Measuring market orientation: A multi‐factor, multi‐item approach

Deng, Shengliang; Dart, Jack

doi:10.1080/0267257x.1994.9964318

Cited by 450 publications

(398 citation statements)

References 23 publications

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“…39,51,52 Nevertheless, the Kohli and Jaworski 42 construct incorporates cultural factors 38,53 and mainly focuses on marketing orientation instead on MO. 54 Thus, in the current study, the Narver and Slater 36 defi nition was preferred.…”

Section: Mrkis Effectivenessmentioning

confidence: 99%

An empirical investigation of the relationship between market orientation and MrkIS effectiveness in upscale hotels in Greece

Chatzipanagiotou

Vassilikopoulou²,

Siomkos³

2008

J Target Meas Anal Mark

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This study examines the nature of relationships between marketing information systems (MktIS) effectiveness and market orientation (MO) dimensions. The study utilises a canonical correlation approach in order to determine the relationship between the two constructs. The results indicate that MO and MrkIS effectiveness are related concepts. More interesting is the relationship of customer and competitor orientation, especially with the external dimensions of the MrkIS effectiveness. These are the fi rst empirical data that demonstrate a strong relationship between the customer and competitor orientation dimensions of the MO concept with the marketing procedural improvement and the two external dimensions of MrkIS effectiveness, namely customer knowledge and market responsiveness. On the other hand, interfunctional coordination is more closely related to internal climate of company ' s MrkIS effectiveness. Based on the results, managerial implications are discussed. Limitations of the study as well as future research directions are also addressed.

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Section: Mrkis Effectivenessmentioning

confidence: 99%

An empirical investigation of the relationship between market orientation and MrkIS effectiveness in upscale hotels in Greece

Chatzipanagiotou

Vassilikopoulou²,

Siomkos³

2008

J Target Meas Anal Mark

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“…The Brand knowledge items constructs have been inspired by Frishammar (2002) and McDonald et al (2007), and have been improved with suggestions from the industry. The Consumer orientation items construct are adapted from Deng & Dart (1994) and Singh & Ranchhod (2004). The idea for the new brand development items construct came from Kotler's (1999) discussion on brand challenges and advantages, and was refined with suggestions from industry managers.…”

Section: Methodsmentioning

confidence: 99%

“…Deng & Dart (1994) have argued that consumer orientation represents the extent to which marketers succeed at increasing long-term consumer satisfaction. The marketing concept, and its operationalization sidemarket orientation, are based on a premise that all organizational activities must be focused on satisfaction of consumer's need (Kotler 1999;Deng & Dart 1994).…”

Section: Successful Brand and Its Drivers: Toward A Conceptual Frameworkmentioning

confidence: 99%

An Exploratory Study of Brand Success: Evidence From the Food Industry

Davcik

Rundquist

2012

Journal of International Food & Agribusiness Marketing

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“…Such criticism was delivered for example by Farrell and Oczkowski (1997), who pointed out the low psychometric properties of the model. Deng and Dart (1994) researched available literature in order to improve the existing measurement of market orientation and concluded that market orientation consists of the fol lowing sub components: customer orientation, competi tor orientation, inter functional coordination and profit orientation. On this basis, they developed a scale of 44 items obtained from the available professional literature and previous studies.…”

Section: Introductionmentioning

confidence: 99%

“…In order to find out, they decided to build on Kohli et al (1993), Slater and Narver (1994) and expand their measu rement scales. The items in the questionnaire were created as a synthesis of market orientation measure by Deng and Dart (1994), Kohli et al (1993), Narver and Slater (1990). The result was a final version with 44 items.…”

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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Measuring market orientation: A multi‐factor, multi‐item approach

Cited by 450 publications

References 23 publications

An empirical investigation of the relationship between market orientation and MrkIS effectiveness in upscale hotels in Greece

An empirical investigation of the relationship between market orientation and MrkIS effectiveness in upscale hotels in Greece

An Exploratory Study of Brand Success: Evidence From the Food Industry

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

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