Performance of Social Benefit Commitment in Marketing Orientation (CROSBI ID 676401)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Jerčinović, Silvije ; Mužina, Matija ; Svržnjak, Kristina ; Kantar, Sandra
engleski
Performance of Social Benefit Commitment in Marketing Orientation
Market orientation today does not only imply on consumers and competition, but also on the wider socio-economic context. The purpose of this paper is to recognize the form of application of specific elements of market orientation in the specific circumstances of the Croatian agri-food sector and its impact on achieving competitive efficiency of their enterprises. The study was conducted on a sample made up of 83 agricultural and food enterprises from seven counties of continental Croatia. The research was carried out using the adjusted model of market orientation measurement, which includes an additional dimension focused on creating social benefits. The survey examined the attitudes of respondents regarding issues of enterprise's competitive performance, socially responsible marketing planning, information dissemination on social benefits and market research. The research results have shown that market research and socially responsible marketing planning have a positive impact, while the information dissemination on social benefits don’t have a significant impact on the competitive efficiency of investigated enterprises.
market orientation, social benefit, competitive efficiency of enterprises
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Podaci o prilogu
356-363.
2018.
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objavljeno
978-9984-48-293-4
Podaci o matičnoj publikaciji
The international scientific conference “Economic Science for Rural Development 2018”
Auzina, Anita
Jelgava: Faculty of Economics and Social Development of Latvia University of Life Sciences and Technologies
1691-3078
2255-9930
Podaci o skupu
19th International Scientific Conference Economic Science for Rural Development
predavanje
09.05.2018-11.05.2018
Jelgava, Latvija