Nuevo modelo de gestión para desarrollar la orientacion al mercado

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

Nuevo modelo de gestión para desarrollar la orientacion al mercado

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

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Producción científica: Contribución a una conferencia › Contribución

Resumen

Dado que la orientación al mercado favorece los resultados empresariales, la búsqueda de formas de potenciarla es fundamental para las empresas. El diseño concebido como recurso estratégico es un factor competitivo cada vez más relevante; apostar por él y tratar de optimizar su gestión tiene implicaciones empresariales determinantes, implicaciones que impulsan la orientación al mercado. En este paper se presenta un modelo que integra estos conceptos. Se desarrolló a partir de entrevistas a 37 propietarios y/o directivos de 28 empresas españolas reconocidas por sus "mejores prácticas" y por su diseño. El modelo permite el autodiagnóstico y los casos analizados proponen pautas de actuación.

Idioma original	Inglés
Estado	Publicada - 17 ene 2008
Evento	7th International Marketing Trends Conference 2008 - Duración: 17 ene 2008 → 19 ene 2008

Conferencia

Conferencia	7th International Marketing Trends Conference 2008
Período	17/01/08 → 19/01/08

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title = "Nuevo modelo de gesti{\'o}n para desarrollar la orientacion al mercado",

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.",

author = "{Moll de Alba Mendoza}, I. and {Monta{\~n}a Matosas}, J. and {Sol{\'e} Parellada}, {Francisco de Padua}",

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day = "17",

language = "English",

note = "7th International Marketing Trends Conference 2008 ; Conference date: 17-01-2008 Through 19-01-2008",

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AU - Moll de Alba Mendoza, I.

AU - Montaña Matosas, J.

AU - Solé Parellada, Francisco de Padua

PY - 2008/1/17

Y1 - 2008/1/17

N2 - 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.

AB - 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.

M3 - Contribution

T2 - 7th International Marketing Trends Conference 2008

Y2 - 17 January 2008 through 19 January 2008

ER -

Nuevo modelo de gestión para desarrollar la orientacion al mercado

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