Market orientation and standardization of marketing activities: a study of Mexican organizations

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 literaure 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 dat were collected from 68 Mexican firms. The results showed a high level of market orientation and a positive correlation between market orientation and fsthe 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.