|Title:||Model of market orientation of high-tech firms in the Czech Republic|
Vol. 8, No 1, 2015
Published date: 20-05-2015 (print) / 20-05-2015 (online)
Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
|Keywords:||Market Orientation, Exploratory and Confir- matory Factor Analysis, Reliability, Validity, High-Tech Sec- tor, Czech Republic, MMOM, MMOS|
|JEL classification:||M31, M10|
This article will contribute to better understand- ing of the phenomenon of market orientation and mea- surement of market orientation on the Czech market. The primary aim of this paper is to describe a concept of mar- ket orientation and to develop a modified 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. The main method of statistical analysis is exploratory and confirmatory factor analysis. This analysis supported the hy- pothesis about four-factor structure. Four dimensions (Cus- tomer Intelligence Generation, Competitor Intelligence Generation, Intelligence Dissemination & Integration and Responsiveness to Market Intelligence) were found.