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Measuring Market Orientation: Are There Differences Between Business Marketers and Consumer Marketers?

Author

Listed:
  • Felix T. Mavondo

    (Department of Marketing, Monash University, Wellington Road, Clayton, VIC 2168. Email: Felix.Mavondo@BusEco.monash.edu.au)

  • Mark A. Farrell

    (School of Management, Charles Sturt University, Wagga Wagga, PO Box 588, NSW 2678. Email: mfarrell@csu.edu.au)

Abstract

The paper investigates issues of scale equivalence and generalisability across different populations. This area of research is important because it allows for valid comparisons to be made when studies investigate the same constructs across qualitatively distinct populations. The study investigates the generalisability of the Narver and Slater (1990) and the Kholi, Jaworski and Kumar (1993) models of market orientation. Results indicate that the Narver and Slater model of market orientation is understood equivalently across different populations (i.e. it is more generalisable). Thus, on the basis of our results, researchers undertaking cross†cultural, cross†country, cross†group or cross†industry comparisons of market orientation would choose the Narver and Slater approach.

Suggested Citation

  • Felix T. Mavondo & Mark A. Farrell, 2000. "Measuring Market Orientation: Are There Differences Between Business Marketers and Consumer Marketers?," Australian Journal of Management, Australian School of Business, vol. 25(2), pages 223-244, September.
    • Handle: RePEc:sae:ausman:v:25:y:2000:i:2:p:223-244
    DOI: 10.1177/031289620002500206
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    References listed on IDEAS

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    1. William Meredith, 1993. "Measurement invariance, factor analysis and factorial invariance," Psychometrika, Springer;The Psychometric Society, vol. 58(4), pages 525-543, December.
    2. James Steiger & Alexander Shapiro & Michael Browne, 1985. "On the multivariate asymptotic distribution of sequential Chi-square statistics," Psychometrika, Springer;The Psychometric Society, vol. 50(3), pages 253-263, September.
    3. Ledyard Tucker & Charles Lewis, 1973. "A reliability coefficient for maximum likelihood factor analysis," Psychometrika, Springer;The Psychometric Society, vol. 38(1), pages 1-10, March.
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    Citations

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    Cited by:

    1. Gary Woller, 2002. "From market failure to marketing failure: market orientation as the key to deep outreach in microfinance," Journal of International Development, John Wiley & Sons, Ltd., vol. 14(3), pages 305-324.
    2. Chen, Shu-Ching & Quester, Pascale G., 2009. "A value-based perspective of market orientation and customer service," Journal of Retailing and Consumer Services, Elsevier, vol. 16(3), pages 197-206.
    3. Jin-An Huang & Chi-Shiun Lai & Jer-San Hu & Rhay-Hung Weng, 2014. "The impact of market orientation on patient loyalty: the mediation of relationship quality," Service Business, Springer;Pan-Pacific Business Association, vol. 8(4), pages 499-515, December.

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