A Cross-National Validation of the Narver and Slater Market Orientation Scale

Ward, S., Girardi, A. and Lewandowska, A (2006) A Cross-National Validation of the Narver and Slater Market Orientation Scale. The Journal of Marketing Theory and Practice, 14 (2). pp. 155-167.

Abstract

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.