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La Distribución Alimentaria En España: Orientación Al Mercado, Resultados E Influencia Del Entorno /

Author

Listed:
  • Flavián Blanco, C.

    (Universidad de Zaragoza (España))

  • Lozano Velázquez, F.J.

    (Universidad de Zaragoza (España))

Abstract

La distribución alimentaria en España cuenta con características que la convierten en escenario propicio para analizar su grado orientación al mercado. El fuerte dinamismo del sector y el papel preponderante que juega el consumidor, sugieren la necesidad de desarrollar pautas estratégicas relacionadas con un mayor conocimiento de clientes y competidores y con un mejor funcionamiento interno de las empresas. Utilizando una muestra de empresas de este sector de nuestro país, en este trabajo se analiza la posible relación existente entre los diferentes perfiles estratégicos respecto a su orientación al mercado, sus percepciones del entorno y los resultados empresariales obtenidos. / Food distribution in Spain has some characteristics which make it a favourable scenario to analyse its degree of orientation to the market. The strong dynamism of this sector and the predominant role of the consumer suggest the need to develop strategic guidelines related to a deeper knowledge of both consumers and competitors, and a better internal running of companies. Focusing on this sector, and using a sample of companies in our country, this work analyses the possible relationship between the various market orientation profiles adopted by companies, their managements’ perception of their environment and the companies’ performance.

Suggested Citation

  • Flavián Blanco, C. & Lozano Velázquez, F.J., 2005. "La Distribución Alimentaria En España: Orientación Al Mercado, Resultados E Influencia Del Entorno /," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 11(3), pages 173-191.
    • Handle: RePEc:idi:jiedee:v:11:y:2005:i:3:p:173-191
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