IDEAS home Printed from https://ideas.repec.org/a/hde/epregl/v76y2025i1p35-48.html
   My bibliography  Save this article

The impact of strategic orientation on the business model innovativeness in the food industry

Author

Listed:
  • Dalibor Brnos

    (Pula Port Authority)

  • Ivana Kovač

    (Faculty of Economics and Buisness in Zagreb, University of Zagreb)

  • Radoslav Barišić

    (Faculty of Economics and Buisness in Zagreb, University of Zagreb)

Abstract

Business models change depending on the intensity of environmental turbulence, technological and industrial changes, radical shifts in consumption habits, and a whole range of other factors. The innovativeness of a business model demonstrates the adaptive ability of the company, i.e., its potential in seeking and creating new sources of competitive advantage. Strategic orientation is the way in which a company directs the implementation of processes and behaviors through which it can achieve superior performance in its industry. It manifests in four forms: market orientation, technological orientation, learning orientation, and entrepreneurial orientation, while the innovativeness of the business model consists of three dimensions: value creation innovativeness, new proposition innovativeness, and value capture innovativeness. This paper explores the impact of strategic orientation on the innovativeness of the business model using a sample of Croatian food companies. The results of the empirical research did not support the hypothesis that market orientation positively affects the business model innovativeness, while for the other three forms of strategic orientation, a positive impact on the innovativeness of the business model was confirmed. In a mature industry such as the Croatian food industry, such conclusions indicate the need to focus, first, on technological and entrepreneurial forms of strategic orientation, and second, even more importantly, on learning orientation as a prerequisite for increasing competitiveness in domestic and international markets.

Suggested Citation

  • Dalibor Brnos & Ivana Kovač & Radoslav Barišić, 2025. "The impact of strategic orientation on the business model innovativeness in the food industry," Ekonomski pregled, Hrvatsko društvo ekonomista (Croatian Society of Economists), vol. 76(1), pages 35-48.
  • Handle: RePEc:hde:epregl:v:76:y:2025:i:1:p:35-48
    DOI: 10.32910/ep.76.1.3
    as

    Download full text from publisher

    File URL: https://doi.org/10.32910/ep.76.1.3
    Download Restriction: no

    File URL: https://libkey.io/10.32910/ep.76.1.3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hde:epregl:v:76:y:2025:i:1:p:35-48. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Josip Tica (email available below). General contact details of provider: https://edirc.repec.org/data/hdeeeea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.