Naslov
The Effects of Market Orientation on Product Innovation

Autori
Božić, Ljiljana

Izvornik
Croatian Economic Survey (1330-4860) 9 (2006); 107-124

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

Ključne riječi
customer orientation; competitor orientation; interfunctional coordination; product innovation; MKTOR

Sažetak
In the literature, market orientation is defined as a business culture or behaviour that leads to business success. Its influence on product innovation is one way to enhance business performance. The goal of this paper is to analyses the impact of behavioural components of market orientation on the introduction of product innovation regarding its novelty. Research of this type was the subject of the Lukas and Ferell (2000) study. Following their approach, but hypothesizing different relationships, research on the impact of the behavioural components of market orientation on product innovation in Croatian companies was conducted. The intensity of the market orientation components is measured using the MKTOR scale developed by Narver and Slater (1990), whose approach to market orientation is accepted in this paper.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Rad originalno objavljen na hrvatskom jeziku u časopisu Privredna kretanja i ekonomska politika No 107, 2006, pp. 46-65. The paper was originally published in Privredna kretanja i ekonomska politika (Economic Trends and Economic Policy) No 107, 2006, pp.46-65.

POVEZANOST RADA