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Measuring of Market Orientation on Sample of Small and Medium Innovative Enterprises

Author

Listed:
  • Jiří Nožička

    (University of Pardubice)

  • Stanislava Grosová

    (Institute of Chemical Technology Prague)

Abstract

Small and medium enterprises are key part of all market-driven economies. Their size allows them to respond flexibly to market changes and create a more various supply of products for customers. An important role of the SMEs is on the innovation market, which is an integral part of our economy. Innovative products have a higher ability to succeed in the global market competition because they are difficult to imitate. The development of these products depends on the ability of organizations to keep in touch with the market and follow the latest developments. This ability is significantly improved by implementing marketing philosophy through market orientation methodology. The object of study of sample is demonstration that analyzed small and medium-sized innovative enterprises that have adopted market principles into management system have increased their business performance through highly innovative products significantly improved their position on the market.

Suggested Citation

  • Jiří Nožička & Stanislava Grosová, 2012. "Measuring of Market Orientation on Sample of Small and Medium Innovative Enterprises," Acta Universitatis Bohemiae Meridionales, University of South Bohemia in Ceske Budejovice, vol. 15(1), pages 31-42.
    • Handle: RePEc:boh:actaub:v:15:y:2012:i:1:p:31-42
    DOI: 10.32725/acta.2012.003
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    Keywords

    Small and Medium Enterprises; Market Orientation; Innovative Entrepreneurship;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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