A Cross-National Validation of the Narver and Slater Market Orientation Scale
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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.
|Publication Type:||Journal Article|
|Murdoch Affiliation:||Murdoch Business School|
|Publisher:||M E Sharpe Inc|
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