MARKET ORIENTATION OF THEATRES IN BOSNIA AND HERZEGOVINA

Market orientation has lately become one of the major research issues in Bosnia and Herzegovina, mainly because of the country transition to market economy. This process requires essential changes in business behavior of organizations which need to become market oriented. Our study measures the level of market orientation of theaters in Bosnia and Herzegovina. We tried to find out up to which level theaters in Bosnia and Herzegovina implement activities known as intelligence generation, intelligence dissemination and responsiveness. Research results show that the level of market orientation is, according to three MARKOR subscales, low. Theaters collect information from their environments and they have a certain process of organizational communication which results in the level of functional compatibility of (re)actions aimed to the market. Nevertheless, the conclusion is that all the analyzed activities are in their early stages of development.