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

Patrik Jangl   ORCID icon orcid.org/0000-0003-3336-9675 ; Tomas Bata University in Zlín

Puni tekst: engleski, pdf (255 KB) str. 153-170 preuzimanja: 1.218* citiraj
APA 6th Edition
Jangl, P. (2015). Relationship Between Market Orientation and Business Performance in Czech and German High-Tech Firms. Market-Tržište, 27 (2), 153-170. Preuzeto s https://hrcak.srce.hr/151319
MLA 8th Edition
Jangl, Patrik. "Relationship Between Market Orientation and Business Performance in Czech and German High-Tech Firms." Market-Tržište, vol. 27, br. 2, 2015, str. 153-170. https://hrcak.srce.hr/151319. Citirano 30.11.2021.
Chicago 17th Edition
Jangl, Patrik. "Relationship Between Market Orientation and Business Performance in Czech and German High-Tech Firms." Market-Tržište 27, br. 2 (2015): 153-170. https://hrcak.srce.hr/151319
Harvard
Jangl, P. (2015). 'Relationship Between Market Orientation and Business Performance in Czech and German High-Tech Firms', Market-Tržište, 27(2), str. 153-170. Preuzeto s: https://hrcak.srce.hr/151319 (Datum pristupa: 30.11.2021.)
Vancouver
Jangl P. Relationship Between Market Orientation and Business Performance in Czech and German High-Tech Firms. Market-Tržište [Internet]. 2015 [pristupljeno 30.11.2021.];27(2):153-170. Dostupno na: https://hrcak.srce.hr/151319
IEEE
P. Jangl, "Relationship Between Market Orientation and Business Performance in Czech and German High-Tech Firms", Market-Tržište, vol.27, br. 2, str. 153-170, 2015. [Online]. Dostupno na: https://hrcak.srce.hr/151319. [Citirano: 30.11.2021.]

Sažetak
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.

Ključne riječi
market orientation; business performance; high-tech sector; multiple regression analysis; Czech Republic; Germany

Hrčak ID: 151319

URI
https://hrcak.srce.hr/151319

[hrvatski]

Posjeta: 1.590 *