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.

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