Model of market orientation of high-tech firms in Germany: Validation study

Jangl, Patrik

dc.title	Model of market orientation of high-tech firms in Germany: Validation study	en
dc.contributor.author	Jangl, Patrik
dc.relation.ispartof	Business: Theory and Practice
dc.identifier.issn	1648-0627 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued	2016
utb.relation.volume	17
utb.relation.issue	3
dc.citation.spage	216
dc.citation.epage	224
dc.type	article
dc.language.iso	en
dc.publisher	Vilnius Gediminas Technical University
dc.identifier.doi	10.3846/btp.2016.643
dc.relation.uri	http://www.btp.vgtu.lt/index.php/btp/article/view/643
dc.subject	Confirmatory factor analysis	en
dc.subject	Exploratory factor analysis	en
dc.subject	Germany	en
dc.subject	High-tech sector	en
dc.subject	Market orientation	en
dc.subject	Reliability	en
dc.subject	Validity	en
dc.description.abstract	The aim of this validation study was to verify a four-factor model of market orientation on a sample of German hightech companies in the manufacturing industry. A modified version of the measuring scale (MMOS), composed of twelve items, was used for measurement. The target group consisted of business and marketing managers (N = 374) who recorded their answers on a seven-point Likert scale. The main methods used to achieve the objectives were exploratory and confirmatory factor analyses. Having verified the psychometric properties of the instrument, I proceeded to confirm the hypothesis of a four-factor solution model. Reliability and validity of the measuring instrument was also examined, which allowed a confirmation of the second hypothesis. The research may serve as the evidence of the instrument suitability for measuring market orientation in European cultural conditions. To obtain results from other sectors, the author recommends further research replication using the MMOS instrument. © 2016 The Authors.	en
utb.faculty	Faculty of Management and Economics
dc.identifier.uri	http://hdl.handle.net/10563/1006818
utb.identifier.obdid	43873478
utb.identifier.scopus	2-s2.0-84992467255
utb.source	j-scopus
dc.date.accessioned	2017-02-28T15:11:29Z
dc.date.available	2017-02-28T15:11:29Z
dc.rights	Attribution-NonCommercial 4.0 International
dc.rights.uri	https://creativecommons.org/licenses/by-nc/4.0/
dc.rights.access	openAccess
utb.contributor.internalauthor	Jangl, Patrik
utb.fulltext.affiliation	Patrik JANGL Faculty of Management and Economics, Tomas Bata University in Zlin, Mostni 5139, 760 01 Zlin, Czech Republic E-mail: jangl@seznam.cz
utb.fulltext.dates	Received 28 April 2015; accepted 04 March 2016
utb.fulltext.references	Bentler, P. M.; Chou, C. P. 1987. Practical issues in structural modeling, Sociological Methods & Research 16: 78–117. http://dx.doi.org/10.1177/0049124187016001004 Bhuian, S. N. 1997. Exploring market orientation in banks: an empirical examination in Saudi Arabia, Journal of Services Marketing 11(5): 317–328. http://dx.doi.org/10.1108/08876049710176006 Byrne, B. 2010. Structural equation modeling: pocket guides to social research methods. New York: Oxford University Press. Deng, S.; Dart, J. 1994. Measuring market orientation: a multifactor, multi-item approach, Journal of Marketing Management 10: 725–742. http://dx.doi.org/10.1080/0267257X.1994.9964318 Deshpandé, R.; Farley, J. U. 1998. Measuring market orientation: generalization and synthesis, Journal of Market-Focused Management 2(3): 213–232. http://dx.doi.org/10.1023/A:1009719615327 Farrell, M. 2002. A Critique of development of alternative measures of market orientation, Marketing Bulletin 13(3): 1–13. Farrell, M. A.; Oczkowski, E. A. 1997. An analysis of the MKTOR and MARKOR measures of market orientation: an Australian perspective, Marketing Bulletin 8: 30–40. Frejková, D. 2014. Market orientation and customer relationship management. Brno: FP VUT BRNO. Garson, G. D. 2012. Structural equation modeling. Asheboro: Statistical Association Publishing. Gray, B.; Matear, S.; Boshoff, C.; Matheson, P. 1998. Developing a better measure of market orientation, European Journal of Marketing 32(9/10): 884–903. http://dx.doi.org/10.1108/03090569810232327 Hair, J. F.; Black, W. C.; Babin, J. B.; Anderson R. E. 2010. Multivariate data analysis. 7th ed. USA: Prentice Hall, Inc. Kerlinger, F. 1972. Základy výzkumu chování. Praha: Academia. Kline, P. 2000. The handbook of psychological testing. London: Routledge. Kohli, A. K.; Jaworski, B. J. 1990. Market orientation: the construct, research propositions, and managerial implications, Journal of Marketing 54(April): 1–18. http://dx.doi.org/10.2307/1251866 Kohli, A. K.; Jaworski, B. J.; Kumar, A. 1993. MARKOR: a measure of market orientation, Journal of Marketing Research 30(4): 467–477. http://dx.doi.org/10.2307/3172691 Kotler, P.; Burton, S.; Deans, K. R.; Brown, L.; Armstrong, G. 2013. Marketing. Australia: Pearson Australia. Malhotra, N.; Naresh, K. 2010. Marketing research – an applied orientation global edition. New Jersey: Upper Saddle River. Mohr, J. J.; Sengupta, S.; Slater, S. 2014. Marketing of high technology products and innovations. England: Pearson Education Limited. Narver, J. C.; Slater, S. F. 1990. The effect of a market orientation on business profitability, Journal of Marketing 54(October): 20–35. http://dx.doi.org/10.2307/1251757 Narver, J. C.; Slater, S. F. 1998. Customer-led and market-oriented: let’s not confuse the two, Strategic Management Journal 19(10): 1001–1006. http://dx.doi.org/10.1002/(SICI)10970266(199810)19:10<1001
utb.fulltext.sponsorship	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.