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Relationship between market orientation and business performance in Czech and German high-tech firms

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dc.title Relationship between market orientation and business performance in Czech and German high-tech firms en
dc.contributor.author Jangl, Patrik
dc.relation.ispartof Trziste
dc.identifier.issn 0353-4790 OCLC, Ulrich, Sherpa/RoMEO, JCR
dc.date.issued 2015
utb.relation.volume 27
utb.relation.issue 2
dc.citation.spage 153
dc.citation.epage 170
dc.type article
dc.language.iso en
dc.publisher University of Zagreb
dc.subject Business performance en
dc.subject Czech Republic en
dc.subject Germany en
dc.subject Hightech sector en
dc.subject Market orientation en
dc.subject Multiple regression analysis en
dc.description.abstract The main goal of this paper is to find out an index of market orientation, and explore the relationship between four components of market orientation in high-tech firms and their business performance. Business performance was studied as a one-dimensional construct. Market orientation in this study is defined as a process of intelligence generation about customers and competitors, intelligence dissemination and integration within the company across teams, and responsiveness to market intelligence in the form of coordinated action. The statistical sample was represented by 164 Czech and 187 German high-tech firms in the manufacturing industry. Respondents (sales and marketing managers) completed a questionnaire and marked their rate of approval with individual statements on a Likert scale ranging from 1 to 7. Market orientation and business performance level was determined as the arithmetic mean (x) of the measured values. Depending on the size of the total market orientation index (MOI), Czech (x=5.2) and German (x=5.14) high-tech firms are medium market-oriented. The business performance index (BPI) reached a slightly higher value in Germany (x=5.22) as compared to the Czech Republic (x=5.13). The main method to reach the target was correlation and regression analysis. This study confirmed a hypothesis about the existence of a correlation between components of market orientation and business performance. Three of the four relationships in the multiple regression model were significant. On the other hand, the study found no positive significant correlation between competitor intelligence generation and business performance. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1007168
utb.identifier.obdid 43873477
utb.identifier.scopus 2-s2.0-85017168513
utb.source j-scopus
dc.date.accessioned 2017-08-01T08:27:24Z
dc.date.available 2017-08-01T08:27:24Z
dc.rights Attribution-NonCommercial 4.0 International
dc.rights.uri http://creativecommons.org/licenses/by-nc/4.0/
dc.rights.access openAccess
utb.contributor.internalauthor Jangl, Patrik
utb.fulltext.affiliation Patrik Jangl Ph.D. Candidate in Economics and Management Tomas Bata University in Zlín Mostní 5139, 760 01 Zlín, Czech Republic Telephone: +420 576 032 120 E-mail: jangl@seznam.cz
utb.fulltext.dates -
utb.fulltext.sponsorship The Author is thankful to the Internal Grant Agency of FaME TBU No. IGA/FaME/2013/029 (Measurement of market orientation of a firm and development of a new model with a focus on contemporary trends in management and marketing) for financial support to carry out this research.
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