68 KB525 KB64 KB200620252012Moretti, MelitaPostružnik, Natalijaštevilka:1/2letnik:58str. 35-47ISSN:0547-3101COBISSID:4267991URN:URN:NBN:SI:doc-LD8FJXOQenDruštvo ekonomistov MariborEkonomski center MariborEkonomsko-poslovna fakultetaNaše gospodarstvocivil engineeringcommunicationgradbeništvoinovacijeinovativnostkomuniciranjemarketingorganizacijaorganizationpodjetjaposlovna uspešnostzavarovalništvoInnovation and communication as dimensions of the marketing culture| Inovativnost in komuniciranje kot dimenziji marketinške kulture v luči finančne uspešnosti poslovanja v slovenski gradbeni in zavarovalniški panogi| primerjalna analiza| their influence on financial performance in Slovenia's insurance and construction industries|This study explores the meaning and role of the marketing culture within organizations-specifically, innovativeness and internal communications, both of which have a significant impact on an organization's financial performance. A qualitative study was conducted in the insurance and construction industries in Slovenia based on theoretical insights, in which 11 semi-structured interviews were conducted with top and middle managers of medium-sized and large organizations. Recommendations to be applied in practice and for further research are given based on the findingsV prispevku so opredeljeni pomen in vloga marketinške kulture organizacije in njenih kategorij inovativnosti ter interno komuniciranje, ki pomembno vplivajo na finančno uspešnost poslovanja organizacij. Na podlagi teoretičnih spoznanj je bila izvedena kvalitativna raziskava v gospodarskih panogah zavarovalništvo in gradbeništvo v Republiki Sloveniji. Na osnovi ugotovitev raziskave so podana priporočila za prakso in nadaljnje raziskovanjeTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaUniverza v Mariboru, Ekonomsko-poslovna fakulteta