A Cross-National Validation of the Narver and Slater Market Orientation Scale

Ward, Steven; Girardi, Antonia; Lewandowska, Aleksandra

doi:10.2753/mtp1069-6679140205

Cited by 26 publications

(22 citation statements)

References 42 publications

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“…Still, there are other studies on the measurement of invariance in market orientation. Ward, Girardi and Lewandowska (2006) dealt with a comparison of factor structure of the modified model of market orientation by Narver and Slater. They compared Australian, Dutch and Singaporean companies discovered that there was no statistically significant difference between the studied models.…”

Section: Verification Of Invariancementioning

confidence: 99%

A Comparison of the Market Orientation Model in Czech and German High-Tech Companies

Jangl¹

2016

Acta Univ. Agric. Silvic. Mendelianae Brun.

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A Market orientation belongs to the permanent factors of success and even in the periods of economic instability it helps to keep a company in a good condition. This article aims to compare the Czech and German model of market-orientation of high-tech companies in the manufacturing industry. the overall index of market orientation in the Czech Republic and Germany is almost identical. Subsequently, invariance was tested using the method of Multigroup Confirmatory Factor Analysis. a comparison of absolute terms of the models shows that significant difference among the coefficients exists in the item regarding obtaining information about competitors -i.e. competitor intelligence generation. the research did not demonstrate statistically significant differences between the models. All criteria consistently confirm configural, metric and partial scalar invariance. the only rejected equivalence is scalar invariance. In this study, therefore, no significant differences were demonstrated between the models of market-orientation of Czech and German high-tech companies. There are other studies that deal with the measurement invariance models of market-oriented high-tech companies. Using Czech and German data, this work has helped to clarify that the two versions of the measuring instruments (English and Czech) are indeed equivalent to each other. Based on the research findings, academics and managers are recommend the use both measuring scales indiscriminately as valid tools for determining the index of market orientation in high-tech firms in the manufacturing industry. For now, there is no similar or comparable research in the Czech Republic or Germany. For this reason, it seems appropriate to replicate this research in the future, including discussions with authors who deal with the issue of market orientation.

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Section: Verification Of Invariancementioning

confidence: 99%

A Comparison of the Market Orientation Model in Czech and German High-Tech Companies

Jangl¹

2016

Acta Univ. Agric. Silvic. Mendelianae Brun.

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“…Ward et al (2006) attempted to validate the MKTOR scale in a multiple-country context using structural equation modeling (SEM). They concluded that the MKTOR measure is more likely a collection of three separate measures rather than having the one dimension encompassing the 15 items as suggested by Narver and Slater (1990).…”

Section: Comparison and Criticism Of Market Orientation Scalesmentioning

confidence: 99%

Conceptualization and Measurement of Market Orientation: A Review with a Roadmap for Future Research

Dursun¹,

Kilic²

2017

IJBM

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The purpose of this study is to review the existing research on the definition, conceptualization and measurement of market orientation and to provide guidance on the direction of future research in this area. Even though the number of research studies on market orientation has increased substantially, there is still no agreement among scholars regarding how to define market orientation, how broad its scope is, and how to measure it. Although the number of market orientation measurement scales has increased over the years, there is still limited research on how to differentiate between the various measures of market orientation. It is hoped that this review will provide researchers a deeper understanding of the scope of market orientation, help them select a suitable market orientation scale for their studies, and guide them in a more productive research path on the definition and measurement of market orientation.

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“…However, Narver and Slater (1998) criticized it for being too narrow in content. Ward, Girardi and Lewandowska (2006) replicated the rese arch of the measuring scale MKTOR by structural equation modelling (SEM) using SPSS Statistics and SPSS AMOS. In the theoretical part, they list contradictions in determining the relationship of market orientation with business perfor mance.…”

Section: Introductionmentioning

confidence: 99%

Model of Market Orientation of High-Tech Firms in Germany: Validation Study

Jangl

2016

Business: Theory and Practice

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process of obtaining market information, its dissemina tion within the company and strategy implementation in response to the information obtained. The author of this study defines market orientation as a process of customer and competitor intelligence generation, intelligence dis semination and integration and responsiveness to mar ket intelligence. The shortened version of the instrument (MMOS) has been designed for practical reasons at the request of managers with company experience. The modi fied version also includes an important item "integration" of market information within company which is based on the ideas of Mohr et al. (2014). Also Deshpandé and Farley (1998) Abstract. The aim of this validation study was to verify a four factor model of market orientation on a sample of German high tech companies in the manufacturing industry. A modified version of the measuring scale (MMOS), composed of twelve items, was used for measurement. The target group consisted of business and marketing managers (N = 374) who recorded their an swers on a seven point Likert scale. The main methods used to achieve the objectives were exploratory and confirmatory factor analyses. Having verified the psychometric properties of the instrument, I proceeded to confirm the hypothesis of a four factor solution model. Reliability and validity of the measuring instrument was also examined, which allowed a confirmation of the second hypothesis. The research may serve as the evidence of the instrument suitability for measuring market orientation in European cultural conditions. To obtain results from other sectors, the author recommends further research replication using the MMOS instrument.

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A Cross-National Validation of the Narver and Slater Market Orientation Scale

Cited by 26 publications

References 42 publications

A Comparison of the Market Orientation Model in Czech and German High-Tech Companies

A Comparison of the Market Orientation Model in Czech and German High-Tech Companies

Conceptualization and Measurement of Market Orientation: A Review with a Roadmap for Future Research

Model of Market Orientation of High-Tech Firms in Germany: Validation Study

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