Naslov
THE SIGNIFICANCE OF SOCIAL BENEFIT ORIENTATION IN MARKET ORIENTATION FOR THE REALISATION OF THE STRATEGIC MARKETING CONCEPT OF SUSTAINABILITY

Autori
Jerčinović, Silvije ; Ham, Marija

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Economic and Social Development. 88 th International Scientific Conference on Economic and Social Development – "Roadmap to NetZero Economies and Businesses". / Janjusevic, Jelena ; Hopkinson, Paul ; Pandza Bajs, Irena - Dubai, 2022, 320-329

Skup
88th International Scientific Conference on Economic and Social Development: Roadmap to NetZero Economies and Businesses

Mjesto i datum
Dubai, Ujedinjeni Arapski Emirati, 19.10.2022. - 20.10.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
strategic marketing concept of sustainability, marketing orientation, sustainability marketing

Sažetak
In order to succeed, a company must foster and continually upgrade an organisational culture centred on a marketing orientation where employees fully and systematically create superior value for the customers and other stakeholders in the exchange. To identify the level of the evolved market orientation and marketing paradigm, the authors of this paper designed a custom measuring scale based on Gunarathne’s (2015) research. Primary data on the attitudes and opinions of relevant respondents, mainly marketing experts and experts actively pursuing a sustainable development policy, were collected for empirical research purposes. The survey sample comprised representatives of successful Croatian companies. In total, the authors received 112 fully completed questionnaires. The analysis showed that the impact of market orientation was present in the companies encompassed by the survey, which showed that the decisions in the area of interfunctional coordination, as the fundamental postulate of this construct, sufficiently contribute to both components of the strategic marketing concept of sustainability. Namely, the authors found that this area has a statistically significant impact on differentiation through sustainability and on sustainable marketing management. In case of the other two variables, “customer orientation” and “social benefit orientation”, the authors identified a specific impact on the construct of market orientation, since customer orientation has a statistically significant impact through the component of differentiation through sustainability, but not on the component of sustainable marketing management. In case of the variable “social benefit orientation”, the result is the opposite: it has a statistically justifiable impact on the component of sustainable marketing management, but not on the component of differentiation.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA