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Quelle orientation marché pour les PME-PMI ? Application à une région française

Author

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  • Corinne Rochette

    (CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand)

  • François Cassière

    (CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université)

Abstract

Cette étude se propose de contribuer à identifier la diffusion de « l'état d'esprit marketing » dans les PME-PMI à partir de l'évaluation de leur orientation marché. Elle consiste en l'adaptation d'échelles d'orientation marché en vue de constituer une échelle intégrant toutes les dimensions de l'orientation marché, et de l'appliquer sur un échantillon de 105 PME-PMI. Les résultats obtenus permettent de nuancer les conclusions d'une précédente étude.

Suggested Citation

  • Corinne Rochette & François Cassière, 2007. "Quelle orientation marché pour les PME-PMI ? Application à une région française," Post-Print hal-04918582, HAL.
    • Handle: RePEc:hal:journl:hal-04918582
    Note: View the original document on HAL open archive server: https://uca.hal.science/hal-04918582v1
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    References listed on IDEAS

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    1. Langerak, Fred, 2003. "An Appraisal of Research on the Predictive Power of Market Orientation," European Management Journal, Elsevier, vol. 21(4), pages 447-464, August.
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