De Sousa Vala, Célia
[Verfasser:in]
;
Ramos Guerra, Jaime Manuel Afonso
[Sonstige Person, Familie und Körperschaft];
Cordeiro Santos, Jorge
[Sonstige Person, Familie und Körperschaft]
Market Orientation as a Method to Obtain Competitive Advantage in Organizations
Anmerkungen:
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments July 2013 erstellt
Beschreibung:
In a global context, each day more competitive, products life circles are shorter, consumers possess a higher level of information and demanding and companies as well as other types of organizations are confronted with new competition paradigms, needing to find new ways of competing and being in the market. In this sense, organizations need to assure their permanence in the market, gathering all the conditions to compete with concurrence. Market orientation offers multiple benefits to organizations contributing to the development of competitive advantages, reinforcing their own competitiveness.This investigation analyses the importance of market orientation in the creation of competitive advantages.Based on a sample of 250 companies of the region of Leiria, in the center of Portugal, it was not concluded that company's market orientation contribute in a positive way to the development of competitive advantages. Based on these results, recommendations are presented for future research