Measuring Market Orientation : Are There Differences Between Business
نویسندگان
چکیده
The paper investigates issues of scale equivalence and generalisability across different populations. This area of research is important because it allows for valid comparisons to be made when studies investigate the same constructs across qualitatively distinct populations. The study investigates the generalisability of the Narver and Slater (1990) and the Kholi, Jaworski and Kumar (1993) models of market orientation. Results indicate that the Narver and Slater model of market orientation is understood equivalently across different populations (i.e. it is more generalisable). Thus, on the basis of our results, researchers undertaking crosscultural, cross-country, cross-group or cross-industry comparisons of market orientation would choose the Narver and Slater approach.
منابع مشابه
Determination of the Alignment between Information Systems and Marketing
This paper addresses the challenge of measuring alignment. Two different approaches are developed: one based on seven dimensions of strategic orientation; and one based on eight dimensions of market orientation. A formula is developed for the calculation of alignment. The formula is applied to a survey of 175 large New Zealand companies. Analyses of the results suggest overall similarity betwee...
متن کاملAn Appraisal of Research on the Predictive Power of Market Orientation
The majority of studies on market orientation claim compelling evidence exists that market orientation has a positive effect on business performance. This study takes a closer look at 51 studies which have addressed the relationship between market orientation and business performance between 1990 and 2002. The results show that there is no unequivocal evidence as to if and when market orientati...
متن کاملMarket orientation and organizational performance: A comparison of industrial versus consumer companies in mainland China using market orientation scale (MARKOR)
Although not conclusive, past empirical marketing strategy studies conducted in the United States and western European countries suggested a strong positive relationship between market orientation and a company’s performance. The objective of this study is to investigate the reliability and validity of the market orientation construct in a very different socioeconomic, cultural, and business en...
متن کاملImpact of Market Orientation and Innovation on Entrepreneurship and Value Creation for Customers in Food Industry’ SMEs
The present research carried out to study the relationship of market orientation and innovation and their effect on entrepreneurship and value creation for customers. To do so, as the sample was unlimited, 241 active companies in agriculture and food industry were selected as the samples by random sampling method. Via standard questionnaire, we gathered data on managers and senior experts' opin...
متن کاملInvestigating the Role of Brand Orientation and Entrepreneurship Orientation on Brand Performance in Green Food Producers
Entrepreneurial orientation is a valuable structure for understanding how and why some companies are able to grow regularly over time through new ways. The aim of this study is to Investigating the role of Brand Orientation and Entrepreneurship orientation on Brand Performance in Green food producers. This is an applied and descriptive study and has been performed by the survey method. The samp...
متن کامل