Market Orientation and Marketing Innovation Activities in the Czech Manufacturing Sector

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F44555601%3A13510%2F20%3A43895448" target="_blank" >RIV/44555601:13510/20:43895448 - isvavai.cz</a>

Alternative codes found

RIV/75081431:_____/20:00001710

Result on the web

<a href="https://www.mdpi.com/2227-7072/8/1/10" target="_blank" >https://www.mdpi.com/2227-7072/8/1/10</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.3390/ijfs8010010" target="_blank" >10.3390/ijfs8010010</a>

Result language

angličtina

Original language name

Market Orientation and Marketing Innovation Activities in the Czech Manufacturing Sector

Original language description

Market competition drives organizations to higher efficiency. This paper analyses the relationship between the prevailing organization&apos;s market orientation and marketing innovation activities. The sample of organizations consists of business enterprises from the manufacturing sector in the Czech economy. Data come from the Community Innovation Survey in 2014 and are analyzed using the innovation process econometric modeling. This innovation survey covers the period of a 3 year J-curve of real GDP growth. Czechia is one of the most open economies in the world and has one of the largest shares of exports and imports to GDP. This paper evaluates four types of marketing innovation activities (design, pricing, placing and promotion methods) at the enterprise level as a factor of marketing capability. The analyzed sample consists of observations about new-to-the-market innovators and enterprises that did not engage in new-to-the-market innovation activities in the last three years. The second group are considered to be lower-level innovators, i.e., adaptors to technological change. This paper explores the relationship between local, national, European and World market orientation in addition to an enterprise&apos;s marketing innovation activities. The results suggest that not all types of marketing innovations are dependent on market orientation, while some have indirect positive and negative effects. Feedback and the future effects of marketing innovation activities are present at the enterprise level. Results also suggest that the marketing innovations of innovators form the manufacturing sector while they are dependent upon the strategies of enterprises to enter new geographical markets and gain the motivation to unlock new (hidden) demand.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

—

OECD FORD branch

50202 - Applied Economics, Econometrics

Project

<a href="/en/project/EF17_048%2F0007435" target="_blank" >EF17_048/0007435: Smart City - Smart Region - Smart Community</a><br>

Continuities

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Publication year

2020

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

International Journal of Financial Studies

ISSN

2227-7072

e-ISSN

—

Volume of the periodical

8

Issue of the periodical within the volume

1

Country of publishing house

CH - SWITZERLAND

Number of pages

9

Pages from-to

1-9

UT code for WoS article

000523481900007

EID of the result in the Scopus database

2-s2.0-85079831125