Measuring market orientation: further evidence on Narver and Slater's three-component scale.
A mail survey of a national random sample of 2,000 marketing managers was conducted. The data provided by 222 respondents were analyzed to assess the dimensionality of Narver and Slater's 15-item measure of market orientation. A confirmatory factor analysis, using LISREL 8.53, provided support for each of the separate dimensions of customer orientation, competitor orientation, and interfunctional coordination. However, a combined 3-factor model of market orientation was not supported. Directions for research are suggested.
Chakrabarty
Subhra
S
Department of Marketing, Quantitative Analysis, and Business Law, College of Business and Industry, Mississippi State University, Mississippi State 39762, USA.
Rogé
Joseph N
JN
D005500:Follow-Up Studies; D006801:Humans; D040541:Marketing / Q000379:methods*; D015203:Reproducibility of Results; D011795:Surveys and Questionnaires