RELATIONSHIP BETWEEN MARKET ORIENTATION AND INNOVATIVENESS IN COMPANIES
RELATIONSHIP BETWEEN MARKET ORIENTATION AND INNOVATIVENESS IN COMPANIES
Author(s): Helena ŠlogarSubject(s): Economy
Published by: Visoka škola za poslovnu ekonomiju i preduzetništvo
Keywords: innovativeness; market orientation; customer orientation; competitor orientation; interfunctional coordination
Summary/Abstract: Market orientation as a marketing concept has an impact on innovative processes in companies. The aim of this research is to examine whether there is a positive relation between market orientation and innovativeness in Croatian companies. The research was conducted on a sample of 303 Croatian companies using a survey questionnaire. Data were analyzed using the Spearman rank correlation, canonical analysis and cluster analysis. The results show that there is a statistically significant positive correlation between market orientation and innovativeness in companies. This research contributes to the consideration of the interconnectedness of constructs that can provide useful insights into their content and joint influences on the positioning of innovative enterprises in the international market
Journal: International Review
- Issue Year: 2021
- Issue No: 3-4
- Page Range: 21-29
- Page Count: 9
- Language: English