Abstract
In the current conditions, market orientation plays a vital role in the generation of superior performances and the achievement of a competitive advantage. Even though the concept of market orientation was evaluated in various studies, there are very few such studies in the context of the Serbian economy, and in the organic food industry there are almost none. Thus the basic aim of this paper is to examine the degree of practicing market orientation in the businesses of Serbian organic food producers, and to identify a connection between their market orientation and business performance. In the paper we applied a cultural perspective in the measuring of market orientation by using the MKTOR scale as a basis. On a sample of 42 surveyed producers, it was confrmed that the elements of market orientation directly and positively affect sales growth, market share and proftability, as well as overall business performance.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
