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dc.contributor.authorEjdys, Joanna
dc.identifier.citationEjdys J., Marketing orientation vs. innovativeness of SMEs of the Podlaskie province „Business: Theory and Practice” 2015, Vol. 16(4), pp. 353–361, doi:10.3846/btp.2015.563pl_PL
dc.description.abstractThis research aims to examine the impact of marketing orientation on the innovation level among Small and Medium Size (SMEs) from Podlaskie Province. A survey utilizing a questionnaire was conducted among 137 companies in the Podlaskie Voivodeship. Altogether 3 hypotheses concerning marketing orientation and innovativeness level have been examined with the use of the hierarchical regression techniques. The relation between three types of marketing orientation and innovativeness has been analysed: customer orientation, competitor orientation and interfunctional coordination. The research results show that marketing orientation has a positive total effect on improving innovativeness. The conclusions suggest, contrary to the marketing orientation sources, that customer orientation hinder marketing innovation. A positive interrelation between customer orientation and competitor orientation, as a component of marketing orientation and innovation was supported. The positive interrelationships between inter-functional orientation and innovativeness was rejected. The study explores the relationship between marketing orientation and innovativeness, thus theoretically contributing to marketing orientation literature. Moreover, relevant ramifications are provided for management, concerning the ways to boost the level of innovativenesspl_PL
dc.publisherVilnius Gediminas Technical Universitypl_PL
dc.rightsCreative Commons Uznanie autorstwa 3.0 Polska
dc.subjectinterfunctional coordinatiopl_PL
dc.subjectcompetitor orientationpl_PL
dc.subjectcustomer orientationpl_PL
dc.subjectSMEs sectorpl_PL
dc.subjectmarketing orientationpl_PL
dc.subjectfuture oriented strategypl_PL
dc.titleMarketing orientation vs. innovativeness of SMEs of the Podlaskie provincepl_PL
dc.contributor.organizationPolitechnika Białostockapl_PL
dc.description.epersonJoanna Ejdys

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Creative Commons Uznanie autorstwa 3.0 Polska
Except where otherwise noted, this item's license is described as Creative Commons Uznanie autorstwa 3.0 Polska