Patrik Jangl ,

Faculty of Management and Economics,

Tomas Bata University in Zlin, Czech Republic,

Email: jangl@seznam.cz

MODEL OF MARKET ORIENTATION OF HIGH-TECH FIRMS IN THE CZECH REPUBLIC

ABSTRACT. This article will contribute to better understand- ing of the phenomenon of market orientation and mea- surement of market orientation on the Czech market. The primary aim of this paper is to describe a concept of mar- ket orientation and to develop a modified model of market orientation (MMOM). The target group of respondents is mainly managers (N=328) of high-tech companies. Reached respondents were asked to fill in a questionnaire prepared on a website in digital form. A seven-point Likert-type scale ranging from 1 (absolutely disagree) to 7 (absolutely agree) were used to help the respondents express their opinion. The main method of statistical analysis is exploratory and confirmatory factor analysis. This analysis supported the hy- pothesis about four-factor structure. Four dimensions (Cus- tomer Intelligence Generation, Competitor Intelligence Generation, Intelligence Dissemination & Integration and Responsiveness to Market Intelligence) were found.

Received: December, 2014

1st Revision: January, 2015

Accepted: April, 2015

DOI:10.14254/2071- 789X.2015/8-1/8

JEL Classification: M31, M10

Keywords: Market Orientation, Exploratory and Confir- matory Factor Analysis, Reliability, Validity, High-Tech Sec- tor, Czech Republic, MMOM, MMOS