Práticas e resultados de apreçamento nas empresas brasileiras - 1ª Parte
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2005-11-24
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This report refers to the first part of a research financed by the Center for Researches and Publications (GV-Pesquisa) at EAESP-FGV and supported by the National Council of Scientific and Technological Development. It deals with the new product performance determinants, based on an integrative model derived from the frameworks of INGENBLEEK, DREBUYNE, FRAMBACH & VERHALLEN (2004) and HENARD & SZYMANSKI (2001). A sample was formed of 109 product managers and marketing directors from foreign companies operating in Brazil. New Product Performance was significant and positively related with Marketing Orientation and New Products Process of Development. New Product Market Performance showed a significant and positive relationship with Company Processes Characteristics, Relative Advantage of the New Product and Characteristics of the Market. New Product Financial Performance appeared with a significant relationship with Company Processes Characteristics (positive), Strategic Characteristics of the Company (positive) and Uncertainty of the Demand (negative). At the end, the limitations, conclusions and implications of the research, in a preliminary mode, are reported.