Description

In order to improve operationalization and psychometric properties, a market orientation scale (MARKOR) taken from Kohli et al. (1993) is modified. The resulting market orientation scale (MO) has three dimensions: intelligence generation, intelligence dissemination, and responsiveness.

Items

• Marketing personnel in our business unit spend time discussing customers' future needs with other functional departments.
• Our business unit periodically circulates documents (e.g., reports, newsletters) that provide information on our customers.
• We have cross-functional meetings very often to discuss market trends and developments (e.g., customers, competition, suppliers).
• We regularly have interdepartmental meetings to update our knowledge of regulatory requirements.
• Technical people in the business unit spend a lot of time sharing information about technology for new products with other departments.
• Market information spreads quickly through all levels in this business unit.

Source

• Matsuno et al. (2000): A refinement and validation of the MARKOR scale. Journal of the Academy of Marketing Science, Vol. 28, No. 4, pp. 527-539