Measuring of market orientation of handicraft companies in boyaca and its impact on business results

被引：0

作者：

Mateus Riveros, Sonia Yajqueline ^{[1
]}

Duque Oliva, Edison Jair ^{[2
]}

机构：

[1] UPTC, Especialista Alta Gerencia Mercadotecn, Tunja, Colombia

[2] Univ Nacl Colombia, Bogota, Colombia

来源：

APUNTES DEL CENES | 2011年 / 30卷 / 52期

关键词：

Orientation to the market; Crafts Sector; business performance;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The paper includes a methodological proposal, from a broad conceptual review ofmarket orientation, to study the existence of a market-oriented behavior in the crafts sector in Boyaca, and the relationship between orientation and performance, to dowe study the concepts of market orientation proposed by Narver and Slater (1990) and Jaworsky and Kohli (1993), the adopted measurement scale MKTOR market orientation of Narver and Slater (1990), indicating that the OM is one-dimensional, consisting of three components: customer orientation, competition orientation and integration and coordination of functions.

引用

页码：184 / 202

页数：19

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