Abstract

OSPINA, José Miguel  and  PEREZ, Gabriel. A Measure of Market Orientation: Development and Validation in a Different Cultural Context. Innovar [online]. 2013, vol.23, n.49, pp.41-50. ISSN 0121-5051.

For several decades, researchers and marketing practitioners have proclaimed that the adoption of a consumer-oriented philosophy is the key to developing and maintaining a sustainable competitive advantage for a business operating in a highly competitive environment. The interest shown has not been sufficient to dispel certain concerns about the construct's domain, and the methodology followed for measuring it in different cultural contexts. This paper examines the reliability and validity of three scales for measuring market orientation in a Spanish-speaking international context. The results confirm those obtained from previous research efforts. The study of the three scales, when combined, suggests the existence of six dimensions that are measurable with eighteen items.

Keywords : Marketing orientation; marketing strategy.

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