Orientação para o mercado, proclividade para o aprendizado e a inovação como antecedentes no desempenho das empresas exportadoras gaúchas.

Abstract

Studies have shown that the performance of an organization is influenced by its level of orientation towards the market, orientation towards learning and innovation capacity. However, it is necessary to improve the understanding of the influence of these strategies in international contexts. The globalization’s evolution and the fall of trade barriers between the countries have made a new market emerge, more dynamic, more competitive, with customers that are more demanding and with different cultures. This new market has given to the organizations the possibility to develop and even secure their survival. This study aims to assess the degree of market orientation, learning orientation and innovation orientation of 205 export companies from Rio Grande do Sul - Brazil included on this research and its potential influence on the exporting performance of theirs. On the objectives of this study, it is tried to understand the relationship among the marketing strategies addressed; identify the profile, characteristics and skills of the companies participating on the survey; evaluate methods and techniques used by companies to excel at complex and competitive international market. Throughout this paper, it will be possible to follow the development and analysis of the theoretical model, along with the relations among the hypotheses of the referred constructs of market orientation, learning orientation and innovation orientation on exporting performance. To achieve the objectives of the research it was employed techniques of exploratory and confirmatory factor analysis and structural equation modeling (SEM). The results achieved on this study demonstrate the significant and positive influence of the learning orientation over market orientation and innovation orientation; moreover, a positive and significant influence of market orientation and innovation orientation on export performance of companies is observed. At the end of this study, it will be possible to follow the discussion of the results, managerial and academic implications, limitations and suggestions for future studies.