Effect of Marketing Orientation on Business Performance: A Study from Slovak Foodstuff Industry

Abstract

In theory, marketing orientation represents established concept using a wide spectrum of approaches, methods and tools and it may be considered as a strategy for achieving sustainable competitive advantage. Although this concept has been thoroughly examined in various studies there is a research gap regarding Slovak context. The aim of this paper is to examine and evaluate the degree of marketing orientation in businesses from foodstuff industry in Slovakia and to identify relationships between their marketing orientation and business performance. We applied behavioral perspective for marketing orientation measurement using MARKOR scales as a base. Results of the research should confirm hypothesis about dependence between marketing orientation of businesses and their success on the market via chosen business performance indicators, where we assume that businesses with higher degree of marketing orientation will exhibit better financial, economic, respectively market results. These findings will help business identify beneficial elements of marketing orientation that could be implemented with the intention to improve business performance and position on the market.

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