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The Importance of Market Orientation in Creating a Competitive Advantage of Micro, Small, and Medium-Sized Companies in the Internationalization Process
Abstract
The chapter concentrates on the concept of market orientation. It uses data from an empirical quantitative study conducted by the author in which more than 1,200 companies were examined. Market orientation intensity has been measured with the use of the MKTOR scale, which over the years has been tested by many researchers and is widely accepted in literature. The chapter consists of four parts. The first one presents internationalization theory and contains a thorough presentation of the concept of market orientation, as well as an explanation of its importance to micro, small and medium-sized enterprises. The following parts contain the methodology and results of the empirical study. Its analyses compare companies of various sizes that operate only locally with those undergoing an internationalization process in terms of market orientation intensity and competitiveness. At the end of the chapter, there are conclusions and practical advice concerning market orientation for contemporary micro, small and medium-sized companies.
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