The marketing or market orientation became a popular topic of international researchers in the 90-ies. The empirical verification of diverse theoretical approaches in the field of economics and business served as a starting point of the present research program. Preparation of in depth interviews and case studies preceded the empirical survey, which contained 272 items observed in a nationally representative corporate sample. Analysis of marketing approach, strategy and performance of Hungarian companies was the main goal of research, concentrating on international and longitudinal comparison as well.

This research proved again in 2000, after a similar study in 1996, that the Narver and Slater scale for measuring market orientation has validity among Hungarian circumstances as well. The results showed that higher level of business performance. Customer orientation gained the greatest attention among marketing activities. Although market research and Internet advertising are cultivated low level in average, it is worth to spend money on it.

At the beginning of the 90-ies the firms concentrated on survival, but in the new Century, it was substituted by long term market penetration. Marketing strategies and approaches of Hungarian firms became similar to the companies of developed market economies like England.