engleski

Employee Involvement and Market Orientation in a Transition Economy: Importance, Problems, and a Solution

The literature on companies in Western Europe and the United States suggest that employee involvement in market oriented activity is critical to the successful operation of a business. Yet little systematic research has been conducted on employee involvement in the marketing orientation activities of companies in the transition economies of Eastern Europe. This article explore the relationship between the extent to which market oriented activities were being implemented throughout the organisation and the level of employee involvement and relationship between the degree of market oriented activity and success of the business. Both above relationships were strong and significant. Results from study lead to a major question regarding possible implementation strategies for the manager seeking to involve employees in the company's market orientation. Focusing on how managers might overcome the cultural barriers that may be preventing employees from accepting a more empowered role, we discuss three major cultural differences between the countries of Eastern and Western Europe. We conclude with a discussion of goal setting as a motivational technique that can be used within these cultural differences to encourage employee involvement in these companies.

Employee Involvement; Market Orientation; Transition Economy

nije evidentirano