Rezultati mjerenja nivoa tržišne orijentacije preduzeća u Bosni i Hercegovini
The resultsof measuring market orientation level in B-H companies

Summary/Abstract: This study has adopted the theoretical concept as well as the model of Kohli and Jaworski (1990, 1993 – MARKOR scale), who consider the MO as a process of intelligence generation and dissemination or the efficient responsiveness by companies based on the use of the above-mentioned. The study has answered the following strategic research issue: How high is the global level of the market orientation and level of each element (generation, dissemination and responsiveness) of the companies doing business in B&H? The results obtained indicate that an average domestic company is marginally market orientated and that there is a considerable maneuvering space in this context for further improvements of its business and organization culture.

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