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- Publisher
- Springer Journals
- Copyright
- Copyright © Academy of Marketing Science 2000
- Subject
- Economics / Management Science; Business/Management Science, general; Marketing; Social Sciences, general
- ISSN
- 0092-0703
- eISSN
- 1552-7824
- DOI
- 10.1177/0092070300284005
- Publisher site
- See Article on Publisher Site
Abstract
In this article, the authors attempt to develop an improved market orientation scale built on Kohli, Jaworski, and Kumar’s market orientation scale (MARKOR). The modified scale is then compared with the MARKOR scale in a validation study. The authors argue that the scale improves operationalization of the market orientation construct, and the results indicate that the psychometric properties of the new scale are superior to those of the MARKOR scale. Implications of the results are discussed, and a future research agenda is offered.
Journal
Journal of the Academy of Marketing Science – Springer Journals
Published: Sep 1, 2000
Keywords: Market Orientation; Business Unit; Intelligence Generation; Market Science Fall; MARKOR Scale