Final version of the study: The Value of Market Orientation

1. A resource-based view of intelligence dissemination and customer acceptance

8. Theoretical Background Hypotheses H1 - The better the intelligence dissemination of an organization, the better the customer acceptance of an organization.

15. Results Descriptive Statistics N Mean Median St. Dev. Sum Min Max Cron alpha Intelligence Dissemination 0,309 / 0,604 Hall talk 7 2,86 3,00 1,069 20 1 4 Interdepartmental meetings 7 2,29 2,00 0,951 16 1 4 Cross functions discussion 7 3,43 4,00 1,272 24 1 5 Document circulation 7 3,14 3,00 1,574 22 1 5 Important news share 7 4,14 4,00 0,690 29 3 5 Customer acc. dissemination 7 3,43 3,00 0,976 24 2 5 Com. marketing – manufacturing 7 4,14 5,00 1,215 29 2 5 Slow alert 7 3,71 4,00 1,496 26 1 5 Customer Acceptance 0,683 Customer acceptance 7 3,86 4,00 0,900 27 3 5 Customer satisfaction 7 3,71 4,00 0,756 26 3 5 Number of customers 7 3,29 3,00 0,951 23 2 5 Customer competitive advantage 7 3,57 3,00 0,787 25 3 5 Firm size 7 23,14 6,00 47,397 162 1 130 Firm age 7 4,86 5,00 3,388 34 1 10

17. Results Correlations Intelligence Dissemination Customer Satisfaction Firm Size Firm Age Intelligence Dissemination - Customer Satisfaction 0,720 * - Firm Size 0,454 0,871 ** - Firm Age 0,684 * 0,795 ** 0,678 * -

18. Results Regression Multiple Linear Regression – Base Model Multiple Linear Regression – Hypothesis 1 Single Linear Regression R 2 = = 0,577 B St. Dev. Sig. (T) Constant 13,545 0,697 0.000 * Firm Size 0,040 0,014 0,025 * Firm Age -0,074 0,029 0,036 * R 2 = 0,899 B St. Dev. Sig. (T) Constant 9,070 2,560 0,038 * Intel. Dissemination 0,214 0,157 0,266 Firm Size 0,032 0,013 0,089 * Firm Age 0,100 0,220 0,679 R 2 = 0,518 B St. Dev. Sig. (T) Constant 5,750 3,806 0,191 Intel. Dissemination 0,450 0,194 0,068 *