The Market Orientation Construct: Measurement and Scaling Issues

Bruce Wrenn

152 citations0/0 files storedThe Journal of Marketing Theory and Practice

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

Abstract

The marketing conceptlmarket(ing) orientation constructs are examined from both a historical perspective and with respect to measurement and scaling issues. These three constructs are defined and studies from more than thirty years of empirical investigation of topics are referenced, summarized, and categorized by measurement objectives and fmdings. Measurement theory is discussed with implications for scaling the three constructs, with particular emphasis on the appropriate use of categorical, Likert, and Thurstone scales. Suggestions are provided for marketing managers seeking to measure their organization’s marketing orientation or extent of adoption of the marketing concept.

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References

1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1979A Paradigm for Developing Better Measures of Marketing Constructs 1969The Handbook of Social Psychology 1992Measuring Service Quality: A Reexamination and Extension 1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1993Market Orientation: Antecedents and Consequences

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2000Market Orientation in the Transition Economies of Central Europe:2015A stakeholder approach to corporate social responsibility, reputation and business performance 2001The impact of quality practices on customer satisfaction and business results: product versus service organizations 2008The implementation of a market orientation 2004An Empirical Investigation of the Link between Market Orientation and Business Performance in Nonprofit Service Providers

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