The Structure of Design Orientation and its Relationship with Market Orientation
Povzetek
Tržna naravnanost je koncept, ki je proučevan v številnih študijah, vendar ne v povezavi z naravnanostjo na dizajn, še posebej pa je to področje neraziskano v državah v tranziciji. Namen te raziskave in prispevka je predstaviti osnovne dimenzije oziroma strukturo naravnanosti na dizajn in prikazati njeno povezanost s tržno naravnanostjo. Raziskava je bila izvedena v več stopnjah s kombinacijo kvalitativnih in kvantitativnih metod. Izvedli smo serijo poglobljenih intervjujev ter nato nadaljevali z zbiranjem kvantitativnih podatkov prek spleta, pri čemer so bili glavni informanti vodilni menedžerji v hrvaških podjetjih iz različnih panog. Za testiranje raziskovalnega modela in povezav v modelu smo uporabili metodo delnih najmanjših kvadratov (PLS) in modeliranje strukturnih enačb (SEM). Rezultati potrjujejo osnovno hipotezo, da obstaja pozitivna povezanost med naravnanostjo na dizajn in tržno naravnanostjo. Nadalje rezultati potrjujejo tudi podhipotezi, da je naravnanost na odjemalce pozitivno povezana z vsemi dimenzijami naravnanosti na dizajn, kot tudi da je strateški marketing pozitivno povezan z vsemi dimenzijami naravnanosti na dizajn. Proučevana koncepta sta zelo kompleksna in večdimenzionalna, zato vseh vidikov oziroma dimenzij ni mogoče zajeti v eni raziskavi. Omejitev raziskave je tudi velikost vzorca kot posledica nizke odzivne stopnje anketiranih. Raziskava prispeva k razumevanju vloge dizajna v marketingu in poudarja neposredno povezanost s tržno naravnanostjo.
Prenosi
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