Additional Thoughts on the Measurement of Market Orientation: A Comment on Deshpande and Farley |
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Authors: | John C Narver Stanley F Slater |
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Institution: | (1) School of Business Administration, University of Washington, Seattle, WA 98195, USA;(2) University of Washington, Bothell, Bothell, WA 98021, USA |
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Abstract: | Deshpande and Farley examinethe reliability and validity of three well-known market-orientationscales from which they derive a single market-orientation scale.We believe that their synthesized scale effectively capturesa business's customer-value orientation which is the essenceof a market orientation, and that this scale development is adefinite contribution to marketing thought and practice. However,in two other respects we disaree with them. First, we believethere is more evidence of a positive market-orientation - performancerelationship than they acknowledge. Second, we hold that bothlogic and scholarly research strongly support the idea that amarket orientation is nothing less than an organization's culture. |
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Keywords: | market orientation organization culture customer value |
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