Orientação para o mercado externo: teste de um modelo no Brasil e sua aplicação a uma amostra de empresas exportadoras brasileiras

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DOI: https://doi.org/10.1590/S1415-65552004000200006
Keywords:
scale, export market orientation, export, Brazil

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Andrea Pereira Macera
Fundação Getúlio Vargas
André Torres Urdan
Universidade de São Paulo

Abstract

The purpose of this paper is to investigate the Export Market Orientation of a sample of Brazilian exporters. The multi-item scale proposed by Cadogan et al. (1999) was applied in Brazil and its adjustment assessed. The results provided support for: a) reliability (internal consistency of the scale); b) dimensionality (the Export Market Orientation construct has four dimensions); c) convergent validity (high correlations among independent measures of the construct). However, evidence for discriminant validity was partially provided, suggesting that it might exist better measures for the dimensions Export Intelligence and Dissemination. Similarly, only partial evidence was provided for nomological validity, that is, the correlation between Export Market Orientation and Export Performance. Despite the limitations of the model, the score of Export Market Orientation was calculated for the Brazilian sample. Brazilian exporters scored above the average.

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How to Cite
Macera, A. P., & Urdan, A. T. (1). Orientação para o mercado externo: teste de um modelo no Brasil e sua aplicação a uma amostra de empresas exportadoras brasileiras. Journal of Contemporary Administration, 8(2), 95-115. https://doi.org/10.1590/S1415-65552004000200006
Issue
Vol. 8 No. 2 (2004): Apr/Jun - 2004
Section
Articles

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Author Biographies

Andrea Pereira Macera, Fundação Getúlio Vargas

Mestre em Administração de Empresas pela Escola de Administração de Empresas de São Paulo da Fundação Getúlio Vargas (EAESP/FGV) e Especialista em Políticas Públicas e Gestão Governamental em exercício no Ministério da Fazenda. Suas áreas de interesse em pesquisa são: política brasileira de comércio exterior, acordos comerciais, marketing internacional, estratégias de internacionalização de empresas.

André Torres Urdan, Universidade de São Paulo

Doutor em Administração pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo (FEA/USP). Professor da Escola de Administração de Empresas da Fundação Getúlio Vargas (EAESP/FGV) e bolsista de produtividade em pesquisa do Conselho Nacional de Desenvolvimento Científico e Tecnológico. Suas áreas de interesse em pesquisa são orientação para o mercado e gestão de preços.