engleski

The Structure of Design Orientation and its Relationship with Market Orientation

Although market orientation has been investigated in numerous studies, its complex relationship with design orientation lacks research attention, especially in countries with transitional economies. Therefore, existing models of market orientation (MO) and design orientation (DO) have been investigated. The research has been executed in several stages, combining qualitative and quantitative methods. In the second, quantitative stage, an Internet survey was conducted among managers and CEOs from Croatian companies in different industries. PLS-SEM analyses was conducted to examine the relationships between variables of MO and DO. Results confirm the positive relationship between design orientation and market orientation. The research contributes to theory highlighting the role of design as an important element of market orientation.

design orientation, market orientation, managers, relationship, transitional economies

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