O Impacto da Orientação para o Mercado sobre o Desempenho Financeiro: As Concessionárias de Veículos da Ford e Volkswagen / The Impact of Market Orientation on Financial Performance: The Ford and Volkswagen Automobile Dealerships in Brazil

AUTOR(ES)
DATA DE PUBLICAÇÃO

24/11/2005

RESUMO

This report concerns a research about the Impact of Market Orientation on Financial Performance. It was undertaken a theoretical review and then a conceptual model was designed. The model was empirically tested with data from a sample of 294 executives of Ford and Volkswagen vehicle dealerships operating in Brazil using the method of structural equations modeling. In two former phases, the same analysis was undertaken with samples linked to Fiat and General Motors. In this phase, the global adjustment of the Model seemed small. Only the causal link between the component Customer Orientation of Market Orientation appeared as significant cause of Financial Performance. The results were discussed taking into account the literature and its implications were analyzed. More research is necessary to understand these complex phenomena.

ASSUNTO(S)

orientação para o mercado desempenho financeiro concessionárias de veículos ford volkswagen brasil

ACESSO AO ARTIGO

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