Orientación al mercado y su impacto sobre el desempeño de las organizaciones
Palabras clave:
Orientación al mercado, gestión de mercadeo, mercadeo estratégico, gestión de la información, desempeño organizacionalResumen
Este artículo revisa el concepto de orientación al mercado: significado, modelos propuestos e impacto sobre el desempeño organizacional. Se parte de una introducción sobre el surgimiento del concepto y se presentan dos modelos de amplía citación bibliográfica como el de Kohli y Jaworski (Markor) y el de Narver y Slater (MKTOR). En ambos casos se muestra el modelo, la manera de validación y la relación encontrada con el desempeño de las firmas estudiadas. Se muestra, también, una adaptación de los anteriores al contexto iberoamericano. Después se revelan algunas observaciones críticas sobre los modelos y resultados de trabajos que relacionaron la orientación al mercado, medida bajo alguno de los dos modelos y el desempeño de las empresas, visto desde diferentes perspectivas. Se finaliza con las conclusiones e implicaciones gerenciales que se pueden derivar de la orientación al mercado.
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Referencias
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8. Briggs, R. (Diciembre de 2006). Marketers Who Measure the Wrong Thing Get Faulty Answers. Journal of Advertising Research , 462 -468.
9. Chen, S.-C., y Quester, P. (2009). A value-based perspective of market orientation and customer service. Journal of Retailing and Consumer Services , 16, 197-206.
10. Conduit, J., y Mavondo, F. (2001). How critical is internal customer orientation to market orientation? Journal of Business Research , 51, 11-24.
11. Cook, W., y Talluri, V. (2004). How the Pursuit of ROMI is Changing Marketing Management. Journal of Advertising Research , 44 (3), 244-254.
12. Farrell, M., y Oczkowski, E. (1997). An Analysis of the MKTOR and MARKOR Measures of Market Orientation: An Australian Perspective. Marketing Bulletin , 8, 30-40.
13. Gabel, T. (1995). Market orientation: theoretical and methodological concerns. En B. Stern, y G. Zinkhan (Ed.), Proceedings of the American Marketing Association Summer Educators’ Conference, (págs. 368-375). Chicago.
14. Gauzente, C. (1999). Comparing Market Orientation Scales: A Content Analysis. Marketing Bulletin , 10, 76-82.
15. Grønholdt, L., y Martensen, A. (2006). Key Marketing Performance Measures. The Marketing Review , 6 (3), 243-252.
16. Gruca, T., y Rego, L. (2005). Customer Satisfaction, Cash Flow, and Shareholder Value. Journal of Marketing , 69 (3), 115-130.
17. Gupta, S., y Lehmann, D. (2006). Customer Lifetime Value and Firm Valuation. Journal of Relationship Marketing , 5 (2/3), 87-110.
18. Han, J., Kim, N., y Srivastava, R. (1998). Market Orientation and Organizational Performance: Is Innovation a Missing Link? Journal of Marketing , 62, 30-45.
19. Harris, L., y Ogbonna, E. (2001). Strategic human resource management, market orientation, and organizational performance. Journal of Business Research , 51, 157-166.
20. Harrison-Walker, J., y Perdue, G. (2001). The role of marketing in the valuation of a firm: exploring the underlying mechanism. Journal of Strategic Marketing , 15, 377-386.
21. Haugland, S., Myrtveit, I., y Nygaard, A. (2007). Market orientation and performance in the service industry: A data envelopment analysis. Journal of Business Research , 60, 1191-1197.
22. Hooley, G., Greenley, G., Cadogan, J., y Fahy, J. (2005). The performance impact of marketing resources. Journal of Business Research , 58, 18-27.
23. Hult, T., Ketchen, D. j., y Slater, S. (2005). Market Orientation and Performance: An Integration of Disparate Approaches. Strategic Management Journal , 26, 1173-1181.
24. Jagpal, S. (2008). Fusion for Profit. New York: Oxford University Press.
25. Jaworski, B., y Kohli, A. (1993). Market Orientation: Antecedents and Consequences. Journal of Marketing , 57, 53 - 70.
26. Klein, A., y Swartzendruber, T. (2003). A User`s Guide to Marketing ROI. Marketing Health Services , 23 (3), 33-36.
27. Kohli, A., y Jaworski, B. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing , 54, 1-18.
28. Kohli, A., Jaworski, B., y Kumar, A. (1993). MARKOR: A Measure of Marketing Orientation. Journal of Marketing Research , 30, 467 - 477.
29. Kumar, M., y Basu, P. (2008). Effectiveness of marketing expenditures: Abrand level case study. Journal of Targeting, Measurement and Analysis for Marketing , 16 (3), 181-188.
30. Kyriakopoulos, K., y Moorman, C. (2004). Tradeoffs in marketing exploitation and exploration strategies: The overlooked role of market orientation. International Journal of Research in Marketing , 21, 219-240.
31. Langerak, F. (2003). An Appraisal of Research on the Predictive Power of Market Orientation. European Management Journal , 21 (4), 447-464.
32. Langerak, F. (2001). Effects of market orientation on the behaviors of salespersons and purchasers, channel relationships, and performance of manufacturers. International Journal of Research in Marketing , 18, 221-234.
33. Lehmann, D. (2004). Linking Marketing to Financial Performance and Firm Value. Journal of Marketing , 68, 73-75.
34. Lenskold, J. (2003). Marketing ROI: the path to campaign, customer, and corporate profitability. New York: McGraw-Hill.
35. Martín-Consuegra, D., y Esteban, Á. (2007). Market orientation and business performance: An empirical investigation in the airline industry. Journal of Air Transport Management , 13, 383-386.
36. Mazaira, A., Dopico, A., y González, E. (2005). Incidencia del grado de orientación al mercado de las organizaciones empresariales en el desarrollo de las capacidades estratégicas de marketing. Revista Europea de Dirección y Economía de la Empresa , 14 (3), 181-208.
37. McDonald, M. (2006). Do your marketing strategies create or destroy shareholder value? Database Marketing and Customer Strategy Management , 13 (2), 102-107.
38. Mengüç, B. (1996). The influence of the market orientation of the firm on sales force behavior and attitudes: Further empirical results. International Journal of Research in Marketing , 277-291.
39. Moorman, C., y Lehmann, D. (Edits.). (2004). Assessing marketing strategy performance. Cambridge: Marketing Science Institute.
40. Narver, J., y Slater, S. (Octubre de 1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing , 20 - 35.
41. Pelham, A. (1993). Mediating and moderating influences on the relationship between market orientation and performance. Doctoral dissertation, Pennsylvania State University.
42. Porter, M. (1991). Towards a Dynamic Theory of Strategy . Strategic Management Journal , 12, 95-117.
43. Rivera, J., y Molero, V. (2006). The Construct of “Market Orientation” in an IberoAmerican Context. Journal of Euromarketing , 15 (3), 23-49.
44. Rodríguez, C., Carrillat, F., y Jaramillo, F. (2004). A meta-analysis of the relationship between market orientation and business performance: evidence from five continents. International Journal of Research in Marketing , 21, 179-200.
45. Rust, R., Ambler, T., Carpenter, G., Kumar, V., y Srivastava, R. (2004). Measuring Marketing Productivity:Current Knowledge and Future Directions. Journal of Marketing , 68 (4), 76-89.
46. Ryals, L., Dias, S., y Berger, M. (2007). Optimising marketing spend: return maximisation and risk minimisation in the marketing portfolio. Journal of Marketing Management , 23 (9-10), 991-1011. 47. Slater, S., y Narver, J. (2000). The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication. Journal of Business Research , 48, 69-73.
48. Stewart, D. (2008). How Marketing Contributes to the Bottom Line. Journal of Advertising Research , 48 (1), 94-105.
49. Subramanian, R., y Gopalakrishna, P. (2001). The market orientation - performance relationship in the context of a developing economy An empirical analysis. Journal of Business Research , 53, 1-13.
50. Ward, K. (2003). Marketing finance: turning marketing strategies into shareholder value. Oxford: Elsevier Butterworth-Heinemann.
51. Wills, S., y Webb, S. (2007). Measuring the value of insight - it can and must be done. International Journal of Market Research , 49 (2), 155-165.
2. Ambler, T., Kokkinaki, F., y Puntoni, S. (2004). Assessing Marketing Performance: Reasons for Metrics Selection. Journal of Marketing Management , 20, 475-498.
3. Anderson, E., Fornell, C., y Mazvancheryl, S. (2004). Customer Satisfaction and Shareholder Value. Journal of Marketing , 68 (4), 172-185.
4. Ashill, N. (2007). Return on marketing investment: the new marketing paradigma. Journal of Strategic Marketing , 15 (5), 375-376.
5. Barroso, C., Martín, E., y Rodríguez-Bobada, J. (2005). Factores moderadores de la relación Orientación al Mercado-Resultados: un análisis multinivel. Cuadernos de Economía y Dirección de la Empresa (25), 103-132.
6. Barwise, P., y Farley, J. (2004). Marketing Metrics: Status of Six Metrics in Five Countries. European Management Journal , 22 (3), 257-262.
7. Boluda, K. (1999). Propuesta de medición del grado de comportamiento orientado al mercado del vendedor industrial. Investigaciones Europeas de Dirección y Economía de la Empresa , 5 (3), 63-76.
8. Briggs, R. (Diciembre de 2006). Marketers Who Measure the Wrong Thing Get Faulty Answers. Journal of Advertising Research , 462 -468.
9. Chen, S.-C., y Quester, P. (2009). A value-based perspective of market orientation and customer service. Journal of Retailing and Consumer Services , 16, 197-206.
10. Conduit, J., y Mavondo, F. (2001). How critical is internal customer orientation to market orientation? Journal of Business Research , 51, 11-24.
11. Cook, W., y Talluri, V. (2004). How the Pursuit of ROMI is Changing Marketing Management. Journal of Advertising Research , 44 (3), 244-254.
12. Farrell, M., y Oczkowski, E. (1997). An Analysis of the MKTOR and MARKOR Measures of Market Orientation: An Australian Perspective. Marketing Bulletin , 8, 30-40.
13. Gabel, T. (1995). Market orientation: theoretical and methodological concerns. En B. Stern, y G. Zinkhan (Ed.), Proceedings of the American Marketing Association Summer Educators’ Conference, (págs. 368-375). Chicago.
14. Gauzente, C. (1999). Comparing Market Orientation Scales: A Content Analysis. Marketing Bulletin , 10, 76-82.
15. Grønholdt, L., y Martensen, A. (2006). Key Marketing Performance Measures. The Marketing Review , 6 (3), 243-252.
16. Gruca, T., y Rego, L. (2005). Customer Satisfaction, Cash Flow, and Shareholder Value. Journal of Marketing , 69 (3), 115-130.
17. Gupta, S., y Lehmann, D. (2006). Customer Lifetime Value and Firm Valuation. Journal of Relationship Marketing , 5 (2/3), 87-110.
18. Han, J., Kim, N., y Srivastava, R. (1998). Market Orientation and Organizational Performance: Is Innovation a Missing Link? Journal of Marketing , 62, 30-45.
19. Harris, L., y Ogbonna, E. (2001). Strategic human resource management, market orientation, and organizational performance. Journal of Business Research , 51, 157-166.
20. Harrison-Walker, J., y Perdue, G. (2001). The role of marketing in the valuation of a firm: exploring the underlying mechanism. Journal of Strategic Marketing , 15, 377-386.
21. Haugland, S., Myrtveit, I., y Nygaard, A. (2007). Market orientation and performance in the service industry: A data envelopment analysis. Journal of Business Research , 60, 1191-1197.
22. Hooley, G., Greenley, G., Cadogan, J., y Fahy, J. (2005). The performance impact of marketing resources. Journal of Business Research , 58, 18-27.
23. Hult, T., Ketchen, D. j., y Slater, S. (2005). Market Orientation and Performance: An Integration of Disparate Approaches. Strategic Management Journal , 26, 1173-1181.
24. Jagpal, S. (2008). Fusion for Profit. New York: Oxford University Press.
25. Jaworski, B., y Kohli, A. (1993). Market Orientation: Antecedents and Consequences. Journal of Marketing , 57, 53 - 70.
26. Klein, A., y Swartzendruber, T. (2003). A User`s Guide to Marketing ROI. Marketing Health Services , 23 (3), 33-36.
27. Kohli, A., y Jaworski, B. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing , 54, 1-18.
28. Kohli, A., Jaworski, B., y Kumar, A. (1993). MARKOR: A Measure of Marketing Orientation. Journal of Marketing Research , 30, 467 - 477.
29. Kumar, M., y Basu, P. (2008). Effectiveness of marketing expenditures: Abrand level case study. Journal of Targeting, Measurement and Analysis for Marketing , 16 (3), 181-188.
30. Kyriakopoulos, K., y Moorman, C. (2004). Tradeoffs in marketing exploitation and exploration strategies: The overlooked role of market orientation. International Journal of Research in Marketing , 21, 219-240.
31. Langerak, F. (2003). An Appraisal of Research on the Predictive Power of Market Orientation. European Management Journal , 21 (4), 447-464.
32. Langerak, F. (2001). Effects of market orientation on the behaviors of salespersons and purchasers, channel relationships, and performance of manufacturers. International Journal of Research in Marketing , 18, 221-234.
33. Lehmann, D. (2004). Linking Marketing to Financial Performance and Firm Value. Journal of Marketing , 68, 73-75.
34. Lenskold, J. (2003). Marketing ROI: the path to campaign, customer, and corporate profitability. New York: McGraw-Hill.
35. Martín-Consuegra, D., y Esteban, Á. (2007). Market orientation and business performance: An empirical investigation in the airline industry. Journal of Air Transport Management , 13, 383-386.
36. Mazaira, A., Dopico, A., y González, E. (2005). Incidencia del grado de orientación al mercado de las organizaciones empresariales en el desarrollo de las capacidades estratégicas de marketing. Revista Europea de Dirección y Economía de la Empresa , 14 (3), 181-208.
37. McDonald, M. (2006). Do your marketing strategies create or destroy shareholder value? Database Marketing and Customer Strategy Management , 13 (2), 102-107.
38. Mengüç, B. (1996). The influence of the market orientation of the firm on sales force behavior and attitudes: Further empirical results. International Journal of Research in Marketing , 277-291.
39. Moorman, C., y Lehmann, D. (Edits.). (2004). Assessing marketing strategy performance. Cambridge: Marketing Science Institute.
40. Narver, J., y Slater, S. (Octubre de 1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing , 20 - 35.
41. Pelham, A. (1993). Mediating and moderating influences on the relationship between market orientation and performance. Doctoral dissertation, Pennsylvania State University.
42. Porter, M. (1991). Towards a Dynamic Theory of Strategy . Strategic Management Journal , 12, 95-117.
43. Rivera, J., y Molero, V. (2006). The Construct of “Market Orientation” in an IberoAmerican Context. Journal of Euromarketing , 15 (3), 23-49.
44. Rodríguez, C., Carrillat, F., y Jaramillo, F. (2004). A meta-analysis of the relationship between market orientation and business performance: evidence from five continents. International Journal of Research in Marketing , 21, 179-200.
45. Rust, R., Ambler, T., Carpenter, G., Kumar, V., y Srivastava, R. (2004). Measuring Marketing Productivity:Current Knowledge and Future Directions. Journal of Marketing , 68 (4), 76-89.
46. Ryals, L., Dias, S., y Berger, M. (2007). Optimising marketing spend: return maximisation and risk minimisation in the marketing portfolio. Journal of Marketing Management , 23 (9-10), 991-1011. 47. Slater, S., y Narver, J. (2000). The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication. Journal of Business Research , 48, 69-73.
48. Stewart, D. (2008). How Marketing Contributes to the Bottom Line. Journal of Advertising Research , 48 (1), 94-105.
49. Subramanian, R., y Gopalakrishna, P. (2001). The market orientation - performance relationship in the context of a developing economy An empirical analysis. Journal of Business Research , 53, 1-13.
50. Ward, K. (2003). Marketing finance: turning marketing strategies into shareholder value. Oxford: Elsevier Butterworth-Heinemann.
51. Wills, S., y Webb, S. (2007). Measuring the value of insight - it can and must be done. International Journal of Market Research , 49 (2), 155-165.
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Publicado
2011-12-01
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Artículos
Cómo citar
Orientación al mercado y su impacto sobre el desempeño de las organizaciones. (2011). Libre Empresa, 8(2), 47-68. https://revistas.unilibre.edu.co/index.php/libreempresa/article/view/3008
