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Gestión Empresarial Orientada Al Valor Del Cliente Como Fuente De Ventaja Competitiva. Propuesta De Un Modelo Explicativo

Author

Listed:
  • LESLIER VALENZUELA
  • EDUARDO TORRES

Abstract

La globalización y el entorno altamentecompetitivo exigen a las empresasestar orientadas al mercado y gestionarsu cartera de clientes como un activoestratégico clave para aumentarla rentabilidad del negocio y lograruna ventaja competitiva sostenible enel tiempo. El objetivo de este artículoes contribuir con una propuesta de modelobasado en el valor de la cartera declientes para ayudar a las empresas atomar mejores decisiones estratégicasde marketing. Las hipótesis formuladashan sido contrastadas a través deun modelo estructural con constructosfi ables que han sido aplicados al sectorturístico, específi camente, a las agenciasde viajes en Espana. Los resultadosrevelan que existe una relaciónpositiva y signifi cativa entre el gradode orientación al valor del cliente ylas mejores decisiones estratégicas demarketing. Finalmente, el estudio presentalas conclusiones e implicacionesque estos resultados pudieran tenerpara la gestión empresarial.

Suggested Citation

  • Leslier Valenzuela & Eduardo Torres, 2008. "Gestión Empresarial Orientada Al Valor Del Cliente Como Fuente De Ventaja Competitiva. Propuesta De Un Modelo Explicativo," Estudios Gerenciales, Universidad Icesi, December.
    • Handle: RePEc:col:000129:008529
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    Citations

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    Cited by:

    1. Leslier Valenzuela & Jay Mulki & Jorge Jaramillo, 2010. "Impact of Customer Orientation, Inducements and Ethics on Loyalty to the Firm: Customers’ Perspective," Journal of Business Ethics, Springer, vol. 93(2), pages 277-291, May.
    2. Leslier Valenzuela & Francisco Villegas, 2013. "Customer Value Orientation And Organizational Performance: An Explanatory Model Proposal, Orientacion Al Valor Del Cliente Y El Desempeno Organizacional: Propuesta De Un Modelo Explicativo," Revista Internacional Administracion & Finanzas, The Institute for Business and Finance Research, vol. 6(7), pages 1-25.

    More about this item

    Keywords

    Orientación al mercado; valor dela cartera de clientes; ventaja competitiva; decisiones estratégicas de marketing; sector turístico; gestiónempresarial.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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