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Contaduría y administración
Print version ISSN 0186-1042
Abstract
AZUELA FLORES, José Ignacio and JIMENEZ TORRES, Nadia H.. State of the art of market orientation in cultural organizations. Contad. Adm [online]. 2014, vol.59, n.1, pp.259-282. ISSN 0186-1042.
A diversity of studies in previous literature has focused on determining the contribution of market orientation in the companies' performance. However, the research on the effects of market orientation in the performance of cultural organizations is an incipient area of research. In this sense, the present study has the purpose of presenting a review of the main aspects of market orientation in nonprofit organizations, specifically in cultural organizations, and identifies future research directions for this still fertile field of study.
Keywords : market orientation; cultural management; arts management; museums; MARKOR; MKTOR.