Resumen de Orientación al Mercado y rendimiento empresarial en las 200 mayores empresas de Navarra
Eva Ascarza Mondragón, Luis Arturo Rábade Herrero
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.
