Firms’ resources and capabilities: their influence on export performance
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2014
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Melhorar a eficácia das empresas nos mercados de exportação é fundamental para garantir a
sobrevivência, o crescimento e a vantagem competitiva das empresas exportadoras. Nos
mercados de exportação, as empresas enfrentam um ambiente dinâmico, com uma forte
concorrência e rápidas mudanças tecnológicas. Através da aquisição e do desenvolvimento de
recursos e capacidades internas, as empresas exportadoras conseguem responder de uma
forma mais eficaz ao ambiente competitivo e turbulento dos mercados externos, e
consequentemente alcançar uma performance superior. Este é o tema central desta
investigação, que procura identificar os principais recursos e capacidades das empresas
exportadoras que contribuem para o aumento da sua eficácia nos mercados de exportação.
Mais especificamente, este estudo: (1) desenvolve uma escala para medir a capacidade de
inovação das empresas exportadoras, identifica as suas dimensões-chave e testa o impacto de
todas essas dimensões na performance da exportação-selecionada; (2) examina o efeito da
turbulência tecnológica no desenvolvimento da capacidade dinâmica de gestão organizacional
e investiga se a capacidade dinâmica de gestão organizacional contribui para alavancar as
capacidades operacionais para a inovação (ou seja, inovatividade, estratégia de inovação e
capacidade tecnológica), a fim de aumentar a eficácia do mercado de exportação; e (3) analisa
a influência do compromisso de exportação e da inovatividade das empresas no
desenvolvimento das suas capacidades de marketing (ou seja, preço, desenvolvimento de
novos produtos, comunicação de marketing e distribuição), e testa o efeito de todos estes
fatores na eficácia do mercado de exportação.
Foi aplicado um questionário online a empresas fabricantes exportadoras a operar em
Portugal. Os resultados mostram que a capacidade de inovação das empresas exportadoras é
um constructo de ordem superior constituído por quatro dimensões: inovatividade, capacidade
tecnológica, estratégia de inovação e capacidade de desenvolvimento de novos produtos.
Estas quatro dimensões estão positiva e significativamente relacionadas com a performance
da exportação-selecionada. Os resultados também mostram que a turbulência tecnológica tem
uma influência significativa no desenvolvimento da capacidade dinâmica de gestão
organizacional, que, por sua vez, tem um impacto significativo nas capacidades operacionais
para a inovação das empresas, especificamente inovatividade, estratégia de inovação e
capacidade tecnológica. No entanto, apenas a estratégia de inovação e a capacidade
tecnológica têm um efeito direto significativo na eficácia do mercado de exportação.
Finalmente, o compromisso de exportação tem uma influência significativa no grau de
inovatividade das empresas, que, por sua vez, tem um impacto significativo no
desenvolvimento das capacidades de marketing. Por outras palavras, o desenvolvimento das
capacidades de marketing depende diretamente do nível de inovatividade e indiretamente dos
recursos das empresas comprometidos com a atividade de exportação. O compromisso de
exportação e duas capacidades de marketing, especificamente o desenvolvimento de novos
produtos e a comunicação de marketing, têm um efeito direto na eficácia do mercado de
exportação.
Improve the firms’ effectiveness in export markets is essential to ensure the survival, growth and competitive advantage of exporting firms. Within export markets, firms face a dynamic environment, with a strong competition and rapid technological changes. Through the acquisition and development of internal resources and capabilities, exporting firms can respond more effectively to the competitive and turbulent environment of foreign markets, and thus achieve a superior performance. This is the central subject of this research, which seeks to identify the key resources and capabilities of exporting firms that contribute to increase their effectiveness in export markets. More specifically, this study: (1) develops a scale to measure innovation capability of exporting firms, identifies its key dimensions and tests the impact of all these dimensions on export venture performance; (2) examines the effect of technological turbulence on the development of organizational management dynamic capability, and investigates if organizational management dynamic capability contributes to leverage operational capabilities for innovation (i.e., innovativeness, innovation strategy and technological capability) in order to increase export market effectiveness; and (3) analyzes the influence of firms’ export commitment and innovativeness on the development of their marketing capabilities (i.e., pricing, new product development, marketing communication and distribution), and tests the effect of all these factors on export market effectiveness. An online survey was administrated to exporting manufacturing firms operating in Portugal. The results demonstrate that innovation capability of exporting firms is a higher-order construct formed by four dimensions: innovativeness, technological capability, innovation strategy and new product development capability. All four dimensions are positively and significantly related to export venture performance. The findings also demonstrate that technological turbulence has a significant influence on the development of organizational management dynamic capability, which, in turn, has a significant impact on firms’ operational capabilities for innovation, specifically innovativeness, innovation strategy, and technological capability. However, only innovation strategy and technological capability have a significant direct effect on export market effectiveness. Finally, export commitment has a significant influence on the degree of firms’ innovativeness, which, in turn, has a significant impact on the development of marketing capabilities. In other words, marketing capabilities development depends directly on the level of innovativeness and indirectly on firms’ resources committed to export activity. Export commitment and two marketing capabilities, specifically new product development and marketing communication, have a direct effect on export market effectiveness.
Improve the firms’ effectiveness in export markets is essential to ensure the survival, growth and competitive advantage of exporting firms. Within export markets, firms face a dynamic environment, with a strong competition and rapid technological changes. Through the acquisition and development of internal resources and capabilities, exporting firms can respond more effectively to the competitive and turbulent environment of foreign markets, and thus achieve a superior performance. This is the central subject of this research, which seeks to identify the key resources and capabilities of exporting firms that contribute to increase their effectiveness in export markets. More specifically, this study: (1) develops a scale to measure innovation capability of exporting firms, identifies its key dimensions and tests the impact of all these dimensions on export venture performance; (2) examines the effect of technological turbulence on the development of organizational management dynamic capability, and investigates if organizational management dynamic capability contributes to leverage operational capabilities for innovation (i.e., innovativeness, innovation strategy and technological capability) in order to increase export market effectiveness; and (3) analyzes the influence of firms’ export commitment and innovativeness on the development of their marketing capabilities (i.e., pricing, new product development, marketing communication and distribution), and tests the effect of all these factors on export market effectiveness. An online survey was administrated to exporting manufacturing firms operating in Portugal. The results demonstrate that innovation capability of exporting firms is a higher-order construct formed by four dimensions: innovativeness, technological capability, innovation strategy and new product development capability. All four dimensions are positively and significantly related to export venture performance. The findings also demonstrate that technological turbulence has a significant influence on the development of organizational management dynamic capability, which, in turn, has a significant impact on firms’ operational capabilities for innovation, specifically innovativeness, innovation strategy, and technological capability. However, only innovation strategy and technological capability have a significant direct effect on export market effectiveness. Finally, export commitment has a significant influence on the degree of firms’ innovativeness, which, in turn, has a significant impact on the development of marketing capabilities. In other words, marketing capabilities development depends directly on the level of innovativeness and indirectly on firms’ resources committed to export activity. Export commitment and two marketing capabilities, specifically new product development and marketing communication, have a direct effect on export market effectiveness.
Descrição
Tese de Doutoramento em Gestão
Palavras-chave
Inovação , Internacionalização de empresas , Performance , Planeamento estratégico