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Measuring of Market Orientation in Small and Medium Enterprises

Authors: Nožička Jiří

Year: 2008

Type of publication: článek ve sborníku

Name of source: CRM 2008

Publisher name: Univerzita Pardubice

Place: Pardubice

Page from-to: 127-130

Titles:

Language	Name	Abstract	Keywords
cze	Měření tržní orientace v malých a středních podnicích	Příspěvek se zabývá přístupem tržní orientace. Tento původně pro velké organizace vytvořený přístup prokazatelně nachází své uplatnění i v malých a středních podnicích. Pomáhá zvyšovat efektivitu silných stránek malých a středních podniků, čímž zvyšuje jejich konkurenceschopnost. Tímto je zvyšována pestrost nabídky a snižována konkurenční síla strany nabídky, což vede k prospěchu spotřebitelů.
eng	Measuring of Market Orientation in Small and Medium Enterprises	This paper deals with the market orientation approach. This approach was used mainly by larger companies in a past. But market orientation is usable for managements of small and medium enterprises too. It helps to raise their strengths which stem from their specific size. Mainly strength to be close to customer and adapt characteristics of production according to changes of costumer?s wants and needs better that larger companies could be improved by this approach. Market orientation helps to receive sustainable competitive advantage because it helps to produce products with higher percept value for customers. Market orientation has indisputable positive impact on business performance. There is necessity to measure level of market orientation. Results of this measuring can show where are points which have potential for improve of business performance.	market orientation; small and medium enterprises