AS CONEXÕES ENTRE ORIENTAÇÃO EMPREENDEDORA, CAPACIDADE DE MARKETING E A PERCEPÇÃO DO DESEMPENHO EMPRESARIAL: EVIDÊNCIAS EMPÍRICAS DAS MICRO E PEQUENAS EMPRESAS VAREJISTAS

The academic literature presents current progress in understanding the development of business strategies and how to improve the skills and resources to meet competition and the turbulence of the competitive environment. This paper examined the relationships of the constructs of entrepreneurial orientation and marketing capability on business performance as perceived by managers, focusing on small business retailers. Data were collected in a non-probabilistic cross-sectional sample of 262 retail and service business in the Mato Grosso do Sul State. The hypothesis was tested with statistical approaches, exploratory factor analyses, and structural equations modeling using the maximum likelihood estimation and fit indices of the conceptual model. The empirical evidence supports that there are no significant differences in the practices of entrepreneurial orientation and marketing capability among micro or small businesses. The managerial implications suggest that business retailers adopt a more entrepreneurial posture, with knowledge of competitors' strategies and understanding of the wants and needs of consumers.