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
El Texto completo está disponible en PDF
References
[Aaker, 1988]
D.A. Aaker.
Strategic Market Management.
2ª ed, John Wiley and Sons, Inc, (1988),
[Aiken and West, 1991]
L.S. Aiken, S.G. West.
Multiple Regression: Testing and interpreting interactions.
Sage, (1991),
[Álvarez et al., 2000]
L.I. Álvarez, M.L. Santos, R. Vázquez.
Análisis cultural y operativo de la Orientación al Mercado. Efectos moderadores en la relación orientación al mercado- Resultados.
Revista Española de Investigación de Marketing ESIC, 4 (2000), pp. 7-41
[Anderson, 1986]
C.H. Anderson.
Hierarchical Moderated Regression Analysis: A Useful Tool for Retail Management Decisions.
Journal of Retailing, 62 (1986), pp. 186-203
[Ang and Cummings, 1997]
S. Ang, L.L. Cummings.
Strategic Response to Institutional Influences on Information Systems Outsourcing.
Organization Science, 8 (1997), pp. 235-256
[Appiah-Adu, 1998]
K. Appiah-Adu.
Market orientation and performance: Empirical Tests in a transition Economy.
Journal of Strategic Marketing, 6 (1998), pp. 25-45
[Arnold, 1982]
H.J. Arnold.
Moderator Variables: A Clarification of Conceptual, Analytic, and Psychometric Issues.
Organizational Behavior and Human Performance, 29 (1982), pp. 143-174
[Bagozzi et al., 1992]
R.P. Bagozzi, H. Baumgartner, Y. Yi.
State versus action orientation and the theory of reasoned action: an application to coupon usage.
Journal of Consumer Research, 18 (1992), pp. 505-518
[Bain, 1959]
J.S. Bain.
Industrial Organization.
John Wiley and Sons, Inc, (1959),
[Ballart, 1992]
X. Ballart.
¿Cómo evaluar programas y servicios públicos?. Aproximación sistemática y estudios de caso.
Colección: ESTUDIOS, Ministerio para las Administraciones Públicas, (1992),
[Barroso et al., 2005]
C. Barroso, E. Martín, J. Rodríguez-Bobada.
Factores moderadores de la relación Orientación al Mercado-Resultados: un análisis multinivel.
Cuadernos de Economía y Dirección de la Empresa, 25 (2005), pp. 103-132
[Bedeian and Mossholder, 1994]
A. Bedeian, K. Mossholder.
Simple question, not so simple answer: Interpreting interaction terms in moderated multiple regression.
Journal of Management, 20 (1994), pp. 159-165
[Bedeian and Marbert, 1979]
A.G Bedeian, L.D. Marbert.
Individual Differences in Self-Perception and the Job-Life Satisfaction Relationship.
The Journal of Social Psychology, 109 (1979), pp. 111-118
[Bhuian, 1997]
S.N. Bhuian.
Exploring market orientation in bannks: an empirical examination in Saudi Arabia.
The Journal of Services Marketing, 11 (1997), pp. 317-328
[Bigné, 2000]
E. Bigné.
Las técnicas de la investigación comercial.
La Investigación en Marketing (vol. I),
[Bobko and Rusell, 1994]
P. Bobko, C.J. Rusell.
On Theory, Statistics, and the Search for Interactions in the Organizational Sciences.
Journal of Management, 20 (1994), pp. 193-200
[Box et al., 1993]
T.M Box, M.A. White, S.H. Barr.
A Contingency Model of New Manufacturing Firm performance.
Entrepreneurship: Theory & Practice, 18 (1993), pp. 31-46
[Brofenbrenner, 1979]
U. Brofenbrenner.
The Ecology of Human Development: Experiments by Nature and Design.
Harvard University Press, (1979),
[Brofenbrenner, 1987]
U. Brofenbrenner.
La Ecología del Desarrollo Humano. Experimentos en. entornos naturales y diseñados.
Ed. Paidós, (1987),
[Cadogan and Diamantopoulos, 1995]
J.W. Cadogan, A. Diamantopoulos.
Narver and Slater, Kohli and Jaworski and the Orientation Construct: Integration and Internationalization.
Journal of Strategic Marketing, 3 (1995), pp. 41-60
[Champoux and Peters, 1980]
J.E. Champoux, W.S. Peters.
Applications of Moderated Regression in Job Design Research.
Personnel Psychology, 33 (1980), pp. 759-783
[Chan Hung Ngai and Ellis, 1998]
J. Chan Hung Ngai, P. Ellis.
Market orientation and business performance: some evidence from Hong Kong.
International Marketing Review, 15 (1998), pp. 119-139
[Chang and Chen, 1998]
T.Z. Chang, S.J. Chen.
Market orientation, service quality and business profitability: a conceptual model and empirical evidence.
The Journal of Services Marketing, 12 (1998), pp. 246-264
[Chung and Fischer, 1999]
E. Chung, E. Fischer.
It's who you know: intracultural differences in ethnic product consumption.
Journal of Consumer Marketing, 19 (1999), pp. 482-501
[Chung and McLarney, 2000]
E. Chung, C. McLarney.
The classroom as a service encounters: Suggestions for value creation.
Journal of Management Education, 24 (2000), pp. 484-500
[Cohen and Cohen, 1983]
J. Cohen, P. Cohen.
Applied multiple regression/correlation análysis for the behavioral sciences.
(2nd ed.), Lawrence Erlbaum, (1983),
[Cool and Schendel, 1987]
K. Cool, D. Schendel.
Strategic Group Formation and Performance: The Case of the U.S. Pharmaceutical Industry, 1963-1982.
Management Science, 33 (1987), pp. 1102-1124
[Cooper, 1979]
H.M. Cooper.
Pigmalion Grows up: A model for teacher expectation communication and performance influence.
Review of Educational Research, 49 (1979), pp. 389-410
[Covin and Slevin, 1998]
J.G. Covin, D.P. Slevin.
Adherence to Plans, Risk Taking, and Environment as Predictors of Firm Growth.
The Journal of High Technology Management Research, 9 (1998), pp. 207-237
[Cronbach, 1987]
L. Cronbach.
Statistical test for moderator variables: Flaws in analysis recently proposed.
Psychological Bulletin, 102 (1987), pp. 414-417
[Day, 1984]
G.S. Day.
Strategic Marketing Planning.
West Publishing Company, (1984),
[Day and Wensley, 1988]
G.S. Day, R. Wensley.
Assessing Advantage: A Framework for Diagnosing Competitive Superiority.
Journal of Marketing, 52 (1988), pp. 1-20
[Deng and Dart, 1994]
S. Deng, J. Dart.
Measuring Market Orientation: A Multi-factor, Multi-item Approach.
Journal of Marketing Management, 10 (1994), pp. 725-742
[Desai et al., 2001]
S. Desai, E. Damewood, R. Jones.
Be a good teacher and be seen as a goos teacher.
Journal of Marketing Education, 23 (2001), pp. 136-144
[Deshpande et al., 1993]
R. Deshpande, J.U. Farley, F.E. Webster Jr..
Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis.
Journal of Marketing, 57 (1993), pp. 23-27
[Díaz de Rada, 2001]
V. Díaz de Rada.
Diseño y elaboración de cuestionarios para la investigación comercial.
ESIC, (2001),
[Dibb and Stern, 2000]
S. Dibb, P. Stern.
Further thoughts on the marketing trifid: The case of marketing orientation.
Journal of Marketing Education, 22 (2000), pp. 214-224
[Ewing and Caruana, 1999]
M.T. Ewing, A. Caruana.
An internal marketing approach to public sector management. The marketing and human resources interface.
The International Journal of Public Sector Management, 12 (1999), pp. 17-26
[Feldman, 1986]
K.A. Feldman.
The perceived instruccional effectiveness of college teachers as related to their personality and attitudinal characteristic: A review and syntesis.
Research in Higher Education, 24 (1986), pp. 139-213
[Flavián and Lozano, 2004a]
C. Flavián, F.J. Lozano.
La orientación al mercado de la Universidad pública: Un reto para el sistema universitario español.
Revista Internacional de Marketing Público y No Lucrativo, 1 (2004), pp. 9-28
[Flavián and Lozano, 2004]
C. Flavián, F.J. Lozano.
Influencia de los moderadores ambientales en la relación entre orientación al entorno y resultado. Un análisis con regresiones moderadas en el ámbito educativo.
Revista Española de Investigación de Marketing ESIC, 8 (2004), pp. 123-153
[Flavián and Lozano, 2005a]
C. Flavián, F.J. Lozano.
Relación entre orientación al mercado y resultados en el sistema público de educación.
Revista Asturiana de Economía, 32 (2005), pp. 69-94
[Flavián and Lozano, 2005b]
C. Flavián, F.J. Lozano.
Influencia de la actitud orientada al mercado del profesorado universitario sobre su comportamiento.
Revista Europea de Dirección y Economía de la Empresa, 14 (2005), pp. 123-140
[Flavián and Lozano, 2006]
C. Flavián, F.J. Lozano.
Organisational antecedents of market orientation in the public university system.
The International Journal of Public Sector Management, 19 (2006), pp. 447-467
[Flavián and Lozano, 2007]
C. Flavián, F.J. Lozano.
Market orientation of Spanish public universities: A suitable response to the growing competition.
Journal of Marketing for Higher Education, 17 (2007),
[Flavián et al., 1999]
C. Flavián, J. Jiménez, F.J. Lozano.
Algunas consideraciones sobre la relación entre Orientación al Mercado y Rentabilidad.
Investigación y Marketing, (1999), pp. 34-39
[Gozalo and León, 1999]
M. Gozalo, B. León.
La promoción de la autoeficacia en el docente universitario.
Revista Electrónica Interuniversitaria de Formación del Profesorado, 2 (1999),
[Greenley, 1995]
G.E. Greenley.
Market Orientation and Company Performance: Empirical Evidence from U.K: Companies.
British Journal of Management, 6 (1995), pp. 1-13
[Grewal and Tansuhaj, 2001]
R. Grewal, P. Tansuhaj.
Building Organizational Capabilities for Managing Economic Crisis: The Role of Market Orientation and Strategic Flexibility.
Journal of Marketing, 65 (2001), pp. 67-80
[Hair et al., 1999]
J.F. Hair Jr., R.E. Anderson, R.L. Tatham, W.C. Black.
Análisis Multivariante.
5ª ed., Prentice Hall, (1999),
[Harris, 2001]
L.C. Harris.
Market Orientation and Performance: Objetive and Subjetive Empirical Evidence from UK Companies.
Journal of Management Studies, 38 (2001), pp. 17-34
[Jaccard et al., 1990]
J. Jaccard, R. Turrisi, C. Wan.
Interaction Effects in Multiple Regression.
Sage Publications, (1990),
[Jaworski and Kohli, 1993]
B.J. Jaworski, A.K. Kohli.
Market Orientation: Antecedents and Consequences.
Journal of Marketing, 57 (1993), pp. 53-70
[Kahn, 2001]
K.B. Kahn.
Market orientation, interdepartamental integration, and product development performance.
The Journal of Product Innovation Management, 18 (2001), pp. 314-323
[Kohli and Jaworski, 1990]
A.K Kohli, B.J. Jaworski.
Market Orientation: The Construct, Research Propositions and Managerial Implications.
Journal of Marketing, 54 (1990), pp. 1-18
[Kohli et al., 1993]
A.K. Kohli, B.J. Jaworski, A. Kumar.
MARKOR: A measure of Market Orientation.
Journal of Marketing Research, XXX (1993), pp. 467-477
[Llonch and Waliño, 1996]
J. Llonch, S. Waliño.
Efectos de la orientación al mercado en los resultados de la empresa.
ESIC MARKET núm. enero-marzo, (1996), pp. 9-39
[Lozano, 2002]
F.J. Lozano.
La orientación al mercado en el contexto universitario español: un análisis de sus antecedentes.
moderadores y consecuencias, Universidad de Zaragoza, (2002),
[Matsuno and Mentzer, 2002]
K. Matsuno, J.T. Mentzer, Özsomer.
The Effects of Entrepreneurial Proclivity and Market Orientation on Business Performance.
Journal of Marketing, 66 (2002), pp. 18-32
[Menzel et al., 2003]
S. Menzel, S. Schultz, M. Bennion.
What do they know?. Integrating the core concept of customer value into the undergraduate marketing curriculum and its assesment.
Journal of Marketing Education, 25 (2003), pp. 79-89
[Narver and Slater, 1990]
J.C. Narver, S.F. Slater.
The Effect of a Market Orientation on Business Profitability.
Journal of Marketing, (1990), pp. 20-35
[Pitt et al., 1996]
L. Pitt, A. Caruana, P.R. Berthon.
Market orientation and business performance: some European evidence.
International Marketing Review, 13 (1996), pp. 5-18
[Podsakoff et al., 1996]
P.M. Podsakoff, S.B. Mackenzie, W.H. Bommer.
Transformational Leader Behaviors and Substitutes for Leadership as Determinants of Employee Satisfaction, Commitment, Trust, and Organizational Citizenship Behaviors.
Journal of Management, 22 (1996), pp. 259-298
[Rodríguez, 2000]
M. Rodríguez.
Sociedad, Universidad y Profesorado.
Revista Interuniversitaria de Formación del Profesorado, 38 (2000), pp. 79-99
[Ruekert, 1992]
R.W. Ruekert.
Developing a Market Orientation: An Organizational Strategy Perspective.
International Journal of Research in Marketing, 9 (1992), pp. 225-245
[Scherer, 1980]
F.M. Scherer.
Industrial Market Structure and Economic Performance.
Rand McNally Inc, (1980),
[Sharma et al., 1981]
S. Sharma, R. Durand, Gur-Arie.
Identification and Analysis of Moderator variables.
Journal of Marketing Research, 18 (1981), pp. 291-300
[Singhapakdi, 2004]
A. Singhapakdi.
Important factors underlying ethical intentions of students: Implications for marketing education.
Journal of Marketing Education, 26 (2004), pp. 261-270
[Slater and Narver, 1994]
S.F. Slater, J.C. Narver.
Does Competitive Environment Moderate the Market Orientation Performance Relationship?.
Journal of Marketing, 58 (1994), pp. 46-55
[Stone-Romero et al., 1994]
E. Stone-Romero, G. Alliger, H. Aguinis.
Type II error problems in the use of moderated multiple regression for the detection of moderating effects for dichotomous variables.
Journal of Management, 20 (1994), pp. 168-178
[Tuominen and Möller, 1996]
M. Tuominen, K. Möller.
Market Orientation: A state of Art Review.
Proceedings of the 25st European Marketing Academy Conference (Budapest), (1996), pp. 1161-1181
[Valle and Witt, 2001]
M. Valle, L.A. Witt.
The Moderating Effect of Teamwork Perceptions on the Organizational Politics-Job Satisfaction Relationship.
The Journal of Social Psychology, 141 (2001), pp. 379-388
[Vázquez et al., 2001]
R. Vázquez, M.L. Santos, L.I. Álvarez.
Market orientation, innovation and competitive strategies in industrial firms.
Journal of Strategic Marketing, 9 (2001), pp. 69-90
[Weinzimmer et al., 1994]
L. Weinzimmer, M. Mone, L. Alwan.
An examination of perceptions and usage of regression diagnostics in organization studies.
Journal of Management, 20 (1994), pp. 179-192
[Weiss, 1972]
C.H. Weiss.
Evaluation Research.
Prentice-Hall, (1972),
[Yi, 1989]
Y. Yi.
On the evaluation of main effects in multiplicative regression models.
Journal of Market Research Society, 31 (1989), pp. 133-138
[Zabalza, 2000]
M. Zabalza.
El papel de los Departamentos universitarios en la mejora de la calidad de la docencia.
Revista Interuniversitaria de Formación del Profesorado, 38 (2000), pp. 47-66
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.
Copyright © 2007. ACEDE
