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Title:Vplivi izbranih marketinških virov na uspešnost podjetja na medorganizacijskih trgih
Authors:ID Jagodič, Gregor (Author)
ID Milfelner, Borut (Mentor) More about this mentor... New window
Files:.pdf DOK_Jagodic_Gregor_2019.pdf (2,87 MB)
MD5: 8BD06C0C2592CA806CC0D4D7BA4780AD
PID: 20.500.12556/dkum/7982ddba-ec82-46c8-9727-72c203f7e4dd
 
Language:Slovenian
Work type:Doctoral dissertation
Typology:2.08 - Doctoral Dissertation
Organization:EPF - Faculty of Business and Economics
Abstract:V pričujoči doktorski disertaciji smo na osnovi pregleda literature in izkušenj iz prakse pristopili k izvedbi raziskave, kjer smo preverjali, kako izbrani marketinški viri v podjetjih, ki delujejo na medorganizacijskih trgih, vplivajo na uspešnost podjetja. Gre za raziskavo, ki glede na pregled literature še ni bila izvedena. Najprej smo opredelili marketing, marketinške koncepte ter marketinške vire, pri čemer smo se usmerili predvsem na medorganizacijske trge. V nadaljevanju smo v poglavju strategije medorganizacijskega marketinga opredelili procese strateškega načrtovanja marketinških aktivnosti, značilnosti odjemalcev na medorganizacijskih trgih in kakšne so specifičnosti marketinških strategij na medorganizacijskih trgih. V poglavju o IKT (informacijsko komunikacijska tehnologija) podpori izvajanju marketinških aktivnosti na medorganizacijskih trgih smo opredelili IKT in njen pomen za delovanje podjetij, povezanost IKT in marketinškega informacijskega sistema ter kakšno podporo lahko IKT nudi podjetjem za izvajanje marketinških aktivnosti na medorganizacijskih trgih. V naslednjem poglavju smo opredelili kakovost storitev na medorganizacijskih trgih, načine zaznavanja kakovosti pri odjemalcih ter pristope k upravljanju in zagotavljanju kakovostne izvedbe storitev. Sledila je opredelitev tržne naravnanosti podjetij na medorganizacijskih trgih, kjer smo v vsebini poglavja pojasnili dejavnike, ki vplivajo na tržno naravnanost in opredelili tudi učinke tržne naravnanosti podjetij, ter pojasnili vlogo in pomen tržne naravnanosti podjetij na medorganizacijskih trgih. Nato smo v poglavju Uspešnost podjetja predstavili še zadnji v disertacijsko raziskavo vključen koncept in podali opredelitev vrst uspešnosti, pomen merjenja uspešnosti, pristope k merjenju uspešnosti in najpogosteje uporabljene kazalnike za merjenje uspešnosti. Po opredelitvi vseh v raziskavo vključenih konceptov smo zastavili konceptualni model. V tem delu vsebine smo sestavili model in opredelili medsebojne povezave med posameznimi koncepti. Skladno s tem smo oblikovali in zapisali tudi raziskovalne hipoteze. Za preveritev modela smo določili kontrolne spremenljivke (velikost podjetja glede na število zaposlenih, delež prometa opravljenega na medorganizacijskem trgu in starost podjetja). V empiričnem delu najprej opisujemo uporabljeno metodologijo (potek raziskave in uporabljene metode), način in pristop zbiranja podatkov, čemur sledi predstavitev značilnosti vzorca (skupaj in za vsako vključeno državo posebej – Slovenija, Avstrija in Srbija). V nadaljevanju podajamo opisno statistiko merjenih spremenljivk, preverjanje veljavnosti in zanesljivosti zastavljenega modela ter predstavitev končne verzije merskega modela. Sledi še preverjanje strukturnega modela z modeliranjem strukturnih enačb, ter preverjanje zastavljenih hipotez. Z raziskavo smo ugotovili naslednje: a) marketinške strategije na medorganizacijskih trgih in IKT podpora za izvajanje marketinških aktivnosti na medorganizacijskih trgih so medsebojno povezane; b) marketinške strategije na medorganizacijskih trgih in tržna naravnanost podjetij na medorganizacijske trge sta medsebojno povezani; c) marketinške strategije na medorganizacijskih trgih in kakovost storitev na medorganizacijskih trgih sta medsebojno povezani; d) IKT podpora izvajanju marketinških aktivnosti na medorganizacijskih trgih in kakovost storitev na medorganizacijskih trgih sta medsebojno povezana; e) mržna naravnanost podjetij na medorganizacijske trge in kakovost storitev na medorganizacijskih trgih sta medsebojno povezani; f) IKT podpora za izvajanje marketinških aktivnosti na medorganizacijskih trgih vpliva na uspešnost podjetja in g) marketinške strategije na medorganizacijskih trgih vplivajo na uspešnost podjetja. Hipotezo v zvezi z vplivom tržne naravnanost podjetja na uspešnost podjetja smo le delno potrdili, medtem ko smo hipotezo o vplivu kakovosti storitev na medorganizacijskih trgih na uspešnost podjetja zavrnili.
Keywords:marketing, medorganizacijski trg, IKT, uspešnost podjetja, strukturno modeliranje (SEM)
Place of publishing:[Maribor
Publisher:G. Jagodič]
Year of publishing:2018
PID:20.500.12556/DKUM-72260 New window
UDC:339.13
COBISS.SI-ID:13319964 New window
NUK URN:URN:SI:UM:DK:UMVJEYJU
Publication date in DKUM:07.05.2019
Views:2357
Downloads:393
Metadata:XML DC-XML DC-RDF
Categories:EPF
:
JAGODIČ, Gregor, 2018, Vplivi izbranih marketinških virov na uspešnost podjetja na medorganizacijskih trgih [online]. Doctoral dissertation. Maribor : G. Jagodič. [Accessed 15 March 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=72260
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Licences

License:CC BY 4.0, Creative Commons Attribution 4.0 International
Link:http://creativecommons.org/licenses/by/4.0/
Description:This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.
Licensing start date:17.09.2018

Secondary language

Language:English
Title:The impact of selected marketing resources of companies operating in b2b markets on the performance of the company
Abstract:Based on a literature review and practical experience, the purpose of this doctoral dissertation is to present a detailed analysis of the impact of the selected market resources used by business-to-business (B2B) companies on their business performance. According to our knowledge and reviewed literature, such survey had not been carried out by the time of producing this thesis. The first chapter defines marketing, marketing concepts and marketing resources, focusing primarily on B2B markets. The following chapter describes the strategy of B2B marketing, the processes of strategic planning of marketing activities, characteristics of customers in B2B markets, and the specifics of marketing strategies in B2B markets. The next chapter focuses on ICT support used for marketing activities in B2B markets. First, ICT (information communication technology) is clearly defined. Subsequently, the focus is on its importance for company’s business operation, the connection of ICT and the marketing information system, and finally, what kind of support ICT can provide for companies in order to carry out their marketing activities in B2B markets. The following chapter is focused on the definition of service quality in B2B markets, the ways of how quality is perceived by customers, and the approaches used to managing and ensuring a high-quality performance of services. Next is the definition of the market orientation of companies operating in B2B markets. There is an explanation of factors influencing the market orientation, and effects of the market orientation of companies, following by the the description of the role and importance of the market orientation in B2B markets. Subsequently, the focus is on the company’s business performance and the types of business performance, the importance of measuring performance, the approaches to measuring performance and the most commonly used indicators for measuring performance. After defining all the concepts involved in the survey, the conceptual model of the thesis was defined. This part of the thesis describes the interconnections between the individual concepts. Accordingly, we developed research hypotheses and defined control variables (the size of the company according to the number of its employees, the share of the company’s turnover acquired in the B2B market and the age of the company) to verify the model. The empirical part describes the methodology used (the research plan and the methods used), the method and the data collection approach which is followed by the presentation of the characteristics of the research sample (taken together as well as separately for each individual country included, i.e. Slovenia, Austria, and Serbia). Afterwards, the descriptive statistics of the variables, validity and reliability of the model, and the presentation of the final version of the measurement model are presented. In the following, the focus is on verification of the structural model by way of modelling structural equations, as well as the verification of hypotheses. The main results of the survey are as follows: a) marketing strategies in B2B markets are positiveley related with ICT support; b) marketing strategies in B2B markets are positiveley related to the market orientation of companies operating in B2B markets; c) marketing strategies used in B2B markets are positively related to the service quality on B2B markets are interrelated; d) ICT support for the implementation of marketing activities in B2B markets is positiveley related to the service quality on B2B markets ; e) market orientation of companies in B2B markets is positiveley related to the service quality on B2B markets; f) ICT support used for conducting marketing activities in B2B markets impacts the company performance and g) marketing strategies in B2B markets impact the company performance.
Keywords:marketing, B2B market, ICT, company's business performance, Structural Equation Modeling (SEM)


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