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Preliminary communication

IMPACT OF MARKET ORIENTATION ON INNOVATION OF PRODUCTS AND SERVICES IN CROATIAN COMPANIES

Helena Miloloža orcid id orcid.org/0000-0002-6757-9569 ; Faculty of economics and business, University of Zagreb


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Abstract

Market orientation contributes to a better understanding of the market and improves the performance of companies on the market. As complex marketing concept, market orientation achieves a signifi cant impact on the innovation processes in the company. However, the results of previous research of the correlation relationship between market orientation and innovation have shown that the effect of market orientation can be both - positive and negative. Therefore, the purpose of this paper is to analyse the market orientation and innovation of companies and examine the impact of market orientation, as a one-dimensional construct, on a sample of export companies in Croatia and their innovation activities. Results of the conducted research showed that the innovation enterprise statistically signifi cant positive effect on the competitor orientation, with particular emphasis on the development and implementation of post-sales service, focus on those customers for which the company can gain a competitive advantage and management awareness of the fact that every action in the enterprises can contribute to creating value
for consumers.

Keywords

market orientation; innovation of products and services

Hrčak ID:

170738

URI

https://hrcak.srce.hr/170738

Publication date:

15.12.2016.

Article data in other languages: croatian

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