O impacto da orientação para o mercado em empresas incubadas de Uberlândia pertencentes à área de tecnologia da informação

Abstract

In the midst of the difficulties presented by the technological based organizations, from incubators, that went thorough all the process of incubation, the marketing aspects figure as the main hindrance that jeopardizes the entrance, growth and survival of these companies in the market place. The activities that aim customer satisfaction and are market oriented play an important roll in minimizing marketing deficiencies of these firms. The research problem of this work is to verify the intensity of market orientation of companies in an incubator from Uberlândia and how this orientation contributes to their survival. This work is based on a survey study made with the owners or managers of the Tecnological Information Companies that were incubated in Incubadora de Empresas de Tecnologia em Software INETEC whose manager is Núcleo Softex do Triângulo TRISOFT. The general objective of this work is to describe the impact of market orientation in the survival of the incubated companies from INETEC and, as a way to accomplish this study, it was used an scale that measures the orientation market level, which was added by the other questions concerning the specific objectives proposed here. The main conclusion of this study was that there is a sensible market orientation in the decision making of the incubated companies from INETEC. Besides that, it was verified that the surviving companies were those that achieved the higher level of market orientation. This information can contribute to plan the business of future incubated enterprises.