Orientacijos į rinką ir veiklos rezultatų ryšys : AB "Alita" patyrimas

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Mokslo publikacijos / Scientific publications
Document Type:
Straipsnis / Article
Lietuvių kalba / Lithuanian
Orientacijos į rinką ir veiklos rezultatų ryšys: AB "Alita" patyrimas
Alternative Title:
Correlation between market orientation and company's performance: case of "Alita"
In the Journal:
Organizacijų vadyba: sisteminiai tyrimai [Management of Organizations: Systematic Research]. 2006, Nr. 38, p. 79-92
Reikšminiai žodžiai: Verslo koncepcija; Marketingo orientacija; Orientacija į rinką; Business concept; Marketing orientation; Market orientation.
Marketingo orientacija; Orientacija į rinką; Verslo koncepcija.
Business concept; Market orientation; Marketing orientation.
Summary / Abstract:

LTStraipsnyje pateikta verslo koncepcijų apžvalga ir AB „Alita" veiklos bei aplinkos analizė leidžia atsakyti j klausimą, ar Lietuvoje, kaip ir Vakaruose, sėkmingą įmonės veiklą sąlygoja orientacijos j rinką diegimas praktikoje, bei įvertinti šios orientacijos diegimo Lietuvos alkoholinių gėrimų pramonės įmonėse tikslingumą. [Iš leidinio]

ENFirstly, the scholarly literature on marketing concepts and orientations was reviewed attempting to find an answer to the question, whether Lithuanian enterprises, set up in Soviet times, have managed to adapt to the rapid changes and organize their work applying the principles used by most successful companies abroad. The literature, reviewed in this article, points out that business concepts are not alternative and cannot be chosen, but need to be consistently implemented. Each new business concept is built on the basis of a previous concept and represents a higher level of its maturity. Analyzing the practical application of marketing concept, two terms are used: marketing orientation and market orientation. An increasing number of researchers maintain that marketing orientation and market orientation are separate levels of the implementation of marketing concept. A large number of surveys, conducted in market-oriented organizations, indicate that practical implementation of market orientation has been successful for more than a decade in Western Europe and allowed to achieve better results. In practice, organizations vary in their degree of market orientation. The originators of the idea of market orientation, J. C Narver and S. F. Slater (1990) and A. K. Kohli and B. J. Jaworski (1990) give different concepts of market orientation. The survey carried out by the authors of this article is based on the A. K. Kohli and B. J. Jaworski's model of market-oriented organization business activities, i.e. 1) generation of market intelligence; 2) dissemination of market intelligence information; 3) responsiveness to market intelligence.The subject chosen for this article is the organizational design and external environment of AB Alita. This choice was made for several reasons. Lithuanian alcoholic beverage industry is a branch, where all enterprises, established in Soviet times, have been performing business activities up to the present time, and AB Alita is a leading producer of alcoholic beverages in Lithuania. The study of AB Alita (descriptive study, interviews of managers) allows the authors to suggest that in order to become a market leader in Lithuanian alcoholic beverage industry under the current conditions of market economy, it is sufficient to develop and maintain a marketing orientation (this orientation dominated Western Europe businesses during the period of 1950-1980 and helped to achieve favorable outcomes). Taking external environment factors of Lithuanian alcoholic beverage industry (such as economy level, competitiveness of the industry branch, technological changes in the branch, changes in the needs of target market and customers) as well as their change tendencies into consideration, it is reasonable to assume that if companies of this type want to stay in the market, they gradually will have to adopt a market orientation. Therefore, authors of this article recommend that the company considers internal restructuring (changes in organizational structure and staff motivation system), which would enable AB Alita to move more efficiently through each stage of market orientation: market intelligence, dissemination of the information gathered, and responsiveness to it, in other words, to become a more market-oriented organization. [From the publication]

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2018-12-17 11:55:03
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