Current Marketing Practices and Market Orientation in the Context of an Emerging Economy: The Case of Uruguay Articles uri icon

publication date

  • October 2013

start page

  • 602

end page

  • 616


  • 4


  • 51

International Standard Serial Number (ISSN)

  • 0047-2778

Electronic International Standard Serial Number (EISSN)

  • 1540-627X


  • This research explores the link between contemporary marketing practices, market orientation (MO), and business performance in Uruguay, an emergent country that has recovered from an economic crisis. These approaches seem to be related but there is no existing evidence to confirm this impression. Lessons can be learned from understanding how effective the adoption of marketing practices is under a crisis scenario. Using data from interviews with 143 micro and small firms' managers, we identify three clusters dependant on the combination of marketing practices: a multimarketing cluster, a medium-level relationship marketing cluster, and a transactional cluster. A model relating MO components and various performance measures is tested for the three clusters, showing that the multimarketing and transactional clusters are more effective in translating efforts and resources into business outcomes.