Importance of Innovation Resources for Market Orientation – Financial Performance Link: Mediating Role of Proactive Market Orientation
Ključne besede:
proaktivna tržna naravnanost, odzivna tržna naravnanost,, inovativnost, sposobnost inoviranja, finančna uspešnostPovzetek
Namen prispevka je raziskati povezavo med tržno naravnanostjo, inovacijskimi viri in finančno uspešnostjo organizacij. V pričujočem prispevku se posebej osredotočamo na mediacijsko vlogo proaktivne tržne naravnanosti v odnosu med inovacijskimi viri in uspešnostjo organizacij v srednje- in vzhodnoevropskih državah. V raziskavi smo uporabili preverjene merilne lestvice, podatke pa smo analizirali na podlagi 415 vrnjenih vprašalnikov, zbranih v podjetjih v Sloveniji z več kot 20 zaposlenimi. Rezultati kažejo močno in pozitivno povezavo med proaktivno in odzivno tržno naravnanostjo. Vpliv odzivne tržne naravnanosti na inovativnost je bolj pozitiven in tudi bolj močan kot vpliv proaktivne tržne naravnanosti. Proaktivna tržna naravnanost ima dokazano močan in statistično značilen vpliv na sposobnost inoviranja in sposobnost uspešnega uvajanja novih izdelkov na trg. Medtem, ko inovativnost sama po sebi nima neposrednega vpliva na finančno uspešnost, rezultati potrjujejo pozitiven vpliv sposobnosti organizacije za inoviranje na finančno uspešnost. Eden glavnih doprinosov tega prispevka je, da vključitev proaktivne tržne naravnanosti kot mediatorja med reaktivno tržno naravnanostjo in sposobnostjo za inoviranje pokaže, da gre za najmočnejšo povezavo v modelu. Tako rezultati predstavljajo pomemben prispevek k dosedanjim spoznanjem s področja tržne naravnanosti in dokazujejo, da je v srednje- in vzhodnoevropskih državah treba poudarjati pomembnost vpliva tržne naravnanosti na izgradnjo inovativnih virov in posledično finančne uspešnosti organizacij. Omejitev raziskave je upoštevanje nekaterih marketinških virov v povezavi s finančno uspešnostjo organizacij. V prihodnje bi lahko vključili tudi dodatna merila tržne uspešnosti in dodatne mediacijske spremenljivke.
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