Projects / Programmes source: ARIS

Marketinška kultura kot orodje strateškega načrtovanja v post-tranzicijskem gospodarstvu (Slovene)

Research activity

Code Science Field Subfield
5.04.03  Social sciences  Administrative and organisational sciences  Management 

Code Science Field
5.02  Social Sciences  Economics and Business 
Evaluation (rules)
source: COBISS
Researchers (13)
no. Code Name and surname Research area Role Period No. of publicationsNo. of publications
1.  29781  PhD Andrej Bertoncelj  Economics  Researcher  2009 - 2012  185 
2.  21889  PhD Roberto Biloslavo  Administrative and organisational sciences  Head  2009 - 2012  380 
3.  24567  PhD Armand Faganel  Economics  Researcher  2009 - 2012  774 
4.  24564  Staša Ferjančič  Administrative and organisational sciences  Technical associate  2011 
5.  31642  Eva Kavčič  Political science  Researcher  2011 - 2012 
6.  25050  PhD Borut Kodrič  Administrative and organisational sciences  Researcher  2009 - 2012  56 
7.  30667  Mihaela Kosančič    Technical associate  2012 
8.  21890  PhD Mirko Markič  Administrative and organisational sciences  Researcher  2009 - 2012  682 
9.  31641  Lina Pavletič  Political science  Researcher  2011 - 2012 
10.  30728  Marijana Pregarac    Technical associate  2009 - 2010 
11.  23078  PhD Anita Trnavčević  Educational studies  Researcher  2009 - 2012  270 
12.  29421  Urška Zelič  Political science  Researcher  2011 - 2012 
13.  22109  Igor Žerjal  Sport  Researcher  2009 - 2010  34 
Organisations (1)
no. Code Research organisation City Registration number No. of publicationsNo. of publications
1.  7097  University of Primorska, Faculty of management  Koper  1810014002  10,867 
Significance for science
The results of the project significantly contributed to the development of science in the field of management, organization theory and marketing as the developed instrument for measurement of marketing culture represents future challenges for researchers both in terms of theoretical concepts as well as the measurement of marketing culture. Developed instrument will support systematic monitoring of development of marketing culture in companies through repeated surveys as well as the possibility of standardization of such instrument. Its use will enable the systematic development of marketing culture in enterprises, the development of new theoretical knowledge in terms of organizational culture and highlight its potential impact on the development of competitive capabilities of the organization. We need to emphasize that the survey has been conducted during the financial and economic crisis and for this reason it will be a challenge for researchers to carry out such a research in the era of economic growth. The research results represent an original contribution to the understanding of the concept of organizational culture as a key source of sustainable competitive advantage. Also, the research findings are useful for further analysis of the importance of individual dimensions of marketing culture for strategic planning in a variety of industries and companies at different stages of the life cycle. The contribution of the proposed research project is also in the fact that he has contributed to the development of the concept of marketing culture itself, which is empirically modestly investigated worldwide and specially in the Slovenian environment. This is evident from the interviews conducted during the research. For researchers in Slovenia and around the world this means that they could assess the instrument and develop it further both from a methodological as well as substantive aspect. The results obtained can form a basis for comparison of marketing culture development in different cultural, economic and regulatory environments.
Significance for the country
The companies in Slovenia have been studied above all in a manner that puts forward the product, the quality of product or production process, the organisation skills of the company and the methods of the strategic planning and control. All above mentioned elements belong to the group of the so-called hard elements of the organisation policy, while the soft elements, such as organisational culture, have been neglected. This is especially true for the concept of marketing culture, since it is only starting to be recognized among Slovene managers. The instrument will enable the management to use it as the component part of the regular audit of the organisation. The management will therefore be able to change systematically, and consequentially influence, the competitive position of the company in the business environment. Based on the research results we cannot conclude that the development of marketing culture has a direct impact on the financial performance of the company, however we can assume that it has an indirect positive influence on it. This means that the necessary systematic approach to monitoring the development of marketing culture in the long run. Which will be contributed to the development of Slovenia in terms of increased value added per employee. This would prevent Slovenia became a provider of highly educated and cheap labor force. The research results will enable design of internal training and education in business especially in the vision of promoting internal communication and development of relationships. The national decision-makers will be able to use the results of the research as a basis for planning national development strategies within the service sector. Also the new understanding of marketing culture concept will offer to the educational organisations new opportunities in the education of future managers, as well as in the training of persons already employed in the companies.
Most important scientific results Annual report 2009, 2010, 2011, final report, complete report on dLib.si
Most important socioeconomically and culturally relevant results Annual report 2009, 2010, 2011, final report, complete report on dLib.si
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