MAP20071508923 Lado Coustré, Nora Market orientation and business performance in the Spanish insurance sector / by Nora Lado Coustré and Miguel Ángel Martínez Martínez Sumario: Market Orientation (MO) has taken a central role in discussions about strategic management and marketing. And yet despite its importance, MO has been the subject of few theoretical and empirical studies. The empirical study reported in this paper focuses on the relationship between the degree of market orientation and the business performance of insurance companies in Spain En: Geneva papers on risk and insurance : issues and practice. - Geneva : The Geneva Association, 1976- = ISSN 1018-5895. - Tomo 22 Número 4 - 1997, p. 571-589 1. Empresas de seguros . 2. Mercado de seguros . 3. Estrategia empresarial . 4. Orientación al mercado . 5. España . I. Martínez Martínez, Miguel Angel . II. Title. III. Título: The Geneva papers on risk and insurance.
