Measuring market orientation: A multi‐factor, multi‐item approach

Shengliang Deng · Jack Dart

603 citations0/0 files storedJournal of Marketing Management

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Innovation and Knowledge Management Marketing and Advertising Strategies Organizational Management and Innovation

Abstract

The marketing literature reflects remarkable inconsistency in defining two of its most frequently used terms, “the marketing concept” and “market orientation”. Through a critical review of the marketing literature and an empirical analysis of data collected from 248 Canadian firms, the authors established a four‐component measure of “market orientation”. The resulting multi‐factor, multi‐item instrument provides a foundation for future studies.

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References

1979A Paradigm for Developing Better Measures of Marketing Constructs 1979Review of Psychometric theory (2nd ed.).1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1960Essentials of Psychological Testing 1990The Effect of a Market Orientation on Business Profitability 1969Broadening the Concept of Marketing 1979Reliability: A Review of Psychometric Basics and Recent Marketing Practices

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2005Learning orientation and market orientation 1998Developing a better measure of market orientation 2001A synthesis of contemporary market orientation perspectives 1999A Measure of Export Market Orientation: Scale Development and Cross-cultural Validation 2003The effect of market orientation on buyer–seller relationship satisfaction 1999The Relationship between Subjective and Objective Company Performance Measures in Market Orientation Research: Further Empirical Evidence

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