PRECONDITIONS FOR REALIZATION OF THE FIRM’S MARKETING ORIENTATION

EVGENI GENCHEV

 

Abstract

The subject of marketing orientation has been of interest to researchers for several years. This article contributes to that body of literature by investigating the antecedents of marketing orientation of firms in Bulgaria. The main purpose of the paper is to analyze data from 24 wine processing firms to assess the relationships of some precondition to marketing orientation as: management emphasis on marketing orientation, centralization, interdepartmental connectedness and strategic flexibility with the level of marketing orientation. Both top management emphasis on marketing orientation and interdepartmental connectedness were identified as significant positive predictors of a marketing orientation. The relationship between the centralization and strategic flexibility to marketing orientation were identified as non-significant.

 

Key words

marketing orientation; preconditions, Bulgarian firms

 

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