A study of open innovation and its relation to innovation and market orientation/Um estudo sobre open innovation e sua relacao com inovacao e orientacao para o mercado

Many global companies proactive to changing market, to access complementary assets, satisfy customers, pursue growth and sustainable competitive advantage are practicing open innovation, a new paradigm that uses techniques and tools for developing a network of collaborative innovation. In addition, some studies suggest that the company should be market-driven innovation to be successful. Therefore, this research sought to contribute to the scientific body addressing the new paradigm of open innovation (Chesbrough, 2003) and widespread strategy of market orientation in the field of innovation. Thus, we sought to determine whether there is positive correlation between open innovation, innovation and market orientation based on three pillars Jaworski and Kohli (1993). The empirical study was conducted by a quantitative survey with application of a questionnaire on different functional levels of the companies. For treatment of the data we adopted the statistical method of Spearman correlation. The results linked to the theoretical framework demonstrated that innovation is related to market orientation, but there is a significant relationship with this open innovation, there was also the existence of disability in the generation and dissemination of intelligence, the latter being determining the correlation between market orientation and open innovation. Key-words: Innovation. Open innovation. Market orientation. Muitas empresas globais proativas as mudancas constantes do mercado, para acessar os ativos complementares, satisfazer os clientes, buscar o crescimento e vantagem competitiva sustentavel, estao praticando a open innovation, um novo paradigma que utiliza tecnicas e ferramentas para o desenvolvimento de uma rede de inovacao colaborativa. Alem disso, ha estudos que sugerem que a empresa deve ser orientada ao mercado para a inovacao ser bemsucedida. Portanto, esta pesquisa procurou contribuir com o corpo cientifico abordando o novo paradigma de open innovation (Chesbrough, 2003) e a estrategia difundida de orientacao para o mercado no ambito da inovacao. Dessa forma, buscou-se verificar se existe correlacao positiva entre open innovation, inovacao e orientacao para o mercado com base nos tres pilares de Jaworski e Kohli (1993). O estudo empirico foi desenvolvido mediante uma pesquisa quantitativa com aplicacao de um questionario em diferentes niveis funcionais das empresas. Para o tratamento dos dados, adotou-se a tecnica estatistica de correlacao de Spea