Sekundarni povzetek: |
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. ... |