Conceptualization of the role of market orientation in distributors of chemicals in the city of Medellín

Abstract

This article aims to understand the role of the market orientation of the small, medium and big chemical
distributors in the city of Medellin. This research is a quantitative approach supported by the market
orientation questionnaire called MARKOR with a Likert scale and composed of six variables (market
orientation, competition orientation, internal orientation, information generation and external information
analysis and action capacity). A total of 343 surveys were administered to managers during the years
2015 and 2016. The results show that even market-oriented organizations do not always generate
competitive advantage. The large distributors have market orientation with a valuation of 3.92/5.0 but
with respect to the analysis of the external information, capacity of action and lack of internal orientation;
the medium-sized companies classify it with 3.89/5.0 but with the danger of not having an orientation to
the competition; and small organizations rate it as 3.44/5.0, but deficient toward internal orientation.