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Marketing role in economic development: The influence of market orientation on business performance toward economic development in developing countries.

机译：市场在经济发展中的作用：市场导向对企业绩效对发展中国家经济发展的影响。

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摘要

This dissertation studies the role of market orientation in the developing countries. Kohli and Jaworski's efforts in the 1990s provided the critical steps in the evolution of market orientation theory, upon which this study builds. Market orientation focuses on a business culture and activities that enhance business performance, producing superior value to customers and outstanding performance for the firm and aggregately for the economy. The primary purpose of this study was to empirically test this market orientation theory in a developing country setting. While research has demonstrated that this concept has yielded positive results in developed countries, few studies have been done in developing countries. A review of literature shows that marketing in developing countries has been studied; however, there is a gap in the research with regard to market orientation of firms in developing countries.; Using a sample population of one hundred and fifty companies in Venezuela, Costa Rica and Trinidad, data was collected and analyzed with correlation and regression analysis. In the first mailing, the response rate was less than 20 percent. A second attempt was made by telephoning the non-responding companies, and this resulted in increasing the overall response rate to 35 percent, or 52 of the 150 companies.; The findings of the study suggest market orientation as modeled by MARKOR is positively and significantly related to firm performance in a developing country setting. Secondly, firm performance can dramatically improve output, which can lead to economic development in these countries. This study has shown that companies that have adopted a market orientation strategy show an increased level of performance.; The implications of this study for future research include the finding that MARKOR and market orientation are reliable constructs applicable in developing countries, and that appropriate performance measures can enhance the well-being of these countries.
机译：本文研究了市场导向在发展中国家的作用。 Kohli和Jaworski在1990年代的努力为市场导向理论的发展提供了关键步骤，本研究以此为基础。以市场为导向的重点是增强企业绩效，为客户创造卓越价值，为公司以及整体经济创造卓越绩效的企业文化和活动。这项研究的主要目的是在发展中国家中对这种市场导向理论进行经验检验。尽管研究表明该概念在发达国家已取得积极成果，但在发展中国家却很少进行研究。文献综述表明，已经对发展中国家的市场营销进行了研究。但是，在发展中国家公司市场定位方面的研究存在差距。使用委内瑞拉，哥斯达黎加和特立尼达的一百五十家公司的样本人口，收集数据并进行相关和回归分析。在第一封邮件中，回复率不到20％。第二次尝试是通过给无响应的公司打电话来进行的，这导致总响应率提高到35％，即150家公司的52％。该研究的结果表明，以MARKOR为模型的市场定位与发展中国家环境中的公司绩效成正比，并与之显着相关。其次，公司的业绩可以显着提高产出，从而可以促进这些国家的经济发展。这项研究表明，采用市场导向策略的公司表现出更高的绩效水平。这项研究对未来研究的意义包括发现MARKOR和市场导向是适用于发展中国家的可靠结构，并且适当的绩效指标可以增强这些国家的福祉。

著录项

  • 作者

    Oudan, Rodney.;

  • 作者单位

    Nova Southeastern University.;

  • 授予单位 Nova Southeastern University.;
  • 学科 Business Administration Marketing.; Economics General.
  • 学位 D.B.A.
  • 年度 2006
  • 页码 114 p.
  • 总页数 114
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;经济学;
  • 关键词

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