Orientação para o mercado: importância, evolução e abordagens emergentes utilizando a análise cientométrica
DOI:
https://doi.org/10.18041/1900-0642/criteriolibre.2021v19n35.8371Resumo
Esta revisão visa explorar a importância, evolução e abordagens emergentes da orientação para o mercado. A metodologia está dividida em três passos; primeiro, a importância do assunto foi analisada utilizando as principais métricas scientometrics, tais como o número de publicações por ano; segundo, o algoritmo da árvore científica foi aplicado para compreender a evolução. Como terceiro passo, foi realizada uma análise de citações para gerar as abordagens. Os resultados mostram três abordagens: inovação de produtos, desempenho organizacional e orientação para o mercado interno. O estudo utilizou apenas um conjunto de dados para encontrar a literatura relevante; estudos futuros poderiam realizar análises com Scopus e Dimensions. Além disso, outros estudos poderiam identificar diferentes perspectivas utilizando métodos qualitativos com estudos de casos para validar os resultados da presente investigação.
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