Orientación estratégica, innovación y resultados en PYMES de nueva creación: el rol del marketing
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Publicado
20-12-2010
Jorge Gómez Villanueva
Joan Llonch Andreu
Josep Rialp Criado
Resumen
A pesar del importante papel de las PYMES de nueva creación en el desarrollo económico, no tenemos constancia de trabajos que hayan abordado de manera simultánea el estudio de la relación entre tres orientaciones estratégicas clave como son la orientación emprendedora (OE), la orientación al mercado (OM) y la orientación al aprendizaje (OA) con la innovación y con el éxito de las PYMES de nueva creación. Los trabajos existentes en la actualidad son de carácter parcial, ya que se limitan a estudiar los efectos de sólo algunas de estas tres orientaciones estratégicas en los resultados de dichas empresas (Li y Atuahene-Gima, 2001; Renko et al., 2009). La presente investigación pretende precisamente cubrir esa laguna, formulando un modelo explicativo de los efectos de las diferentes orientaciones estratégicas en la innovación y en los resultados de las PYMES de nueva creación. Los resultados obtenidos a partir de una muestra de 203 PYMES de nueva creación muestran que existe una relación directa entre la OM y el rendimiento. Asimismo, la OM tiene efectos indirectos en el rendimiento a través de la OE, la OA y la Innovación. En cambio, la relación entre la OE y la OA con el rendimiento es solo indirecta, a través de la Innovación (I). En definitiva, se demuestra que el marketing tiene un papel fundamental en el éxito de las PYMES de nueva creación.
Cómo citar
Gómez Villanueva, J., Llonch Andreu, J., & Rialp Criado, J. (2010). Orientación estratégica, innovación y resultados en PYMES de nueva creación: el rol del marketing. Cuadernos De Gestión, 10(3), 85–110. https://doi.org/10.5295/cdg.100190jg
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Keywords
Orientación estratégica, Orientación al mercado, Innovación, PYMES de nueva creación
References
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González-Benito, O., González-Benito, J Y Muñoz-Gallego, P.A. (2009): “Role of entrepreneurship and market orientation in firms’ success”, European Journal of Marketing, Vol. 43 Nº 3/4, pp. 500-522.
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Haber, S. Y Reichel, A. (2005): “Identifying performance measures of small ventures-the case of the tourism industry”, Journal of Small Business Management, Vol. 43, Nº 3, pp. 257-286.
Hair, J.F., Anderson, R.E., Tatham, R.L. Y Black, W.C. (1998): Multivariate data analysis, Upper Saddle River, New Jersey: Prentice-Hall.
HITT, M.A., IRELAND, R.D., CAMP, S.M. Y SEXTON, D.L. (2001): “Guest editors´ introduction to special issue strategic entrepreneurship: entrepreneurial strategies for wealth creation”, Strategic Management Journal, Vol. 22, pp. 479-491.
Hughes, M. Y Morgan, R.E. (2007): “Deconstructing the relationship between entrepreneurial orientation and business performance at the embryonic stage of firm growth”, Industrial Marketing Management, Vol. 36, pp. 651-61.
HULT, G.T.M. Y KETCHEN, D.J. JR (2001): “Does market orientation matter? A test of the relationship between positional advantage and performance”, Strategic Management Journal, Vol. 22, pp. 899–906.
Hult, G.T.M., Hurley, R.F. Y Kinght, G.A. (2004): “Innovativeness: its antecedents and impact on business performance”, Industrial Marketing Management, Vol. 33, pp. 429-38.
Hunt, S.D. Y Morgan, R.M. (1995): “The resource-advantage theory of competition: dynamics, path dependencies, and evolutionary dimensions”, Journal of Marketing, Vol. 59, Nº 2, pp. 1-15.
Hurley, R.F. Y Hult, G.T.M. (1998): “Innovation, market orientation and organizational learning: an integration and empirical examination”, Journal of Marketing, Vol. 62, Nº 3, pp. 42-54.
Jiménez, D. Y Cegarra, J.G. (2007): “The performance effect of organizational learning and market orientation”, Industrial Marketing Management, Vol. 36, pp. 694-708.
Kakati, M. (2003): “Success criteria in high-tech new ventures”, Technovation, Vol. 23, pp. 447-457.
Keskin, H. (2006): “Market orientation, learning orientation and innovation capabilities in SMEs”, European Journal of Innovation Management, Vol. 9, Nº 4, pp. 396-417.
Kirca, A., Jayachandran, S.Y Bearden, W. (2005): “Market orientation: a meta-analytic review and assessment of its antecedents and impact on performance”, Journal of Marketing, Vol. 69, pp. 24-41.
Kohli, A. Y Jaworski, B.J. (1990): “Market orientation: the construct, research propositions and managerial implications”, Journal of Marketing, Vol. 54, Nº 2, pp. 1-18.
Kropp, F., Lindsay, N.J. Y Shoham, A. (2006): “Entrepreneurial, market, and learning orientations and international entrepreneurial business venture performance in South African firms”, International Marketing Review, Vol. 23, Nº. 5, pp. 504-523
Laitinen, E.K. (1992): “Prediction of failure of a newly founded firm”, Journal of Business Venturing, Vol. 7, pp. 323-40.
Lee, C., Lee, K. Y Pennings, J.M. (2001): “Internal capabilities, external networks, and performance: a study of technology-based ventures”, Strategic Management Journal, Vol. 22, pp. 615-640.
Li, H. Y Atuahene-Gima, K. (2001): Product innovation strategy and the performance of new technology ventures in China, “Academy of Management Journal”, Vol. 44, Nº 6, pp. 1123-1134.
Lumpkin, G.T Y Dess, G.G. (1996): “Claryfing the entrepreneurial orientation construct and linking it to performance”, Academy of Management Review, Vol. 21, Nº 1, pp. 135-72.
Lumpkin, G.T.Y Dess, G.G. (2001): “Linking two dimensions of entrepreneurial orientation to firm performance: the moderating role of environment and industry life cycle”, Journal of Business Venturing, Vol. 16, pp. 429-51.
Mavondo, F.T., Chimhanzi, J. Y Stewart, J. (2005): “Learning orientation and market orientation. Relationship with innovation, human resource practices and performance” European Journal of Marketing, Vol. 39, Nº 11/12, pp. 1235-1263.
Minniti, M. Y Lévesque, M. (2008): “Recent developments in the economics of entrepreneurship”, Journal of Business Venturing, Vol. 23, pp. 603-12.
Naman, J.L. Y Slevin, D.P. (1993): “Entrepreneurship and the concept of fit: a model and empirical tests”, Strategic Management Journal, Vol. 14, pp. 137-53.
Narver, J.C. Y Slater, S.F. (1990): “The effect of a market orientation on business profitability”, Journal of Marketing, Vol. 54, Nº 4, pp. 20-35.
Newbert, S.L., Kirchoff, B.A. Y Walsh, S.T. (2007): “Defining the relationship among founding resources, strategies, and performance in techonlogy-intensive new ventures: evidence from the semiconductor silicon industry”, Journal of Small Business Management, Vol. 45, Nº 4, pp. 438-66.
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Paladino, A. (2007): “Investigating the drivers of innovation and new product success: a comparison of strategic orientations”, The Journal of Product Innovation Management, Vol. 24, pp. 534-553.
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