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Análisis Del Efecto Inmediato Y Diferido De La Orientación Al Mercado Sobre Los Resultados Organizacionales. Un Estudio Longitudinal / Analysis Of Immediate And Delayed Effect Of Market Orientation On Performance. A Longitudinal Study

Author

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  • Cauzo Bottala, Lourdes

    () (Universidad de Sevilla (España))

  • Cossío Silva, Francisco José

    () (Universidad de Sevilla (España))

Abstract

El objetivo del presente trabajo se centra en analizar el efecto, tanto inmediato como diferido, de la orientación al mercado (OM) sobre los resultados organizacionales. Para ello, se ha realizado un estudio longitudinal, en un horizonte temporal de 3 a˜nos, en el sector financiero español. Respecto a la metodología, hemos desarrollado, de una parte, un método cualitativo con el fin de medir el grado de OM de las entidades consideradas, y ello a través de un análisis de contenido. Una vez obtenido un indicador de dicho análisis, hemos aplicado una metodología cuantitativa de ecuaciones estructurales, para contrastar las hipótesis del modelo propuesto. De los resultados obtenidos, destacamos, en primer lugar, que las entidades bancarias que implantan un enfoque de OM son propensas a mantener dicho enfoque en periodos sucesivos; en segundo término, que no se constatan efectos inmediatos de la OM sobre los resultados; y finalmente que la OM no registra efectos diferidos sobre aquellos indicadores de rentabilidad considerados. / The aim of this work focuses on analyzing the effect, both immediate and delayed, of Market Orientation (MO) on organizational outcomes. A longitudinal study has been done over a time horizon of 3 years in the Spanish financial sector. Regarding the methodology, we have developed a qualitative method to measure the degree of OM of the entities considered, through a content analysis. After obtaining an indicator of this analysis, we applied a quantitative methodology of structural equation modeling for testing hypotheses of the proposed model. From the results, we highlight, first, banks that implement a MO approach are likely to maintain that approach in subsequent periods. Secondly, immediate effects of MO on results were not found. And finally, MO does not record deferred effects on the considered indicators of profitability.

Suggested Citation

  • Cauzo Bottala, Lourdes & Cossío Silva, Francisco José, 2012. "Análisis Del Efecto Inmediato Y Diferido De La Orientación Al Mercado Sobre Los Resultados Organizacionales. Un Estudio Longitudinal / Analysis Of Immediate And Delayed Effect Of Market Orientation On," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 18(3), pages 228-236.
  • Handle: RePEc:idi:jiedee:v:18:y:2012:i:3:p:228-236
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    Keywords

    Orientación al mercado; Resultados organizacionales; Análisis longitudinal; Análisis cualitativo; Análisis de contenido; Market orientation; Performance; Longitudinal analysis; Qualitative analysis; Content analysis;

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights

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