MEDICIÓN DE ORIENTACIÓN AL MERCADO EN LAS EMPRESAS DE DISTRIBUCIÓN DE GAS NATURAL EN COLOMBIA MEASURING MARKET ORIENTATION IN GAS NATURAL SUPPLIERS AT COLOMBIA

This research paper provides a contribution to knowledge, it is focused towards the analysis of the philosophy of market orientation and the feasibility of this concept applied to the natural gas distributors fi rms in Colombia. The document starts from a characterization of the natural gas sector in the country, afterwards it goes in depth on a conceptual review about market orientation and its implications for the sector under study. The source of information was MARKOR scale proposed by Kohli and Jaworski, which was adapted to the context and operation of regulated gas market in Colombia. The results were processed using nonparametric tests that revealed the approaches and trends about the market orientation of the Marketing and Operations areas of these companies. It ends with the conclusions and academic implications derived from this research.