Innovation, market orientation and performance in the local embryonic productive arrangement of clothing in Londrina/PR
This research analyzes the impact on both the innovation and market orientation related to the companies’ performance of the local productive arrangement of clothing in Londrina. It identifies the rank of market orientation through the Markor scale, elaborated by Kohli, Jaworski and Kumar (1993)...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | Portuguese |
| Published: |
Universidade Federal de Santa Catarina
2009-01-01
|
| Series: | Revista de Ciências da Administração : RCA |
| Online Access: | https://periodicos.ufsc.br/index.php/adm/article/view/11342 |
| Summary: | This research analyzes the impact on both the innovation and market orientation
related to the companies’ performance of the local productive arrangement of
clothing in Londrina. It identifies the rank of market orientation through the Markor
scale, elaborated by Kohli, Jaworski and Kumar (1993) and the product innovation
implementation, process and organizational innovations. The chosen method is
the survey, involving a sample of 62 companies, and to proceed with the data
analysis we use the coefficient of correlation of Pearson and the Clusters Analysis.
The main results are: a) the companies are highly market oriented; b) the innovative
behavior of the arrangement is low; c) the launching of new products has been the
most innovative practice used by the companies; d) the market orientation and
innovation contribute to the income growth and to the return of investment of the
clothing industries in Londrina. |
|---|---|
| ISSN: | 1516-3865 2175-8077 |