Atributos de uma empresa orientada para o mercado : visão interna de organizações em uma economia emergente

Abstract

The market orientation`s organization involves the internal vision, the human resources and process for gattering informations about the customers' needs and competitors activities, and it´s internal dissemination through departments, and the actions to supply the values seeked by customers. The factors which caracterize the market orientation, and it´s measurement, have been studied mainly in economically developed countries, which means the demand for studies in economically emerging countries as Brazil. This study, applied in private companies located in São Paulo, Brazil, sued 276 respondents whose works in different functional groups (operations, tactic or strategic), in different functional areas (marketing, sales, human resources, operational and administrative, or financial) used as base a combination of three models developed by Whiteley (1991), the MARKOR scale from Kohli, Jaworski and Kumar (1993), and Day (2001) which generate a research instrument with 54 assertive, answered by the respondent by a Liekert five points scale. After statistics analysis the results indicated twelve groups of factors which could caracterize the market orientation in the brazilian context: the seeks to overcome customers expectative; customers claimmes; deal with customers; procedures to improve product and service´s quality; informations about customers; product and service`s valorization by the customers; employee´s profiles; communications between departments; relationships with the customers; clearness about client´s needs; human resources.