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Relação entre orientação para o mercado e criação de valor na Teoria de Marketing
Resumen
Cada vez mais tem sido reconhecida a importância, para o sucesso das organizações, do valor gerado para o cliente, sendo este muitas vezes considerado como um fator influenciado pela orientação para o mercado das organizações e influenciador da satisfação do cliente, impulsionando a continuação da relação. Os conceitos de valor e orientação para o mercado tiveram uma ascensão paralela na literatura nos anos 90. Desde então, ambos vêm sendo amplamente estudados. Todavia, muitas pesquisas assumem que a orientação para o mercado fornece um valor superior ao cliente, mesmo não havendo nenhum estudo se propondo a estudar este relacionamento buscando sua veracidade. Dessa forma, este estudo visa realizar uma contribuição com o tema, elaborando uma proposição que relaciona estes conceitos, dada a sua grande utilização pelos estudiosos. Para tanto, utilizou-se a metodologia de revisão bibliográfica, na qual foi analisada a literatura existente em torno destes dois conceitos. Apresentam-se as definições e peculiaridades dos conceitos de orientação para o mercado e valor, bem como são identificadas diferenças entre estes conceitos e o conceito de orientação para o cliente. Posteriormente é proposto o relacionamento entre orientação para o mercado e valor percebido pelo cliente, destacando a importância de se testar esta relação, uma vez que a mesma tem sido utilizada como verdadeira ao longo dos anos. Por fim, apresentam-se as considerações finais a respeito do relacionamento entre estas variáveis, bem como contribuições gerenciais, limitações e pesquisas futuras.
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DOI: https://doi.org/10.18256/2237-7956/raimed.v5n1p70-83
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