Orientação para o mercado e desempenho financeiro: o panorama das concessionárias general motors no ramo automobilístico brasileiro
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2000
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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 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.