20.500.12556/DKUM-75395 The direct and indirect relationships between design orientation and market orientation Neposredne in posredne povezave med naravnanostjo na dizajn in tržno naravnanostjo The main purpose of this doctoral thesis is to investigate the relationship between design orientation and market orientation and propose a new conceptual model. Existing models were investigated. The initial conceptual model was proposed as the starting point. The research combined qualitative and quantitative methods. Quantitative research was conducted among managers and CEOs from Croatian companies in different industries. According to the final PLS-SEM model, design orientation has a direct and significant impact on market orientation and an indirect but significant impact on business success. Managerial approach has a direct and significant impact on design orientation, as well as on market orientation of a company. The new design orientation-market orientation model contributes to both marketing and design scholars, as well as implications for marketers, designers, and managers in practice. Our findings demonstrate that companies with higher level of market orientation and supported with design orientation also have the potential for achieving better results in the market and, consequently, better financial performance. It also provides the basis for future research on the topic. Tržna naravnanost je koncept, ki je proučevan v številnih študijah, vendar ne v povezavi z naravnanstjo na dizajn, še posebej pa je to področje neraziskano v državah v tranziciji. Namen te raziskave in prispevka je prestaviti osnovne dimenzije oziroma strukturo naravnanosti na dizajn in prikazati njeno povezanost s tržno naravnanostjo. Raziskava je bila izvedena v več stopnjah, s kombinacijo kvalitativnih in kvantitativnih metod. Izvedli smo serijo poglobljenih intervjujev ter nato nadaljevali z zbiranjem kvantitivnih podatkov pre spleta, pri čemer so glavni informanti bili vodilni menedžerji v hrvaških podjetjih iz različnih panog. Za testiranje raziskovalnega modela in povezav v modelu smo uporabili metodo delnih najmanjših kvadratov (PLS) in modeliranje strukturnih enačb (SEM). Rezultati potrjujejo osnovno hipotezo, da obstaja pozitivna povezanost med naravnannostjo na dizajn in tržno naravnanostjo. Nadalje rezultati potrjujejo tudi podhipotezi, to je, da je naravnanost na odjemalce pozitivno povezana z vsemi dimenzijami naravnanosti na dizajn kot tudi, da je strateški marketing pozitivno povezan z vsemi dimenzijami naravnanosti na dizajn. Proučevana koncepta sta zelo kompleksna in večdimenzionalna in vseh vidikov oziroma dimenzij ni mogoče zajeti v eni raziskavi. Omejitev raziskave je tudi velikost vzorca kot posledica nizke odzivne stopnje anketiranih. Raziskava prispeva k razumevanju vloge dizajna v marketingu in poudarja neposredno povezanost s tržno naravnanostjo. market orientation design orientation relationships conceptual model implications tržna naravnanost naravnanost na dizajn konceptualni model povezav PLS true true false S. Rocco Angleški jezik Slovenski jezik Doktorsko delo/naloga 2019-11-04 21:52:58 2020-07-22 11:31:55 2022-12-28 13:06:32 2020-07-23 03:09:47 2019 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 23265795 URN:SI:UM:DK:ZOKT8EFN DOK_Rocco_Sanja_2019.pdf DOK_Rocco_Sanja_2019.pdf 1 8E76B4C37883C064E740A2F8EE0D9BA7 18f7bf063df42174b5404fd859636d918daef2f00e66be7d54aa01cb245b87fd 1ef3116d-7c11-11eb-bb7a-00155d0001ca 20.500.12556/dkum/034fbdef-5477-44cd-97f8-d11cda7a1c09 https://dk.um.si/Dokument.php?lang=slv&id=139361 Ekonomsko-poslovna fakulteta 0 0 0