Publicado dic 1, 2014


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Fabián F. Osorio Tinoco

Miguel Hernández Espallardo

Héctor Augusto Rodríguez Orejuela



Desde la perspectiva teórica propuesta por Narver et al. (2004), este artículo analiza el efecto de la orientación al mercado reactiva y proactiva sobre el éxito de la innovación y la moderación de la orientación al aprendizaje con fuentes internas y de mercado. Utilizando regresión lineal, se encuentra que la orientación al mercado reactiva tiene un efecto lineal positivo sobre el éxito de la innovación, mientras la proactiva tiene un efecto de U invertida, moderado por la orientación al aprendizaje de mercado. El texto demuestra que el efecto de cada tipo de orientación depende del tipo aprendizaje. Y se concluye que las empresas mejorarán su éxito de la innovación combinando adecuadamente su orientación al mercado con el tipo de aprendizaje utilizado.



market orientation, learning orientation., innovationorientación al mercado, aprendizaje organizacional., innovaciónorientação no mercado, aprendizagem organizacional., inovação

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Cómo citar
Osorio Tinoco, F. F., Hernández Espallardo, M., & Rodríguez Orejuela, H. A. (2014). Impacto de la orientación proactiva y reactiva al mercado sobre el éxito de la innovación. El papel moderador de la orientación al aprendizaje. Cuadernos De Administración, 27(49), 109–133.