RT Journal Article
T1 Sectorial evaluation and characterization of internal marketing orientation through multicriteria analysis
A1 Muñoz-Martos, María del Mar
A1 Kazakov, Sergey
A1 Ruiz-Alba Robledo, José Luis
K1 Mercado - Investigación
K1 Mercado - Análisis
AB This research carries out a comparative analysis of the Internal Market Orientation(IMO) to a sample of small and medium enterprise companies, which has beendivided into nine groups based on their business sectors. Applying the statisticaltechnique of structural equations, the coefficients of four IMO inputs in each busi-ness sector are obtained. Next, the PROMETHEE multicriteria technique is appliedto obtain a composite indicator of the IMO implementation of each business sector.The value of the composite indicator together with the GAIA plane allow to dis-tinguish the differences of the IMO profiles, their strengths and their weaknesses.The results show the divergences in the IMO inputs according to the sector, whichis evidence that the business sector is a predictor of the IMO implementation of acompany.
PB Springer
YR 2024
FD 2024
LK https://hdl.handle.net/10630/31265
UL https://hdl.handle.net/10630/31265
LA eng
NO Muñoz, M.M., Kazakov, S. & Ruiz-Alba, J.L. Sectorial evaluation and characterization of internal marketing orientation through multicriteria analysis. Oper Res Int J 24, 24 (2024). https://doi.org/10.1007/s12351-024-00835-8
NO Funding for open access charge: Universidad de Málaga / CBUA
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 20 ene 2026