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.
Highlights
In order to achieve competitive advantage, companies must be able to provide their customers with superior products and services
This study organized in the following way: first, the literature on market orientation is defined as cultural constructs, including values and indicators of behaviour and innovativeness
The goal of market orientation is to create a constant competitive advantage by providing customers with top-notch products and services when compared to their competitors
Summary
In order to achieve competitive advantage, companies must be able to provide their customers with superior products and services. Most of the market orientation studies explore three components first defined by Kohli and Jaworski [1] and later by Narver and Slater [2] forming a common basis for reflecting market orientation. These studies were conducted with the aim of developing the theory of market orientation and operationalization of the concept with emphasis on the future implications of market orientation. The following research hypothesis was developed and tested: There is a positive relationship between the market orientation and innovativeness in Croatian companies
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