A influência das estratégias de orientação para o mercado interno na orientação para o mercado externo

João Pedro Sousa, Ricardo Gouveia Rodrigues

Abstract


This research aims to identify, within the industrial sector, selecting only the processing of cork in Portugal, the conditions for which the concepts of internal marketing orientation are subject to implementation among their employees and how is that this action impacts the market orientation. Whereas not come across any studies on these two constructs that have focused on this important national industry, it was considered resort to a qualitative exploratory research by conducting 24 in-depth interviews properly scripted on generally open questions. The unit of study was set up by the company, with its distinct specific features, considered by size criteria, the number of employees and geographic location, thus ensuring the necessary heterogeneity. As a result of this investigation it was found that all analyzed enterprises have more or less structured models frame worked with the conceptualization of the guidance for the internal market, a strategic concern, and that even if sometimes not explicitly, this concept is an organizational desideratum in this sector. The main limitation possible to point out, in addition to the fact that research has elapsed according to a qualitative paradigm of exploratory nature, is the need for objective sustainably of the results now obtained through future quantitative studies to promote an integrated triangulation of their outcomes.

Keywords


Internal Market Orientation; Market Orientation; Cork Production Sector; Organizational Strategy.

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International Journal of Marketing, Communication and New Media

ISSN: 2182-9306

 

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