MARKET ORIENTATION OF COMPANIES WITH THE BRAND “ZNAČKA KVALITY SK”

Simona Šályová, Janka Táborecká-Petrovičová, Alena Kaščáková

Abstract


Market orientation represents an established concept whose implementation leads to the achievement of superior performance. Specific features of market-oriented companies are the subject of many studies for years. The purpose of this article is to examine the market orientation of two types of companies from foodstuff industry in Slovakia. In this article we compare the market orientation of food producers who are holders of certificate of quality “Značka kvality SK” and those who are not. “Značka kvality SK” is a certificate awarded by Ministry of Agriculture and Rural Development of the Slovak Republic. In our research, we would like to find out if the companies which are awarded as leaders in food quality have a predisposition for market-oriented behavior. In our research we used statistical parametric t-test and the non-parametric Mann-Whitney test. The results indicate that there is no significant difference between market orientation of producers who hold the certificate of quality “Značka kvality SK” and those who do not. These findings support the assumption that concept of market orientation is applicable for all kinds of companies. This article presents partly the results of complex research focused on investigating the relationship between market orientation and business performance.

Keywords


Market orientation. Market-oriented behavior. Foodstuff industry. Quality mark. Food quality

Full Text:

PDF PDF

References


Abiodun, S. T., Mahmood, R. (2015). Fostering Export Performance in SMEs : The Roles of Export Market Orientation and Learning Orientation in Turbulent Environment. International Journal of Economic Perspectives, 9(2). Available at: .

Avlonitis, G. J., Gounaris, S. P. (1997). Marketing Orientation and Company Performance: Industrial vs. Consumer Goods Companies. Industrial Marketing Management, 26(5), 385-402. http://dx.doi.org/10.1108/EUM0000000005779

Bodlaj, M., Rojšek, I. (2010). The market orientation of Slovenian companies: two-group comparisons. Economic and Business Review for Central and South-Eastern Europe, 12(2), 89-108. Retrieved form: http://www.ebrjournal.net/ojs/index.php/ebr/article/view/54.

Cadogan, J. W., Diamantopoulos, A. (1995). Narver and Slater, Kohli and Jaworski and the market orientation construct: integration and internationalization. Journal of Strategic Marketing, 30(4), 41-60. http://dx.doi.org/10.1080/09652549500000003.

Chakravorti, S. (2013, April 22–23). Market orientation of firms in international markets: A review. Research article presented in the 3rd Annual International Conference on Enterprise Marketing and Globalization (EMG 2013), organized by Global Science and Technology Forum in Singapore.

Dong, X., Hinsch, C. A., Zou, S., Fu, H. (2013). The effect of market orientation dimensions on multinational SBUs strategic performance. International Marketing Review, 30(6), 591-616. DOI 10.1108/IMR-12-2011-0284.

Gadimi, D., Hasanzadeh, M., Ajirloo, M. B. (2013), Relationship between Market Orientation Dimensions and Business Performance Dimensions. International Journal of Management Research and Review, 3(9), 3493-3500. http://search.proquest.com/openview/43d75ca0264ed7bc8b823575e3be29bb/1?pq-origsite=gscholar.

Gellynck, X., Benterle, A., Kühne, B., Carraresi, L., Stranieri, S. (2012). Market orientation and marketing management of traditional food producers in the EU. British Food Journal, 114(4), 481-499. DOI 10.1108/00070701211219513.

Grbac, B., First, I. (2011). Dynamics of market orientation in Croatian economy. Zbornik Radova Ekonomski Fakultet u Rijeka, 29(2)., 373-394. Retrieved from: http://search.proquest.com.ezproxy.umb.sk:8080/docview/927735772?accountid=17223.

Harmsen, H.,Grunert, K., Decklerck, F. (2000). Why did we make that cheese? An empirically based framework for understanding what drives innovation activity. R&D Management, 30(2), 151-166.

Hooley, G., Fahy, J., Greenley, G., Beracs, J., Fonfara, K., Snoj, B. (2003), Market Orientation in the Service Sector of the Transition Economies of the Central Europe. European Journal of Marketing, 37(1/2), 86-106. Available at: http://dx.doi.org/10.1108/03090560310453975.

Kohli, A. K., Jaworski, B. J. (1990). Market Orientation: The Construct, Propositions, and Managerial Implications. Journal of Marketing, 54(2), 1-18.

Kohli, A. K., Jaworski, B. J., & Kumar, B. (1993). MARKOR: A Measure of Market Orientation. Journal of Marketing Research, 30 (2), 467-771. DOI: 10.2307/3172691

Kotler, P. (1988). Principlef of Marketing, 6th ed., Prentice-Hall, Englewood Cliffs, NJ.

Lewis, C., Pick, P., Vickerstaff, A. (2001). Trapping versus substance. Market orientation in food and drink SMEs. British Food Journal, 103(5), 300-312.

Ministry of Agriculture and Rural Development of the Slovak Republic, 2017, http://www.mpsr.sk/en/index.php?navID=28

Musová, Z. (2013). Spoločenská zodpovednosť v marketingovej praxi podnikov. Banská Bystrica : Univerzita Mateja Bela, Ekonomická fakulta.

Narver, J. C., Slater, S. F. (1990), The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54(4), 20-35. Available at: http://www.jstor.org/stable/1251757.

Ngai, J. C. H., Ellis, P. (1998), Market Orientation and Business Performance: Some Evidence From Hong Kong. International Marketing Review, 15(2), 119-139. http://dx.doi.org/10.1108/02651339810212502.

Nwokah, N. G., (2008). Strategic market orientation and business performance. The study of food and beverages organisations in Nigeria. European Journal of Marketing, 42(3/4), 279-286. DOI 10.1108/03090560810852922.

Piercy, N. (1992), Market Led Strategic Change, Butterworth‐Heinemann, Oxford.

Pitt, L., Caruana, A., Berthon, P. R. (1996), Market Orientation and Business Performance: Some European Evidence. International Marketing Review, 13(1), 5-18. Available at:

http://dx.doi.org/10.1108/02651339610111317.

Poliačiková, E. (2007). Marketing. Banská Bystrica : Univerzita Mateja Bela, Ekonomická fakulta.

Pulendran, S., Speed, R., Widing II, R. E. (2003), Marketing Planning, Market Orientation and Business Performance. European Journal of Marketing, 37(3/4), 476-497. Available at: http://dx.doi.org/10.1108/03090560310459050.

Raju, P.S., Lonial, S.C. (2001). The Impact of Quality Context and Market Orientation on Organizational Performance in a Service Environment. Journal of Service Research, 4(2), 140-154.

Ramayah, T., Samat, N., Lo, M. (2011). Market orientation, service quality and organizational performance in service organizations in Malaysia. Asia-Pacific Journal of Business Administration, 3(1), 8-27. DOI 10.1108/17574321111116379.

Táborecká-Petrovičová, Ďado, Zajková (2014, October 30-31). Aspekty spotrebiteľského etnocentrizmu v procese tvorby marketingovej stratégie. Zborník príspevkov z medzinárodnej vedeckej konferencie Globalizácia a fenomén národnej kultúry konanej v Podhájskej, pp. 271-286. Retrieved from: http://www.eeda.sk/default/publikacie/zborniky/zbornik-globalizacia-2014.pdf.

Varela, J. A., & Río, M. (2003), Market Orientation Behavior : An Empirical Investigation Using MARKOR. Marketing Intelligence & Planning, 21 (1), 6-15. doi: 10.1108/02634500310458108.




DOI: http://dx.doi.org/10.12955/cbup.v5.962

Refbacks

  • There are currently no refbacks.


Print ISSN 1805-997X, Online ISSN 1805-9961

(c) 2016 Central Bohemia University