Versión electrónica ISSN 0718 - 1566
Versión impresa ISSN 0716 - 1921

  Abstract
An Exploratory Analysis of Market Orientation of Small and Medium-Sized Businesses (SMEs) in Peru
Traditional marketing knowledge says that a market oriented firm provides its employees with a better understanding of its customers, competitors, and environment. The consequence of having this knowledge leads the organization to provide enhanced customer satisfaction and firm performance. The objective of this research was to assess the market orientations of small business managers in the retail environment in Peru and provide empirical information about characteristics of the market oriented managers and non-market oriented managers. A concerted effort was made to determine the differences in the perceived importance of different elements of the marketing function.