As abordagens market-driven e market-driving de orientação para o mercado e inovação: proposição de um modelo integrado

摘要: Recent developments in the market orientation theory have been indicating for reactive nature of related strategies. It argues that traditional approach, market-driven, is excessively determinism and strong adaptative connotation front external atmosphere. That vision becomes complemented by a new perspective, market-driving, presupposing structures its behavior can be modeled organizations. However, this still incipient construction reference model orientate future research using strategy. This paper looks fulfill gap presenting theoretical some propositions on theme, based intensive literature review. As conclusion, allows to analyze antecedents market-driving strategy, review actions implemented verify correlated variables. The complementally approach also verified relation posture orientation. At end, academic managerial implications as discussed, well as, agenda research.