Análise da mediação da capacidade de inovação em mercado
DOI:
https://doi.org/10.7213/rebrae.06.003.AO03Keywords:
Orientação ao Consumidor, Capacidade de Inovação em Mercado, Sucesso de Novos Produtos.Abstract
O presente estudo tem por objetivo analisar a mediação da Capacidade de Inovação em Mercado (CIM) na relação entre a Orientação ao Consumidor (OC) e o Sucesso de Novos Produtos (SNP), bem como o efeito moderador positivo da Turbulência Tecnológica (TT) na relação entre a CIM e o SNP. O estudo utilizou-se de um levantamento realizado com empresas industriais brasileiras. Para testar as hipóteses, empregaram-se as técnicas de modelagem de equações estruturais multigrupoe Sobel ɀ-teste. Os resultados indicaram a mediação total da CIM na relação entre OC e SNP e confirmaram o efeito moderador positivo da TT.
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