首页> 外文期刊>Journal of Small Business Management >Current Marketing Practices and Market Orientation in the Context of an Emerging Economy: The Case of Uruguay
【24h】

Current Marketing Practices and Market Orientation in the Context of an Emerging Economy: The Case of Uruguay

机译:新兴经济背景下的当前营销实践和市场导向:以乌拉圭为例

获取原文
获取原文并翻译 | 示例
       

摘要

This research explores the link between contemporary marketing practices, market orientation (MO), and business performance in Uruguay, an emergent country that has recovered from an economic crisis. These approaches seem to be related but there is no existing evidence to confirm this impression. Lessons can be learned from understanding how effective the adoption of marketing practices is under a crisis scenario. Using data from interviews with 143 micro and small firms' managers, we identify three clusters dependant on the combination of marketing practices: a multimarketing cluster, a medium-level relationship marketing cluster, and a transactional cluster. A model relating MO components and various performance measures is tested for the three clusters, showing that the multimarketing and transactional clusters are more effective in translating efforts and resources into business outcomes.
机译:这项研究探讨了从经济危机中复苏的新兴国家乌拉圭当代营销实践,市场定位(MO)和业务绩效之间的联系。这些方法似乎相关,但是没有现有证据可以证实这种印象。通过了解在危机情况下采用营销实践的有效性,可以吸取教训。使用来自143家小型和小型公司经理的访谈数据,我们确定了三个取决于营销实践组合的集群:一个多市场营销集群,一个中级关系营销集群和一个交易集群。在三个集群中测试了一个与MO组件和各种绩效指标相关的模型,表明在将营销活动和资源转化为业务成果方面,多行销和交易集群更加有效。

著录项

  • 来源
    《Journal of Small Business Management》 |2013年第4期|602-616|共15页
  • 作者单位

    Department of Business Administration, University Carlos III of Madrid. C/ Madrid 126, 28903 Getafe, Madrid, Spain;

    Department of Business Administration, University Carlos III of Madrid;

    Marketing and Tourism Research Center, Universidad Catolica del Uruguay;

  • 收录信息 美国《科学引文索引》(SCI);
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

  • 入库时间 2022-08-17 13:26:23

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱:kefu@zhangqiaokeyan.com

京公网安备:11010802029741号 ICP备案号:京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有
  • 客服微信

  • 服务号