20.500.12556/DKUM-49346 Model vpliva trženjskih virov na tržno in finančno uspešnost organizacije doktorska disertacija V doktorski disertaciji se lotevamo problematike trženjskih virov in njihovega vpliva na tržno in finančno uspešnost. S pomočjo zastavljenega konceptualnega modela, ki vključuje tržno podporne (tržno naravnanost in interno tržno naravnanost) in tržno temelječe trženjske vire (inovacijske vire, sposobnosti menedžmenta odnosov z odjemalci in vire ugleda), dokazujemo, da sta oba tipa trženjskih virov med seboj povezana, in da raven njihove razvitosti vpliva na uspešnost organizacij. Konceptualni model vplivov je bil zgrajen na osnovi teoretičnega okvirja, ki izhaja iz teorije, ki temelji na virih organizacije (angl. resource based theory). V empirično raziskavo je bilo zajetih 464 podjetij v Sloveniji z več kot 20 zaposlenimi. Na podlagi pridobljenih rezultatov ugotavljamo, da interna tržna naravnanost neposredno pozitivno vpliva na tržno naravnanost, vire ugleda, in na sposobnosti menedžementa odnosov z odjemalci, medtem ko je njen vpliv na sposobnosti inoviranja posreden preko tržne naravnanosti. Neposrednega vpliva interne tržne naravnanosti na inovacijske vire, ki smo ga predvideli v okviru zastavljenih hipotez, nismo potrdili. Tržna naravnanost na tržno temelječe trženjske vire prav tako vpliva pozitivno. Ima neposreden pozitiven vpliv na sposobnosti inoviranja, vire ugleda in na sposobnosti menedžmenta odnosov z odjemalci. ... This doctoral dissertation deals with the marketing resources issue, concerning their impact on market and financial performance. According to a conceptual model which includes marketing supporting resources (market orientation and internal market orientation) and market-based resources (innovation resources, costumer relationship management capabilities and reputational resources), both types of marketing resources are interconnected and have an impact on organizational performance. The proposed conceptual model was developed according to the theoretical framework which is based on the resource based theory (RBT). Empirical research was implemented on the sample of 464 companies in Slovenia with more than 20 employees. The results show that internal market orientation directly impacts market orientation, reputational resources, and customer relationship management capabilities, while its impact on capacity to innovate is indirect through market orientation. A direct impact of internal market orientation on innovation resources that was hypothesized was not supported. Market orientation has also a direct impact on market-based resources, such as capacity to innovate, reputational resources and customer relationship management capabilities. ... podjetje poslovanje podjetja uspešnost poslovanja trženje konkurenčna prednost image inovacije modeli raziskave razvoj enterprises company performance business efficiency marketing image innovations models research development true false false B. Milfelner Slovenski jezik Angleški jezik Doktorska disertacija 2015-07-10 11:40:34 2015-07-10 11:40:34 2023-01-30 14:58:47 2021-05-09 03:15:46 2008 0 Ljubljana 0 VI, 276, 11 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 18281702 URN:SI:UM:DK:2R8ZLR9U http://www.cek.ef.uni-lj.si/doktor/milfelner264.pdf 1 https://dk.um.si/Dokument.php?lang=slv&id=73905 milfelner264.pdf milfelner264.pdf 1 D0EBDAC15450104250ED06A2EC02EB92 370c81dcd4cc3298695e10f89dd7897961e60a411f61dae63754e6450c4f384d bbaab1f6-7c0f-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=122664 Ekonomsko-poslovna fakulteta 0 0 0