Vztah měření výkonnosti marketingu a tržní orientace a jejich dopad na výkonnost malých a středních firem

The goal of this thesis is to explore the relationship between two important strategic concepts – marketing performance measurement (MPM) and market orientation (MO) – and to discover their impact on the performance of small and medium sized enterprises. The performance is assessed by using objective measures alongside subjective assessments provided by the managers. The thesis is focused on the findings and then categorization related to the metrics that are used in practice for the measurement of marketing performance. To reach the goals, a preliminary study was carried out. The chosen form was a semi-structured in-depth interview with 5 respondents (managers or company owners). This preliminary study was followed by quantitative research performed again on small and medium sized enterprises with 150 respondents made up of mangers and board members. The research was realized by CATI method, MKTOR scale was used for the level of market orientation, for MPM a financial indicator was used, that of ROA from EBIT, with a combination of subjective assessment from respondents. The interview results were processed by hypothesis testing using correlation analysis (Spearman’s correlation coefficient), after that, linear regression and finally, using fuzzy set qualitative comparative analysis (fsQCA). The results of the statistic processing show that respondents use a smaller number of performance metrics on average when compared with literature, specifically 18,35. The thesis also brings findings related to competitors. The market share is not, according to the respondents, the most frequently used metric in the competitor domain even when the literature claims it so. The correlation analysis shows a weak positive correlation between customer metrics and customer orientation. Similarly, the thesis brings concrete configurations in which companies can reach a greater performance for their business. This result is valid not only for objective performance, but for subjective performance as well. In accordance with the literature, the fsQCA confirms a configuration with a high level of market orientation and extensive use of customer metrics, in contradiction with the literature there is a configuration with a low level of market orientation and an extensive use of competitor metrics.