O impacto da orientação para o mercado sobre o desempenho financeiro: as concessionárias de veículos da Ford e Volkswagen

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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.

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