Capacidades superiores de marketing e capacidade de inovação em marketing: um estudo exploratório qualitativo sobre suas articulações e contribuições para a performance organizacional na cadeia automo

Abstract

This dissertation analyzes how superior marketing capabilities and marketing innovation capability are articulated and contribute to organizational performance in companies operating in the automotive supply chain. The study is grounded in the dynamic capabilities perspective and understands superior marketing capabilities as resulting from the articulation of market learning, strategic marketing orientation, and market adaptation. A qualitative and exploratory approach was adopted, involving JOST Sistemas Automotivos, Castertech Fundidos e Usinados, and Suspensys, companies belonging to RANDONCORP?s Auto Parts division. Data were collected through semi-structured interviews with managers and analyzed according to content analysis procedures, complemented by public documents, institutional materials, and contextual observations. The results show that the capabilities analyzed assume specific configurations in each organization. At JOST, the findings highlight proximity to end users, automakers, and actual product application conditions. At Castertech, they emphasize the integration of customers, projects, and technical areas. At Suspensys, they reveal a combination of responses to competitive pressures and initiatives related to planning and technological repositioning. The findings indicate that superior marketing capabilities become evident when market learning, strategic orientation, and adaptation operate in an interconnected manner. Marketing innovation capability represents one of the ways through which market knowledge and technical competencies are transformed into products, processes, technologies, and applicable solutions. Organizational performance was understood as multidimensional, encompassing both market and financial outcomes, such as technical reputation, customer trust, differentiation, efficiency, market share, margin, and profitability. The study contributes to broadening the understanding of superior marketing capabilities in industrial B2B environments and presents managerial implications related to knowledge sharing, cross-functional integration, and the alignment between strategy and execution. [resumo fornecido pelo autor]