The purpose of the presented empirical study was to examine the cultural and behavioural adoption of a market orientation as perceived by two groups of managers: general managers and marketing managers. With regard to marketoriented behaviours, a distinction is made between a responsive and a...

This study aims to examine the relationship between a responsive and a proactive market orientation and the degree of novelty. Data obtained via an Internet survey were analysed using structural equation modelling. An analysis of 325 Slovenian firms reveals that only a proactive market...

The purpose of the presented empirical study was to examine the cultural and behavioural adoption of a market orientation as perceived by two groups of managers: general managers and marketing managers. With regard to market-oriented behaviours, a distinction is made between a responsive and a...