Reto Felix, Wolfgang Hinck, (2005). Executive Insights: Market Orientation of Mexican Companies. Journal of International Marketing: Vol. 13, No. 1, pp. 111-127.
doi: 10.1509/jimk.13.1.111.58537

Executive Insights: Market Orientation of Mexican Companies

Reto Felix,

1. Departamento de Administración, Universidad de Monterrey

e-mail:

Professor of Marketing1Wolfgang Hinck

2. College of Business, Louisiana State University in Shreveport

e-mail:

Assistant Professor of Marketing2



Abstract

This study suggests that companies from a sample in an industrialized region in northern Mexico are confident about their level of overall market orientation but that differences in their customer and competitor orientation exist. The authors test market orientation for its relationship to several other variables, such as company size, type of product, and use of a marketing plan, and they discuss the implications for marketing theory and practice.