engleski

Influence of Marketing Orientation on Business Performance: The Case of Croatia

Market orientation (MO) concept, relationships between MO and business performance (BP) and environmental factors (EF) role is subject of thesis. Thesis accepts Jaworski and Kohli structural model, that on comprehensive way enhance framework of MO: antecedents, construct, consequences, moderators. In addition of original model, author propose conceptual framework that consider EF as antecedents of MO and alternatively as moderators of relationship between MO and BP. The new variable in model is five competitive forces intensity. The methodology of framwork test involves quantitive research methods, validity and reliability of measure scales test and checking of variables. In order to test hypothesis use of multivariate regression analysis and moderated regression analysis is employeed.

Market orientation; Business performance; Environmental factors; Five competitive forces

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