Market orientation of export firms agroindustriales cities of Pereira and Manizales

Abstract

This paper describes how market orientation from practices and activities undertaken by the exporting agribusiness companies reach international markets and remain over time, generating competitive advantages over other organizations. The aim was to identify the practices and activities of agribusiness exporters of Manizales and Pereira market oriented along the lines of the model Naver and Slater and Kohly and Jaworski. The research conducted is descriptive and considering the informal management practices and business activities chose a qualitative study, using depth interviews conducted six exporting agribusinesses in the cities studied. The research results have revealed that the components that are part of market orientation, customer orientation is the main line for entrepreneurs.

Keywords

• Customer
• competition
• interoperability
• responsiveness