LONGITUDINAL RESEARCH: INFLUENCE BETWEEN MARKET ORIENTATION, INNOVATIVENESS AND BUSINESS PERFORMANCE

The aim of this study is to conduct a longitudinal reasearch into the influence between market orientation, innovativeness and business performance. The study endevours to examine possible changes in the model of the influence of market orientation on innovativeness and business performance in the 2016-2019 period in Croatian companies. To analyse data, we used regression and covariance analysis. The results show that the influence of market orientation, competitor orientation and interfunctional coordination on innovativeness and business performance did not exhibit statistically significant differences in the 2016-2019 period in Croatian companies. At the same time the influence of customer orientation on innovativeness, product innovation, business system innovativeness and on business performance showed a signifcant statistical change. Empirical results provide consequential theoretical implications and implications for the management in implementing market orientation, which would allow for the increase in company competitiveness on the market.