A orientação para o mercado sob a ótica da empresa e dos clientes na indústria hoteleira gaúcha

  PDF (Português (Brasil))  


Article Sidebar

DOI: https://doi.org/10.1590/S1415-65552007000200004
Keywords:
market orientation, market orientation gap, company's performance, marketing in the hotel industry

Main Article Content

Rogério Gava
Universidade Federal do Rio Grande do Sul Escola de Administração Programa de pós-graduação em Administração; Centro de Ensino Superior Cenecista de Farroupilha; Universidade Federal do Rio Grande do Sul
Teniza da Silveira
Universidade do Vale do Rio dos Sinos

Abstract

Despite the notorious development of research in the market orientation field on the last fifteen years, there is a unilateral approach in these studies, based only in the perceptions of the organizations managers. Researches that deal with the perspective of the costumers - comparing with the company perception - are unusual. The aim of this article is to investigate the Market Orientation Gap in a research carried out with two tourism regions on the Rio Grande do Sul, Brazil. The scale developed by Deshpandé, Farley and Webster (1993) was employed here. The results show the existence of the market orientation gap in the industry analyzed. Moreover, the relation between market orientation and performance was observed, only at the company perspective, but no link was observed between customers' perception and the performance of the firms. Future research is needed to shade more light in this field of study.

Downloads

Download data is not yet available.


Article Details

How to Cite
Gava, R., & Silveira, T. da. (1). A orientação para o mercado sob a ótica da empresa e dos clientes na indústria hoteleira gaúcha. Journal of Contemporary Administration, 11(2), 49-69. https://doi.org/10.1590/S1415-65552007000200004
Issue
Vol. 11 No. 2 (2007): Apr/Jun - 2007
Section
Articles

Since mid-February of 2023, the authors retain the copyright relating to their article and grant the journal RAC, from ANPAD, the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution 4.0 International license (CC BY 4.0), as stated in the article’s PDF document. This license provides that the article published can be shared (allows you to copy and redistribute the material in any medium or format) and adapted (allows you to remix, transform, and create from the material for any purpose, even commercial) by anyone.

After article acceptance, the authors must sign a Term of Authorization for Publication, which is sent to the authors by e-mail for electronic signature before publication.