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

Authors

  • Sonia Yajqueline Mateus Riveros
  • Edison Jair Duque Oliva

Keywords:

Orientation to the market, Crafts Sector, business performance

Abstract

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 Boyacá, 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.

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Published

2011-12-05

How to Cite

Riveros, S. Y. M., & Oliva, E. J. D. (2011). Measuring of market orientation of handicraft companies in boyacá and its impact on business results. Apuntes Del Cenes, 30(52), 183–202. Retrieved from https://revistas.uptc.edu.co/index.php/cenes/article/view/30

Issue

Volumen 30 N° 52: julio - diciembre de 2011

Section

Economía y empresa

License

Copyright (c) 2011 Sonia Yajqueline Mateus Riveros, Edison Jair Duque Oliva

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