Orientación al mercado de las empresas exportadoras agroindustriales de las ciudades de Pereira y Manizales

Diana Patricia Jaramillo Parra; Luz Adriana Tabares Giraldo

doi:10.19053/01211048.3921

Vol. 15 No. 1 (2015)
Inquietud Empresarial 15(1) Enero-Junio 2015

HUMAN RESOURCES

Orientación al mercado de las empresas exportadoras agroindustriales de las ciudades de Pereira y Manizales

https://doi.org/10.19053/01211048.3921

Published 2015-10-27

Diana Patricia Jaramillo Parra
Luz Adriana Tabares Giraldo

Diana Patricia Jaramillo Parra
Universidad Pedagógica y Tecnológica de Colombia

Luz Adriana Tabares Giraldo

How to Cite

Jaramillo Parra, D. P., & Tabares Giraldo, L. A. (2015). Orientación al mercado de las empresas exportadoras agroindustriales de las ciudades de Pereira y Manizales. Inquietud Empresarial, 15(1), 141–161. https://doi.org/10.19053/01211048.3921

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Abstract

Este escrito describe la orientación al mercado de las empresas agroindustriales exportadoras a partir de las prácticas y actividades orientadas a los mercados internacionales y cómo permanecen en el tiempo, generando así ventajas competitivas frente a otras organizaciones. La investigación se orientó según los modelos de Naver y Slater y Kohly y Jaworski. La investigación realizada es de carácter descriptivo y teniendo en cuenta el manejo informal de las prácticas y actividades empresariales se optó por un estudio de tipo cualitativo, mediante entrevista a profundidad realizada a seis empresas agroindustriales exportadoras ubicadas en las ciudades objeto de estudio. Los resultados de la investigación permitieron
determinar que de los componentes que forman parte de la orientación al mercado, la orientación al cliente es la línea principal para los empresarios.