MANAGEMENT AND CUSTOMER ORIENTATION: A STUDY IN RESTAURANTS PER KILOGRAM USING THE MODEL OF IMPORTANCE AND PERFORMANCE ANALYSIS (IPA)
DOI:10.5773/rai.v1i1.756
Keywords:
Market orientation (OPM), Small and medium enterprises (SMEs), Model importance and performance analysis (IPA).Abstract
Studies on management of small and medium enterprises (SMEs) from the perspective of market orientation (OPM) have been rare in Brazil. This article, which applied the model analysis of importance (IPA), aims to determine which marketing activities, designed under the principles of OPM, are adopted by a sample of restaurants per kilogram (SMEs) with over 10 years of existence in the city of São Paulo. The results indicate that there is a momentum generated by the internal staff to identify customer preferences and desires and transform them into services.Downloads
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Published
2012-04-24
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How to Cite
MANAGEMENT AND CUSTOMER ORIENTATION: A STUDY IN RESTAURANTS PER KILOGRAM USING THE MODEL OF IMPORTANCE AND PERFORMANCE ANALYSIS (IPA) DOI:10.5773/rai.v1i1.756. (2012). INMR - Innovation & Management Review, 9(1), 188-210. https://journals.usp.br/rai/article/view/79256