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The comparative analysis of relationship between market orientation, innovation resources, reputational resources, customer-related capabilities and company performance [Elektronski vir] : the case of Slovenia and Hungary
Milfelner, Borut ; Snoj, Boris ; Berács, József
Using the background of resource based theory the study investigates the relationships between certain marketing resources such as market orientation, innovation resources, reputational resources, ...and customer related capabilities, as well as their impact on market and financial performance. The comparative study was implemented on the population of companies in Slovenia and Hungary with more than 20 employees. General findings indicate that selected marketing resources in Slovenia mainly impact financial performance indirectly through the creation of customer loyalty and directly through market share and sales volume. In Hungary's case the relationship between customer loyalty, market share and sales volume proved to be not significant. The selected marketing resources impact financial performance only through market share and sales volume.
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