Orientação para o Mercado e Desempenho Financeiro: O Panorama das Concessionárias General Motors no Ramo Automobilístico Brasileiro / Market Orientation and Financial Performance: The Reality of General Motors Automobile Dealers in Brazil

AUTOR(ES)

Urdan, André Torres

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 deigned. The model was empirically tested with data from a sample of 192 General Motors vehicle dealerships operating in Brazil using the method of structural equations modeling. Notwithstanding the intervening limitations, the global adjustment of the Model appeared very small. Especially the causal links among Customer Orientation, Competitive Orientation and Inter-functional Coordination (components of Market Orientation), on the one side, and Financial Performance, on the other side, were all non significant. 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 general motors - brasil

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