Pomen marketinške kulture za ugled podjetja

摘要

In the following article, we define the concept of marketing culture and the reputation of a company, which have a significant impact on the quality of planning and on the implementation of business strategy. On the basis of theoretical knowledge, a survey was done in medium size and large size insurance companies in the Republic of Slovenia on the importance and role of companies' marketing cultures and reputations in relation to their financial successfulness. The study based on this survey made it feasible to shape up recommendations for future practice and further research.%V pričujočem prispevku sta opredeljena in raziskana pojma marketinške kulture in ugleda podjetja, kot elementa trajnostne konkurenčne prednosti. Na podlagi teoretičnih spoznanj je izvedena empirična raziskava v srednjih in velikih podjetij na področju zavarovalniških dejavnosti v R Sloveniji o pomenu in vlogi marketinške kulture za ugled podjetja in posledično za njegovo finančno uspešnost. Na podlagi pridobljenih podatkov so podani predlogi in priporočila za prakso ter nadaljnje raziskave.