A Cross national validation of the Narver and Slater marketing orientation scale | Macquarie University ResearchOnline

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Title: A Cross national validation of the Narver and Slater marketing orientation scale
Related: Journal of marketing theory and practice, Vol. 14, Issue 2, (2006), p.155-167
Publisher: M. E. Sharpe
Date: 2006
Author/Creator: Ward, Steven
Author/Creator: Girardi, Antonia
Author/Creator: Lewandowska, Aleksandra
Description: Although widely used, the Narver and Slater (1990) measure of market orientation has not yet been validated by structural equation modeling (SEM). Results of SEM suggest a nine-item, three-dimensional model of the components or subscales of market orientation: customer, competitor orientation, and interfunctional coordination. Covariances between the three dimensions in the final model, however, suggest that the measures customer, competitor orientation, and interfunctional coordination can be considered as independent. A preliminary invariance test suggests that the three dimensions are robust across varying country groupings and organizational types. Implications for further research into market orientation are discussed.
Description: 13 page(s)
Resource Type: journal article
Organisation: Macquarie University. Dept. of Marketing and Management

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