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

Abstract

The study deals with relation of market orientation and business performance in the Czech Republic and Germany, including comparison of both countries. Subject of the study was regression model of "market orientation - business performance"; whereas individual relations were tested first and then mutual invariance of the Czech and German model. Casual relation was checked by the help of multiple regression analysis. Measurement of configural, metric and scalar invariance was done by the method of Multigroup Invariance Analysis.The studied statistic sample included 351 high-tech firms from the manufacturing industry, whereof 164 were Czech firms and 187 German. During the testing of market orientation (four dimensions) a twelve-item “modified market orientation scale” (MMOS) was used and business performance (one dimension) was measured by three items. The study showed a significant positive relation between three dimensions of market orientation and business performance only. There was no significant relation in one studied case. On the basis of testing invariance it may be confirmed that both regression models agree in all studied criteria. © 2015 ASERS Publishing House. All rights reserved.