Orientação estratégica consumidor - inovação em empresas incubadas do Estado de Minas Gerais: um estudo empírico com utilização da escala ICON

Abstract

Many researchers are devoted to investigate the role of the Market Orientation (MO) and innovation play for contemporary companies. This work questioned the way in which the OPM and innovation constructs are being used by companies located in Minas Gerais, which are or have been – hosted in a business incubator. To respond this question, this exploratory study used the ICON (Innovation-Customer Orientation) scale of measurement - developed by Berthon, Hulbert and Pitt (1999) to verify the strategic orientation (Isolate, Follow, Shape or Interact). The results show that all those archetypes were expressed in the sample, being the Interactive archetype the most frequent. The data brought, however, unexpected results, for example, the occurrence of a "hybrid” type with preponderance of two of them. This fact, with other results, seems to indicate the need for revision or extension of the utilized typology, or so far, for a new classification.