Measuring market orientation in several populations

Nora Lado · Alberto Maydeu‐Olivares

130 citations0/0 files storedEuropean Journal of Marketing

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Innovation and Knowledge Management Marketing and Advertising Strategies International Business and FDI

Abstract

Most researchers have studied economic performance linked to market orientation, while a lesser interest has been shown in validating this construct’s measure. We present a study of market orientation designed to obtain a valid measure of the market orientation construct. After presenting a theoretical model of market orientation, it is applied to investigate the usefulness of this construct in insurance companies of two European countries. Key features of the research methodology include several rounds of pretesting, multiple informant assessment, and a covariance structure procedure to show the structural validity of a measure of market orientation. The results show that the measure proposed is represented by a factorial structure that can be interpreted as an overall market orientation factor in both populations and a country‐specific additional factor.

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References

1990Comparative fit indexes in structural models.1980Competitive Strategy: Techniques for Analyzing Industries and Competitors 1985Competitive Advantage: Creating and Sustaining Superior Performance 1990The Effect of a Market Orientation on Business Profitability 1990Structural Model Evaluation and Modification: An Interval Estimation Approach 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1993Market Orientation: Antecedents and Consequences 1989LISREL 7 : user's reference guide

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