ORIENTACIÓN HACIA EL MERCADO Y LA INTELIGÊNCIA COMPETITIVA
DOI:
https://doi.org/10.24883/IberoamericanIC.v5i4.130Keywords:
Orientación hacia el mercado, Inteligencia competitiva, OperacionalizaciónAbstract
El presente artículo es una exposición descriptiva de algunos aspectos correlacionados de Orientación hacia el Mercado e Inteligencia Competitiva. El trabajo fue estructurado sobre la modalidad de ensayo y se compone de una revisión del referencial teórico, mediante análisis conceptual crítico de algunos aspectos pertinentes al tema central. Finalmente se destaca que el mercado es desafiante pues envuelve la gestión de competencias en los ámbitos tecnológico, mercadológico y gerencial. A partir del examen de la literatura, conceptos y posiciones presentadas por diversos autores, se pueden obtener indicios de que mudanzas culturales y comportamentales representan los factores determinantes para la implantación y mantenimiento con eficiencia y efectividad, tanto del sistema de inteligencia competitiva como de una orientación para el mercado en la empresa.
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