A Critique of the Development of Alternative Measures of Market Orientation

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.

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