A refinement and validation of the MARKOR scale |
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Authors: | Ken Matsuno John T Mentzer Joseph O Rentz |
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Institution: | (1) Babson College, Babson Park, USA;(2) University of Tennessee, Knoxville |
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Abstract: | In this article, the authors attempt to develop an improved market orientation scale built on Kohli, Jaworski, and Kumar’s
market orientation scale (MARKOR). The modified scale is then compared with the MARKOR scale in a validation study. The authors
argue that the scale improves operationalization of the market orientation construct, and the results indicate that the psychometric
properties of the new scale are superior to those of the MARKOR scale. Implications of the results are discussed, and a future
research agenda is offered.
Ken Matsuno is assistant professor of marketing at Babson College. He received his Ph.D. from the University of Tennessee. His research
interests include marketing strategy formulation process and its outcomes and business-to-business marketing issues. His work
can be found in theJournal of Marketing, theInternational Journal of Physical Distribution and Logistics Management, and several academic conference proceedings.
John T. Mentzer is the Harry J. and Vivienne B. Bruce Excellence Chair of Business Policy in the Department of Marketing, Logistics, and
Transportation at the University of Tennessee. He received his Ph.D. from Michigan State. He has published in theJournal of the Academy of Marketing Science, Journal of Marketing, Journal of Business Logistics International Journal of
Physical Distribution and Logistics Management, Transportation Journal, Columbia Journal of World Business, Industrial Marketing
Management, Research in Marketing, and other journals.
Joseph O. Rentz is associate professor of marketing at the University of Tennessee, Knoxville. He received his Ph.D. from the University
of Georgia. His research interests include cohort analysis, measurement issues in marketing, generalizability studies, and
itnerfunctional effectiveness. He has published articles in theJournal of the Academy of Marketing Science, Journal of Marketing, andJournal of Marketing Research among others. |
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