Título: | MARKET ORIENTATION AND PERFORMANCE IN THE BRAZILIAN HOSPITAL INDUSTRY | ||||||||||||||||||||||||||||||||||||
Autor: |
GUILHERME DE CAMPOS R M GONCALVES |
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Colaborador(es): |
JORGE FERREIRA DA SILVA - Orientador |
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Catalogação: | 23/FEV/2007 | Língua(s): | PORTUGUESE - BRAZIL |
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Tipo: | TEXT | Subtipo: | THESIS | ||||||||||||||||||||||||||||||||||
Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=9560&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=9560&idi=2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.9560 | ||||||||||||||||||||||||||||||||||||
Resumo: | |||||||||||||||||||||||||||||||||||||
The relationship between market orientation and
performance is a subject
that has been drawing the attention of many researchers in
the marketing and
business strategy fields. The causality relationship of
the mentioned constructs
has been confirmed by many national and international
studies. The purpose of
this study is to determine if this relationship is also
valid in the context of the
Brazilian hospital industry through the empirical test of
the hypothesis: the level
of market orientation is positively correlated with the
performance of Brazilian
hospitals. This study tests and confirms the stated
hypothesis employing the
Structural Equations Modeling (SEM) technique. After
confirming that there is a
causality relationship among market orientation and
performance, the hospitals
are classified into groups according to their type of
market orientation, which is
done by using the Clusters Analysis technique. The last
step of the study is to
compare the performance level of each group by use of
Multivariate Analysis of
Variance (MANOVA). This study concludes that not only is
there a positive
relationship among market orientation and performance, but
also that the kind of
market orientation leads hospitals to different levels of
performance.
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