La innovación y la gestión de calidad y su relación con la orientación al mercadoAnálisis de su impacto en los resultados

Zusammenfassung

This work aims to evaluate the degree of Market Orientation in Portuguese wine companies and measure its impact on Performance. We also intend to evaluate the mediating role of Innovation Orientation and Quality Orientation on this relationship, as well as the possible moderation of the size and legal form of organization. The proposed structural model, which measures, on the one hand, the relationship between Market Orientation and Performance, and, secondly, the influence that the Innovation Orientation and Quality Orientation play in this relationship, allows us to a set of additional claims. We couldn´t find a direct impact of Market Orientation on organizational Performance of Portuguese wine companies. Nevertheless, we conclude that this relationship is confirmed when mediated by Quality Orientation. In contrast, we found that the Innovation Orientation does not play a mediating effect on this relationship. We can however add that the presence of the two concepts simultaneously, significantly improves the strength of the relationship between Market Orientation and Performance. Still conclude that Quality Orientation affects in a direct and positive way, the Performance of Portuguese wine companies, but this does not apply in relation to Innovation Orientation. With respect to the role that the size and legal form may represent the justification of the framework for the relationship, the results obtained allow us to add that the relationship between Market Orientation and Performance is more intense in larger organizations (compared to smaller ones) and in the wine cooperatives (compared to organizations with other legal forms).