A influência da capacidade de aprendizado, da criatividade organizacional, da orientação empreendedora internacional, da capacidade tecnológica e da capacidade de reconfiguração na habilidade em desenvolvimento de novos produtos

Abstract

Due to the enhancement of globalization and economic development based in knowledge, innovation and creativity, companies seek sustainable competitive advantage in turbulent and changing environments. In this environmental and organizational context, a research agenda in the Knowledge-Based Dynamic Capabilities, Organizational Creativity, International Entrepreneurial Orientation and New Products Development fields become an opportunity new studies. Through this scope of analysis, this thesis proposes an investigation of the Brazilian manufacturing (mechanic and automotive) industry, which have expressive participation in GPD; however, present low performance in innovation and export indicators, due to their New-Product Development capabilities. Therefore, higher comprehension of the New-Product Development Ability (NPDA) for international markets, that is a potential predictor for product innovation, became a research opportunity for both theoretical and managerial purposes. The focus of this investigation was to develop and validate a theoretical model of the Organizational Creativity, International Entrepreneurial Orientation and Knowledge-Based Dynamic Capabilities (Learning, Reconfiguration and Technological Capability) influence in the New-Product Development Ability for International Markets. Therefore, the thesis model proposed the hypothesis of positive relationships between Learning Capability, Organizational Creativity, International Entrepreneurial Orientation, Reconfiguration Capability and New-Product Development Ability, seeking to validate the relationships between these constructs. The survey method was developed with a sample of medium and large-size companies, exporters and manufacturers, with statistical validation using structural equation modeling. As results, this research identified the behavior of these organizational constructs in Brazilian companies scenario, validating the proposed model: there is strong and positive direct effects between Learning Capability and Organizational Creativity, between Organizational Creativity and International Entrepreneurial Orientation; between International Entrepreneurial Orientation and Technological Capability; between Technological Capability and Reconfiguration Capability and Reconfiguration Capability and NPDA. There were identified improvement opportunities in the Reconfiguration Capability scale, due to its behavior in the exploratory and confirmatory factorial analysis. A second model was proposed, expanding from the previous relations, with moderated relations between Learning Capability to Technological Capability and Technological Capacity to NPDA, with a superior model fit. For the tested model, the NPDA is explained by 80% from its determinants, sustaining the theory of why some companies of the manufacturing industry (metal mechanic and automotive), of medium and large sizes, exporters, have greater New-Product Development Ability for international markets than others. Among with complementary analysis that expand the importance of NPDA and performance, this research contributes for the New-Product Development field, validating and integrating new relationships, with theoretical and managerial contribution for the industrial sector, including the emergent topics of creativity and international entrepreneurial orientation, and how to increase the New Product Development Ability for international markets. Supported by the statistical validation a model with closed loop cycle proprieties is proposed as a theoretical framework for future studies.