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2015 | 27 | 2 |
Article title

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

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Title variants
HR
Odnos između tržišne orijentacije i poslovne uspješnosti čeških i njemačkih visokotehnoloških poduzeća
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EN
Abstracts
EN
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.
HR
Glavni je cilj rada saznati indeks tržišne orijentacije i opisati odnos između četiriju komponenti tržišne orijentacije visokotehnoloških (high-tech) poduzeća i poslovne uspješnosti. Poslovna je uspješnost istraživana kao jednodimenzionalni konstrukt. Tržišna orijentacija u ovom je istraživanju definirana kao proces generiranja informacija o potrošačima i konkurentima, diseminacija i integracija informacija po timovima unutar poduzeća te reakcija na tržišne informacije u obliku koordiniranih akcija. Uzorak se sastojao od 164 češka i 187 njemačkih visokotehnoloških poduzeća. Ispitanici (prodajni i marketinški menadžeri) ispunili su anketni upitnik i označili razinu koliko su suglasni s pojedinačnim izjavama na Likertovoj ljestvici od 1 do 7. Tržišna orijentacija i razina poslovne uspješnosti određene su kao aritmetička sredina (x̄) izmjerenih vrijednosti. S obzirom na veličinu indeksa ukupne tržišne orijentacije (MOI), češka (x̄=5.2) i njemačka (x̄=5.14) visokotehnološka su poduzeća srednje tržišno orijentirana. Indeks poslovne uspješnosti (BPI) u Njemačkoj(x̄=5.22) dosegao je nešto višu vrijednost u odnosu na Češku Republiku (x̄=5.13). Glavne korištene metode bile su korelacija i regresijska analiza. Istraživanje je potvrdilo hipotezu o postojanju odnosa između komponenti tržišne orijentacije i poslovne uspješnosti. Tri od četiriju veza u modelu višestruke regresije bile su značajne. Nasuprot tome, nije potvrđena pozitivna i značajna povezanost između prikupljanja informacija o konkurenciji i poslovne uspješnosti.
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