CORPORATE CULTURE AND MARKET ORIENTATION IN HIGH-TECH COMPANIES

The purpose of this paper is to extend knowledge on the relations between market orientation and a company performance. The study works on the assumption that company performance is influenced (among other factors) by company culture. Starting point of the research is definition of market orientation and measurement of its nature in the Czech high-tech companies. The barriers of market orientation based on dominant corporate culture were defined and discussed. The empirical research is based on several approaches the data were obtained by questionnaires while the market orientation is derived from our own definition, the corporate culture analysis was based on the organization culture assessment instrument (OCAI). The results indicates two groups of barriers for market orientation implementation internal and external. The influence of these two groups is quantified using logical framework and statistical analysis. The value of this research can be seen in two mutually dependent areas in the "scientific level" the is the contribution seen in more in-depth analysis of mutual relationships between these two concepts, in the "practical level" the results show the most "promising" ways in the improvement of organizational issues connected with a corporate culture decisions.