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Análisis y expansión de la orientación al mercado: una validación empírica en empresas españolas

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  • Rivera Camino, Jaime

Abstract

Este artículo presenta un análisis crítico de las tradicionales perspectivas de la Orientación al Mercado para justificar la necesidad de una nueva definición. También expone el marco teórico de una definición que ha sido validada en tres países. Aunque esta definición integra las operacionalizaciones de Narver y Slater y Kholi y Jaworski, se distingue de éstas porque considera a la Orientación al Mercado como una estrategia competitiva de la organización. Los resultados obtenidos en esta investigación nos indican que esta definición es válida para las problemáticas competitivas de diversos sectores económicos. Asimismo, también confirma que la Orientación al Mercado debe considerar a los trabajadores como el primer cliente de la empresa.

Suggested Citation

  • Rivera Camino, Jaime, 1997. "Análisis y expansión de la orientación al mercado: una validación empírica en empresas españolas," DEE - Documentos de Trabajo. Economía de la Empresa. DB 6411, Universidad Carlos III de Madrid. Departamento de Economía de la Empresa.
    • Handle: RePEc:cte:dbrepe:6411
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    Keywords

    Orientación al mercado;

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