La Orientación al Mercado en la Pyme Manufacturera de México: Antecedentes de su Adopción

Abstract

The analysis and discussion of the topic of market orientation has predominated in the field of marketing since of the beginning of the 1990 decade and the studies of the antecedents of the market orientation has won interest between academics and researchers in the last decade and it has focused in the analysis of the antecedents from two points of view: the socio-structural and the cultural. Therefore, in that study from a sample of 285 enterprises, it analyzes the antecedents of market orientation from a view point socio-structural in the manufacturing SMEs of the State of Aguascalientes. The results obtained show that exist a strong adoption of the antecedents of the market orientation (conflict interdepartmental, connection interdepartmental, formalization, centralization and incentives systems) in the manufacturing SMEs.