Technical gazette, Vol. 22 No. 3, 2015.
Professional paper
https://doi.org/10.17559/TV-20140219221623
Marketing oriented organizational culture - does it exist in Serbian mechanical industry?
Ljiljana Pecić
; College of Applied Professional Mechanical Studies Trstenik, Radoja Krstića 19, 37240 Trstenik, Serbia
Milivoj Klarin
; Mechanical Faculty Belgrade, Faculty of Technical Science, Zrenjanin, Serbia
Abstract
The purpose of this paper is to determine if there is market orientation of organizational culture in Serbian Companies from Mechanical Industry. This research included 21 companies from Serbian metal industry and the questionnaire was used to investigate the level of market orientation through all hierarchical levels. Research results showed that the total level of market orientation of examined companies is unsatisfactory and it can be concluded that the long-term existence of contractual economy in the economy of Serbia leads to the state that its principles still exist in the way of thinking of employees.
Keywords
marketing orientation; organizational culture; TQM
Hrčak ID:
139768
URI
Publication date:
15.6.2015.
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