Ronaldo Gomes Dultra-de-Lima

Does the competitive orientation really lead to emphasis on different internal capabilities

Purpose – The purpose of this paper is to investigate if the organization competitive orientation can really make firms emphasize different internal capability. This paper aims to revisit and extend the study proposed by Fleury and Fleury (2003). Design/methodology/approach – The survey instrument was employed to collect the sample composed by 163 companies from different sectors of Brazilian market. Additionally, several statistic techniques were applied such as cluster analysis, ANOVA test and hierarchical regression analysis to investigate the phenomenon. Findings – It was observed that three possible clusters can be built based on cumulative capabilities perspective and the Operation oriented group has no emphasis on production, logistic nether R & D capability, while other two clusters have a distinctive attentions on their internal capabilities. Research limitations/implications – The limitation of this research lies in using perceptual scale for performance and few constructs with one item for meas...