A Critique of the Development of Alternative Measures of Market Orientation

Mark Farrell

Research output: Contribution to journalArticle

Abstract

This study critically examines the development of alternative measures of market orientation that are primarily based on combining the MARKOR and MKTOR measures. The study argues that this empirical approach, while producing results that may be equivalent to established measures in terms of predictive ability, adds little contribution to the literature. The simplicity of this approach is demonstrated by the development of another 'new' measure of market orientation, which is shown to marginally outperform both MARKOR and MKTOR in explaining variations in business performance.
Original languageEnglish
Pages (from-to)1-13
Number of pages13
JournalMarketing Bulletin
Volume13
Issue number1
Publication statusPublished - 2002

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