PUBLICACIONES

Influence of Customer Value Orientation, Brand Value, and Business Ethics Level on Organizational Performance

ISI: Influence of Customer Value Orientation, Brand Value, and Business Ethics Level on Organizational Performance

FRANCISCO VILLEGAS P., LESLIER VALENZUELA F.

2016 - Revista Brasileira de Gestão de Negócios - Review of Business Management - Vol 18, No 59. Pp. 5 - 23 Jan/Marc 2016

Abstract

Purpose –Customer value orientation, brand value and business ethics are critical variables to develop long-term relationships with customers and achieve sustainable sales growth over time. This research shows how the degree of orientation to customer value by the sales forces, brand value and business ethical standards could significantly influence organizational performance.   Design/methodology/approach – The study contributes to an explanatory model through a structural equation model (SEM) and empirical evidence of research applied to 327 executives of medium and high positions in several companies in Chile that manage their business globally.   Findings – The results support the hypothesis that Customer value orientation, brand value and business ethics would influence on organizational performance.   Originality/value – This research shows how the degree of orientation to customer value by the sales forces, brand value and business ethical standards could significantly influence organizational performance in a country like Chile. 

Keywords

Customer Value Orientation, Brand Value, Business Ethics and Organizational Performance.

¿Quieres seguir leyendo? [Accede a la publicación completa]

MPBD 2017: Primer Reporte de Marketing y Publicidad Basado en Datos

Este primer reporte se trata de un documento inédito que permite poner en contexto cómo se encuentra actualmente el “data marketing” en Chile, abordando temas especí...

MPBD 2017: Primer Reporte de Marketing y Publicidad Basado en Datos

Este primer reporte se trata de un documento inédito que permite poner en contexto cómo se encuentra actualmente el “data marketing” en Chile, abordando temas especí...

Todos los Derechos © 2014 | Departamento de Administración - Facultad de Economía y Negocios - Universidad de Chile - Diagonal Paraguay 257, torre 26, oficina 1101, piso 11, Santiago, Chile.