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A comparison of the Market orientation model in Czech and German high-tech companies

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dc.title A comparison of the Market orientation model in Czech and German high-tech companies en
dc.contributor.author Jangl, Patrik
dc.relation.ispartof Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
dc.identifier.issn 1211-8516 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2016
utb.relation.volume 64
utb.relation.issue 5
dc.citation.spage 1717
dc.citation.epage 1729
dc.type article
dc.language.iso en
dc.publisher Mendelova zemědělská a lesnická univerzita v Brně
dc.identifier.doi 10.11118/actaun201664051717
dc.relation.uri https://acta.mendelu.cz/64/5/1717/
dc.subject Czech Republic en
dc.subject Germany en
dc.subject High-tech sector en
dc.subject Index of market orientation en
dc.subject Invariance analysis en
dc.subject Modified market orientation model (MMOM) en
dc.subject Modified market orientation scale (MMOS) en
dc.description.abstract A Market orientation belongs to the permanent factors of success and even in the periods of economic instability it helps to keep a company in a good condition. This article aims to compare the Czech and German model of market-orientation of high-tech companies in the manufacturing industry. the overall index of market orientation in the Czech Republic and Germany is almost identical. Subsequently, invariance was tested using the method of Multigroup Confirmatory Factor Analysis. a comparison of absolute terms of the models shows that significant difference among the coefficients exists in the item regarding obtaining information about competitors - i.e. competitor intelligence generation. the research did not demonstrate statistically significant differences between the models. All criteria consistently confirm configural, metric and partial scalar invariance. the only rejected equivalence is scalar invariance. In this study, therefore, no significant differences were demonstrated between the models of market-orientation of Czech and German high-tech companies. There are other studies that deal with the measurement invariance models of market-oriented high-tech companies. Using Czech and German data, this work has helped to clarify that the two versions of the measuring instruments (English and Czech) are indeed equivalent to each other. Based on the research findings, academics and managers are recommend the use both measuring scales indiscriminately as valid tools for determining the index of market orientation in high-tech firms in the manufacturing industry. For now, there is no similar or comparable research in the Czech Republic or Germany. For this reason, it seems appropriate to replicate this research in the future, including discussions with authors who deal with the issue of market orientation. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1006817
utb.identifier.obdid 43873479
utb.identifier.scopus 2-s2.0-84994493745
utb.source j-scopus
dc.date.accessioned 2017-02-28T15:11:29Z
dc.date.available 2017-02-28T15:11:29Z
dc.rights Attribution-NonCommercial-NoDerivs 4.0 International
dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.access openAccess
utb.contributor.internalauthor Jangl, Patrik
utb.fulltext.affiliation Patrik Jangl 1 1 Department of Management and Marketing, Faculty of Management and Economics, Tomas Bata University in Zlin, Mostní 5139, 760 01 Zlín, Czech Republic Contact information Patrik Jangl: jangl@seznam.cz
utb.fulltext.dates -
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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 the financial support of this research.
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