Impact of marketing resource on company performance on B2B markets
by Gregor Jagodič; Borut Milfelner
International Journal of Innovation and Learning (IJIL), Vol. 28, No. 2, 2020

Abstract: The main goal of the paper is to research the impact of marketing resources on company performance for companies on B2B markets. The conceptual model, including market orientation, marketing strategy, ICT support factors for B2B markets and company performance was proposed and empirically tested. The research results show that market orientation and its sub-constructs, namely competitor orientation and customer orientation have a positive impact on implementation of marketing strategy and ICT support for B2B markets. Also, implementation of good marketing strategies for companies on B2B markets and ICT support on B2B markets have a positive impact on company performance.

Online publication date: Wed, 12-Aug-2020

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