Orientações Estratégicas – Integração duma Orientação para o Mercado e duma Orientação Empreendedora
Rui Jorge de Figueiredo Lagoa 
1
1 ISCET – High Institute of Business and Tourism Sciences, Porto, Portugal
To cite this text:
Lagoa, R. J. F. (2012), Orientações Estratégicas – Integração duma Orientação para o Mercado e duma Orientação Empreendedora, Percursos & Ideias, Vol. 3&4, pp. 106-124.
Abstract
The Market Orientation (MO) is a basic-concept of Marketing. This Strategic Orientation emphasises the knowledge of customers and competitors. Both theoretical models and empirical evidences have supported that MO have a strong positive effect on organizational performance. However, the generalisation of this consensus turns out to be a weakness of this Strategic Orientation: universally followed, does not allow sustainable competitive advantages. The Entrepreneurial Orientation (EO), emphasising innovation, pro-activity and ability to take risks, has been referred as strategic alternative. Considering that some authors believe that these views are mutually exclusive, our aim is to show that in fact they are compatible and able to be used together.
Keywords
Orientation, Strategy, Organizational performance.