Os efeitos da orientação para a aprendizagem e da orientação para o mercado no desempenho organizacional

Abstract

A large number of specific orientations have got the attention of researcher and managers of great spectrum of segments and organizational activities. The focus on competitiveness as the quest for strategic advantages requires the adoption of specific orientations and strategic postures that synchronize the enterprise and the market demands. Learning Orientation and Market Orientation have got a lot of attention in the academic and managerial field. The present study aims to identify how the learning orientation (LO) and market orientation (MO) are related to each other and how they influence the performance of enterprises in the central region of Rio Grande do Sul It was conducted a survey research with 123 companies and the data collection instrument was developed using the scale of Orientation for Learning, the MARKOR scale and items of organizational performance evaluation. It was developed analyses of multiple regressions, factor analysis beyond the elaboration of structural equation. When observed just the relationships between the latent variables of the MO and performance it was verified that just Responsiveness has a significant influence in organizational performance. However, when observed just the relationships between the latent variables of LO and performance it was verified that just “Open Mind” has a significant influence in performance. The results suggest that market orientation has a significant positive influence on organizational performance of the companies surveyed. Also, learning orientation had no significant impact. The correlation between the orientations was high and significant.