Povezanost med tržno naravnanostjo, inovacijami in uspešnostjo podjetja : konceptualni model in empirična preverba

Bodlaj, Mateja

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Title:	Povezanost med tržno naravnanostjo, inovacijami in uspešnostjo podjetja : konceptualni model in empirična preverba
Authors:	ID Bodlaj, Mateja (Author) ID Rojšek, Iča (Mentor) More about this mentor... ID Snoj, Boris (Member of the commission for defense)
Files:	http://www.cek.ef.uni-lj.si/doktor/bodlaj282.pdf
Language:	Slovenian
Work type:	Dissertation
Typology:	2.08 - Doctoral Dissertation
Organization:	EPF - Faculty of Business and Economics
Abstract:	Literatura pogosto omenja tržno naravnanost in inovacije med pomembnimi dejavniki uspešnosti podjetja. Kljub temu je doslej razmeroma malo raziskav proučilo celotno verigo povezanosti (tržna naravnanost – inovacije – uspešnost podjetja). Dosedanje raziskave so se osredotočale predvsem na parcialno proučevanje povezanosti: na povezanost tržne naravnanosti z uspešnostjo podjetja, na povezanost tržne naravnanosti z inovacijami ter na povezanost inovacij z uspešnostjo podjetja. Večina raziskav, ki so proučile celotno verigo povezanosti, obravnava zgolj izdelčne inovacije. Sodobna literatura razlikuje med štirimi vrstami inovacij: izdelčnimi, procesnimi, trženjskimi in organizacijskimi, zato je upoštevanje zgolj izdelčnih inovacij preozko. Sodobna literatura tudi poudarja, da moramo razlikovati med dvema oblikama tržne naravnanosti: med ravnanjem po trgu in oblikovanjem trgov oziroma med odzivno in proaktivno tržno naravnanostjo. Na tržno naravnanost se pogosto gleda preozko, kot na prilagajanje ponudbe sedanjim željam kupcev in/ali tržni strukturi, dosedanje merjenje tržne naravnanosti pa se osredotoča zgolj na odzivno tržno naravnanost. Razlikovanje med obema oblikama tržne naravnanosti lahko omogoči nov vpogled v naravo povezanosti med tržno naravnanostjo, inovacijami in uspešnostjo podjetja ter pojasni neenotne ugotovitve preteklih raziskav. Med drugim lahko ponudi boljši odgovor na vprašanje, ali je tržna naravnanost res omejena zgolj na inkrementalne inovacije, kot trdijo nekateri avtorji. Pregled literature kaže, da je razlikovanje med obema oblikama tržne naravnanosti omejeno predvsem na teoretične razprave ali študije primerov, zelo redke pa so kvantitativne empirične raziskave, ki upoštevajo obe obliki tržne naravnanosti. Doslej opravljene raziskave se osredotočajo na povezanost odzivne in proaktivne tržne naravnanosti z uspešnostjo novih izdelkov. Nobena izmed teh raziskav ni proučila celotne verige povezanosti. ...
Keywords:	marketing, strategija trženja, podjetje, inovacijska dejavnost, inovacijski proces, poslovanje podjetja, inovativno poslovanje, povezanost, tržne raziskave, meritve, uspešnost poslovanja, trženje, trg, inovativnost, inovacije, modeli, empirične raziskave, kvalitativna analiza, vrednotenje, analiza
Place of publishing:	Ljubljana
Publisher:	M. Bodlaj
Year of publishing:	2009
PID:	20.500.12556/DKUM-24689-7ee3212b-87ba-0c81-016c-0170d5d1f8b0
UDC:	339.13
COBISS.SI-ID:	18644454
NUK URN:	URN:SI:UM:DK:DWRXMXAP
Publication date in DKUM:	30.05.2012
Views:	2369
Downloads:	232
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	The relationship between a market orientation, innovation and business performance - a conceptual model and empirical testing
Abstract:	The literature often stresses that a market orientation and innovation are some of the key drivers of business performance. However, empirical studies on the entire chain of relationships (market orientation-innovation-business performance) are still relatively scarce. Past research has chiefly focused on a partial examination of the relationship: namely, the relationship between a market orientation and business performance, the relationship between market orientation and innovation, and the relationship between innovation and business performance. A majority of empirical studies on the entire chain of relationships addresses product innovation only, whereas modern literature distinguishes between four types of innovations: product, process, marketing and organisational. Only considering product innovation is therefore too narrow a view of innovation. In addition, the recent literature stresses the importance of distinguishing between two complementary forms of market orientation: market-driven and driving market or responsive and proactive market orientation. A market orientation is often interpreted too narrowly as the adoption of product offerings to existing customer preferences and/or the market structure. In addition, present market orientation measures focus on the responsive market orientation. The distinction between both forms of market orientation can provide valuable new insights into the nature of the relationship between market orientation, innovation, and business performance. It can also provide a better explanation of whether a market orientation is really limited to incremental innovation, as some authors claim. The literature review reveals that the distinction between the two forms of market orientation is limited to theoretical discussions or case studies. However, quantitative empirical studies adopting both forms of market orientation are very scarce. Past studies have focused on the linkages of the responsive and proactive market orientation to new product performance. None of these studies have examined the entire chain of relationships. ...
Keywords:	enterprises, company performance, business efficiency, marketing, market, innovativeness, innovations, models, research, analysis

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