Información del artículo
Resumen
Dentro de la literatura reciente en temas de investigación en marketing destaca la temática dedicada al análisis de la orientación al mercado, entendiendo este concepto como una cierta predisposición de las organizaciones hacia el mejor conocimiento de su entorno.
Buena parte de estos trabajos analizan la relación existente entre el grado de adopción del concepto de orientación al mercado por parte de las organizaciones y los resultados que éstas obtienen, aunque también han sido numerosas las aportaciones que intentan explicar cómo diversos factores de naturaleza ambiental interfieren afectando a esa relación causal en sentido positivo o negativo.
De esta forma, y en línea con esta última tendencia de investigación, en este trabajo se analiza el papel de intermediación que ciertas variables ambientales ejercen sobre la relación planteada entre la orientación al mercado de los profesores universitarios de marketing en España y sus resultados en docencia, investigación y extensión.
Palabras clave:
Orientación al Mercado
Influencia Ambiental
Profesorado de Marketing
Universidad Española
Abstract
One of the most common topics in recent marketing research literature is the study of market orientation, this concept being understood as a certain inclination by organisations towards improved understanding of their surroundings.
Many of these studies analyse the relationship between the degree of adoption of the concept of market orientation by organisations and the results they obtain, although there have been a large number of contributions that attempt to explain how various factors of an environmental nature affect this causal relationship either negatively or positively.
Thus, in line with this latest research trend, this paper analyses the role of intermediation that certain environmental variables play in the relationship between the market orientation of Spanish university marketing teachers and their results in teaching, research and university extension activities.
Key words:
Market Orientation
Environmental Influence
Marketing Teachers
Spanish University
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Este trabajo ha sido realizado gracias al apoyo financiero prestado por el Ministerio de Ciencia y Tecnología (SEC2005-4972), la Diputación General de Aragón (S-46 y PM34) y FUNDEAR.
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