The impact of market orientation on the financial performance of MSMES (micro, small and medium enterprises) in Bogotá

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This paper presents a study of the Market Orientation (MO) concept and its relationship with Financial Performance (FP) in Bogotá-based MSMEs. The primary source of information was collected using the MARKOR (Kohli & Jaworski, 1990) scale, adapting it to the SMEs' context in Bogotá. The findings were processed with a set of simple linear regressions that aimed to evaluate each dimension of Market Orientation's impact on the MSMEs' financial performance. Subsequently, each of these dimensions (intelligence generation; intelligence dissemination; response planning; and response implementation) were taken as independent variables. Furthermore, Net Sales and Operating Profit, and their ratio to assets, along with performance managers' financial perception, were used as dependent variables. Finally, the results revealed that all five tested models were not statistically strong enough to conclude that Financial Performance is directly impacted by the Market Orientation construct, given that the former results did not show an adjusted R value greater than 75 percent