TOMÁŠKOVÁ, Eva, Lucie KAŇOVSKÁ, Vladimír CHALUPSKÝ and Iveta ŠIMBEROVÁ. The Method of Measuring Market Orientation. Economics bulletin. Champaign-Urbana: Univ. of Illinois, 2007, Vol. 28, No 33, p. 700-717. ISSN 1545-2921.
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Basic information
Original name The Method of Measuring Market Orientation
Name in Czech Metody měření tržní orientace
Authors TOMÁŠKOVÁ, Eva (203 Czech Republic, guarantor), Lucie KAŇOVSKÁ (203 Czech Republic), Vladimír CHALUPSKÝ (203 Czech Republic) and Iveta ŠIMBEROVÁ (203 Czech Republic).
Edition Economics bulletin, Champaign-Urbana, Univ. of Illinois, 2007, 1545-2921.
Other information
Original language English
Type of outcome Article in a journal
Field of Study 50200 5.2 Economics and Business
Country of publisher Italy
Confidentiality degree is not subject to a state or trade secret
RIV identification code RIV/00216224:14220/07:00020860
Organization unit Faculty of Law
Keywords in English Marketing; market orientation; external environment; internal environment; customers
Tags customers, external environment, Internal environment, market orientation, marketing
Tags International impact, Reviewed
Changed by Changed by: Mgr. Marie Zejdová, učo 2159. Changed: 9/4/2010 10:58.
Abstract
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).
Abstract (in Czech)
Příspěvek se zaměřuje na metody měření tržní orientace. První část tohoto příspěvku popisuje faktory, které ovlivňují tržní orientace. Tyto faktory jsou externí a interní prostředí a taktéž oborové prostředí. Druhá část se zabývá návrhem nové metody měření tržní orientace. Detailně popisuje všechny položky jednotlivých faktorů, které jsou obsaženy v první kapitole. Třetí část se pak zabývá verifikací platnosti nové metody měřící tržní orientace. Pro validaci této metody byl užit koeficient Cronbach alfa. Nejdůležitější principy této metody budou použity pro implementaci tržní orientace u hi-tech firem. Tento výzkumný projekt je podporován agenturou GAČR (GA 402/07/1493).
Links
GA402/07/1493, research and development projectName: Výzkum implementace tržní orientace u hi-tech firem
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