Connections Between Entrepreneurial Orientation, Marketing Capability And Business Performance Perception: Empirical Evidence From Micro And Small Business Retailers
Keywords:
Orientação empreendedora, capacidade de marketing, desempenho empresarial, comércio varejista, pequenas empresas.Abstract
The current academic literature introduces progress in the development understanding of managerial strategies under the theoretical perspective. Relatively, few empiric studies are available in the strategies relationship discussion and managerial performance of the small size companies of the retailer trade. In this work is examined the relationships of entrepreneurial orientation and marketing capabilities in the perceived business performance, focusing the small size business of the retailers of Mato Grosso do Sul State. We evaluate empiric evidences of proposed models in the literature for the entrepreneurial orientation, marketing capabilities and managerial performance and the role of its relationships. The data were collected in a sample of 262 firms and the hypotheses were tried by means of the factorial analysis and of the structural equations model, employing the maxim verisimilitude estimate. The verification of the empiric data provides evidences for the confirmation of the adopted theoretical models and favors the inference that the small size companies of the retailer trade reach a larger managerial performance how much larger go to intensity of the entrepreneurial orientation and marketing capabilities. There are strategic differences of the small size business regarding its location, type, company age and sector.
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