The impact of internal market orientation and market orientation on the socially responsible behaviour of organizations

Številni avtorji so si neenotni pri opredelitvi, kakšen je odnos med konceptom marketinga in tržno naravnanostjo, se pa strinjajo, da se tržna naravnanost nanaša na obravnavo odjemalcev in njihovega zadovoljstva, dobrih izkušenj in nenazadnje na izkazano zvestobo dani organizaciji. Trdimo lahko, da je tržno naravnana organizacija tista, katere dejavnosti so skladne s konceptom marketinga. Poleg tržne naravnanosti je pomembno tudi, da je organizacija družbeno odgovorna, kar pomeni, da mora sprejemati svoje odločitve in dejavnosti, povezane z organizacijo in okoljem, ter s svojim etičnim ravnanjem prispevati k trajnostnemu razvoju ter upoštevati pričakovanja deležnikov v skladu z veljavno zakonodajo in normami delovanja, hkrati pa vse to izraža v medsebojnih odnosih. V celotnem delovanju organizacije ne smejo pozabiti na skrb za zaposlenega, ga motivirati in spodbujati. V empiričnem delu magistrskega dela smo ugotovili, da tržna naravnanost ne vpliva na družbeno odgovornost organizacij. Zaposleni si želijo, da bi vodstvo prepoznalo njihov trud in uvidelo, da lahko pomembno prispevajo k večjemu zadovoljstvu odjemalcev. V nadaljevanju smo ugotovili, da na družbeno odgovorno ravnanje organizacij vpliva interna tržna naravnanost. Pri tem je pomembno poudariti, da sta respondentom najpomembnejša dejavnika spremljanje trga za trajnostni razvoj v organizaciji in finančna stimulacija zaposlenih. Ugotovili smo, da sta interna tržna naravnanost in tržna naravnanost med seboj povezani, saj je naravnanost na odjemalce pozitivno statistično povezana z dejavniki tržne naravnanosti. Prav tako je naravnanost na odjemalce pozitivno povezana z dejavnikom spremljanja aktivnosti zaposlenih kot tudi s spremljanjem trga dela.Many authors do not agree on the conceptualization differences between the concept of marketing and market orientation, but they agree that market orientation refers to the treating of costumers and their satisfaction, positive experience and loyalty to an organization. It can be claimed that a market-oriented organization is with a concept that is related with the concept of marketing. Apart from market orientation it is also important for an organization to be socially responsible, thus it must reach its decisions and carry out acts which are related to organization itself and the environment with its ethical conduct, yet not forget to contribute to sustainable development. It should also consider the expectations of all parties in accordance with legislation and norms of conduct as well as applying all that in mutual relationships. In functioning of the organization as a whole the care for an employee should not be forgottenthey should be motivated and encouraged. In the empirical part of my thesis it is established that market orientation does not influence social responsibility of organizations. Employees want the management to acknowledge their effort and realize that they can significantly contribute to higher satisfaction of costumers. In addition, we have determined that internal market orientation influences socially responsible conduct. It must be emphasised that paying attention to market for sustainable development in an organization and financial stimulation of the employees are the most important factors for the respondents. According to our study internal market orientation and market orientation are related, as costumer orientation is statistically positively related to factors of market orientation. Costumer orientation is also positively related to the factor of employee activity and labour market activity