Purpose The purpose of this paper is to examine the mediating role of the marketing strategy process in the relationship between innovativeness and organizational performance in SMEs. Design/methodology/approach The partial least squares-structural equation modeling technique was used to analyze data from Brazilian SMEs that belong to the software sector. Innovativeness was considered as a cultural aspect of the firm, which is related to being open to new ideas. The marketing strategy process was analyzed considering its two dimensions, i.e., formulation and implementation of marketing strategies. Organizational performance included variables of market, financial and innovation performance. Findings The results show that innovativeness positively influences organizational performance through the marketing strategy process. Specifically, the formulation of marketing strategies mediates the relationship between innovativeness and organizational performance. Implementation by itself does not mediate this relationship. When considering the path formulation→implementation as mediator, the influence is positive, i.e., formulation positively influences the implementation of marketing strategies and this path mediates the relationship between innovativeness and organizational performance. Therefore, the mediating role is stronger when considering the formulation-implementation path than when taking into account the activities of the formulation and implementation of marketing strategies separately. Originality/value This study contributes to the literature by discussing how innovativeness influences SMEs’ performance through subsequent stages of the marketing strategy process. This is one of the first studies to consider activities in the marketing strategy process as a mediator in the innovativeness-performance relationship and explore its sequence.

Objetivo: Este estudo teve como objetivo investigar as relaes entre a inovatividade, o processo de estratgia de marketing e o desempenho organizacional de pequenas e mdias empresas. Mtodo: A pesquisa foi desenvolvida com 105 PMEs do setor de Tecnologias da Informao e Comunicao (TIC) e as hipteses foram testadas por meio de modelagem de equaes estruturais com o uso do software SMART PLS 2.0 Resultados: Os resultados demonstram que a inovatividade exerce influncia direta e positiva sobre os sete componentes do processo de estratgia de marketing investigados. No entanto, descobriu-se que somente a nfase em capacidades de marketing impacta de forma direta e positiva o desempenho organizacional. Contribuies tericas: Esse estudo contribui para o entendimento terico das relaes entre inovao e marketing em PMEs. Demostrou-se a importncia da inovatividade para o processo de estratgia de marketing em empresas que enfrentam ambiente dinmico e concorrncia especializada. Evidenciou-se, tambm, que a natureza tcita e idiossincrtica das capacidades de marketing contribui para o processo estratgico, pois torna a imitao do mesmo pelos concorrentes mais difcil, levando vantagem competitiva e, consequentemente, ao desempenho superior. Originalidade/relevncia: Os resultados do presente estudo comprovam que no contexto de PMEs ideias inovadoras no so suficientes para garantir o desempenho organizacional. Ou seja, para atingir o sucesso das inovaes em produto/servio a empresa precisa desenvolver capacidades de marketing como, por exemplo, atendimento aos clientes, esforos de comunicao e imagem de marca.

Purpose-Our focus in this paper was to analyze the activities inherent in marketing strategy making. We aimed to sequentially test the relationships between the activities belonging to the formulation and implementation processes of marketing strategy. Design/methodology/approach-We collected data from 105 firms through an online cross-sectional survey, using Partial Least Squares (PLS) path modeling for the data analysis. Findings-Considering the formulation of marketing strategies, our results show that communication quality positively influences crossfunctional integration, which in turn affects strategic consensus. About strategy implementation, we have found that resource commitment is influenced by strategic consensus, and it influences the emphasis on marketing capabilities. Originality/value-The main contribution of this study is the relationships established between the marketing strategy process activities. We have changed the focus of the investigation from the causes and consequences of the strategy process to the analysis of how each element contributes to the process dynamics. We also contribute to the research stream on marketing strategy making by explaining how marketing strategy formulation and implementation may be related through strategic consensus.

Análise dos fatores que influenciam a decisão de compra dos clientes de uma rede de farmácias da cidade de Pato Branco, Paraná.

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