Innovación en la Orientación al Mercado en Distribuidoras de Materiales Químicos para Industrias en las Áreas de Alimentos, Caucho, Pegamentos, Fragancias, Detergentes, Farmacéuticas y Cosméticas

Abstract

The market orientation influence on the generation of innovation during the sale of chemical products by the distributors, such as raw material for food, rubber, glue, fragrances, detergents, pharmaceuticals and cosmetics. The methodological approach is quantitative-descriptive with qualitative variables. As research instrument, a MARKOR scale survey was applied to marketing managers, purchasing managers, executives, vendors and customers from Medellin, Colombia. Among the main findings is that the market orientation approach contributes to innovation through diverse sources: brand, logistics, time delivery, and client satisfaction. Finally, the article proposes that market orientation positively affects creativity and innovation during the chemical products distribution process.