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Investigación administrativa
On-line version ISSN 2448-7678Print version ISSN 1870-6614
Abstract
MOSQUERA FERNANDEZ, Francisco Javier; ROJAS BERRIO, Sandra Patricia and ROBAYO PINZON, Oscar Javier. Market Orientation in Small Enterprises of Leather Footwear Sector at Bogotá. Investig. adm. [online]. 2017, vol.46, n.120. ISSN 2448-7678.
Purpose:
of this research is to identify mechanisms through which Market Orientation actions are implemented in leather footwear SME´s in Bogotá. Method: an exploratory research was carried out using the qualitative technique of in-deep interview, data were analyzed through a hermeneutical analysis in Atlas software. Findings: aspects like the majority of entrepreneurs in the sector are unaware of the importance and application of the Market Orientation and for them. Conclusions business is seen more from a production perspective, and not from the point of view Marketing and sector analysis.
Keywords : Market Orientation; Bogotá; Small Enterprises; Leather Shoes.