THE IMPACT OF INNOVATIVENESS, ENTREPRENEURIAL, MARKET, AND LEARNING ORIENTATION ON BUSINESS PERFORMANCE

The purpose of this research was to establish whether there is a posi-tive impact between entrepreneurial orientation and innovativeness, market orientation and innovativeness, and learning orientation and innovativeness in companies. The research also sought to define the specific elements in the orientations that impact innovativeness and business performance. The data was collected by a survey of a sample of 303 Croatian companies.The results of multiple regression showed that entrepreneurial orientation has a positive impact on innovativeness and business performance. Similarly, this research indicated that market orientation has a positive impact on innova-tiveness and business performance. As proposed in the hypothesis, this study found that learning orientation has a positive impact on innovativeness and business success. After the completion of this research, both practical and theoretical contribution are provided.