PROPOSTA DE UMA NOVA ESCALA PARA MEDIR COMPETÊNCIA EM MARKETING

The objective of this research is to understand the relation between competencies in marketing and it performance. More specifically, this paper present and validate a new scale to measure the construct competence in Marketing. Moreover, this paper identifies and evaluates the impact of marketing competences in the performance of the organization, considering the interaction among the competences. The results suggest that the competencies all together have a stronger impact if compared with the impact of each competence taken alone. In this manner, the results stress the concept of competence as the result of an integrated process. The paper also contributes with the idea that competences are valuable in relation of their contribution to the performance of the company.