Next Article in Journal
The Impact of Education on Household Income in Rural Vietnam
Next Article in Special Issue
Disclosure of Strategic Managers’ Factotum: Behavioral Incentives of Innovative Business
Previous Article in Journal
The Bayesian Approach to Capital Allocation at Operational Risk: A Combination of Statistical Data and Expert Opinion
Previous Article in Special Issue
Determinants of Indebtedness: Influence of Behavioral and Demographic Factors
Article

Market Orientation and Marketing Innovation Activities in the Czech Manufacturing Sector

1
Faculty of Social and Economic Studies, Department of Economics and Management, Jan Evangelista Purkyně University v Ústí nad Labem, Pasteurova 1, 400 96 Ústí nad Labem, Czech Republic
2
Institute of Technology and Business in České Budějovice, Faculty of Corporate Strategy, Department of Economics, Okružní 517/10, 370 01 České Budějovice, Czech Republic
*
Author to whom correspondence should be addressed.
Int. J. Financial Stud. 2020, 8(1), 10; https://0-doi-org.brum.beds.ac.uk/10.3390/ijfs8010010
Received: 15 January 2020 / Revised: 4 February 2020 / Accepted: 5 February 2020 / Published: 18 February 2020
(This article belongs to the Special Issue Advances in Behavioural Finance and Economics)
Market competition drives organizations to higher efficiency. This paper analyses the relationship between the prevailing organization’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’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. View Full-Text
Keywords: market orientation; international competition; business performance; marketing innovation; motivation; innovation strategies; exporters; manufacturing; marketing capabilities market orientation; international competition; business performance; marketing innovation; motivation; innovation strategies; exporters; manufacturing; marketing capabilities
MDPI and ACS Style

Vokoun, M.; Píchová, R. Market Orientation and Marketing Innovation Activities in the Czech Manufacturing Sector. Int. J. Financial Stud. 2020, 8, 10. https://0-doi-org.brum.beds.ac.uk/10.3390/ijfs8010010

AMA Style

Vokoun M, Píchová R. Market Orientation and Marketing Innovation Activities in the Czech Manufacturing Sector. International Journal of Financial Studies. 2020; 8(1):10. https://0-doi-org.brum.beds.ac.uk/10.3390/ijfs8010010

Chicago/Turabian Style

Vokoun, Marek, and Romana Píchová. 2020. "Market Orientation and Marketing Innovation Activities in the Czech Manufacturing Sector" International Journal of Financial Studies 8, no. 1: 10. https://0-doi-org.brum.beds.ac.uk/10.3390/ijfs8010010

Find Other Styles
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Back to TopTop