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Dynamics of market orientation in Croatian economy

机译：克罗地亚经济中市场导向的动态

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It was the goal of this research to examine the dynamics of Croatian transformation to market orientation and test whether the market orientation model changes with time as the business environment changes. Based on the literature analysis, we proposed a hypothetical model which relies on behavioural approach in understanding market orientation. To empirically test the hypothetical model, we used data previously collected for 2001, and by replicating the same questionnaire now collected data for 2011. Data was analyzed by hierarchical regression analysis on the two sets of data. Our findings reveal that Croatian organizations reached the level of moderate market orientation leaving space for improvement. Findings also reveal that higher level of market orientation correlates with higher business performance. Furthermore, with development of ICT, the model of market orientation modified in time in a way that in predicting successful market oriented reaction, specific information on consumer satisfaction gains importance, while general information from competitor and consumer databases lose importance. Despite the changes in the relationships among the elements of market orientation, the model itself similarly predicts performance today as it did ten years ago. Managers are advised to increase implementation of market orientation especially focusing on market responsiveness as such behaviour will lead to better performance.
机译：这项研究的目的是研究克罗地亚向市场导向转型的动力，并检验市场导向模型是否随着商业环境的变化而随时间变化。在文献分析的基础上，我们提出了一种假设模型，该模型依靠行为方法来理解市场取向。为了对假设模型进行实证检验，我们使用了以前收集的2001年数据，并复制了现在收集的2011年相同的调查问卷。对这两组数据进行了层次回归分析。我们的发现表明，克罗地亚的组织达到了适度的市场导向水平，有待改进。研究结果还表明，较高的市场定位与较高的业务绩效相关。此外，随着ICT的发展，市场导向模型得到了及时的修改，从而在预测成功的市场导向反应中，有关消费者满意度的特定信息变得越来越重要，而来自竞争对手和消费者数据库的一般信息却失去了重要性。尽管市场导向要素之间的关系发生了变化，但是该模型本身也可以像十年前一样预测今天的业绩。建议管理人员增加市场导向的实施，尤其要关注市场响应能力，因为这种行为将导致更好的绩效。

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