IDEAS home Printed from https://ideas.repec.org/a/taf/wjabxx/v23y2022i2p531-548.html
   My bibliography  Save this article

Developing Measures of Market Orientation: The Case of Ethiopian Seed Producer Cooperatives

Author

Listed:
  • Dawit Tsegaye Sisay
  • Frans J. H. M. Verhees
  • Hans C. M. van Trijp

Abstract

The purpose of this study is to develop and illustrate a generally applicable approach on how scales for marketing constructs can adequately be developed for application in diverse cultural contexts, and to illustrate the approach in the development of market orientation measurement for seed producer cooperatives (SPCs) context in Ethiopia. Both cross-context comparable items and context-specific items are included. Results show that an instrument for measuring market orientation in the specific context combines both general and context-specific items. Market orientation in the context is a multidimensional construct consisting of four dimensions: customer, competitor and supplier orientation, and interfunctional coordination. SPCs and organizations that aim to support SPCs can use the market orientation measure to monitor the progress of SPCs toward successful commercial enterprises.

Suggested Citation

  • Dawit Tsegaye Sisay & Frans J. H. M. Verhees & Hans C. M. van Trijp, 2022. "Developing Measures of Market Orientation: The Case of Ethiopian Seed Producer Cooperatives," Journal of African Business, Taylor & Francis Journals, vol. 23(2), pages 531-548, April.
    • Handle: RePEc:taf:wjabxx:v:23:y:2022:i:2:p:531-548
    DOI: 10.1080/15228916.2021.1889870
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/15228916.2021.1889870
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/15228916.2021.1889870?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:wjabxx:v:23:y:2022:i:2:p:531-548. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/wjab20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.