A refinement and validation of the MARKOR scale

被引：89
|
作者：
Matsuno, K [1 ]
Mentzer, JT
Rentz, JO
机构：
[1] Babson Coll, Babson Pk, MA 02157 USA
[2] Univ Tennessee, Dept Mkt Logist & Transportat, Knoxville, TN USA
来源：
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE | 2000年 / 28卷 / 04期
关键词：
D O I：
10.1177/0092070300284005
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
In this article, the authors attempt to develop an improved market orientation scale built on Kohli, Jaworski, and Kumar's market orientation scale (MARKOR). The modified scale is then compared with the MARKOR scale in a validation study. The authors argue that the scale improves operationalization of the market orientation construct, and the results indicate that the psychometric properties of the new scale are superior to those of the MARKOR scale. Implications of the results are discussed, and a future research agenda is offered.
引用
收藏
页码：527 / 539
页数：13
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