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Central European Management Journal

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Year 2022 
Volume 30 
Issue 4

Is the Importance of Market Orientation Growing? A Study of High-Tech Manufacturing Companies

Marcin Soniewicki
Poznań University of Economics and Business, Poland

2022 30 (4) Central European Management Journal

DOI 10.7206/cemj.2658-0845.93


Purpose: The article analyzes the market-orientation level and its impact on high-tech manufacturing companies’ competitiveness at two points in time.

Design/methodology/approach: The analysis is based on data from two surveys from 2011 and 2019, conducted with the same questionnaire, in Poland, a state that has experienced many changes after 1989 and after joining the European Union in 2004.

Findings: The results indicated that during the eight years between the surveys, the importance of high-tech companies’ market orientation grew considerably. Moreover, in 2011 the level of market orientation explained over 11% of the variance in the competitiveness of high-tech manufacturing companies, while in the 2019 survey, it explained over 22% of the variance. Moreover, nearly all highly competitive high-tech manufacturing companies analyzed in the study also revealed high levels of market orientation.

Research limitations: The main limitation of the study is the fact that the findings refer to Polish manufacturing high-tech companies, so any generalizations to other regions or industries should be treated with caution.

Research implications: Managers of high-tech companies should develop and maintain the highest possible level of market orientation. However, a high level of market orientation does not automatically guarantee high competitiveness.

Originality: This study is the first to empirically test the influence of market orientation on high-tech companies’ competitiveness level in the “new EU countries” at two points in time.


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Soniewicki, Marcin (2022). Is the Importance of Market Orientation Growing? A Study of High-Tech Manufacturing Companies. (2022). Is the Importance of Market Orientation Growing? A Study of High-Tech Manufacturing Companies. Central European Management Journal, 30(4), 150-174. https://doi.org/10.7206/cemj.2658-0845.93 (Original work published 2022)

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Soniewicki, Marcin. “Is The Importance Of Market Orientation Growing? A Study Of High-Tech Manufacturing Companies”. 2022. Central European Management Journal, vol. 30, no. 4, 2022, pp. 150-174.

Chicago style

Soniewicki, Marcin. “Is The Importance Of Market Orientation Growing? A Study Of High-Tech Manufacturing Companies”. Central European Management Journal, Central European Management Journal, 30, no. 4 (2022): 150-174. doi:10.7206/cemj.2658-0845.93.