Journal article
A Cross-National Validation of the Narver and Slater Market Orientation Scale
The Journal of Marketing Theory and Practice, Vol.14(2), pp.155-167
2006
Abstract
Although widely used, the Narver and Slater (1990) measure of market orientation has not yet been validated by structural equation modeling (SEM). Results of SEM suggest a nine-item, three-dimensional model of the components or subscales of market orientation: customer, competitor orientation, and interfunctional coordination. Covariances between the three dimensions in the final model, however, suggest that the measures customer, competitor orientation, and interfunctional coordination can be considered as independent. A preliminary invariance test suggests that the three dimensions are robust across varying country groupings and organizational types. Implications for further research into market orientation are discussed.
Details
- Title
- A Cross-National Validation of the Narver and Slater Market Orientation Scale
- Authors/Creators
- S. Ward (Author/Creator)A. Girardi (Author/Creator)A Lewandowska (Author/Creator)
- Publication Details
- The Journal of Marketing Theory and Practice, Vol.14(2), pp.155-167
- Publisher
- M E Sharpe Inc
- Identifiers
- 991005545135907891
- Copyright
- M.E. Sharpe
- Murdoch Affiliation
- Do not use- Former Murdoch Business School
- Language
- English
- Resource Type
- Journal article
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