Influência de fatores contextuais externos na orientação para o mercado e na sua relação com o desempenho empresarial: um estudo no pequeno comércio varejista do centro-oeste mineiro

Abstract

Although there are already some empirical support to hypothesize a significant and positive relation between the Market Orientation (OrMer) and the Enterpreneurial Performance, there are still many doubts about the moderating effect of the environment in this relation. In this sense, several authors have suggested that the relation between the OrMer and performance may be stronger or weaker depending on the environmental characteristics where the company operates. It is precisely from this restlessness – treated in the international literature – but still "absent" from the national discussions, which one constitutes the basic objective of the present work. For this purpose, it was developed a descriptive study by using the method of cross-sectional survey, taking as an unit of analysis small retailing enterprises from central-western Minas Gerais. The results not only indicate that there is a positive and significant relation between the OrMer and the performance of these companies, but also that, if there are elements to say that the greater is the competitive intensity (Intcom), the greater is the impact from OrMer in the Enterpreneurial performance, on the other hand we cannot say the same about the market turbulence (TurMer).