engleski

EFFICIENCY OF SPECIALIZED ORGANIZATIONAL CAPACITY FOR EXPORT ACTIVITIES WITH REGARD TO THE COMPANY'S MARKET ORIENTATION

International competition is followed by many hidden risks. However, internationalization of business is the only high-quality approach to long-term viability. The fact is that today's economy is based on knowledge and that organizational capacities represent the unified resource the company owns. The concentration of small business entities on the market is dominant. In such companies one employee usually performs almost all duties, most often those that are initially related to the domestic market. Therefore, export and wider market orientation represent a secondary activity. Hence, the purpose of this paper is to investigate the importance of the existence of organisational capacities involved around export activities and their effect on the business outcome in foreign activities according to their market orientation. The research was carried out on Croatian export companies and has shown that market orientation has a positive effect on organizational capacities for export activities especially when the orientation is focused on competition.

Market orientation, organizational capacity for export activities, export, business result

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