Comparing Market Orientation Scales: A Content Analysis
نویسنده
چکیده
Content analysis was used to compare the MKTOR and MARKOR market orientation scales in relation to the theoretical position that originally inspired their development. The underlying meanings of each scale appear to be significantly different. MARKOR integrates an organizational view of market orientation and develops an assessment the firm’s potentiality. MKTOR is more centered on the customer orientation and exhibits a “check list ” approach.
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