engleski

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

Basing our arguments on the market system, and the application of the marketing philosophy/orientation (MO) we tested a model using the responses to self-administered questionnaires from 197 Croatian executives. Our data supported the 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.

marketing orientation; state/private organisations; performance

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