La orientación al mercado como una variable mediadora entre el emprendimiento y el rendimiento de las Pymes

Abstract:

In the literature there are numerous studies analyzing the effect of market orientation and entrepreneurial orientation as a variable in the performance of small and medium enterprises, whose methodological design, to analyze two scales and to determine which is the most convenient to quantify The market orientation developed by an organization. The bibliographic review of market orientation research, its effects and applications creates a relationship between entrepreneurship orientation and company performance. Based on this literature, the study focuses on investigating whether the 500 SMEs surveyed at the national level , Chosen at random from the ranking database published in the Superintendency of Companies of Ecuador in 2015, and tabulating the results, show that the entrepreneurial orientation has a significant relationship with the market orientation and the performance of SMEs, the practical implications show us that the greater the entrepreneurial orientation within a company, the more the mediator variable in study will be more willing to apply the market orientation. This analysis defined that entrepreneurial-led firms tend to be highly market oriented and this affects the performance of SMEs. The characteristics of the entrepreneur and the market orientation practiced by SMEs in Ecuador have been significantly affected by the decision making in the performance of the companies surveyed. Concluding, it is shown that the entrepreneurial orientation offers an integral and systematic model, whose main objective is to support SMEs to build a well preserved environment in their performance.

Año de publicación:

2017

Keywords:

• Pymes
• ORIENTACION AL MERCADO
• ORIENTACION EMPRESARIAL

Fuente:

rraae