Relationship between market orientation and business performance in Czech and German high-tech firms

Jangl, Patrik

dc.title	Relationship between market orientation and business performance in Czech and German high-tech firms	en
dc.contributor.author	Jangl, Patrik
dc.relation.ispartof	Market-Trziste
dc.identifier.issn	0353-4790 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued	2015
utb.relation.volume	27
utb.relation.issue	2
dc.citation.spage	153
dc.citation.epage	170
dc.type	article
dc.language.iso	en
dc.publisher	Cromar
dc.relation.uri	https://hrcak.srce.hr/151319
dc.relation.uri	https://hrcak.srce.hr/file/222589
dc.subject	market orientation	en
dc.subject	business performance	en
dc.subject	high-tech sector	en
dc.subject	multiple regression analysis	en
dc.subject	Czech Republic	en
dc.subject	Germany	en
dc.description.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 ((x) over bar) of the measured values. Depending on the size of the total market orientation index (MOI), Czech ((x) over bar =5.2) and German ((x) over bar =5.14) high-tech firms are medium market-oriented. The business performance index (BPI) reached a slightly higher value in Germany ((x) over bar =5.22) as compared to the Czech Republic ((x) over bar =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.	en
utb.faculty	Faculty of Management and Economics
dc.identifier.uri	http://hdl.handle.net/10563/1008205
utb.identifier.obdid	43873477
utb.identifier.wok	000438142700002
utb.source	j-wok
dc.date.accessioned	2018-10-03T11:13:02Z
dc.date.available	2018-10-03T11:13:02Z
dc.description.sponsorship	Internal Grant Agency of FaME TBU [IGA/FaME/2013/029]
dc.rights	Attribution-NonCommercial 4.0 International
dc.rights.uri	https://creativecommons.org/licenses/by-nc/4.0/
dc.rights.access	openAccess
utb.contributor.internalauthor	Jangl, Patrik
utb.fulltext.affiliation	Patrik Jangl Ph. D. Candidate in Economics and Management Tomas Bata University in Zlín Mostní 5139, 760 01 Zlín, CZECH REPUBLIC Phone: ++420 576 032 120 E-mail: [email protected]
utb.fulltext.dates	-
utb.fulltext.references	1. Akimova, I. (2000). Development of Market Orientation and Competitiveness of Ukrainian Firms. European Journal of Marketing, 34(9/10), 1128-1148. 2. Balabanis, G., Stables, R., & Phillips, H. (1997). Market orientation in the top 200 British charity organisations and its impact on their performance. European Journal of Marketing, 31(8), 583-603. 3. Bhuian, S. (1997). Exploring market orientation in banks: an empirical examination in Saudi Arabia. The Journal of service marketing, 11(5), 317-328. 4. Carr, J., & Lopez, T. (2007). Examining market orientation as both culture and conduct: Modeling the relationships between market orientation and employees responses. Journal of Marketing Theory & Practice, 15(2), 113-124. 5. Caruana, A., Pitt, L., & Ewing, M. (2003). The market orientation performance link: the role of service reliability. The service industries Journal, 23(4), 25-41. 6. Chalupský, V., Šimberová, I., Tomášková, E., & Kaňovská, L. (2009). Výzkum implementace tržní orientace u hi-tech firem. Brno: FP VUT v Brně. 7. Chang, T., & Chen, S. (1998). Market orientation, service quality and business profitability: a conceptual model and empirical evidence. Journal of Services Marketing, 12(4), 246-264. 8. Czech Statistical Office (2011) 9. Dauda, Y. A., & Akingbade, W. A. (2010). Employee’s Market Orientation and Business Performance in Nigeria: Analysis of Small Business Enterprises in Lagos State. International Journal of Marketing Studies, 2(2), 134-143. 10. Deng, S., & Dart, J. (1999). The Market orientation of Chinese enterprises during a time of transation. European Journal of Marketing, 33(5/6), 631-654. 11. Deshpandé, R., & Farley, J. U. (1998). Measuring market orientation: Generalization and synthesis, Journal of Market-Focused Management, 2(3), 213-232. 12. DeVellis, R. F. (2003). Scale Development: Theory and Applications. Newbury Park, CA: Sage. 13. Eurostat data (2013). 14. Farrell, M. A., Oczkowski, E., & Kharabsheh, R. (2008). Market orientation, learning orientation and organisational performance in international joint ventures. Asia Pacific Journal of Marketing and Logistics, 20(3), 2 89-308. 15. Flohr Nielsen, J., Host, V., Jaensson, J-E., Kock, S., & Selnes, F. (2003). Market orientation in Nordic banks: does nationality matter?. European Journal of Marketing, 37(11/12), 1818-1841. 16. Frejková, D. (2014). Market orientation and customer relationship management. Brno: FP VUT v Brně. 17. Frejková, D., & Chalupský, V. (2013). Souvislost mezi řízením vztahů k zákazníkům (CRM) a tržní orientací (MO) a vliv velikosti podniku a typu trhu na CRMa MO. Trendy ekonomiky a managementu, 7(17), 52-60. 18. Fritz, W. (1992). Marktorientierte Unternehmensführung und Unternehmenserfolg. Stuttgart: Schäffer-Poeschel. 19. Hair, J., Black, W., Babin, B., Anderson, R., & Tatham, R. (2006). Multivariate Data Analysis (6th Ed.). New Jersey, NJ: Pearson Educational International. 20. Harris, L. C., & Ogbonna, E. (2001). Leadership style and market orientation: an empirical study. European Journal of Marketing, 35(5/6), 744-764. 21. Haugland, S. A., Myrtveit, I., & Nygaard, A. (2007). Market orientation and performance in the service industry: A data envelopment analysis. Journal of Business Research, 60(11), 1191-1197. 22. Homburg, C., & Pflesser, Ch. (2000). A Multiple-Layer Model Model of Market-Oriented Organizational Culture: Measurement Issues and Performance Outcomes. Journal of Marketing Research, 37, 449-462. 23. Hooley, G., Fahy, J., Greenley, G., Beracs, J., & Snoj, B. (2003). Market orientation in the service sector of the transition economies of Central Europe. European Journal of Marketing, 37(1/2), 86-106. 24. Im, S., & Workman Jr., J. P. (2004). Market Orientation, Creativity, and New Product Performance in High-Technology Firms. Journal of Marketing, 68(2), 114-132. 25. Jangl, P. (2015). The effect of market orientation on innovation of Czech and German high-tech firms. Journal of Applied Economic Sciences, 10(2), 182-194. 26. Jangl, P., & Mikuláštík, M. (2013). The Impact of Market Orientation on the Competitiveness of a Bank. International Journal of Economics and Statistics, 1(4), 271-276. 27. Kaňovská, L., & Tomášková, E. (2012). Competitor Orientation at Hi-tech Companies. Trendy ekonomiky a managementu, 7(10), 45-52. 28. Kaňovská, L., & Tomášková, E. (2014). Market orientation and strategic behaviour at high-tech companies. E+M: Ekonomie a Management, 17(4), 86-100. 29. Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: the construct, research propositions and managerial implications. Journal of Marketing, 54(2), 1-18. 30. Kohli, A. K., Jaworski, B. J., & Kumar, A. (1993). MARKOR: A Measure of Market Orientation. Journal of Marketing Research, 30, 467-77. 31. Lado, N. R., Maydeu-Olivares, A., & Rivera, J. (1998). Measuring market orientation in several populations: a structural equations approach. European Journal of Marketing, 32(1/2), 23-39. 32. Lado, N., & Rivera, J. (1996). Measuring market orientation in several population. European Journal of Marketing, 32(1/2), 23-29. 33. Langerak, F. (1997). The relationship between customer and supplier perceptions of the manufacturer’s market and its business performance. International Journal of Market Research, 43, 43-62. 34. Liechtenthal, J. D., & Wilson, D. T. (1992). Becoming Market Oriented. Journal of Business Research, 24(3), 191-207. 35. Liu, H. (1995). Market Orientation and firm size: an empirical examination in UK firms. European Journal of Marketing, 29(1), 57-71. 36. Martín-Consuegra, D., & Esteban, Á. (2007). Market orientation and business performance: An empirical investigation in the airline industry. Journal of Air Transport Management, 13, 383-386. 37. Megicks, P., & Warnaby, G. (2008). Market orientation and performance in small independent retailers in the U.K. The International Review of Retail, Distribution, and Consumer Research, 18(1), 105-119. 38. Mohr, J. J., Sengupta, S., & Slater, F., S. (2014). Marketing of High Technology products and Innovations. England: Pearson Education Limited. 39. Mokhtar, S. S. M., Yusoff, R. Z., & Arshad, R. (2009). Market Orientation Critical Success factors of Malaysian Manufacturers and Its Impact on Financial Performance. International Journal of Marketing Studies, 1(1), 77-84. 40. Narver, J. C., & Slater, S. F. (1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54, 20-35. 41. Narver, J. C., Slater, S. F., & NacLachlam, D. L. (2004). Responsive and Proactive Market Orientation and New-Product Success. Journal of Product Innovation Management, 21, 334-347. 42. Nožička, J., & Grosová, S. (2012). Měření tržní orientace ve vzorku malých a středních inovačních podniků. Acta Universitatis Bohemiae Meridionales, 15(1), 31-42. 43. Nwokah, N. G. (2008). Strategic market orientation and business performance: The study of food and beverages organisations in Nigeria. European Journal of Marketing, 42(3/4), 279-286. 44. Oudan, R. (2012). Market Orientation. VDM Verlag Dr. Mueller e.K. 45. Panigyrakis, G., & Theodoridis, P. (2007). Market Orientation and Performance: An Empirical Investigation in the Retail Industry in Greece. Journal of Retailing and Consumer Services, 14(2), 137-149. 46. Pitt, L., Caruana, A., & Berthon, P. R. (1996). Market orientation and business performance: some European evidence. International Marketing Review, 13(1), 5-18. 47. Pulendran, S., Speed, R., & Widing, R. E. (2003). Marketing planning, market orientation and business performance. European Journal of Marketing, 37(3/4), 476-497. 48. Raju, P. S., Lonial, S. C., Gupta, Y. P., & Ziegler, C. (2000). The Relationship between Market Orientation and Performance in the Hospital Industry. Health Care Management Science, 3, 237-247. 49. Ramaseshan, B., Caruana, A., & Pang, L. S. (2002). The effect of market orientation on new product performance: a study among Singaporean firms. Journal of Product & Brand Management, 11(6), 399-409. 50. Ramayah, T., Samat, N., & Lo, M. (2011). Market orientation, service quality and organizational performance in service organizations in Malaysia. Asia-Pacific Journal of Business Administration, 3(1), 8-23. 51. Santos-Vijande, M. L., Sanzo-Pérez, M. J., Álvarez-González, L. I., & Vázquez-Casielles, R. (2005). Organizational learning and market orientation: interface and effects on performance. Industrial Marketing Management, 34(3), 187-203. 52. Singh, R. (2009). Mind the gap: Unlocking the relationship between market orientation and service performance. Library Review, 58(1), 28-43. 53. Sukato, N. (2014). The Implementation of Market Orientation and Innovation in SMEs. International Journal of Academic Research in Business and Social Sciences, 4(5), 614-625. 54. Tomášková, E. (2005). Měření tržní orientace a její vliv na podnikový výkon. Brno: Vutium. 55. Tomášková, E. (2009). Tržní orientace jako nástroj pro zvyšování konkurenceschopnosti. Brno: Masaryk University. 56. van Wood, R., Bhuian, S., & Kiecker, P. (2000). Market orientation and organizational performance in non-for-profit hospitals. Journal of Business Research, 48, 213-226. 57. Wong, S. K. S., & Tong, C. (2012). The influence of market orientation on new product success. European Journal of Innovation Management, 15(1), 99-121.
utb.fulltext.sponsorship	The Author is grateful 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 providing the financial support to carry out this research.
utb.wos.affiliation	[Jangl, Patrik] Tomas Bata Univ Zlin, Econ & Management, Mostni 5139, Zlin 76001, Czech Republic
utb.fulltext.projects	IGA/FaME/2013/029