Evaluation of Intrapreneurship in Sustainability Practices and Customer Orientation in Companies: A Case Study of Companies in Bogotá

Abstract

Modern companies must focus their intrapreneurship actions on sustainability and social responsibility, assessing their performance not only in financial terms but also in social and environmental aspects. Additionally, customer orientation is key to building long-lasting relationships, improving loyalty, and reducing costs. The aim of the study was to evaluate the sustainability practices and customer orientation implemented by companies in Bogotá. A quantitative, descriptive approach was used, and 384 companies operating in Bogotá were surveyed. The results highlight that the majority of respondents perceive their organizations’ efforts to understand and anticipate customer needs positively, as well as the practices implemented in relation to environmental commitment. Furthermore, a significant correlation was observed between both aspects, indicating a strong and positive relationship between these two dimensions. Based on the theories of Philip Kotler and other experts consulted in the literature review, it is demonstrated how sustainable practices can be integrated into relational marketing strategies and customer relationship management.