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La Medición De La Orientación Al Mercado En Los Sectores Cerámico Y Turístico De La Comunidad Valenciana: Propuesta Y Validación De Una Escala A Medida


  • Andreu Blesa

    (Universitat Jaume I)

  • Inés Küster

    (Universitat de València)

  • J. Enrique Bigné

    (Universitat de València)

  • Luisa Andreu

    (Universitat Jaume I)


The study focuses on the analysis of market orientation and its effects on two of the most significant sectors in the Valencian Community: the ceramics sector and the tourism sector. Particularly, there arises the need for companies in these sectors to adopt market orientation as a management model, with the aim of improving their results. For this purpose, a scale of market orientation measurement is proposed and validated. This scale takes into account major contributions and, at the same time, adapts to the sectors which are object of study. The application of this scale to the ceramic tile industry has led us to conclude that a medium level of market orientation is obtained, as the number of firms with little or no orientation is greater than the number of those with a high level of orientation. In addition, we have been able to verify that the firm¿s degree of market orientation is not related to the variables measuring its size. In the case of travel agencies, we have been led to the conclusion that most of the cases in the sample have some kind of market oriented behavior. El trabajo se centra en el análisis de la orientación al mercado y sus efectos en dos de los sectores más relevantes en la Comunidad Valenciana: el sector cerámico y el sector turístico. En concreto se plantea la necesidad de que las empresas de estos sectores adopten la orientación al mercado como modelo de gestión, con el fin de mejorar sus resultados. Para ello se propone y valida una escala de medición del concepto orientación al mercado que contempla las aportaciones más relevantes y que, al mismo tiempo, se adapta a los sectores objeto de estudio. La aplicación de esta escala al sector cerámico permite concluir que éste alcanza un nivel medio de orientación al mercado, siendo mayor el número de empresas poco o nada orientadas que las muy orientadas; no encontrándose, además, ninguna relación entre las variables que miden el tamaño de la empresa y el grado de orientación al mercado de la misma. En el caso de las agencias de viaje, se concluye que la mayoría de la muestra posee algún comportamiento orientado al mercado.

Suggested Citation

  • Andreu Blesa & Inés Küster & J. Enrique Bigné & Luisa Andreu, 2001. "La Medición De La Orientación Al Mercado En Los Sectores Cerámico Y Turístico De La Comunidad Valenciana: Propuesta Y Validación De Una Escala A Medida," Working Papers. Serie EC 2001-14, Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).
  • Handle: RePEc:ivi:wpasec:2001-14

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    References listed on IDEAS

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