O impacto da inovação e da gestão do conhecimento de marketing no desempenho de novos produtos no mercado

In a business environment characterized by a high level of competitiveness, the impact of innovation and new products on an organization’s revenue becomes an important factor. On the other hand, knowledge and knowledge management are new elements that are atracting opportunities and challenges to managers and firms. Researchers such as Li e Calatone (1998), Narver e Slater (1990), Shapiro (2006) and Voss, Montoya-Weiss e Voss (2006) point out the importance of learning and managing market knowledge for organizations in general. This research was developed with the aim to empirically examine the relationships between innovation, market knowledge management and the performance of new products within the market. By means of a survey based on 434 respondents and the use of structural equation modeling (Hattie, 1997), it is possible to verify the supremacy of the competitor knowledge management process over other constructs. We also identify elements which are important for explain the innovation.