market-oriented culture; responsive and proactive market orientation; market information


The purpose of the presented empirical study was to examine market orientation between groups of companies in terms of three company characteristics, i.e. main business sector, company size, and type of the market, and three environmental characteristics, i.e. market turbulence, technological turbulence and competitive intensity. Market orientation is analysed by distinguishing between a cultural and behavioural perspective and by distinguishing between a responsive and proactive form. Comparisons between groups of companies are made by testing invariant latent mean structures. The analysis of 325 Slovenian companies reveals that the particular market orientation dimensions only differ when different levels of market and technological turbulence are considered.