Measuring market orientation: A multi‐factor, multi‐item approach
- 1 November 1994
- journal article
- research article
- Published by Taylor & Francis in Journal of Marketing Management
- Vol. 10 (8) , 725-742
- https://doi.org/10.1080/0267257x.1994.9964318
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.Keywords
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