Influences of Market Orientation and Trust on the Innovativeness and Performance of Small and Medium Enterprises in Lithuanian Tourism Networks


Eglė Ruibytė

The study focused on the question how do market orientation and trust influence innovativeness, and how these affect the performance of enterprises in tourism networks, specifically in Lithuania.

Market orientation of small and medium enterprises in tourism influence innovativeness and their performance. So does trust in partners in these networks do too. In this Lithuanian study of tourism managers and entrepreneurs we found that the impact of trust was fairly low, significant and negative. Previous findings of positive relations between theoretical variables in question formed the hypothesis of this doctoral dissertation. Possibly the Lithuanian post-socialist context may explain this interesting finding.

The researcher belongs to the Experience Stratos 2007–2017 research programme, where the topic was studied also in comparative settings.


Verkkopalvelumme käyttää evästeitä, lue lisää evästeistä. Jatkamalla sivuston selailua hyväksyt evästeiden käytön. [Hyväksyn ehdot]