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...

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...

<title>Abstract</title> The study investigates how market and technological changes in an organization's business environment moderate the relationships between responsive and proactive market orientation, innovation success, and market success of the organization. The respondents in the study were senior...