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Performance of Social Benefit Commitment in Marketing Orientation (CROSBI ID 676401)

Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija

Jerčinović, Silvije ; Mužina, Matija ; Svržnjak, Kristina ; Kantar, Sandra Performance of Social Benefit Commitment in Marketing Orientation // The international scientific conference “Economic Science for Rural Development 2018” / Auzina, Anita (ur.). Jelgava: Faculty of Economics and Social Development of Latvia University of Life Sciences and Technologies, 2018. str. 356-363

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.

nije evidentirano

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

Povezanost rada

Ekonomija