Innovation, market orientation and performance in the local embryonic productive arrangement of clothing in Londrina/PR

Abstract

This research analyzes the impact on both the innovation and market orientation related to the companies’ performance of the local productive arrangement of clothing in Londrina. It identifies the rank of market orientation through the Markor scale, elaborated by Kohli, Jaworski and Kumar (1993) and the product innovation implementation, process and organizational innovations. The chosen method is the survey, involving a sample of 62 companies, and to proceed with the data analysis we use the coefficient of correlation of Pearson and the Clusters Analysis. The main results are: a) the companies are highly market oriented; b) the innovative behavior of the arrangement is low; c) the launching of new products has been the most innovative practice used by the companies; d) the market orientation and innovation contribute to the income growth and to the return of investment of the clothing industries in Londrina.