Un análisis exploratorio en PYMES del efecto modulador del entorno sobre la relación entre orientación al mercado y resultados empresariales

Abstract

We find a great number of works in marketing literature that study the effect moderator of the environment in the relationship among market orientation and performance. In spite of strong supports theoretical that has been developed on this issue, actually there are few empiric works that have verified this effect moderator positively. The main purpose of this work is to recapture this topic, and from a behavioural perspective of the market orientation construct, to analyse in small and medium firms if certain variables of environment affect to its relationship on the organizational performance.