Orientación al Mercado y rendimiento empresarial en las 200 mayores empresas de Navarra

• Eva Ascarza Mondragón ^[1] ; Luis Arturo Rábade ^[1]
  1. [1] Universidad de Navarra

     Universidad de Navarra

     Pamplona, España

     
• Localización: VI Forum Internacional sobre Las Ciencias, las Técnicas y el Arte Aplicadas al Marketing: Academia y Profesión: Ponencias académicas: Madrid, 27-28 de noviembre de 2003 / Enrique Ortega Martínez (ed. lit.), Ladislao González Ruiz (ed. lit.), Enrique Pérez del Campo (ed. lit.), 2003, ISBN 8493123439, págs. 71-82
• Idioma: español
• Títulos paralelos:
  • Market orientation and firm performance among the 200 largest firms in Navarra
• Texto completo no disponible (Saber más ...)
• Resumen

  • This paper explores the market orientatio degree of a number of companies located in Navarra, a region in northern Spain. We build up on the idea that firm's competitiveness is conected to market orientation, a key issue in the marketing literature in recent years. In order to assess this position, we measured market arientation among a representative number of firms in this region. After that, we analyzed their financial indicators trying to prove that there is a statistical association between market orientation and financial performance.