Estrategia competitiva, orientación a mercado, tecnologías de la información y desempeño
- Autores: Carmen Berenice Ynzunza Cortés, Juan Izar
- Localización: Ciencias Administrativas y Sociales Handbook T-I: Congreso Interdisciplinario de Cuerpos Académicos / coord. por Juan Silva Cotreras, Miguel Ángel Andrade Oseguera, 2013, ISBN 978-607-8324-07-1, págs. 316-329
- Idioma: español
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Resumen
This research seeks to test the relationship between competitive strategy, resources and capabilities of market orientation and information technologies (ICT's) and organizational performance. The study was aimed at SMEs in the industrial sector, and the data were collected from 116 organizations in the State of Queretaro. The typology to address competitive strategy was that of Miles and Snow (1978) which refers to four strategic archetypes: prospectors, analyzers, defenders and reactors. The sampling method was a convenient not probabilistic one and data collection was done through personal interview with the directors of organizations. The analysis technique was a structural analysis for which the structural and measuring models were designed and tested with Amos software.
The research results show that prospectors and analyzers competitive strategies have a significant impact on the development of resources and capabilities of market orientation and information technology. It was also found a positive but a non significant association of these archetypes with organizational performance. Likewise, this relationship is not significant with market orientation. However, it was tested the link between market orientation and organizational performance measured by profitability, adaptability, customer satisfaction, growth and operational efficiency. Just as the link between information technology with organizational performance, although it was not significant.
There is a also a strong association between information technology with market orientation resources and capabilities. We conclude that the companies establishing prospectors and analyzers strategies and developing information technology resources and capabilities, will generate higher levels of market orientation, capacity directly related to superior performance. Similar results were found by other researchers in studies carried out in other countries.
