Market Orientation of Theatres in Bosnia and Herzegovina

Nenad Brkic (), Denis Berberovic () and Sanja Korac
Additional contact information
Nenad Brkic: Associate Professor, School of Economics and Business in Sarajevo, Bosnia and Herzegovina
Denis Berberovic: Teaching Assistant School of Economics and Business in Sarajevo, Bosnia and Herzegovina
Sanja Korac: senior consultant at Pliva BiH

Interdisciplinary Management Research, 2009, vol. 5, 137-145

Abstract: Market orientation has lately become one of the major research issues in Bosnia and Herzegovina, mainly because of the country transition to market economy. This process requires essential changes in business behavior of organizations which need to become market oriented. Our study measures the level of market orientation of theaters in Bosnia and Herzegovina. We tried to find out up to which level theaters in Bosnia and Herzegovina implement activities known as intelligence generation, intelligence dissemination and responsiveness. Research results show that the level of market orientation is, according to three MARKOR subscales, low. Theaters collect information from their environments and they have a certain process of organizational communication which results in the level of functional compatibility of (re)actions aimed to the market. Nevertheless, the conclusion is that all the analyzed activities are in their early stages of development.

Keywords: market orientation; business behavior (search for similar items in EconPapers)
JEL-codes: L32 L33 L83 L84 (search for similar items in EconPapers)
Date: 2009
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.efos.hr/repec/osi/journl/PDF/Interdisci ... esearchV/IMR5a12.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:osi:journl:v:5:y:2009:p:137-145

Access Statistics for this article

More articles in Interdisciplinary Management Research from Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia Contact information at EDIRC.
Bibliographic data for series maintained by Hrvoje Serdarusic, PhD ( this e-mail address is bad, please contact ).