<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2007-0705</journal-id>
<journal-title><![CDATA[Nova scientia]]></journal-title>
<abbrev-journal-title><![CDATA[Nova scientia]]></abbrev-journal-title>
<issn>2007-0705</issn>
<publisher>
<publisher-name><![CDATA[Universidad de La Salle Bajío A. C., Coordinación de Investigación]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-07052015000300436</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La orientación al mercado en las mipymes de San Luis Potosí]]></article-title>
<article-title xml:lang="en"><![CDATA[Market orientation in SMEs of San Luis Potosi]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rodríguez Gutiérrez]]></surname>
<given-names><![CDATA[Paola Isabel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ramos Ávila]]></surname>
<given-names><![CDATA[Adriana Eugenia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pastor Pérez]]></surname>
<given-names><![CDATA[María del Pilar]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de San Luis Potosí Facultad de Contaduría y Administración ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2015</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2015</year>
</pub-date>
<volume>7</volume>
<numero>15</numero>
<fpage>436</fpage>
<lpage>461</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-07052015000300436&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-07052015000300436&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-07052015000300436&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Introducción:  El objetivo principal de la cultura organizacional orientada al mercado es proveer un valor superior a los clientes, sin dejar de lado la relevancia de la relación de la empresa con competidores y accionistas internos. En este sentido, el propósito del presente estudio es llevar a cabo un análisis descriptivo de los componentes que integran el constructo de la orientación al mercado, así como probar si existe una relación entre esta variable y el desempeño empresarial.  Método: Con el fin de lograr el objetivo planteado se hizo un diseño cuantitativo. La población objeto de la investigación es la totalidad de mipymes de la ciudad de San Luis Potosí, registradas en el Directorio Estadístico Nacional de Unidades Económicas de INEGI. El muestreo fue aleatorio simple y la muestra consistió en 331 empresas (intervalo de confianza del 93% y precisión del 5%). La encuesta se aplicó cara a cara y se tuvo un 33.8% de tasa de respuesta.  Resultados: Los resultados muestran un alto grado de consistencia interna en cada una de las variables analizadas. La prueba de hipótesis realizada muestra que hay una relación positiva entre la orientación al mercado y el desempeño.  Conclusión:  A partir de este estudio se sugiere que una gran proporción de las micro, pequeñas y medianas empresas potosinas, ponen en primer lugar la atención a las necesidades de los clientes, toman en cuenta las fortalezas propias de las organización para crear un valor superior y se encuentran atentos a las propuestas de la competencia, lo cual se relaciona a su desempeño.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  Introduction:  The main purpose of market-oriented organizational culture is to provide superior value to customers, without neglecting the importance of the relationship of the company with competitors and internal stakeholders. In this sense, the purpose of this study is to conduct a descriptive analysis of the components that integrate the construct of market orientation and test whether there is a relationship between this variable and business performance.  Method: A quantitative research design was made in order to achieve the stated objective. The population considered is the totality of SMEs established in the city of San Luis Potosi. The sample was obtained from the National Statistical Directory of Economic Units of INEGI. The sampling was random and consisted of 331 companies (confidence interval of 93% and 5% accuracy). The survey was applied face to face with a response rate of 33.8%.  Results:  The results show a high degree of internal consistency in each of the dimensions. The hypothesis test conducted shows that there is a positive relationship between market orientation and performance.  Conclusion:  This study suggests that a large proportion of micro, small and medium enterprises in San Luis Potosi, consider customer needs as a priority, create superior value by using their strengths and are always attentive to the actions of competitors, which is related to their performance.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[orientación al mercado]]></kwd>
<kwd lng="es"><![CDATA[orientación al cliente]]></kwd>
<kwd lng="es"><![CDATA[orientación a la competencia]]></kwd>
<kwd lng="es"><![CDATA[coordinación interfuncional]]></kwd>
<kwd lng="en"><![CDATA[Market orientation]]></kwd>
<kwd lng="en"><![CDATA[competitor focus]]></kwd>
<kwd lng="en"><![CDATA[customer orientation and inter-functional coordination]]></kwd>
</kwd-group>
</article-meta>
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