engleski

The effects of executive marketing orientation, organizational structure, size and age on performance

In this study we sought to evaluate the impact of Western (US) philosophical ideas on the performance of organisations within the developing, transforming nation of Croatia. We based our conceptual arguments on classic economic theories of the market, and the exhortations of marketing scholars to adopt the marketing philosophy which is postulated to lead to corporate success. In this context the prescription is to privatise and adopt the Marketing Orientation (MO) that is expected to lead to higher performance. It was asserted that Croatia, a developing nation that is emerging from a state controlled economic system and moving to a market structure, was particularly suitable for such a test. We operationalised and tested the propositions regarding the effects of MO, organizational structure, size and age on the corporate performance using data based on responses to self-administered questionnaires from 139 Croatian executives. The results supported the existence of a negative relationship between state/private organizations and MO and the positive association of MO to performance. We also found, as expected, a negative direct relationship between enterprise age and performance as well as a positive relationship between size and performance.

Marketing orientation (MO); executive MO; organisational structure; size and age; corporate performance

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