Model of market orientation of high-tech firms in the Czech Republic

Abstract

This article will contribute to better understanding of the phenomenon of market orientation and measurement of market orientation on the Czech market. The primary aim of this paper is to describe a concept of market orientation and to develop a modifi ed model of market orientation (MMOM). The target group of respondents is mainly managers (N=328) of high-tech companies. Reached respondents were asked to fill in a questionnaire prepared on a website in digital form. A seven-point Likert-type scale ranging from 1 (absolutely disagree) to 7 (absolutely agree) were used to help the respondents express their opinion. Th e main method of statistical analysis is exploratory and confirmatory factor analysis. Th is analysis supported the hypothesis about four-factor structure. Four dimensions (Customer Intelligence Generation, Competitor Intelligence Generation, Intelligence Dissemination & Integration and Responsiveness to Market Intelligence) were found. © 2015, Economics and Sociology. All rights reserved.