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El estado del arte de la orientación al mercado en las organizaciones culturales

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  • Azuela Flores José Ignacio

    (Universidad Autónoma de Tamaulipas)

  • Jiménez Torres Nadia H.

    (Universidad Autónoma de San Luis Potosí)

Abstract

A diversity of studies in previous literature has focused on determining the contribution of market orientation in the companies’ performance. However, the research on the effects of market orientation in the performance of cultural organizations is an incipient area of research. In this sense, the present study has the purpose of presenting a review of the main aspects of market orientation in nonprofit organizations, specifically in cultural organizations, and identifies future research directions for this still fertile field of study.

Suggested Citation

  • Azuela Flores José Ignacio & Jiménez Torres Nadia H., 2014. "El estado del arte de la orientación al mercado en las organizaciones culturales," Contaduría y Administración, Accounting and Management, vol. 59(1), pages 259-282, enero-mar.
    • Handle: RePEc:nax:conyad:v:59:y:2014:i:1:p:259-282
    as

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    References listed on IDEAS

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