Nuevo modelo de gestión para desarrollar la orientacion al mercado

I. Moll de Alba Mendoza, J. Montaña Matosas, Francisco de Padua Solé Parellada

Research output: Conference paperContribution

Abstract

Given that market orientation contributes to business results, companies face a fundamental challenge in searching for ways to enhance it. Design conceived as a strategic resource is an increasingly important competitive factor; backing design and trying to optimise its management has decisive business implications which promote and drive market orientation. Here, a model integrating these concepts is presented. It was developed based on interviews conducted with 37 owners and/or senior executives from 28 Spanish firms recognised for their 'best practices' and their design. The model enables self-diagnosis and the cases analysed propose guidelines for possible action to be taken.
Original languageEnglish
Publication statusPublished - 17 Jan 2008
Event7th International Marketing Trends Conference 2008 -
Duration: 17 Jan 200819 Jan 2008

Conference

Conference7th International Marketing Trends Conference 2008
Period17/01/0819/01/08

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