Actividades de marketing e orientação para o mercado: efeitos ao nível económico-financeiro nas micro e PME dos distritos de Vila Real e Bragança
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Data
2009
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O grau de orientação para o mercado do meio empresarial tem suscitado um grande
interesse, ao longo dos últimos anos, ocupando um lugar de destaque ao nível da
formulação da estratégia de marketing. A constante mutação e desenvolvimento do
ambiente económico tem acentuado o interesse na investigação empírica neste
domínio nos mais variados contextos. Com o intuito de colaborar com a importância
deste tema, o presente estudo apresenta uma investigação sobre o marketing, a
intensidade competitiva, a turbulência de mercado e o grau de orientação para o
mercado como alguns dos factores condicionantes da performance económicofinanceira das micro e pequenas e médias empresas dos distritos de Vila Real e de Bragança.
A primeira parte aborda de uma forma teórica os conceitos relacionados com esta
temática e foi desenvolvida através de uma revisão bibliográfica onde se procuraram
identificar e analisar as várias perspectivas existentes bem como as verificações empíricas mais relevantes.
A segunda parte foi desenvolvida em função do trabalho empírico que resultou da
recolha de dados primários através de entrevistas a administradores das empresas
contactadas. Através da investigação foi possível caracterizar o tecido empresarial da
região, identificar os tipos de acções de marketing desenvolvidos pelas empresas
constantes da amostra, analisar o grau de orientação para o mercado revelado pelos
decisores e avaliar o impacto da aplicação destes instrumentos no desempenho
económico-financeiro das empresas.
As conclusões mais relevantes desta investigação centram-se na verificação de que:
• O marketing é visto como um acessório que não tem merecido por parte das
empresas uma atenção consubstanciada em acções efectivas que se possam
considerar estratégicas;
• A intensidade competitiva e a turbulência de mercado influenciam a
performance;
• O processo de geração de informação de mercado, tido como um dos preceitos
de um comportamento orientado para o mercado, apresenta uma relação
positiva com o desempenho económico-financeiro das empresas.
The degree of market orientation of the business environment has attracted great interest over the past few years, occupying a prominent place in the formulation of the marketing strategy. The constantly changing and developing of the economic environment has heightened the interest in empirical research in this area in several contexts. In order to cooperate with the importance of this issue, we present an investigation into the marketing, competitive intensity, market turbulence and the degree of market orientation as some of the factors explaining the economic and financial performance of micro and small and medium-sized enterprises in the districts of Vila Real and Bragança. The first part deals in a theoretical concepts related to this issue, and was developed through a literature review which sought to identify and analyze the various perspectives as well as the existing empirical findings more relevant. The second part was developed on the basis of empirical work that resulted from the collection of primary data through interviews with managers of the companies. Through this research, it was possible to characterize the firms of this region, identify the types of marketing activities undertaken by the firms in the sample, analyze the degree of market orientation revealed by the decision and evaluate the impact of these instruments in the economic and financial performance companies. The most relevant conclusions of this research are: • The marketing is seen as an accessory that has not been given by the companies attention embodied into effective action that can be considered strategic; • The competitive intensity and market turbulence influence the financial performance; • The process of information generation market, considered one of the precepts of a market-oriented conduct, has a positive relationship with the economic and financial performance of companies.
The degree of market orientation of the business environment has attracted great interest over the past few years, occupying a prominent place in the formulation of the marketing strategy. The constantly changing and developing of the economic environment has heightened the interest in empirical research in this area in several contexts. In order to cooperate with the importance of this issue, we present an investigation into the marketing, competitive intensity, market turbulence and the degree of market orientation as some of the factors explaining the economic and financial performance of micro and small and medium-sized enterprises in the districts of Vila Real and Bragança. The first part deals in a theoretical concepts related to this issue, and was developed through a literature review which sought to identify and analyze the various perspectives as well as the existing empirical findings more relevant. The second part was developed on the basis of empirical work that resulted from the collection of primary data through interviews with managers of the companies. Through this research, it was possible to characterize the firms of this region, identify the types of marketing activities undertaken by the firms in the sample, analyze the degree of market orientation revealed by the decision and evaluate the impact of these instruments in the economic and financial performance companies. The most relevant conclusions of this research are: • The marketing is seen as an accessory that has not been given by the companies attention embodied into effective action that can be considered strategic; • The competitive intensity and market turbulence influence the financial performance; • The process of information generation market, considered one of the precepts of a market-oriented conduct, has a positive relationship with the economic and financial performance of companies.
Descrição
Dissertação de Mestrado em Economia das Organizações
Palavras-chave
Marketing , Orientação para o mercado , Performance económico-financeira