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Market Orientation in the Chilean Small Business Context: An Empirical Study.
- Source :
-
Journal of Global Marketing . 2006, Vol. 19 Issue 3/4, p93-132. 40p. 4 Diagrams, 11 Charts. - Publication Year :
- 2006
-
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]
- Subjects :
- *BUSINESS enterprises
*MARKET orientation
*MARKETING strategy
*SMALL business
Subjects
Details
- Language :
- English
- ISSN :
- 08911762
- Volume :
- 19
- Issue :
- 3/4
- Database :
- Academic Search Index
- Journal :
- Journal of Global Marketing
- Publication Type :
- Academic Journal
- Accession number :
- 23404535
- Full Text :
- https://doi.org/10.1300/J042v19n03_05