{"id":1006,"date":"2022-03-03T14:50:12","date_gmt":"2022-03-03T14:50:12","guid":{"rendered":"http:\/\/percursoseideias.iscet.pt\/?page_id=1006"},"modified":"2022-03-06T09:21:32","modified_gmt":"2022-03-06T09:21:32","slug":"pi_2011-12_n03-04_mie9-2","status":"publish","type":"page","link":"https:\/\/percursoseideias.iscet.pt\/index.php\/pi_2011-12_n03-04_mie9-2\/","title":{"rendered":"Volumes 3&4 – 2011\/12 – Marketing, Innovation and Entrepreneurship Issue (MIE9)"},"content":{"rendered":"\n
\n
\n
\"\"<\/figure>\n\n\n\n

\"\"<\/a> \"\"<\/a> Contents<\/a>
Archive<\/a>
Current issue<\/a><\/p>\n<\/div>\n\n\n\n

\n

Orienta\u00e7\u00f5es Estrat\u00e9gicas – Integra\u00e7\u00e3o duma Orienta\u00e7\u00e3o para o Mercado e duma Orienta\u00e7\u00e3o Empreendedora<\/strong><\/p>\n\n\n\n

Rui Jorge de Figueiredo Lagoa\u00a0\"\"<\/a>1<\/sup><\/p>\n\n\n\n

1<\/sup> ISCET \u2013 High Institute of Business and Tourism Sciences, Porto, Portugal<\/p>\n\n\n\n

<\/p>\n\n\n\n

To cite this text:<\/p>\n\n\n\n

Lagoa, R. J. F. (2012), Orienta\u00e7\u00f5es Estrat\u00e9gicas – Integra\u00e7\u00e3o duma Orienta\u00e7\u00e3o para o Mercado e duma Orienta\u00e7\u00e3o Empreendedora, Percursos & Ideias<\/em>, Vol. 3&4, pp. 106-124.<\/p>\n\n\n\n

View full text PDF<\/a> \"\"<\/a> <\/p>\n\n\n\n

Abstract<\/strong><\/p>\n\n\n\n

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.<\/p>\n\n\n\n

Keywords<\/strong><\/p>\n\n\n\n

Orientation, Strategy, Organizational performance.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Contents ArchiveCurrent issue Orienta\u00e7\u00f5es Estrat\u00e9gicas – Integra\u00e7\u00e3o duma Orienta\u00e7\u00e3o para o Mercado e duma Orienta\u00e7\u00e3o Empreendedora Rui Jorge de Figueiredo Lagoa\u00a01 1 ISCET \u2013 High Institute of Business and Tourism Sciences, Porto, Portugal To...<\/p>\n","protected":false},"author":6,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-1006","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/pages\/1006","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/comments?post=1006"}],"version-history":[{"count":4,"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/pages\/1006\/revisions"}],"predecessor-version":[{"id":1913,"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/pages\/1006\/revisions\/1913"}],"wp:attachment":[{"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/media?parent=1006"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}