Performance of social benefit commitment in marketing orientation

Abstract

Market orientation today does not only imply on consumers and competition, but also on the wider socio-economic context. The purpose of this paper is to recognize the form of application of specific elements of market orientation in the specific circumstances of the Croatian agri-food sector and its impact on achieving competitive efficiency of their enterprises. The study was conducted on a sample made up of 83 agricultural and food enterprises from seven counties of continental Croatia. The research was carried out using the adjusted model of market orientation measurement, which includes an additional dimension focused on creating social benefits. The survey examined the attitudes of respondents regarding issues of enterprise's competitive performance, socially responsible marketing planning, information dissemination on social benefits and market research. The research results have shown that market research and socially responsible marketing planning have a positive impact, while the information dissemination on social benefits don’t have a significant impact on the competitive efficiency of investigated enterprises. [ABSTRACT FROM AUTHOR] Copyright of Economic Science for Rural Development Conference Proceedings is the property of Latvian University of Agriculture, Faculty of Economics and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)