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

Medición de la orientación al mercado de las empresas del sector artesanal en Boyacá y su incidencia en los resultados empresariales

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Sonia Yajqueline Mateus Riveros
Edison Jair Duque Oliva

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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