreendedora. Dessa forma, é possível alocar os recursos de marketing de forma eficaz, alcançando desempenho superior. Os modelos anteriores foram testados basicamente na indústria.Resultados: indicaram que as capacidades de produto, canal e comunicação de marketing influenciam positivamente o desempenho da empresa, assim como a orientação empreendedora. Entre as variáveis que representaram o modelo estão a orientação empreendedora e capacidade de canal, sugerindo que empresas que buscam novidades, criam, inventam novos negócios, produtos e serviços, se posicionando à frente de seus concorrentes. Contribuições teóricas/metodológicas: a construção e o teste empírico do modelo estrutural proposto, que abrangeu as relações entre as capacidades especializadas de marketing (individualmente), a orientação empreendedora e o desempenho das empresas, além da moderação através do tempo de atividade da empresa, porte da empresa e escolaridade do proprietário/gestor.Universidade Nove de Julho - UninoveMatte, JulianaMilan, Gabriel SperandioGanzer, Paula PatríciaGraciola, Ana PaulaChais, CassianeOlea, Pelayo Munhoz2020-05-05info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1713610.5585/remark.v19i1.17136ReMark - Revista Brasileira de Marketing; v. 19, n. 1 (2020): (jan./mar.); 106-1252177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/17136/8201Direitos autorais 2020 Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccess2022-01-18T18:00:58Zoai:https://periodicos.uninove.br:article/17136Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T18:00:58REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
The influence of specialized marketing capabilities and entrepreneurial orientation in the performance of retail apparel A influência das capacidades especializadas de marketing e da orientação empreendedora no desempenho do comércio varejista de vestuário |
title |
The influence of specialized marketing capabilities and entrepreneurial orientation in the performance of retail apparel |
spellingShingle |
The influence of specialized marketing capabilities and entrepreneurial orientation in the performance of retail apparel Matte, Juliana Specialized Marketing Capabilities; Entrepreneurial Orientation; Performance; Retail. Capacidades Especializadas de Marketing; Orientação Empreendedora; Desempenho; Varejo. |
title_short |
The influence of specialized marketing capabilities and entrepreneurial orientation in the performance of retail apparel |
title_full |
The influence of specialized marketing capabilities and entrepreneurial orientation in the performance of retail apparel |
title_fullStr |
The influence of specialized marketing capabilities and entrepreneurial orientation in the performance of retail apparel |
title_full_unstemmed |
The influence of specialized marketing capabilities and entrepreneurial orientation in the performance of retail apparel |
title_sort |
The influence of specialized marketing capabilities and entrepreneurial orientation in the performance of retail apparel |
author |
Matte, Juliana |
author_facet |
Matte, Juliana Milan, Gabriel Sperandio Ganzer, Paula Patrícia Graciola, Ana Paula Chais, Cassiane Olea, Pelayo Munhoz |
author_role |
author |
author2 |
Milan, Gabriel Sperandio Ganzer, Paula Patrícia Graciola, Ana Paula Chais, Cassiane Olea, Pelayo Munhoz |
author2_role |
author author author author author |
dc.contributor.none.fl_str_mv |
|
dc.contributor.author.fl_str_mv |
Matte, Juliana Milan, Gabriel Sperandio Ganzer, Paula Patrícia Graciola, Ana Paula Chais, Cassiane Olea, Pelayo Munhoz |
dc.subject.por.fl_str_mv |
Specialized Marketing Capabilities; Entrepreneurial Orientation; Performance; Retail. Capacidades Especializadas de Marketing; Orientação Empreendedora; Desempenho; Varejo. |
topic |
Specialized Marketing Capabilities; Entrepreneurial Orientation; Performance; Retail. Capacidades Especializadas de Marketing; Orientação Empreendedora; Desempenho; Varejo. |
description |
Objective: examine the relationship between specialized marketing capabilities, entrepreneurial orientation and apparel retailing companies’ performance in the city of Caxias do Sul, Rio Grande do Sul, Brazil.Method: a survey was conducted with 200 stores, using Structural Equation Modeling technique.Originality / Relevance: the proposed model allows clothing retailers to identify which specialized marketing skills and which entrepreneurial orientation characteristics most influence their performance. In this way, it is possible to effectively allocate marketing resources, achieving superior performance. Previous models have been tested primarily in the industry.Results: product, channel, and marketing communication capabilities positively influence the company's performance, as well as the entrepreneurial orientation. Among the variables that represented the model, there are the entrepreneurial orientation and channel capacity, suggesting that companies seeking for novelties create and invent new businesses, products, and services, positioning themselves ahead of their competitors.Theoretical/methodological contributions: the construction and the empirical testing of the proposed structural model, which covered the relationship between the specialized marketing capacities (individually), the entrepreneurial orientation, and the companies’ performance; in addition to moderation based on the company uptime, company size, and owner/manager schooling. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-05-05 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/17136 10.5585/remark.v19i1.17136 |
url |
https://periodicos.uninove.br/remark/article/view/17136 |
identifier_str_mv |
10.5585/remark.v19i1.17136 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/17136/8201 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2020 Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2020 Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 19, n. 1 (2020): (jan./mar.); 106-125 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138642636046336 |