SPECIFIC CHARACTERISTICS OF ORGANIZATIONAL CULTURE IN COMMERCIAL REPRESENTATION ON CROATIAN MARKET

In this study we investigate specifi c organisational culture of commercial agents in the activity of commercial representation of the foods and consumer goods on the Croatian market. Organisational culture in the company should be harmonised, coordinated with
requests of activities in the commercial representation, with a purpose of using it as an instrument for stimulation efficiency of commercial agents. The aim of the study is to analyze and intensify perception of organisational culture in the activity of commercial
representation in economical and cultural context in the Republic of Croatia. This study may give lines of direction and improvement of organisational culture in companies with the activity of commercial representation. The survey was carried out from June 1st, 2001 to December 31, 2001, in 200 commercial agents of most important producers and representative companies in the Republic of Croatia, situated in county of Primorje-Gorski kotar, county of Istria, county
of Lika-Senj. The results indicate that commercial agents are individual persons in their work, oriented to their primary work function, selling goods with a purpose of realisation as much as possible high salary, because they show tendency to overestimate their contribution to business results of company. The commercial agents express belonging to company, very often visit customers, and implement great part of time with customers because they think
that behaviour has great infl uence on working results. They pay much attention to personal image, appearance, and show tendency to education and improving their skills, but in the same time they don’t like to be supervised and controlled.