Relação entre Orientação para o Mercado e Criação de Valor na Teoria de Marketing

Abstract

Increasingly, it has been recognized the importance, for the success of organizations, of generated value for the customer. The value generated for the customer is often considered as a factor influenced by market orientation of organizations and customer loyalty influencer, encouraging the continuation of the relationship. The concepts of value and market orientation had a parallel rise in the literature in the 90s. Since then, they both have been widely studied. However, many studies assume that market orientation provides superior value to the customer, even though there are few studies proposing to explore this relationship and understand the means by which it happens. Thus, this study aims to contribute to the theme, preparing a proposition that relates these concepts, given their widespread use by scholars. Therefore, the existing literature around these two concepts was analyzed. The definitions and peculiarities of the oriented concepts to market and value as well as differences are identified between these concepts and the concept of customer orientation are presented. Subsequently, it is proposed a model of a relationship between market orientation and perceived value of the customer, highlighting the importance of testing this relationship, once the same has been used as true over the years. The main contribution of the study is the integration of various concepts found scattered in the literature in a single explanatory conceitual model. Finally, we present the final considerations about the relationship between these variables and managerial contributions, limitations and future research. (English) [ABSTRACT FROM AUTHOR]