Sustainability-oriented innovation and its impact on marketing efficiency: empirical evidence from Croatian agricultural enterprises
2016
Jercinovic, S., Krizevci College of Agriculture (Croatia) | Dadacek, N., Krizevci College of Agriculture (Croatia)
This paper empirically analyses the tendency of developing sustainability-oriented innovative competences of agricultural enterprises in relation to their marketing efficiency. Research was conducted on a sample of 107 agricultural enterprises from the three Northwestern Croatian counties; Koprivnica-Krizevci, Bjelovar-Bilogora and Zagreb County. The main aim of the study in this paper was to determine how agricultural enterprises can affect their marketing efficiency by developing sustainability-oriented innovation. Empirical research was conducted through a survey and for this purpose a questionnaire was used as a major research tool. SPSS 22 software package was used for statistical analysis of the collected data. A method of descriptive statistics was used for the purpose of data analysis and their processing. Regression analysis was also made in order to establish the statistically significant influence of some independent variables on the marketing efficiency of agricultural enterprises as the dependent variable. Independent variables were Research and Development, Sustainable Product, Marketing Management, IT and Education. Statistically significant ratio of change F indicates that independent variables contribute to explaining the dependent variable. The more innovative competence is oriented towards sustainability, the better is marketing efficiency. Within the innovation competence it is clear that research and development and information and communication technologies variables contribute to the marketing efficiency. As these two competences are more pronounced, and marketing efficiency is better.
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