Orientação empreendedora e competências de marketing no desempenho organizacional: um estudo em empresas de base tecnológica

A relacao entre orientacao empreendedora, competencias diferenciadas de marketing e desempenho organizacional e aqui analisada tendo como objeto as empresas que atuam no setor de base tecnologica da Regiao Metropolitana do Recife (RMR), cenario reconhecido pela geracao de empreendimentos de servicos com tecnologias avancadas. Foi realizado um levantamento exploratorio dentre 59 empresas, classificadas por porte e maturidade. Uma forte orientacao empreendedora e a maturidade dessas empresas estao positivamente associadas a indices superiores de inovacao, proatividade e assuncao de risco, alem de implicarem em elevados niveis de competencia em marketing. Esses fatores revelam-se produtores de incremento de desempenho organizacional. Recomenda-se o desenvolvimento de programas de incentivo e de capacitacao que auxiliem a potencializar, de forma diferenciada, as expertises peculiares a vocacao e aos interesses estrategicos dos dirigentes, e a aperfeicoar a maturidade empreendedora vigente em empresas que atuam em setores de alta tecnologia.

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