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Market Orientation of Theatres in Bosnia and Herzegovina


  • Nenad Brkic

    () (Associate Professor, School of Economics and Business in Sarajevo, Bosnia and Herzegovina)

  • Denis Berberovic

    () (Teaching Assistant School of Economics and Business in Sarajevo, Bosnia and Herzegovina)

  • Sanja Korac

    (senior consultant at Pliva BiH)


Market orientation has lately become one of the major research issues in Bosnia and Herzegovina, mainly because of the country transition to market economy. This process requires essential changes in business behavior of organizations which need to become market oriented. Our study measures the level of market orientation of theaters in Bosnia and Herzegovina. We tried to find out up to which level theaters in Bosnia and Herzegovina implement activities known as intelligence generation, intelligence dissemination and responsiveness. Research results show that the level of market orientation is, according to three MARKOR subscales, low. Theaters collect information from their environments and they have a certain process of organizational communication which results in the level of functional compatibility of (re)actions aimed to the market. Nevertheless, the conclusion is that all the analyzed activities are in their early stages of development.

Suggested Citation

  • Nenad Brkic & Denis Berberovic & Sanja Korac, 2009. "Market Orientation of Theatres in Bosnia and Herzegovina," Interdisciplinary Management Research, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, vol. 5, pages 137-145.
  • Handle: RePEc:osi:journl:v:5:y:2009:p:137-145

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    More about this item


    market orientation; business behavior;

    JEL classification:

    • L32 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Public Enterprises; Public-Private Enterprises
    • L33 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Comparison of Public and Private Enterprise and Nonprofit Institutions; Privatization; Contracting Out
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • L84 - Industrial Organization - - Industry Studies: Services - - - Personal, Professional, and Business Services


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