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Importancia De La Medición Del Grado De Orientación Al Mercado En El Sector Cooperativista Como Respuestaal Nuevo Marco Competitivo /

Listed author(s):
  • Cambra Fierro, J.J.


    (Universidad de Zaragoza (España))

  • Fuster Mur, A.


    (Universidad de Zaragoza (España))

Registered author(s):

    En el presente trabajo se estudia con detenimiento la existencia de un comportamiento orientado al mercado en un sector en el que la búsqueda del beneficio económico no es un factor prioritario: el sector cooperativista agroalimentario español. Además, se pretende analizar la relación entre las cooperativas agroalimentarias que siguen una estrategia de orientación al mercado y los resultados que obtienen, medidos éstos por la satisfacción que genera dicha relación. A lo largo de este papel se realiza la depuración tanto de la escala de orientación al mercado propuesta por Kohli, Jaworski y Kumar (1993) para adaptarla al sector objeto de estudio, como de la escala de satisfacción propuesta por Anderson y Narus (1990) y Walter et al. (2003). Tras demostrar la fiabilidad, dimensionalidad y validez de ambas escalas en este contexto específico, se procede al análisis de dicha relación. / The purpose of this study is to investigate the existence of market orientation behaviour in a particular sector: the Spanish cooperative agry-food sector. To get economic benefit is not the priority factor. In this context, this study tries to investigate the predictive power of market orientation respect to business performance. The authors examine the aptitude of Kohli, Jaworski and Kumar’s (1993) market orientation model in order to be applied in this industry. Anderson and Narus´ (1990) satisfaction scale and Walter et al.’s (2003) satisfaction scale are also examined. The properties of the scales pertaining to the constructs in the market orientation model have been re-examined in this context. Finally, the relationship between market orientation and business performance is also analysed.

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    Article provided by Academia Europea de Dirección y Economía de la Empresa (AEDEM) in its journal Investigaciones Europeas de Dirección y Economía de la Empresa.

    Volume (Year): 11 (2005)
    Issue (Month): 3 ()
    Pages: 67-83

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    Handle: RePEc:idi:jiedee:v:11:y:2005:i:3:p:67-83
    Contact details of provider: Postal:
    Investigaciones Europeas de Dirección y Economía de la Empresa, Facultad de Ciencias Económicas y Empresariales, Universidad de Vigo, Lagoas - Marcosende s/n, E-36310, Vigo, Pontevedra, España

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    1. Wood, Van R. & Bhuian, Shahid & Kiecker, Pamela, 2000. "Market Orientation and Organizational Performance in Not-for-Profit Hospitals," Journal of Business Research, Elsevier, vol. 48(3), pages 213-226, June.
    2. Tse, Alan C. B. & Sin, Leo Y. M. & Yau, Oliver H. M. & Lee, Jenny S. Y. & Chow, Raymond, 2003. "Market orientation and business performance in a Chinese business environment," Journal of Business Research, Elsevier, vol. 56(3), pages 227-239, March.
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