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Nova scientia

versión On-line ISSN 2007-0705


RODRIGUEZ GUTIERREZ, Paola Isabel; RAMOS AVILA, Adriana Eugenia  y  PASTOR PEREZ, María del Pilar. Market orientation in SMEs of San Luis Potosi. Nova scientia [online]. 2015, vol.7, n.15, pp.436-461. ISSN 2007-0705.


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.


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%.


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.


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.

Palabras llave : Market orientation; competitor focus; customer orientation and inter-functional coordination.

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