An Exploratory Analysis of Market Orientation of Small and Medium-Sized Businesses (SMEs) in Peru

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Auteurs
Date

2009

Discipline
Type de document
Périmètre
Langue
Identifiants
Source

Panorama Socioeconómico

Relations

Ce document est lié à :
http://www.redalyc.org/revista.oa

Collection

REDALYC : Red de Revistas Científicas de América Latina y el Caribe, España y Portugal

Organisation

Red de Revistas Científicas de América Latina y el Caribe, España y Portugal

Licence

Panorama Socioeconómico

Mots-clés Und

Economía y Finanzas Peru MARKOR scale Market orientation small sized retailers

Sujets proches En

Corporation executives Company officers Managers Business executives Corporate officers

Citer ce document

John E. Spillan et al., « An Exploratory Analysis of Market Orientation of Small and Medium-Sized Businesses (SMEs) in Peru », Panorama Socioeconómico, ID : 10670/1.f8ecy6

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"Traditional marketing knowledge says that a market oriented firm provides its employees with a better understanding of its customers, competitors, and environment. The consequence of having this knowledge leads the organization to provide enhanced customer satisfaction and firm performance. The objective of this research was to assess the market orientations of small business managers in the retail environment in Peru and provide empirical information about characteristics of the market oriented managers and non-market oriented managers. A concerted effort was made to determine the differences in the perceived importance of different elements of the marketing function."

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