The impact of strategic marketing on business performance
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.26/41826 |
Resumo: | This study intends to develop an interdisciplinary relationship between Business Strategy and Strategic Marketing to identify which are the determinant variables for business performance. The main objective of this study is to understand how the variables Market Orientation and Innovation Orientation, considered part of Strategic Marketing, affect business performance. An empirical study using the quantitative method was developed, in which companies from the district of Braga were studied by using a questionnaire as a data collection instrument. This study, as performance studies in general, contributes to both managerial decision-making and academic discussion by offering relevant empirical evidence about key company success factors. This thesis allows having more recent and specific data on Strategic Marketing and Business Performance, based on the companies from the region of Braga. Firstly, it revealed a positive effect of Market Orientation and Innovation Orientation on Business Performance. Secondly, it clarifies which components of 4P’s are more influential on Business Performance. Finally, it contributes to management literature that suggests Market Orientation and Innovation Orientation ensure Business Performance success. |
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The impact of strategic marketing on business performanceBusiness strategyStrategic marketingBusiness performanceDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis study intends to develop an interdisciplinary relationship between Business Strategy and Strategic Marketing to identify which are the determinant variables for business performance. The main objective of this study is to understand how the variables Market Orientation and Innovation Orientation, considered part of Strategic Marketing, affect business performance. An empirical study using the quantitative method was developed, in which companies from the district of Braga were studied by using a questionnaire as a data collection instrument. This study, as performance studies in general, contributes to both managerial decision-making and academic discussion by offering relevant empirical evidence about key company success factors. This thesis allows having more recent and specific data on Strategic Marketing and Business Performance, based on the companies from the region of Braga. Firstly, it revealed a positive effect of Market Orientation and Innovation Orientation on Business Performance. Secondly, it clarifies which components of 4P’s are more influential on Business Performance. Finally, it contributes to management literature that suggests Market Orientation and Innovation Orientation ensure Business Performance success.Duarte, FranciscoRepositório ComumFernandes, Ana Patrícia Carvalho2022-09-16T14:28:56Z2022-07-15T00:00:00Z2022-07-15T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.26/41826203061012enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2022-09-29T15:45:15Zoai:comum.rcaap.pt:10400.26/41826Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:58:47.508050Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The impact of strategic marketing on business performance |
title |
The impact of strategic marketing on business performance |
spellingShingle |
The impact of strategic marketing on business performance Fernandes, Ana Patrícia Carvalho Business strategy Strategic marketing Business performance Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The impact of strategic marketing on business performance |
title_full |
The impact of strategic marketing on business performance |
title_fullStr |
The impact of strategic marketing on business performance |
title_full_unstemmed |
The impact of strategic marketing on business performance |
title_sort |
The impact of strategic marketing on business performance |
author |
Fernandes, Ana Patrícia Carvalho |
author_facet |
Fernandes, Ana Patrícia Carvalho |
author_role |
author |
dc.contributor.none.fl_str_mv |
Duarte, Francisco Repositório Comum |
dc.contributor.author.fl_str_mv |
Fernandes, Ana Patrícia Carvalho |
dc.subject.por.fl_str_mv |
Business strategy Strategic marketing Business performance Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Business strategy Strategic marketing Business performance Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
This study intends to develop an interdisciplinary relationship between Business Strategy and Strategic Marketing to identify which are the determinant variables for business performance. The main objective of this study is to understand how the variables Market Orientation and Innovation Orientation, considered part of Strategic Marketing, affect business performance. An empirical study using the quantitative method was developed, in which companies from the district of Braga were studied by using a questionnaire as a data collection instrument. This study, as performance studies in general, contributes to both managerial decision-making and academic discussion by offering relevant empirical evidence about key company success factors. This thesis allows having more recent and specific data on Strategic Marketing and Business Performance, based on the companies from the region of Braga. Firstly, it revealed a positive effect of Market Orientation and Innovation Orientation on Business Performance. Secondly, it clarifies which components of 4P’s are more influential on Business Performance. Finally, it contributes to management literature that suggests Market Orientation and Innovation Orientation ensure Business Performance success. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-09-16T14:28:56Z 2022-07-15T00:00:00Z 2022-07-15T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.26/41826 203061012 |
url |
http://hdl.handle.net/10400.26/41826 |
identifier_str_mv |
203061012 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799130454641606657 |