TY  - JOUR
AB  - This paper has been developed as a part of research seeking to verify the effects of organisational culture in general, and market orientation in particular, on the behaviour and results of managerial organisations. The difference with other existing work on the same subject is that this work uses the case method to bring managerial reality into closer contact with the university environment. This report contains the first of the case studies carried out in the context of this research, and examines Zara, a strategic unit in the Inditex group, which is shown to be a paradigmatic example of the development of market orientation in a company, as a basis for the company’s performance and competitive advantages.
VL  - 21
IS  - 4
SN  - 0263-4503
DO  - 10.1108/02634500310480103
UR  - https://doi.org/10.1108/02634500310480103
AU  - Mazaira Andrés
AU  - González E.
AU  - Avendaño Ruth
PY  - 2003
Y1  - 2003/01/01
TI  - The role of market orientation on company performance through the development of sustainable competitive advantage: the Inditex‐Zara case
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 220
EP  - 229
Y2  - 2024/04/26
ER  -