Antecedentes y consecuencias de la orientación al mercado

  1. Esteban Talaya, Águeda
  2. Martín-Consuegra Navarro, David
Revista:
Boletín de estudios económicos

ISSN: 0006-6249

Año de publicación: 2005

Volumen: 60

Número: 184

Páginas: 35-55

Tipo: Artículo

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Otras publicaciones en: Boletín de estudios económicos

Resumen

La Orientación al Mercado ha experimentado una evolución en su concepto y en sus aplicaciones desde sus inicios. El objetivo general de este trabajo es revisar las principales consecuencias y antecedentes de la Orientación al Mercado. Para abordar este objetivo se realiza una profunda revisión de la literatura sobre Orientación al Mercado, sus consecuencias y sus antecedentes. Como resultado principal de la revisión se llega a la conclusión de que existe una relación directa entre la Orientación al Mercado y la rentabilidad empresarial, la cuota de mercado y la satisfacción. Además, las características de la directiva, la estrategia de la organización, la dinámica interdepartamental y los factores externos condicionan el grado de Orientación al Mercado.

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