Dinamismo no marketing mix e performance: evidências obtidas em empresas comerciais
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Levou-se a cabo um estudo das capacidades dinâmicas de marketing tendo em conta a sua influência nos resultados dos clientes, os mercados e alguns indicadores financeiros. Com o fim de lograr este propósito, se contatou com 201 empresas comerciais portuguesas às que posteriormente se lhes administrou de forma pessoal um questionário relativo a diversas capacidades dinâmicas de marketing. Os dados obtidos se estudaram por meio de uma análise fatorial de componentes principais e diversas regressões lineares. Os achados resultantes põem de manifesto a existência de uma relação clara entre as capacidades dinâmicas de marketing e diversos indicadores de resultados. Especialmente, aquelas capacidades dinâmicas relacionadas com aspectos externos ao produto são as que exercem um maior impacto. Este estudo enfatiza como os gerentes das empresas portuguesas do setor analisado são conscientes da importância de desenvolver capacidades dinâmicas de marketing e adaptá-las aos câmbios do entorno.
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