Measuring of market orientation of handicraft companies in boyacá and its impact on business results
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...
| Main Authors: | , |
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| Format: | Online |
| Language: | spa |
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Universidad Pedagógica y Tecnológica de Colombia
2011
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| Online Access: | https://revistas.uptc.edu.co/index.php/cenes/article/view/30 |
| _version_ | 1801705914368000000 |
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| author | Riveros, Sonia Yajqueline Mateus Oliva, Edison Jair Duque |
| author_facet | Riveros, Sonia Yajqueline Mateus Oliva, Edison Jair Duque |
| author_sort | Riveros, Sonia Yajqueline Mateus |
| collection | OJS |
| description | 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. |
| format | Online |
| id | oai:oai.revistas.uptc.edu.co:article-30 |
| institution | Revista Apuntes del Cenes |
| language | spa |
| publishDate | 2011 |
| publisher | Universidad Pedagógica y Tecnológica de Colombia |
| record_format | ojs |
| spelling | oai:oai.revistas.uptc.edu.co:article-302022-06-17T21:32:25Z 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 Riveros, Sonia Yajqueline Mateus Oliva, Edison Jair Duque Orientation to the market Crafts Sector business performance Orientación al mercado sector de artesanías rendimientos empresariales 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. El trabajo recoge una propuesta metodológica, a partir de una amplia revisión conceptual sobre la orientación del mercado, para estudiar la existencia de un comportamiento orientado al mercado en el sector de las artesanías en Boyacá, y la relación entre la orientación y los resultados. Con este propósito se analizan las concepciones propuestas por Narver y Slater (1990) y por Jaworsky y Kohli, (1993), se adopta la escala de medida de orientación al mercado MKTOR, de Narver y Slater, (1990), la cual indica que la OM es unidimensional, y está compuesta por la orientación al cliente, la orientación a la competencia e integración y la coordinación de funciones. Universidad Pedagógica y Tecnológica de Colombia 2011-12-05 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://revistas.uptc.edu.co/index.php/cenes/article/view/30 Apuntes del Cenes; Volumen 30 N° 52: julio - diciembre de 2011; 183-202 Apuntes del Cenes; Volumen 30 N° 52: julio - diciembre de 2011; 183-202 2256-5779 0120-3053 spa https://revistas.uptc.edu.co/index.php/cenes/article/view/30/31 Copyright (c) 2011 Sonia Yajqueline Mateus Riveros, Edison Jair Duque Oliva http://creativecommons.org/licenses/by-nc-sa/4.0 |
| spellingShingle | Orientation to the market Crafts Sector business performance Orientación al mercado sector de artesanías rendimientos empresariales Riveros, Sonia Yajqueline Mateus Oliva, Edison Jair Duque Measuring of market orientation of handicraft companies in boyacá and its impact on business results |
| title | Measuring of market orientation of handicraft companies in boyacá and its impact on business results |
| title_alt | Medición de la orientación al mercado de las empresas del sector artesanal en Boyacá y su incidencia en los resultados empresariales |
| title_full | Measuring of market orientation of handicraft companies in boyacá and its impact on business results |
| title_fullStr | Measuring of market orientation of handicraft companies in boyacá and its impact on business results |
| title_full_unstemmed | Measuring of market orientation of handicraft companies in boyacá and its impact on business results |
| title_short | Measuring of market orientation of handicraft companies in boyacá and its impact on business results |
| title_sort | measuring of market orientation of handicraft companies in boyaca and its impact on business results |
| topic | Orientation to the market Crafts Sector business performance Orientación al mercado sector de artesanías rendimientos empresariales |
| topic_facet | Orientation to the market Crafts Sector business performance Orientación al mercado sector de artesanías rendimientos empresariales |
| url | https://revistas.uptc.edu.co/index.php/cenes/article/view/30 |
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