A piacorientáció kulturális és magatartási megközelítésének empirikus összehasonlító elemzése

Abstract

The researches launched into the market orientation of enterprises have a 30-year-old history but a generally accepted, so called "dominant" approach did not appear during this time. The experts and researchers dealing with the topic usually try to approach and define the concept with one of the two perspectives. The most common methodologies of these two approaches - the internationally tested behaviour-based MARKOR and the culture-based MKTOR scales - are compared and contrasted in our research. The base of our comparative research is a nationwide representative corporate questionnaire with a sample size of 250. In the research, the level of the market orientation of the enterprises was determined separately with MARKOR and MKTOR scales, then the results were compared and evaluated according to the literature.