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Relationship Between Market Orientation and Business Performance in Czech and German High-Tech Firms

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  • Patrik Jangl

    (Tomas Bata University in Zlín)

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 (x̄) of the measured values. Depending on the size of the total market orientation index (MOI), Czech (x̄=5.2) and German (x̄=5.14) high-tech firms are medium market-oriented. The business performance index (BPI) reached a slightly higher value in Germany (x̄=5.22) as compared to the Czech Republic (x̄=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.

Suggested Citation

  • Patrik Jangl, 2015. "Relationship Between Market Orientation and Business Performance in Czech and German High-Tech Firms," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 27(2), pages 153-170.
    • Handle: RePEc:zag:market:v:27:y:2015:i:2:p:153-170
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    Cited by:

    1. Nwankwo Cosmas Anayochukwu & Kanyangale Macdonald Isaac, 2019. "Market Orientation and Survival of Small and Medium Enterprises in Nigeria," Foundations of Management, Sciendo, vol. 11(1), pages 291-304, January.
    2. Patrik Jangl, 2016. "A Comparison of the Market Orientation Model in Czech and German High-Tech Companies," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 64(5), pages 1717-1729.

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