Uticaj tržišne orijentacije na poslovne performanse kompanija
The impact of market orientation on the business performance of companies
Author(s): Ivana IlićSubject(s): Business Economy / Management, Financial Markets, Socio-Economic Research
Published by: Finrar d.o.o Banja Luka
Keywords: Market orientation; business performance; customer orientation; competitor orientation; interfunctional coordination; competitive advantage;
Summary/Abstract: The study examines the impact of market orientation on the business performance of companies in Bosnia and Herzegovina. The research focuses on analyzing the dimensions of market orientation – customer orientation, competitor orientation, and interfunctional coordination – and their relationship with company success. The aim is to determine to what extent market orientation contributes to enhancing competitive advantage and business results. The results of the empirical study conducted on a sample of 120 companies show a strong and statistically significant relationship between market orientation and business performance. Customer orientation has the greatest impact, followed by interfunctional coordination, while the influence of competitor orientation is slightly lower but still significant. It is concluded that market orientation represents a key strategic approach to improving business performance, with customer satisfaction and interdepartmental collaboration playing a crucial role.
Journal: Financing - naučni časopis za ekonomiju
- Issue Year: 16/2025
- Issue No: 3
- Page Range: 59-69
- Page Count: 11
- Language: Bosnian, English
