The intensity of entrepreneurial orientation and marketing capacity at the supermarket retail

• Autor(a) principal: Santos, Ruan Carlos dos
• Data de Publicação: 2020
• Outros Autores: Santos, Ismael Luiz dos, Silva Junior, Daniel de Souza
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: RACE (Joaçaba. Online)
• Texto Completo: https://periodicos.unoesc.edu.br/race/article/view/19920
• topic: Entrepreneurial Orientation; Marketing Capability; Retail supermarket; Orientação Empreendedora; Capacidade de Marketing; Varejo supermercadista

the North to the South of the State of Santa Catarina, out of total of 679 companies associated with Acats. The research proposal involved a bibliographic survey, the application of questionnaires to the participants of EXPOSUPER 2017, and the subsequent analysis of the results. Despite being based on a well-established theoretical model, this study has a certain content of originality as it analyzes the entrepreneurial orientation in the retail supermarket used to verify the marketing capacity in the competition of the business market. The results evidenced that there is a strong and intense evidence of the entrepreneurial orientation constructs in the dimensions of innovation, proactivity and risk and in the marketing capacity building for the dimensions of market research, price, product, promotion and management. The use of theoretical perspectives related to marketing ability, as it incorporates skills and resources to achieve a strong position in the market, taking into account the perspectives of clients and competitors. Entrepreneurs may seek to better understand the needs and expectations of customers, as well as the movements of competitors, and can drive and direct information in developing the most effective of their resources and capabilities.