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  • 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).
  • 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). (en)
Title
  • The Method of Measuring Market Orientation
  • The Method of Measuring Market Orientation (en)
skos:prefLabel
  • The Method of Measuring Market Orientation
  • The Method of Measuring Market Orientation (en)
skos:notation
  • RIV/00216224:14220/07:00020860!RIV10-GA0-14220___
http://linked.open...avai/riv/aktivita
http://linked.open...avai/riv/aktivity
  • P(GA402/07/1493)
http://linked.open...iv/cisloPeriodika
  • 33
http://linked.open...vai/riv/dodaniDat
http://linked.open...aciTvurceVysledku
http://linked.open.../riv/druhVysledku
http://linked.open...iv/duvernostUdaju
http://linked.open...titaPredkladatele
http://linked.open...dnocenehoVysledku
  • 433077
http://linked.open...ai/riv/idVysledku
  • RIV/00216224:14220/07:00020860
http://linked.open...riv/jazykVysledku
http://linked.open.../riv/klicovaSlova
  • Marketing; market orientation; external environment; internal environment; customers (en)
http://linked.open.../riv/klicoveSlovo
http://linked.open...odStatuVydavatele
  • IT - Italská republika
http://linked.open...ontrolniKodProRIV
  • [E86FAAA180C1]
http://linked.open...i/riv/nazevZdroje
  • Economics bulletin
http://linked.open...in/vavai/riv/obor
http://linked.open...ichTvurcuVysledku
http://linked.open...cetTvurcuVysledku
http://linked.open...vavai/riv/projekt
http://linked.open...UplatneniVysledku
http://linked.open...v/svazekPeriodika
  • Vol. 28
http://linked.open...iv/tvurceVysledku
  • Šimberová, Iveta
  • Tomášková, Eva
  • Chalupský, Vladimír
  • Kaňovská, Lucie
issn
  • 1545-2921
number of pages
http://localhost/t...ganizacniJednotka
  • 14220
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