process of obtaining market information, its dissemina tion within the company and strategy implementation in response to the information obtained. The author of this study defines market orientation as a process of customer and competitor intelligence generation, intelligence dis semination and integration and responsiveness to mar ket intelligence. The shortened version of the instrument (MMOS) has been designed for practical reasons at the request of managers with company experience. The modi fied version also includes an important item "integration" of market information within company which is based on the ideas of Mohr et al. (2014). Also Deshpandé and Farley (1998) Abstract. The aim of this validation study was to verify a four factor model of market orientation on a sample of German high tech companies in the manufacturing industry. A modified version of the measuring scale (MMOS), composed of twelve items, was used for measurement. The target group consisted of business and marketing managers (N = 374) who recorded their an swers on a seven point Likert scale. The main methods used to achieve the objectives were exploratory and confirmatory factor analyses. Having verified the psychometric properties of the instrument, I proceeded to confirm the hypothesis of a four factor solution model. Reliability and validity of the measuring instrument was also examined, which allowed a confirmation of the second hypothesis. The research may serve as the evidence of the instrument suitability for measuring market orientation in European cultural conditions. To obtain results from other sectors, the author recommends further research replication using the MMOS instrument.

Abstract. Th is article will contribute to better understanding of the phenomenon of market orientation and measurement of market orientation on the Czech market. Th e primary aim of this paper is to describe a concept of market orientation and to develop a modifi ed model of market orientation (MMOM). Th e target group of respondents is mainly managers (N=328) of high-tech companies. Reached respondents were asked to fi ll in a questionnaire prepared on a website in digital form. A seven-point Likert-type scale ranging from 1 (absolutely disagree) to 7 (absolutely agree) were used to help the respondents express their opinion. Th e main method of statistical analysis is exploratory and confi rmatory factor analysis. Th is analysis supported the hypothesis about four-factor structure. Four dimensions (Customer Intelligence Generation, Competitor Intelligence Generation, Intelligence Dissemination & Integration and Responsiveness to Market Intelligence) were found.

A Market orientation belongs to the permanent factors of success and even in the periods of economic instability it helps to keep a company in a good condition. This article aims to compare the Czech and German model of market-orientation of high-tech companies in the manufacturing industry. the overall index of market orientation in the Czech Republic and Germany is almost identical. Subsequently, invariance was tested using the method of Multigroup Confirmatory Factor Analysis. a comparison of absolute terms of the models shows that significant difference among the coefficients exists in the item regarding obtaining information about competitors -i.e. competitor intelligence generation. the research did not demonstrate statistically significant differences between the models. All criteria consistently confirm configural, metric and partial scalar invariance. the only rejected equivalence is scalar invariance. In this study, therefore, no significant differences were demonstrated between the models of market-orientation of Czech and German high-tech companies. There are other studies that deal with the measurement invariance models of market-oriented high-tech companies. Using Czech and German data, this work has helped to clarify that the two versions of the measuring instruments (English and Czech) are indeed equivalent to each other. Based on the research findings, academics and managers are recommend the use both measuring scales indiscriminately as valid tools for determining the index of market orientation in high-tech firms in the manufacturing industry. For now, there is no similar or comparable research in the Czech Republic or Germany. For this reason, it seems appropriate to replicate this research in the future, including discussions with authors who deal with the issue of market orientation.