MARKET ORIENTATION AND PERFORMANCE IN THE BRAZILIAN HOSPITAL INDUSTRY / ORIENTAÇÃO PARA O MERCADO E DESEMPENHO NA INDÚSTRIA HOSPITALAR BRASILEIRA

AUTOR(ES)
DATA DE PUBLICAÇÃO

2006

RESUMO

The relationship between market orientation and performance is a subject that has been drawing the attention of many researchers in the marketing and business strategy fields. The causality relationship of the mentioned constructs has been confirmed by many national and international studies. The purpose of this study is to determine if this relationship is also valid in the context of the Brazilian hospital industry through the empirical test of the hypothesis: the level of market orientation is positively correlated with the performance of Brazilian hospitals. This study tests and confirms the stated hypothesis employing the Structural Equations Modeling (SEM) technique. After confirming that there is a causality relationship among market orientation and performance, the hospitals are classified into groups according to their type of market orientation, which is done by using the Clusters Analysis technique. The last step of the study is to compare the performance level of each group by use of Multivariate Analysis of Variance (MANOVA). This study concludes that not only is there a positive relationship among market orientation and performance, but also that the kind of market orientation leads hospitals to different levels of performance.

ASSUNTO(S)

performance hospitals performance orientacao para o mercado teste empirico hospitais market orientation empirical test

ACESSO AO ARTIGO

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