Impacto da orientação empreendedora nas alianças estratégicas e a influência da alta administração Impacto de la orientación emprendedora en alianzas estratégicas y el papel de la alta dirección ABSTRACTThe management literature draws attention to the gap of strategic alliances (SA) in the paradigm of entrepreneurial orientation (EO). The aim of this paper is to propose a model where EO is associated with SA, this relationship being influenced by its predecessor (top management), and EO working as a multidimensional construct. Data collected from 101 Brazilian firms were analyzed using structural equation modeling and supported those hypotheses. Improving firms' EO, particularly risk taking (RT), is important in order to promote SA. Obviously, top management can influence SA, but firms with an RT competence are more likely to promote SAs and conduct their implementation. Therefore, the present study offers the following contributions: (1) consolidating the EO construct by using it in a multidimensional way in a reflexive model, particularly the risk dimension; (2) advancing studies relating EO and SA by showing that top management has a significant influence on the EO-SA relationship; (3) the model used is robust and representative of the field of strategy and entrepreneurship as it explained 25.5% of the EO-SA relationship; (4) we suggest that EO should be used to increase SA and firm performance, which can reduce entrance barriers and business risks, particularly for small and medium-sized enterprises (SMEs). KEYWORDS | Entrepreneurial orientation, strategic alliances, top management team, entrepreneurship, strategy. RESUMO A literatura de gestão chama a atenção para a lacuna de alianças estratégicas (AE) no paradigma da orientação empreendedora (OE ) a consolidação do construto OE ao usá-lo de forma multidimensional em um modelo reflexivo, especialmente a dimensão risco; (2) a extensão dos trabalhos relativos à OE e AE, ao mostrar que a alta administração da empresa é importante para a relação OE-AE; (3) o modelo utilizado é robusto e representativo da área de estratégia e empreendedorismo, explicando 25,5% da relação OE-AE; (4) sugerimos que a OE deve ser usada para estimular as AEs e melhorar o desempenho da empresa, reduzindo as barreiras de entrada e riscos associados aos negócios, especialmente para as pequenas e médias empresas (PMEs). PALAVRAS-CHAVE | Orientação empreendedora, alianças estratégicas, alta administração, empreendedorismo, estratégia. RESUMEN La literatura de gestión llama la atención sobre la brecha de las alianzas estratégicas (AE) en el paradigma de la orientación emprendedora (OE). El objetivo de este trabajo es proponer un modelo donde la RAE-Revista de Administração de Empresas | FGV/EAESP

The aggressive competitiveness refers to the company tendency to challenge direct and intensively its competitors when entering into a market or to enhance its position outperforming its rivals. An approach about aggressive competitiveness shares the traditional view of "strength-weakness-opportunity-threat", another view consistent with the hyper-competitiveness model, and the third view follows the dynamic competitiveness line. However, researches have not yet focused either on the motivations or on the strategic guidelines before the attack or on the direct relationship between Aggressive Competitiveness (AC) and Retailer Company Performance (CP) through a qualitative and quantitative study. Within this context, the objective of this research was to analyze: i) the impact of the AC in the retail CP; and ii) the effect of company size factor (medium/large versus micro/small) in this relationship. It was carried out a mixed survey in two stages. In the first it was used a qualitative approach, through multiple case study with eight companies. Then, in the second phase it was held a survey with 64 companies. The results indicate a positive and significant impact of the AC on the CP, but this impact is not different between medium and large sized enterprises versus micro/small sized companies. This research contributes theoretical and empirically to the literature about AC of retail companies, generating subsidies for managers to adopt a more aggressive attitude in the competitive dynamics of the retail market. The practical cases studied here corroborate the influence of AC on the CP. Specifically it demonstrates the AC importance for the survival and growth of the company in increasingly dynamic, turbulent and competitive markets.

This article presents a systematic review of entrepreneurship research published in the Top six Brazilian Journals of Administration (TBJA) - Revista de Administração de Empresas, Revista de Administração, Revista de Administração Contemporânea, Brazilian Journal of Public Administration, Brazilian Administration Review, and Organização & Sociedade, during the period 2000-2014. It aims to identify gaps and directions for Brazilian entrepreneurship research to become a relevant area within the field of Administration. The results highlighted the following gaps: (i) few entrepreneurship publications within the TBJA; (ii) impact of the TBJA production is low compared to international journals focused exclusively on entrepreneurship; (iii) prevalence of qualitative methodological approaches. As directions, the results show: (i) to give preference to empirical studies carried out by rigorous methodologies (longitudinal, secondary data and experimental design); (ii) realization of empirical studies extending the theoretical basis of the existing literature; (iii) establishment of entrepreneurship research lines in Master/Doctoral Programs. This article contributes theoretically by identifying research gaps and directions, and by conducting a critical analysis of the entrepreneurship research and practice to give a perspective to researchers and first time authors to produce high impact papers.

As recentes mudanças no ambiente de negócios têm levado os pesquisadores de marketing a prestar especial atenção à sustentabilidade como um interessante tema de pesquisa. Apesar dos progressos alcançados no estudo da sustentabilidade, há uma escassez de pesquisas sobre sob o viés do marketing. Nesse contexto, o objetivo desta pesquisa foi analisar: i) a relação entre as dimensões (Econômica, Social e Ambiental) de uma estratégia corporativa baseada no Triple Bottom Line (TBL) e a Intenção de Compra (IC) do consumidor, após exposição a dois diferentes estímulos de comunicação (ações sustentáveis/ações não sustentáveis); ii) o efeito moderador do Tipo de Consumidor (Verde/Não Verde) nessa relação. Realizou-se um levantamento online com 1.703 indivíduos. Por meio de Modelagem de Equações Estruturais e testes ANOVA, comprovou-se relação entre as dimensões Econômica e Ambiental da estratégia TBL e a IC, bem como o efeito moderador do Tipo de Consumidor. Esta pesquisa gera subsídios para a incorporação da sustentabilidade nas decisões estratégicas das empresas, especificamente as relacionadas à comunicação de ações baseadas no TBL.

No abstract