Measuring market orientation: some evidence on Narver and Slater's three-component scale

The dimensionality o f Narver and Slater's market orientation measure is investigated via three different measurement models using confirmatory factor analysis. None o f the three models, including unidimensional and multidimensional specifications, provide a good fit. Further, an examination o f the original 21-item scale indicates that the components comprising the market orientation scale are only partially related to the dimensions originally proposed by Narver and Slater.

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