Orientação para o mercado e inovação : estudo aplicado ao setor do calçado
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Data
2019
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O estudo aplica-se a 70 empresas do setor do calçado do polo I (Felgueiras). Como as empresas orientadas para o mercado tendem a ser mais inovadoras, ao procurar satisfazer os desejos bem como as necessidades de seus compradores prevendo o que o seu cliente quer antes que esse o saiba permitindo que os seus produtos possam ser inovados antes que se tornem obsoletos, criando valor ao seu cliente, para que possa usar como ferramenta estratégica competitiva. Porém com a presente globalização o mercado torna-se mais competitivo, as empresas desenvolvem mecanismos para manter os seus clientes fidelizados, e estudam cada vez mais o mercado de modo a perceber o comportamento dos compradores, o que os leva a optar por determinada empresa ou marca. A pesquisa se destaca por ser um estudo que tem crescido, onde na visão de alguns autores a orientação para o mercado deveria ser a cultura de qualquer empresa, uma vez que o setor do calçado tem grande importância no mercado Português, pois mesmo em tempo de grande crise ainda impõe-se de forma significativa. A partir do trabalho de Narver e Slater (1990), através da escala de Likert de cinco pontos, tornou-se possível efetuar o trabalho de pesquisa descritiva por inquérito a partir de um questionário, para verificar a relação entre a orientação para o mercado e a inovação, através da análise dos dados.
The study applied to 70 companies in the footwear sector of Polo I (Felgueiras). As market-oriented companies tend to be more innovative by seeking to satisfy the desires as well as the needs of their buyers by predicting what their customer wants even before they know what they need, so for that their products can be innovated before they before obsolete, creating value for the customer, so can be use it as a competitive strategic too. However, with this globalization the market becomes more competitive, companies develop mechanisms to keep their customers loyal, and increasingly study the market in order to perceive the behavior of buyers, which leads them to choose a particular company, or brand. The research stands out for being a study that has grow, where in the view of some authors the orientation to the market should be the culture of any company, since the footwear sector has a great importance in the Portuguese market, because even in time of great crisis still impose themselves in a significant way. From the work of Narver and Slater (1990), through the five –point Likert scale, it became possible to carry out the descriptive research work by enquire from a questionnaire, to verify the relationship between market orientation and through analysis of data. Key-
The study applied to 70 companies in the footwear sector of Polo I (Felgueiras). As market-oriented companies tend to be more innovative by seeking to satisfy the desires as well as the needs of their buyers by predicting what their customer wants even before they know what they need, so for that their products can be innovated before they before obsolete, creating value for the customer, so can be use it as a competitive strategic too. However, with this globalization the market becomes more competitive, companies develop mechanisms to keep their customers loyal, and increasingly study the market in order to perceive the behavior of buyers, which leads them to choose a particular company, or brand. The research stands out for being a study that has grow, where in the view of some authors the orientation to the market should be the culture of any company, since the footwear sector has a great importance in the Portuguese market, because even in time of great crisis still impose themselves in a significant way. From the work of Narver and Slater (1990), through the five –point Likert scale, it became possible to carry out the descriptive research work by enquire from a questionnaire, to verify the relationship between market orientation and through analysis of data. Key-
Descrição
Orientação: Maria Teresa Ribeiro Candeias
Palavras-chave
MESTRADO EM GESTÃO, GESTÃO, INOVAÇÃO, INDÚSTRIA DO CALÇADO, MANAGEMENT, INNOVATION, FOOTWEAR INDUSTRY, ORIENTAÇÃO PARA O MERCADO, MARKET ORIENTATION