Enhancing Management Focus Toward Market Orientation: Unveiling Internal Perspectives within Publicly Owned Enterprises of Republic of Kosova

Session

Management, Business and Economics

Description

This study investigates the level of market orientation of Publicly Owned Enterprises (POE-s) operating in monopolistic markets, with a specific emphasis on the internal perspectives of management and employees. Despite external criticisms concerning the organization's low market orientation level, attributed to its monopoly position, little attention has been given to understanding how employees perceive this orientation within their organizations. A questionnaire survey was administered to 211 employees to gain insights into their perspectives. The findings shed light on the state of organizational communication, both internally and externally. Internally, the study reveals a lack of employee involvement and departmental coordination in addressing customers' needs and demands. Externally, there is a lack of investment in analysing and understanding customers' requirements. These findings highlight the challenges faced by these organizations in transitioning from a monopolistic organizational culture to an open market environment that prioritizes time-to-market, flexibility, responsiveness, innovation, and customer-centricity. The study emphasizes the need for these organizations to effectively manage this transition and cultivate a market-oriented mindset throughout their operations. By promoting greater internal collaboration, strategic analysis of customer needs, and responsiveness to market demands, these organizations can better position themselves for success in an increasingly competitive landscape.

Keywords:

Market Orientation, Employee, Public Sector.

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-550-95-6

Location

UBT Lipjan, Kosovo

Start Date

28-10-2023 8:00 AM

End Date

29-10-2023 6:00 PM

DOI

10.33107/ubt-ic.2023.185

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Oct 28th, 8:00 AM Oct 29th, 6:00 PM

Enhancing Management Focus Toward Market Orientation: Unveiling Internal Perspectives within Publicly Owned Enterprises of Republic of Kosova

UBT Lipjan, Kosovo

This study investigates the level of market orientation of Publicly Owned Enterprises (POE-s) operating in monopolistic markets, with a specific emphasis on the internal perspectives of management and employees. Despite external criticisms concerning the organization's low market orientation level, attributed to its monopoly position, little attention has been given to understanding how employees perceive this orientation within their organizations. A questionnaire survey was administered to 211 employees to gain insights into their perspectives. The findings shed light on the state of organizational communication, both internally and externally. Internally, the study reveals a lack of employee involvement and departmental coordination in addressing customers' needs and demands. Externally, there is a lack of investment in analysing and understanding customers' requirements. These findings highlight the challenges faced by these organizations in transitioning from a monopolistic organizational culture to an open market environment that prioritizes time-to-market, flexibility, responsiveness, innovation, and customer-centricity. The study emphasizes the need for these organizations to effectively manage this transition and cultivate a market-oriented mindset throughout their operations. By promoting greater internal collaboration, strategic analysis of customer needs, and responsiveness to market demands, these organizations can better position themselves for success in an increasingly competitive landscape.