Nuevo modelo de gestión para desarrollar la orientacion al mercado

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.