1. Market Orientation in the Chilean Small Business Context: An Empirical Study.
- Author
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Rojas-Méndez, José I., Kara, Ali, and Spillan, John E.
- Subjects
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BUSINESS enterprises , *MARKET orientation , *MARKETING strategy , *SMALL business - Abstract
Market orientation has been considered a key factor in successful business operations across different markets. To test this assertion, the authors examine the influence of a firm's market orientation on small business performance in the Chilean retail environment. They go on to report empirical information about the characteristics of the market-oriented retailers in Chile. The Kohli, Jaworski, and Kumar (1993) MARKOR scale is used in the study to assess the market orientation in the context of a developing country environment. Data for the study were collected from small retailers in Chile through self-administered questionnaires using a drop-off/pick-up method. The results show a significant correlation between market orientation and small business performance. Path analyses found that the best structure among the Market Orientation dimensions is: Intelligence Generation → Intelligence Dissemination → Responsiveness. Moreover, these performance measures differed significantly among the three different partitions obtained using a k-means cluster analysis. The findings indicate that the MARKOR scale is both valid and reliable in a diverse Chilean small business environment. [ABSTRACT FROM AUTHOR]
- Published
- 2006
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