A piacorientáció hatása a vállalati versenyképességre = The Impact of Market Orientation on Competitiveness

A tanulmány a piacorientáció és a versenyképesség összefüggését elemzi egy átfogóbb koncepcionális modell keretében, amely a piacorientáció szervezeti előzményeire, a piacorientáció egyes dimenziói és a vállalati teljesítmény közötti kapcsolatra, valamint a környezetből származó bizonytalanság moderáló hatásaira fókuszál. Ahhoz, hogy növeljük a tanulmány érvényességét, az elemzés során olyan változókat kontrolláltunk, amelyekről úgy véltük, hogy a piacorientáció mellett szintén befolyásolhatják a vállalatok versenyképességét, mint például a vállalati stratégia, illetve néhány releváns vállalati jellemző. Az eredmények alapján megállapíthatjuk, hogy a piacorientáció pozitív vagy semleges hatással van a vállalati versenyképesség különböző indikátoraira. Kutatásunk tehát nem támasztotta alá egyes, a válságidőszakokban készült tanulmányok következtetéseit, amely szerint gazdasági válság időszakában a piacorientáció gátolja a vállalatokat abban, hogy megfelelően reagáljanak a környezetben bekövetkezett változásokra. A piacorientáció eltérő dimenzióinak szerepe ugyanakkor átértékelődik a környezetből fakadó bizonytalanság egyes típusainak eltérő mértékű erősödésével. ----- Abstract: The study investigates the association between market orientation and corporate competitiveness in frame of a wider conceptual model that focuses on the organisational antecedents of market orientation, the relationship between the dimensions of market orientation and corporate performance and the moderating role of environmental uncertainty. To increase the validity of our study, we controlled other variables that had also been expected to influence competitiveness such as corporate strategy and some relevant characteristics of companies. Based on the results we can conclude that the effects of market orientation on the different indicators of competitiveness are either positive or neutral. Our research did not support the conclusions of previous studies which stated that in times of economic crisis market orientation inhibits companies to react to the changes of the environment in an appropriate way. The importance of the dimensions of market orientation however can change due to the diverse extent to which the different kinds of environmental uncertainty intensify.

Az exportpiac-orientáció előzményei és annak exportteljesítményre gyakorolt hatása a magyar felsőoktatási intézményekben (Antecedents to the export market orientation of Hungarian higher education institutions, and their export performance consequences)

A felsőoktatás nemzetközi versenyképességének vizsgálata azt mutatja, hogy egyre szélesebb körben alkalmazzák a sikeres egyetemek azokat a megközelítéseket, amelyeket az elmúlt fél évszázadban a menedzsmentirodalom az üzleti szférában meghonosított. A szerzők a felsőoktatási ágazatra terjesztik ki az exportpiac- orientáció elméletét, és azt vizsgálják, hogy milyen előzmények vezetnek annak kialakulásához. Elemzik továbbá, hogy az exportpiac-orientáció milyen hatással van a felsőoktatási intézmények exportteljesítményére. A tanulmány továbbá kitér az exportpiac-orientáció és az exportteljesítmény kapcsolatát befolyásoló környezeti tényezők hatásának vizsgálatára is. A szerzők az említett összefüggéseket két almintán vizsgálják (a nemzetköziesedésben és a tudományos kutatásban vezető egyetemek vs. az előbbi dimenziókban gyengébben teljesítő felsőoktatási intézmények). Az eredmények alapján megállapítják, hogy az exporttapasztalat mindkét egyetemi csoportnál az exportteljesítmény szignifikáns előrejelzője, míg az exportkoordináció csupán a nemzetköziesedésben gyengébben teljesítő egyetemek csoportjánál magyarázza az exportpiac-orientáció változását. Megfigyelhető továbbá, hogy az exportpiac-orientáció exportteljesítményre gyakorolt hatása erősebb a nemzetköziesedésben vezető magyar egyetemeknél, míg a nemzetközi piacokon tapasztalható verseny intenzitása fokozza a nemzetközi irányultság kialakulását ugyanezen csoportnál. ______ The authors extend the theory of export market orientation to the higher education sector, and explore the association between export coordination, export experience, export market orientation, export performance and the competitive environment in the context of Hungarian higher education sector. The aforementioned relations are analyzed on two subsamples (universities with a top performance vs. universities with a lower performance in regard of internationalization and scientific research). Based on the results, the authors conclude that export experience is a significant predictor of export performance in both groups of institutions, while export coordination can only explain changes in export market orientation for the group comprising the universities that lag behind in terms of internationalization. They observe, moreover, that export market orientation becomes stronger as competitive forces in the environment intensify.

Az értékesítés és a marketing kapcsolatának piaci tájékozódásban betöltött szerepe és meghatározó tényezői (Role of the sales and marketing relationship in market orientation and its determining factors)

A szerző kutatásában azt vizsgálja, hogy az értékesítés területén dolgozó munkatársak piaci megfigyeléseit milyen mértékben képesek beépíteni a marketingvezetők a menedzsmentmunkába. Az értékesítési munkatársak piaci megfigyelései mindig naprakészek, ráadásul jelentősebb ráfordítás nélkül hozzáférhetők. A marketing- és a sales munkatársak közötti hagyományosan konfliktusokkal terhelt kapcsolat miatt azonban a vállalatok sokszor mégsem aknázzák ki a piaci tájékozódásnak ezt a lehetőségét. A nagyvállalati mintán empirikusan tesztelt modell szerint a menedzserek azon képessége, hogy felhasználják a vállalaton belül rendelkezésre álló információkat, alapvetően nem egyéni, hanem szervezeti képesség. Azok a menedzserek, akik olyan cégeknél dolgoznak, ahol a vállalati továbbképzések során más részlegek munkájába is bekapcsolódhatnak, nagyobb mértékben támaszkodnak a munkatársak piaci megfigyeléseire döntéseik meghozatala során. _____ The author examines in her research that to what extent marketing leaders can build market experience of sales employees into the management activity. Because of the traditionally problematic relationship between marketing and sales employees, companies do not exploit this opportunity of market orientation. According to the model tested on a big corporation sample, the capacity of managers to use information available within the company is basically not an individual but organisational capacity.

Cognitive dissonance and the effect of acceptance of methodology, beliefs about religion, religious orientation, and dogmatism on the success of university students in a religious studies course

The problem investigated was negative effects on the ability of a university student to successfully complete a course in religious studies resulting from conflict between the methodologies and objectives of religious studies and the student's system of beliefs. Using Festinger's theory of cognitive dissonance as a theoretical framework, it was hypothesized that completing a course with a high level of success would be negatively affected by (1) failure to accept the methodologies and objectives of religious studies (methodology), (2) holding beliefs about religion that had potential conflicts with the methodologies and objectives (beliefs), (3) extrinsic religiousness, and (4) dogmatism. The causal comparative method was used. The independent variables were measured with four scales employing Likert-type items. An 8-item scale to measure acceptance of the methodologies and objectives of religious studies and a 16-item scale to measure holding of beliefs about religion having potential conflict with the methodologies were developed for this study. These scales together with a 20-item form of Rokeach's Dogmatism Scale and Feagin's 12-item Religious Orientation Scale to measure extrinsic religiousness were administered to 144 undergraduate students enrolled in randomly selected religious studies courses at Florida International University. Level of success was determined by course grade with the 27% of students receiving the highest grades classified as highly successful and the 27% receiving the lowest grades classified as not highly successful. A stepwise discriminant analysis produced a single significant function with methodology and dogmatism as the discriminants. Methodology was the principal discriminating variable. Beliefs and extrinsic religiousness failed to discriminate significantly. It was concluded that failing to accept the methodologies and objectives of religious studies and being highly dogmatic have significant negative effects on a student's success in a religious studies course. Recommendations were made for teaching to diminish these negative effects.

Development of ``HealthServe'': A measure of customer service orientation in healthcare

An assessment tool designed to measure a customer service orientation among RN's and LPN's was developed using a content-oriented approach. Critical incidents were first developed by asking two samples of healthcare managers (n = 52 and 25) to identify various customer-contact situations. The critical incidents were then used to formulate a 121-item instrument. Patient-contact workers from 3 hospitals (n = 102) completed the instrument along with the NEO-FFI, a measure of the Big Five personality factors. Concurrently, managers completed a performance evaluation scale on the employees participating in the study in order to determine the predictive validity of the instrument.^ Through a criterion-keying approach, the instrument was scaled down to 38 items. The correlation between HealthServe and the supervisory ratings of performance evaluation data supported the instrument's criterion-related validity (r =.66, p $<$.0001). Incremental validity of HealthServe over the Big Five was found with HealthServe accounting for 46% of the variance.^ The NEO-FFI was used to assess the correlation between personality traits and HealthServe. A factor analysis of HealthServe suggested 4 factors which were correlated with the NEO-FFI scores. Results indicated that HealthServe was related to Extraversion, Openness to Experience, Agreeableness, Conscientiousness and negatively related to Neuroticism.^ The benefits of the test construction procedure used here over the use of broad-based measures of personality were discussed as well as the limitations of using a concurrent validation strategy. Recommendations for future studies were provided. ^

Academic achievement orientation of West Indian American parents and adolescents

Literature addressing academic achievement orientation of Black adolescents in the United States often depicts poor school related attitudes and adaptation patterns, low academic achievement, and deficient family backgrounds. However, some researchers maintained that certain Black immigrant groups possessed positive academic achievement orientations and exemplary academic achievements (Ogbu, 1991; Gibson, 1991; Vernez, & Abrahamse, 1996). In this study, I attempted to combine qualitative data from multiple sources (surveys, interviews, observations, literature, and document analysis), using standard case study methodology and the constant comparative method of analysis to understand the relationship that existed between the academic achievement orientation of a select group of West Indian American parents and adolescents in Broward County, Florida. The sub-sample of 11 families, comprising 15 adolescents and 13 parents, was selected through maximum variation sampling from a pool of 23 families. The findings were presented as a single composite case study. The participants possessed specific, longstanding educational and career goals for the children. The parents were deeply involved and were knowledgeable of their children's schools and academic progress. While mothers were the parents most actively involved in the schools, fathers were strong authoritative figures. Families evidenced a strong moral religious base with set rules of behavior, firm parenting practices, and established chains of authority. Family members emphasized education over material things; reading over audiovisual or social activities; family cohesion over individual wishes; and academics over extracurricular activities. The parents' strong positive academic achievement orientation was communicated to the children and reinforced by relatives, family friends, and others. In turn, the adolescents possessed positive school-related attitudes and attributional styles. While they admitted their parents were somewhat strict, they voluntarily complied with the rules and were highly motivated to succeed because they believed their parents deeply cared for them and that education leads to success and upward mobility. Each adolescent was pursuing an academic track and planning for college and specific profession. The findings support Ogbu's cultural ecological model (1991). I recommend these findings to teachers, counselors, administrators, parents, and others working with West Indian American families. ^

The academic orientation of first and second generation Nicaraguan immigrant adolescents

The rise in diversity and numbers of U.S. immigrants since 1965 has spawned a number of studies about the education of these immigrants and their children. Most of this research finds that school-age immigrants arriving in the last 20 years have the highest drop-out rates, lowest test scores, and are less likely than their native born peers to go to college. This dissertation examines the experiences of Nicaraguan immigrant youth living in Miami and the factors that make some of these adolescents feel positive about education, while others have negative attitudes about education. The method for this study combined structured and unstructured interviews, participant observation, focus groups, and data collected from a larger data set to understand the academic orientation of 25 Nicaraguan youths over a 4-year period. One of the independent variables is length of time in the United States. During the time of my initial contact with the subjects, 6 had been living in the United States for less than 3 years, 14 had been living in the United States between 6 and 12 years, and 6 had been living in the in the United States most or all of their lives (either they were born in the United States or had resided here for over 12 years). ^ Results are based on the students' particular experiences, which influence the dependent variable, academic orientation. Besides length of time, the independent variables also include ethnic self-identity, perceived discrimination, social capital in Miami, and peer influence. The study finds that those who are very recent arrivals have a “dual frame of reference,” that is, they directly compare their educational opportunities here in the United States, with their prior, often less favorable, situation in their homeland. Many of those who were born in Nicaragua, but have been residing in Miami most of their lives, have a less favorable view of education based on a higher degree of perceived discrimination. However, those who are second generation Nicaraguans deliberately take advantage of the strength inherent in their co-ethnic community unique to Miami. Recognition of this ethnic community prompts them to perceive education as worthwhile. ^

Employee Orientation: An Organizational and Experiential Learning Approach

Employee orientation problems for a resort chain were studied and addressed through action research. The implemented solution leveraged experiential learning to foster employee initiative and problem solving to instill a culture of learning, improve customer satisfaction and increase employee retention. Business results were achieved but learner/ management reaction was mixed.

A Study of Intercultural Adjustment Regarding Time Orientation of Russian Students in the U.S. Academic Environment

The study investigates intercultural adjustment (IA) of Russian students to the U.S. academic environment. IA is examined through the lens of the Time orientation (T orientation) of Kluckhohn and Strodtbeck’s (1961) theory of value orientations. The study reveals students’ T orientation and degrees, perceived difficulties, and strategies of adjustment.