Abstract

SOLARTE SOLARTE, Claudia Magali; SOLARTE SOLARTE, Martha Lida  and  BARAHONA VINASCO, José Fernando. Organizational culture and innovation in the market orientation of family companies of Pasto (Colombia). Contad. Adm [online]. 2020, vol.65, n.1, e149.  Epub Apr 24, 2020. ISSN 0186-1042.  https://doi.org/10.22201/fca.24488410e.2019.1725.

The purpose of the research was to measure the organizational culture with the determination of the capacity for innovation and recognition of the level of market orientation presented by family businesses in the city of San Juan de Pasto (Department of Nariño, Colombia). This study was carried out in 2016 with a sample of 234 people among managers, founders and owners of family businesses, dealing with an infinite population. As a methodology, a quantitative approach, empirical-analytical method and the type of explanatory research were used. Thus, the results showed that innovation determines market orientation to a greater extent than the company's organizational culture; market orientation is the variable that most causality presents on the innovation variable. A relevant conclusion was that as the company includes some type of innovation in its production, market orientation grows by a specific magnitude, that is, the two variables are closely related and maintain a positive correlation.

Keywords : Organizational culture; Family companies; Innovation; Market orientation; M14; M31; O31.

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