Naslov
INFLUENCE OF MARKET ORIENTATION AND STAKEHOLDER MANAGEMENT ON THE PERFORMANCE OF CROATIAN CITIES

Autori
Širola, Davor ; Mihanović, Zoran

Izvornik
Management : Journal of Contemporary Management Issues (1331-0194) 25 (2020), 2; 41-66

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
city administration, market orientation, performance, stakeholder approach

Sažetak
The implementation of market orientation plays a valuable role in the complex public sector because it enables numerous entities responsible for the development of different levels of public administration to respond more efficiently to the demands of its users and other stakeholders. The current fragmented territorial structure and low level of decentralization reduced the developmental potential of local administrations in Croatia. However, these obstacles do not relieve the Croatian local administration of their responsibility to fulfil their social mission. The empirical measurement of quantitative and qualitative indicators in Croatian city administrations have determined a medium level of their market orientation. The results of correlation analysis have revealed a statistically significant difference between market orientation levels towards each of the nine analyzed groups of stakeholders. As presumed, the city administrations exhibit the highest market orientation level toward citizens. Additionally, the research has confirmed the positive influence of higher multiple stakeholder market orientation of city administrations on their subjectively measured performance. These results should be observed and assessed taking into account the fact that the Republic of Croatia does not prescribe a legal obligation to monitor the city administration performance nor does it directly encourage.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Interdisciplinarne društvene znanosti

Napomena
Rad prihvaćen za objavu u izdanju za prosinac 2020.

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