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Modelling market orientanon : a structural equation approach

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  • Lado, Nora
  • Maydeu Olivares, Alberto
  • Rivera Camino, Jaime Eduardo

Abstract

Most researchers have studied economic performance linked to market orientation, while a lesser interest has been shown in validating this construct's measure. We present a study of market orientation designed to obtain a valid measure of the market orientation construct. After presenting a theoretical model of market orientation, it is applied to investigate the usefulness of this construct in insurance companies of two European countries. Key features ofthe research methodology include several rounds of pretesting, multiple informant assessment, and a covariance structure procedure to show the structural validity of a measure of market orientation. The results show that the measure proposed is represented by a factorial structure that can be interpreted as an overall market orientation factor in both populations and a country specific additional factor.

Suggested Citation

  • Lado, Nora & Maydeu Olivares, Alberto & Rivera Camino, Jaime Eduardo, 1996. "Modelling market orientanon : a structural equation approach," DEE - Working Papers. Business Economics. WB 7060, Universidad Carlos III de Madrid. Departamento de Economía de la Empresa.
    • Handle: RePEc:cte:wbrepe:7060
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    1. Webster, Frederick Jr., 1988. "The rediscovery of the marketing concept," Business Horizons, Elsevier, vol. 31(3), pages 29-39.
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    1. Álvarez, María José & Lado, Nora & Villanueva Orbaiz, María Luisa, 1998. "Innovation, marketing information sharing and new product success in the European insurance sector," DEE - Working Papers. Business Economics. WB 6539, Universidad Carlos III de Madrid. Departamento de Economía de la Empresa.

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