Abstract

LOPEZ-AGUIRRE, Ever de Jesús; CALDERON-HERNANDEZ, Gregorio  and  MENA-OCAMPO, Johnairo Alberto. Market orientation of the Colombian liquor industry. Entramado [online]. 2013, vol.9, n.2, pp.68-81. ISSN 1900-3803.

This research study provides a review of the importance of both reactive and proactive market orientation (MO) of industrially active liquor manufacturing companies in Colombia. This topic is addressed because it is valuable for the strategic planning of organizations that seek a competitive advantage, as it leads to improving customer satisfaction, achieving greater engagement on the part of employees, and producing increased profitability. The study was carried out at six companies where interviews were conducted with 45 employees, including directors, professionals, and technicians. The study findings show that this proved to be a valid, reliable instrument for this industry on a national level. They also demonstrated that reactive and proactive MO in the liquor industry in Colombia is now at an intermediate level of development

Keywords : Market orientation; proactive orientation; reactive orientation; Colombian liquor industry.

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