engleski

Marketing orientation, privatization and performance: evidence from a developing economy

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 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 shown in Figure 1using data based on responses to self-administered questionnaires from 197 Croatian executives. Our data supported the existence of a negative relationship between state/private organisations and MO and the positive association of MO to performance. However, the direct link between state/private organisations was not supported. Our results, therefore, tend to support the marketing imperative concerning the implementation of marketing principles and practices. This is consistent with previous research (Akimova 2000 ; Ellis 2005 ; Jaworski and Kohli 1993 ; Zaharieva, Matthew and John 2004), but provides more formalised evidence in a developing economy. In conclusion, we must caution against unconditional acceptance of the results of this study. Further research in different contexts with varying methodologies is needed before strong conclusions can be made. However, our research does provide a promising basis for the future.

market orientation; state/private organisations; market performance; developing country; Croatia

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