Publication details
The Method of Measuring Market Orientation
| Authors | |
|---|---|
| Year of publication | 2007 |
| Type | Article in Periodical |
| Magazine / Source | Economics bulletin |
| MU Faculty or unit | |
| Citation | |
| Field | Economy |
| Keywords | Marketing; market orientation; external environment; internal environment; customers |
| Description | The paper is focused on the method of measuring market orientation. Market orientation is very important and topical, because of its influence on the company results. The first part of this paper describes the factors, which influence market orientation. The factors are from the external and internal environment and also from business branches of companies. The second part of the paper proposes the new methods of measuring of market orientation. The detailed information about all items of the factors is included in this part of the chapter. The third part of this paper verifies the validity of new methods of measuring market orientation. Cronbach alfa was used for validation of the method. We plan to use the most important principles of the method for our recent research project Research on implementation on market orientation in Hi-Tech Firms. The research project is supported by Grant Agency of the Czech Republic (GA 402/07/1493). |