<?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>2448-7678</journal-id>
<journal-title><![CDATA[Investigación administrativa]]></journal-title>
<abbrev-journal-title><![CDATA[Investig. adm.]]></abbrev-journal-title>
<issn>2448-7678</issn>
<publisher>
<publisher-name><![CDATA[Instituto Politécnico Nacional, Escuela Superior de Comercio y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-76782017000200003</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Orientación al Mercado en las Pequeñas Empresas del Sector Calzado en Cuero de la Ciudad de Bogotá]]></article-title>
<article-title xml:lang="en"><![CDATA[Market Orientation in Small Enterprises of Leather Footwear Sector at Bogotá]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mosquera Fernández]]></surname>
<given-names><![CDATA[Francisco Javier]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rojas Berrio]]></surname>
<given-names><![CDATA[Sandra Patricia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Robayo Pinzón]]></surname>
<given-names><![CDATA[Oscar Javier]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Fundación Universitaria Empresarial de la Cámara de Comercio de Bogotá, Uniempresarial Facultad de Ciencias Económicas y Administrativas ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Nacional de Colombia Facultad de Ciencias Económicas Escuela de Administración y Contaduría Pública]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Politécnico Grancolombiano  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2017</year>
</pub-date>
<volume>46</volume>
<numero>120</numero>
<fpage>0</fpage>
<lpage>0</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-76782017000200003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-76782017000200003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-76782017000200003&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Objetivo, identificar los mecanismos por medio de los cuales se implementan las acciones de Orientación al Mercado en las Pequeñas Empresas productoras del sector del calzado en cuero de la ciudad de Bogotá. Método: se realizó una investigación exploratoria utilizando la técnica cualitativa de entrevista a profundidad, los datos se analizaron a través de un análisis hermenéutico en el software Atlas. TI. Resultados: los hallazgos presentan aspectos con los cuales se puede concluir que la mayoría de los empresarios del sector desconocen la importancia y aplicación de la orientación al mercado conclusiones: para los empresarios de este sector los negocios son vistos más desde la perspectiva de la producción y no tanto desde el punto de vista del mercadeo y del análisis del sector.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Orientación al Mercado]]></kwd>
<kwd lng="es"><![CDATA[Pequeñas Empresas]]></kwd>
<kwd lng="es"><![CDATA[Bogotá]]></kwd>
<kwd lng="es"><![CDATA[Calzado en cuero]]></kwd>
<kwd lng="en"><![CDATA[Market Orientation]]></kwd>
<kwd lng="en"><![CDATA[Bogotá]]></kwd>
<kwd lng="en"><![CDATA[Small Enterprises]]></kwd>
<kwd lng="en"><![CDATA[Leather Shoes]]></kwd>
</kwd-group>
</article-meta>
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