Open AccessThe relationship marketing orientation and innovative behavior of the clothing industry
Author(s) -
Fabiano Palhares Galão,
Flávia Pellissari Pomin Frutos,
Vandre Alex da Silva Silva,
Mário Nei Pacagnan
Publication year - 2008
Publication title -
revista ibero-americana de estratégia
Language(s) - English
Resource type - Journals
ISSN - 2176-0756
DOI - 10.5585/ijsm.v6i2.1241
Subject(s) - clothing , sample (material) , premise , market orientation , marketing , customer orientation , descriptive statistics , business , scale (ratio) , textile , orientation (vector space) , clothing industry , focus (optics) , mathematics , statistics , geography , linguistics , chemistry , philosophy , cartography , archaeology , geometry , chromatography , physics , optics
In this study, the main focus is to articulate the innovation and orientation concepts towards the market, using as empiric reference, the clothing and textile section. About the methods, the research was descriptive, with quantitative analysis from a survey involving a sample of 62 industrial clothing and textile companies of the city of Londrina (PR). To verify the market orientation degree of the companies of the sample, it was used the Markor’s scale, developed by Kohli, Jaworski and Kumar (1993), and the analysis of the data was performed from the Pearson’s coeficient of correlation. The basic premise ob tained from the data of the ield research is that the approach to the consuming market and the focus on the customer are factors that may contribute to the development and implementation of companies’ innovations.