Forms of Market Orientation in the Retail Apparel Industry in Brazil

11 Pages Posted: 19 Jun 2001

See all articles by Claudio Hoffmann Sampaio

Claudio Hoffmann Sampaio

Pontificia Universidade Catolica do Rio Grande do Sul (PUCRS)

Marcelo Gattermann Perin

Pontificia Universidade Catolica do Rio Grande do Sul (PUCRS)

Abstract

Market orientation has received substantial academic and practicer interest over the last decade and has occupied a center stage of the theory and practice of marketing strategy. In an attempt to provide further insight into the global importance of market orientation, the empirical study reported in this article focuses on the form of market orientation. Five different forms of market orientation were identified in the retail apparel industry in a developing country - Brazil. The results indicated that the concentration in certain market orientation aspects could mean a better organizational performance.

Note: The downloadable document is written in Portuguese.

JEL Classification: M31, L22

Suggested Citation

Hoffmann Sampaio, Claudio and Gattermann Perin, Marcelo, Forms of Market Orientation in the Retail Apparel Industry in Brazil. Available at SSRN: https://ssrn.com/abstract=273838 or http://dx.doi.org/10.2139/ssrn.273838

Claudio Hoffmann Sampaio (Contact Author)

Pontificia Universidade Catolica do Rio Grande do Sul (PUCRS) ( email )

Rua Marques do Pombal, 761/302
Porto Alegre 90540-001 RS
Brazil
+55 051 3437683 (Phone)

Marcelo Gattermann Perin

Pontificia Universidade Catolica do Rio Grande do Sul (PUCRS) ( email )

Porto Alegre 90540-001 RS
United States

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