Palavras-chave
capacidade de venda
estratégias de venda
impacto social.
Como Citar
Resumo
Objetivo - Este estudo analisou o efeito de uma orientação estratégica de longo prazo e da capacidade de venda em três estratégias de venda, e o seu efeito sobre o impacto social das empresas sociais híbridas.
Referencial teórico - Esta investigação baseou-se no efeito conceptual de uma orientação de longo prazo e da capacidade de venda sobre as estratégias de venda, bem como na influência destas sobre o impacto da empresa social.
Metodologia - Foi realizado um estudo quantitativo e transversal. Pesquisas telefónicas e eletrônicas foram utilizadas para recolher dados de 100 gestores de vendas ou gestores gerais em empresas sociais mexicanas. Utilizaram-se a abordagem dos mínimos quadrados parciais e o método de reamostragem bootstrapping para testar as nove hipóteses postuladas.
Resultados - Os resultados apoiaram sete hipóteses e confirmaram que a orientação estratégica de longo prazo e a capacidade de venda influenciam as estratégias de venda adaptativa, orientada para o cliente e relacional. Além disso, das três estratégias de venda estudadas, apenas a estratégia de venda relacional aumentou o impacto da empresa social.
Implicações práticas e sociais da investigação - Esta investigação mostrou que o foco em uma orientação estratégica de longo prazo e no desenvolvimento da capacidade de venda foi principalmente articulado com uma estratégia de venda relacional em empresas sociais que procuram alcançar um melhor impacto social.
Contribuições - Esta investigação contribuiu para o avanço do conhecimento no campo da gestão de empresas sociais, ao aprofundar a compreensão da orientação estratégica de longo prazo e das capacidades e estratégias de venda, como aspectos chave para a geração de um impacto social. Este estudo também forneceu provas empíricas de que a estratégia de venda relacional desempenhou um papel fundamental no impacto social das empresas estudadas.
Palavras-chave - orientação estratégica de longo prazo, capacidade de venda, estratégias de venda, impacto social.
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