Marketing orientation, innovativeness and learning potential of the EU mobile operator enterprises

The paper presents the results of marketing orientation study in the EU mobile telecommunications industry in the fifteen countries of the pre-2004 European Union. The marketing orientation measurement instrument proposed in this study includes both innovativeness and learning orientation measurement criteria. The empirical research results are expected to prove positive relations between marketing orientation, performance results, innovativeness and learning orientation of the enterprises in the EU mobile GSM telecommunications market.