Publication details
Internal Barriers of Application Market Orientation
| Authors | |
|---|---|
| Year of publication | 2009 |
| Type | Article in Periodical |
| Magazine / Source | Economics and Management |
| MU Faculty or unit | |
| Citation | |
| Field | Economy |
| Keywords | market orientation; internal barriers; firm culture; management |
| Description | The paper is focused on the determination of internal market orientation barriers. Market orientation is very important and topical, because of its influence on business performance. A lot of companies would like to adapt market orientation approach, but adaptation of market orientation is not easy. It could be some specific barriers to impede of application market orientation. These barriers are divided in three elements along to managers influence in internal, branch and external environment. A lot of barriers are connected with internal environment. The objective of the paper is to summarise and analyse internal barriers of market orientation. The first results from the analysis show that important internal barriers are attitude of top management and knowledge and skills of top management. Firm culture is the next one of the most often mentioned element connected with internal barriers of market orientation. Plan is to verify these barriers in recent research project Research on implementation on market orientation in Hi-Tech Firms supported by Grant Agency of the Czech Republic (GA 402/07/1493). |