MARKET-DRIVING STRATEGY FOR MARKET ORIENTATION: A THEORETICAL MODEL AND SUGGESTIONS FOR RESEARCH
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Data de Publicação: | 2011 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REAd (Porto Alegre. Online) |
Texto Completo: | https://seer.ufrgs.br/index.php/read/article/view/38534 |
Resumo: | Recent developments in the market orientation theory have been indicating for the reactive nature of the related strategies. It argues that the traditional approach, market-driven, is excessively determinism and of strong adaptative connotation in front of external atmosphere. That vision becomes complemented by a new perspective, market-driving, presupposing that the market structures and its behavior can be modeled by the organizations. However, this theory is still incipient in the construction of a reference model that can orientate future research using that strategy. This paper looks for fulfill this gap by presenting a theoretical model and some research propositions on the theme, based on intensive literature review. As conclusion, the model allows to analyze the antecedents of the market-driving strategy, review some actions to be implemented and verify correlated variables. The complementally nature of that approach is also verified in relation to the traditional posture of orientation. At the end, some academic and managerial implications as discussed, as well as, the agenda for future research. |
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MARKET-DRIVING STRATEGY FOR MARKET ORIENTATION: A THEORETICAL MODEL AND SUGGESTIONS FOR RESEARCHAS ABORDAGENS MARKET-DRIVEN E MARKET-DRIVING DE ORIENTAÇÃO PARA O MERCADO E INOVAÇÃO: PROPOSIÇÃO DE UM MODELO INTEGRADOstrategymarket-drivingmarket orientation.EstratégiaMarket-DrivingOrientação para o Mercado.Recent developments in the market orientation theory have been indicating for the reactive nature of the related strategies. It argues that the traditional approach, market-driven, is excessively determinism and of strong adaptative connotation in front of external atmosphere. That vision becomes complemented by a new perspective, market-driving, presupposing that the market structures and its behavior can be modeled by the organizations. However, this theory is still incipient in the construction of a reference model that can orientate future research using that strategy. This paper looks for fulfill this gap by presenting a theoretical model and some research propositions on the theme, based on intensive literature review. As conclusion, the model allows to analyze the antecedents of the market-driving strategy, review some actions to be implemented and verify correlated variables. The complementally nature of that approach is also verified in relation to the traditional posture of orientation. At the end, some academic and managerial implications as discussed, as well as, the agenda for future research.Direcionamentos recentes da teoria de orientação para o mercado têm apontado para a natureza eminentemente reativa das estratégias relacionadas. Argumenta-se que a abordagem tradicional - market-driven - seja excessivamente determinista e de forte conotação adaptativa perante o ambiente externo. Essa visão passa a ser complementada por uma nova perspectiva - market-driving -, pressupondo a possibilidade de que as estruturas e o comportamento do mercado possam ser modelados pelas organizações. Entretanto, ainda são incipientes os esforços na construção de um modelo de referência que possa nortear futuras pesquisas no âmbito dessa estratégia. É nessa problemática que se insere o objetivo do presente trabalho, em vistas de apresentar um modelo teórico e proposições de pesquisa sobre o tema, baseados em intensiva revisão de literatura. Como conclusão, o modelo construído permite vislumbrar os antecedentes da estratégia market-driving, suas respectivas ações de implementação e variáveis correlatas. Também se verifica a natureza complementar dessa abordagem em relação à postura tradicional de orientação. Ao final, apresentam-se as implicações acadêmicas e gerenciais do presente estudo, bem como a agenda para pesquisas futuras.Universidade Federal do Rio Grande do Sul2011-08-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionscientific articleAvaliado pelos paresartigo científicoapplication/pdfhttps://seer.ufrgs.br/index.php/read/article/view/38534Electronic Review of Administration; Vol. 17 No. 2 (2011): Edição 69 - MAI/AGO 2011; 480-501Revista Electrónica de Administración; Vol. 17 Núm. 2 (2011): Edição 69 - MAI/AGO 2011; 480-501Revista Eletrônica de Administração; v. 17 n. 2 (2011): Edição 69 - MAI/AGO 2011; 480-5011413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/38534/24755Afonso Vieira, ValterZancan, Claudioinfo:eu-repo/semantics/openAccess2013-04-12T14:56:37Zoai:seer.ufrgs.br:article/38534Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2013-04-12T14:56:37REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false |
dc.title.none.fl_str_mv |
MARKET-DRIVING STRATEGY FOR MARKET ORIENTATION: A THEORETICAL MODEL AND SUGGESTIONS FOR RESEARCH AS ABORDAGENS MARKET-DRIVEN E MARKET-DRIVING DE ORIENTAÇÃO PARA O MERCADO E INOVAÇÃO: PROPOSIÇÃO DE UM MODELO INTEGRADO |
title |
MARKET-DRIVING STRATEGY FOR MARKET ORIENTATION: A THEORETICAL MODEL AND SUGGESTIONS FOR RESEARCH |
spellingShingle |
MARKET-DRIVING STRATEGY FOR MARKET ORIENTATION: A THEORETICAL MODEL AND SUGGESTIONS FOR RESEARCH Afonso Vieira, Valter strategy market-driving market orientation. Estratégia Market-Driving Orientação para o Mercado. |
title_short |
MARKET-DRIVING STRATEGY FOR MARKET ORIENTATION: A THEORETICAL MODEL AND SUGGESTIONS FOR RESEARCH |
title_full |
MARKET-DRIVING STRATEGY FOR MARKET ORIENTATION: A THEORETICAL MODEL AND SUGGESTIONS FOR RESEARCH |
title_fullStr |
MARKET-DRIVING STRATEGY FOR MARKET ORIENTATION: A THEORETICAL MODEL AND SUGGESTIONS FOR RESEARCH |
title_full_unstemmed |
MARKET-DRIVING STRATEGY FOR MARKET ORIENTATION: A THEORETICAL MODEL AND SUGGESTIONS FOR RESEARCH |
title_sort |
MARKET-DRIVING STRATEGY FOR MARKET ORIENTATION: A THEORETICAL MODEL AND SUGGESTIONS FOR RESEARCH |
author |
Afonso Vieira, Valter |
author_facet |
Afonso Vieira, Valter Zancan, Claudio |
author_role |
author |
author2 |
Zancan, Claudio |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Afonso Vieira, Valter Zancan, Claudio |
dc.subject.por.fl_str_mv |
strategy market-driving market orientation. Estratégia Market-Driving Orientação para o Mercado. |
topic |
strategy market-driving market orientation. Estratégia Market-Driving Orientação para o Mercado. |
description |
Recent developments in the market orientation theory have been indicating for the reactive nature of the related strategies. It argues that the traditional approach, market-driven, is excessively determinism and of strong adaptative connotation in front of external atmosphere. That vision becomes complemented by a new perspective, market-driving, presupposing that the market structures and its behavior can be modeled by the organizations. However, this theory is still incipient in the construction of a reference model that can orientate future research using that strategy. This paper looks for fulfill this gap by presenting a theoretical model and some research propositions on the theme, based on intensive literature review. As conclusion, the model allows to analyze the antecedents of the market-driving strategy, review some actions to be implemented and verify correlated variables. The complementally nature of that approach is also verified in relation to the traditional posture of orientation. At the end, some academic and managerial implications as discussed, as well as, the agenda for future research. |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011-08-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion scientific article Avaliado pelos pares artigo científico |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://seer.ufrgs.br/index.php/read/article/view/38534 |
url |
https://seer.ufrgs.br/index.php/read/article/view/38534 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://seer.ufrgs.br/index.php/read/article/view/38534/24755 |
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.publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
dc.source.none.fl_str_mv |
Electronic Review of Administration; Vol. 17 No. 2 (2011): Edição 69 - MAI/AGO 2011; 480-501 Revista Electrónica de Administración; Vol. 17 Núm. 2 (2011): Edição 69 - MAI/AGO 2011; 480-501 Revista Eletrônica de Administração; v. 17 n. 2 (2011): Edição 69 - MAI/AGO 2011; 480-501 1413-2311 1980-4164 reponame:REAd (Porto Alegre. Online) instname:Universidade Federal do Rio Grande do Sul (UFRGS) instacron:UFRGS |
instname_str |
Universidade Federal do Rio Grande do Sul (UFRGS) |
instacron_str |
UFRGS |
institution |
UFRGS |
reponame_str |
REAd (Porto Alegre. Online) |
collection |
REAd (Porto Alegre. Online) |
repository.name.fl_str_mv |
REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS) |
repository.mail.fl_str_mv |
ea_read@ufrgs.br |
_version_ |
1799766201996410880 |