Marketing activities, market orientation and other market variables influence o...

• Autor(es): Correia, Ricardo Jorge ; Teixeira, Mário Sérgio ; Rebelo, João
• Data: 2012
• Identificador Persistente: http://hdl.handle.net/10198/7801
• Origem: Biblioteca Digital do IPB
• Assunto(s): Small and medium enterprises; Marketing; Market orientation; Economic and financial performance
• Tipo de Documento: Documento de conferência
• Idioma: Inglês

Descrição

This paper includes results on marketing, market orientation degree and environmental variables, such as competitive intensity and market turbulence, that can influence economic and financial performance of micro and small companies. The results indicate that: (a) marketing is seen by these companies as secondary, deserving minor practical actions that can be considered strategic, (b) at market orientation level, the market information affects positively performance indicators, (c) and economical and financial performance is superior in conditions of highly market turbulence and there is a negative relationship between competitive intensity and the companies ratio turnover/total assets.