Market orientation and strategic behaviour at high-tech companies
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Technická Univerzita v Liberci
Technical university of Liberec, Czech Republic
Technical university of Liberec, Czech Republic
Abstract
The paper is focused on market orientation with a special emphasis on strategic behaviour at high–tech companies in the Czech Republic. Market orientation is based on marketing conception and is described by many researchers as a method that helps to contribute to the better management of a company. The perception of the implementation of market orientation is evolving. However, the main principle is still the same – market orientation has a positive impact on business performance. Nowadays, a lot of authors deal with the implementation of market orientation. From this reason, we have undertaken research entitled: “Research on implementation on market orientation in Hi-Tech Firms” (GA 402/07/1493). The paper deals with market orientation and strategic behavior at hi-tech firms. The objective of the paper is to assess relationships between market orientation and strategic behaviour at high-tech companies. The data was acquired via a New Method questionnaire, which measured market orientation in a company. The New Method questionnaire, containing a 7-point Likert scale created by Tomaskova [54] was used for the research. The complete database was analyzed by using standard statistical methods (correlation analysis, Spearman correlation coefficient, chi-square) as well as other sophisticated techniques (Cronbach alpha). The main results of the research show that the level of market orientation at hi-tech firms in the Czech Republic is high and confirms the importance of obtaining information and using this information inside the company for market orientation. The main results of the research findings show that market orientation has a significant influence on strategic behaviour. It is possible to say that strategic behaviour is a part of market orientation. This strategic behaviour can be divided into two parts: Firstly gaining information for strategic company decision-making and, secondly, ways of using the information obtained in a company. Both these parts have a significant influence on business performance.
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competency-based approach, competencies, competency models, human resource management, competitive advantage, survey
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12123609