MARKET ORIENTATION AND STANDARDIZATION OF MARKETING ACTIVITIES: A STUDY OF MEXICAN ORGANIZATIONS
ROBERTO BELLO Bachelor of Management, Universidad Panamericana, 1995
A thesis Submitted to the School of Graduate Studies of the University of Lethbridge in Partial Fulfillment of the Requirements for the Degree
MASTER OF SCIENCE
LETHBRIDGE, ALBERTA OCTOBER 2001
© Roberto Bello, 2001
Dedication
A Dios Nsto. Serlor, por haberme dado toda las capacidades y fuerzas; por estar conmigo siempre. A mis dos grandes amores: Mi mujer y Mi hijo. Para ustedes, por ustedes. Gracias por su incondicional apoyo y amor. A mis padres, por la educacidn que me proporcionaron; por los valores que mi inculcaron. Gracias. A mis hermanas, por impulsarme y demandarme mas. A mis familiares y amigos, porque cada uno de ustedes ha conformado y moldeado mi personalidad. A la Universidad Panamericana, por creer en mi y demostrarmelo.
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Abstract
This study examines the relation between market orientation and the standardization of marketing activities (processes and programs) in a sample of Mexican organizations. The literature of marketing orientation, although vast in analysis, has concentrated on Western countries, leaving the rest of the countries, for apparently no reason, out of its scope. The analysis of emerging countries also presents a potential opportunity for linking the international marketing debate of standardization process and programs with the market orientation literature. The data were collected from 68 Mexican firms. The results showed a high level of market orientation and a positive correlation between market orientation and the degree of marketing activities. The influence that market orientation and standardization of marketing activities have on business performance is tested. Implications of the study are discussed.
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Acknowledgements
I would like to thank Hiroshi Shimazaki, Ali Dastmalchian and Mike Basil for their valuable...