Acta Univ. Agric. Silvic. Mendelianae Brun. 2016, 64(5), 1717-1729 | DOI: 10.11118/actaun201664051717

A Comparison of the Market Orientation Model in Czech and German High-Tech Companies

Patrik Jangl
Department of Management and Marketing, Faculty of Management and Economics, Tomas Bata University in Zlin, Mostní 5139, 760 01 Zlín, Czech Republic

A Market orientation belongs to the permanent factors of success and even in the periods of economic instability it helps to keep a company in a good condition. This article aims to compare the Czech and German model of market-orientation of high-tech companies in the manufacturing industry. the overall index of market orientation in the Czech Republic and Germany is almost identical. Subsequently, invariance was tested using the method of Multigroup Confirmatory Factor Analysis. a comparison of absolute terms of the models shows that significant difference among the coefficients exists in the item regarding obtaining information about competitors - i.e. competitor intelligence generation. the research did not demonstrate statistically significant differences between the models. All criteria consistently confirm configural, metric and partial scalar invariance. the only rejected equivalence is scalar invariance. In this study, therefore, no significant differences were demonstrated between the models of market-orientation of Czech and German high-tech companies. There are other studies that deal with the measurement invariance models of market-oriented high-tech companies. Using Czech and German data, this work has helped to clarify that the two versions of the measuring instruments (English and Czech) are indeed equivalent to each other. Based on the research findings, academics and managers are recommend the use both measuring scales indiscriminately as valid tools for determining the index of market orientation in high-tech firms in the manufacturing industry. For now, there is no similar or comparable research in the Czech Republic or Germany. For this reason, it seems appropriate to replicate this research in the future, including discussions with authors who deal with the issue of market orientation.

Keywords: modified market orientation model (MMOM), modified market orientation scale (MMOS), index of market orientation, high-tech sector, invariance analysis, Germany, Czech Republic
Grants and funding:

The Author is thankful 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 the financial support of this research.

Prepublished online: October 31, 2016; Published: November 1, 2016  Show citation

ACS AIP APA ASA Harvard Chicago IEEE ISO690 MLA NLM Turabian Vancouver
Jangl, P. (2016). A Comparison of the Market Orientation Model in Czech and German High-Tech Companies. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 64(5), 1717-1729. doi: 10.11118/actaun201664051717
Share...
Download citation
  • BibTeX (.bib)
  • Bookends (.ris)
  • EasyBib (.ris)
  • EndNote (.enw)
  • EndNote 8 (.xml)
  • ISI WoS (.isi)
  • Medlars (.medlars)
  • Mendeley (.ris)
  • MODS (.xml)
  • Papers (.ris)
  • RefWorks (.txt)
  • RefManager (.ris)
  • RIS (.ris)
  • MS Word (.xml)
  • Zotero (.ris)
    • Open full article

    References

    1. ATUAHENE-GIMA, K. 1996. Market Orientation and Innovation. Journal of Business Research, 35(2): 93 - 103. doi: dx.doi.org/10.1016/0148-2963(95)00051-8. DOI: 10.1016/0148-2963(95)00051-8 Go to original source...
    2. ANÝŽOVÁ, P. 2014. Srovnatelnost Schwartzovy hodnotové škály v mezinárodních datech. Sociologický časopis, 50(4): 547 - 580. Go to original source...
    3. BAKER, W. E. and SINKULA, J. M. 2002. Market Orientation, Learning Orientation and Product Innovation: Delving into the Organization's Black Box. Journal of Market-Focused Management, 5(1): 5 - 23. DOI: 10.1023/A:1012543911149 Go to original source...
    4. BARUCH, Y. 1997. High technology organization - what it is, what it isn't. International Journal of Technology Management, 13(2): 179-195. doi: dx.doi.org/10.1504/IJTM.1997.001650. DOI: 10.1504/IJTM.1997.001650 Go to original source...
    5. BLUNCH, N. J. 2013. Introduction to Structural Equation Modeling using IBM SPSS Statistics and Amos. 2nd edition. Sage Publications. Go to original source...
    6. CHALUPSKÝ, V., ŠIMBEROVÁ, I., TOMÁŠKOVÁ, E. and KAŇOVSKÁ, L. 2009. Výzkum implementace tržní orientace u hi-tech firem. Brno: FP VUT v Brně.
    7. DAWES, J. 1999. The relationship between subjective and objective company performance measures in market orientation research: Further empirical evidence. Marketing Bulletin, 10: 65 - 76.
    8. DESS, G. G. and ROBINSON JR., R. B. 1984. Measuring organizational performance in the absence of objective measures: The case of the privately-held firm and conglomerate business unit. Strategic Management Journal, 5: 265 - 273. DOI: 10.1002/smj.4250050306 Go to original source...
    9. DOSTÁL, P., RAIS, K. and SOJKA, Z. 2005. Pokročilé metody manažerského rozhodování: pro manažery, specialisty, podnikatele studenty, konkrétní příklady využití metod v praxi. Praha: Grada Publishing.
    10. FRAMBACH, R. T., PRABHU J. and VERHALLEN T. M. M. 2003. The influence of business strategy on new product activity: The role of market orientation. International Journal of Research in Marketing, 20: 377 - 397. DOI: 10.1016/j.ijresmar.2003.03.003 Go to original source...
    11. GATIGNON, H. and XUEREB, J. 1997. Strategic Orientation of the Firm and New Product Performance. Journal of Marketing Research, 34(1): 77-90. doi: dx.doi.org/10.2307/3152066. DOI: 10.2307/3152066 Go to original source...
    12. HARRISON-WALKER, L. J. 2001. The measurement of a market orientation and its impact on business performance. Journal of Quality Management, 6(2): 139-172. DOI: 10.1016/S1084-8568(01)00035-9 Go to original source...
    13. JANGL, P. 2015a. Model of Market Orientation of High-tech Firms in the Czech Republic. Economics & Sociology, 8(1): 106-118. DOI: 10.14254/2071-789X.2015/8-1/8 Go to original source...
    14. JANGL, P. 2015b. The Effect of Market Orientation on Innovation of Czech and German High-Tech Firms. Journal of Applied Economic Sciences, X 2(32): 182 - 194.
    15. JANGL, P. 2015c. Relationship between Market Orientation and Business Performance in Czech and German High-Tech Firms. Trziste, 27(2): 153 - 170.
    16. JANGL, P. 2015d. Influence of the market orientation on business performance of high-tech firms in the manufacturing industry: Comparison of regression models of "market orientation - business performance" in the Czech Republic and Germany. Journal of Applied Economic Sciences, X 4(34): 484 - 493.
    17. KARLÍČEK, M., et al. 2013. Základy marketingu. Czech Republic: Grada.
    18. KARLÍČEK, M. NOVINSKÝ, M., TAHAL, R. et al. 2014. Role marketingu ve firmách. Hlavní problémy, jejich příčiny a možné cesty řešení. Radim Bačuvčík, VeRBuM.
    19. KRAFTOVÁ, I., and KRAFT, J. 2008. High tech firmy a tvorba bohatství v zemích EMEA. E+M Ekonomie a Management, 4: 6 - 20.
    20. KOHLI, A. K. and JAWORSKI, B. J. 1990. Market orientation: the construct, research propositions and managerial implications. Journal of Marketing, 54(2): 1 - 18. DOI: 10.2307/1251866 Go to original source...
    21. KOZEL, R., MYNÁŘOVÁ, L. and SVOBODOVÁ, H. 2011. Moderní metody a techniky marketingového výzkumu. Praha: Grada Publishing.
    22. KUMAR, R. 2011. Research Methodology: A Step-by-Step Guide for Beginners. 3rd edition. SAGE Publications Ltd.
    23. LADO, N., and MAYDEU-OLIVARES, A. 2001. Exploring the link between market orientation and innovation in the European and US insurance markets. International Marketing Review, 18: 130 - 144. DOI: 10.1108/02651330110389972 Go to original source...
    24. LADO, N., MAYDEU-OLIVARES, A. and RIVERA, J. 1998. Measuring market orientation in several populations: a structural equations model. European Journal of Marketing, 32(1/2): 23 - 39. DOI: 10.1108/03090569810197408 Go to original source...
    25. MAYDEU-OLIVARES, A. and LADO, N. 2003. Market orientation and business economic performance. A mediated model. International Journal of Industry Management, 14(3): 284 - 309. Go to original source...
    26. MOHR J. J., SENGUPTA S. and SLATER S. 2010. Marketing of High-Technology Products and Innovations. 3rd edition. Hamilton Printing.
    27. MOHR, J. J., SLATER, S. and SENGUPTA, S. 2006. Foundations for Successful High-Technology Marketing. Managing Technology and Innovation: An Introduction. London: Routledge.
    28. OUDAN, R. 2007. Market Orientation. 1st edition. VDM Verlag Dr. Mueller e.K.
    29. SLATER, S. F. and NARVER, J. C. 1994. Does competitive environment moderate the market orientation performance relationship? Journal of Marketing, 58: 46 - 55. DOI: 10.2307/1252250 Go to original source...
    30. SMITH, D. B., PITTA, D. A. and RICHARDSON, L. 2007. A Comparison of the Market Orientation of Chinese and US Firms. International Business & Economics Research Journal, 6(12): 25 - 38. Go to original source...
    31. SPANJOL, J., MÜHLMEIER, S. and TOMCZAK, T. 2012. Strategic Orientation and Product Innovation: Exploring a Decompositional Approach. Product Development & Management Association, 29(6): 967-985. DOI: 10.1111/j.1540-5885.2012.00975.x Go to original source...
    32. WARD, S., GIRARDI, A. and LEWANDOWSKA, A. 2006. A cross-national validation of the Narver and Slater market orientation scale. Journal of Marketing Theory and Practice, 14(2): 155 - 167. DOI: 10.2753/MTP1069-6679140205 Go to original source...
    33. WEIBER, R. and MÜHLHAUS, D. 2014. Strukturgleichungsmodellierung. Eine anwendungsorientierte Einführung in die Kausal analyse mit Hilfe von AMOS, SmartPLS und SPSS. 2nd edition. Springer Verlag. Go to original source...
    34. ZAKRZEWSKA-BIELAWSKA, A. 2010. High Technology Company-Concept, Nature, Characteristics. In: Recent Advances in Management, Marketing, Finances. Penang: WSEAS Press, 93 - 98.
    35. ZELENY, M. 2012. High technology and barriers to innovation: from globalization to relocalization. International Journal of Information Technology & Decision Making, 11(2): 441 - 456. DOI: 10.1142/S021962201240010X Go to original source...
    36. ZHOU, K. Z., BROWN, J., R., DEV, S. C. and AGARWAL, S. 2007. The effects of customer and competitor orientations on performance in global markets: a contingency analysis. Journal of International Business Studies, 38: 303 - 319. DOI: 10.1057/palgrave.jibs.8400259 Go to original source...

    This is an open access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY NC ND 4.0), which permits non-comercial use, distribution, and reproduction in any medium, provided the original publication is properly cited. No use, distribution or reproduction is permitted which does not comply with these terms.


    Return to the content