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Current Marketing Practices and Market Orientation in the Context of an Emerging Economy: The Case of Uruguay

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  • Nora Lado
  • Lola C. Duque
  • Daniel Alvarez bassi

Abstract

This research explores the link between contemporary marketing practices, market orientation (MO), and business performance in ruguay, an emergent country that has recovered from an economic crisis. These approaches seem to be related but there is no existing evidence to confirm this impression. Lessons can be learned from understanding how effective the adoption of marketing practices is under a crisis scenario. Using data from interviews with 143 micro and small firms' managers, we identify three clusters dependant on the combination of marketing practices: a multimarketing cluster, a medium‐level relationship marketing cluster, and a transactional cluster. A model relating MO components and various performance measures is tested for the three clusters, showing that the multimarketing and transactional clusters are more effective in translating efforts and resources into business outcomes.

Suggested Citation

  • Nora Lado & Lola C. Duque & Daniel Alvarez bassi, 2013. "Current Marketing Practices and Market Orientation in the Context of an Emerging Economy: The Case of Uruguay," Journal of Small Business Management, Taylor & Francis Journals, vol. 51(4), pages 602-616, October.
    • Handle: RePEc:taf:ujbmxx:v:51:y:2013:i:4:p:602-616
    DOI: 10.1111/jsbm.12007
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    Cited by:

    1. Marcia F. Kwaramba & Srinivas Sridharan & Felix T. Mavondo, 2023. "Drivers and outcomes of smallholder market participation in Sub-Saharan Africa," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1165-1183, September.
    2. Chamindika Weerakoon & Sarath S. Kodithuwakku, 2023. "Configurations of Business Model Innovation: Unpacking the Practice Adopted by Firms in an Emerging Market Context," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 32(1), pages 218-259, March.

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