publication . Other literature type . 2016

IMPACT OF MARKET ORIENTATION ON INNOVATION OF PRODUCTS AND SERVICES IN CROATIAN COMPANIES

Miloloža, Helena;
Open Access Croatian
  • Published: 01 Jan 2016 Journal: Poslovna izvrsnost, volume 10, issue 2 (issn: 1846-3355, eissn: 1848-9060, Copyright policy)
  • Publisher: University of Zagreb, Faculty of Economics and Business Zagreb
Abstract
Market orientation contributes to a better understanding of the market and improves the performance of companies on the market. As complex marketing concept, market orientation achieves a signifi cant impact on the innovation processes in the company. However, the results of previous research of the correlation relationship between market orientation and innovation have shown that the effect of market orientation can be both - positive and negative. Therefore, the purpose of this paper is to analyse the market orientation and innovation of companies and examine the impact of market orientation, as a one-dimensional construct, on a sample of export companies in C...
Subjects
free text keywords: tržišna orijentacija; inovacije proizvoda i usluga, market orientation; innovation of products and services
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