Current marketing practices and market orientation in the context of an emerging economy: the case of Uruguay

Daniel Alvarez Bassi
Authors registered in the RePEc Author Service: Nora Lado

DEE - Working Papers. Business Economics. WB from Universidad Carlos III de Madrid. Departamento de Economía de la Empresa

Abstract: This research explores the link between contemporary marketing practices, market orientation and business performance in Uruguay, an emergent country that has recovered from an economic crisis. These approaches seem to be related, but there is no existing evidence to confirm this impression. Lessons can be learned from understanding how effective is the adoption of marketing practices under a crisis scenario. Using data from interviews with 143 micro and small enterprises’ managers, we identify three clusters dependant on the combination of marketing practices: a multi-marketing cluster, a medium-level relationship marketing cluster and a transactional cluster. A model relating market orientation components and various performance measures is tested for the three clusters, showing that the multi-marketing and transactional clusters are more effective in translating efforts and resources into business outcomes.

Keywords: Contemporary; marketing; practices; Market; orientation; Performance; Clusters; Structural; equation; modeling; Uruguay (search for similar items in EconPapers)
Date: 2010-10
New Economics Papers: this item is included in nep-mkt
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:cte:wbrepe:wb104207

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