Market orientation
Encyclopedia
Market orientation perspectives include the decision-making perspective (Shapiro, 1988), market intelligence perspective (Kohli and Jaworski, 1990), culturally based behavioural perspective (Narver and Slater, 1990), strategic perspective (Ruekert, 1992) and customer orientation perspective (Deshpande et al., 1993).
The two most prominent conceptulizations of market orientation are those given by Kohli and Jaworski (1990)and Narver and Slater (1990). While Kohli and
Jaworski (1990) considers market orientation as the implementation of the
marketing
concept, Narver and Slater (1990) considers it as an organisational culture.
Kohli and Jaworski (1990) defined market orientation as "the organization-wide generation of market intelligence, dissemniation of the inteligence across departments and organization-wide responsiveness to it"
According to them, the marketing concept is a business philosophy, whereas the term market orientation refers to the actual implementation of the marketing concept. They added that "a market orientation appears to provide a unifying focus for the efforts and projects of individuals and departments within the organization."
On the other hand, Narver and Slater (1990) consider market orientation as an organisational culture consisting of three behavioral components, namely, i) customer orientation, ii) competitor orientation and iii) interfunctional coordination.
MKTOR
The mktor scale is a 15-item, 7-point Likert-type scale, with all points specified. In this measure, market orientation is conceptualised as a one dimensional construct, with three components, namely: customer orientation, competitor orientation, and interfunctional coordination. The simple average of the scores of the three components is the market orientation score.
On the other hand, the markor scale is a 20-item, 5-point Likert scale, with only the ends of the scale specified. Here market orientation is again composed of three components as well, namely: intelligence generation, intelligence dissemination, and responsiveness.
The two most prominent conceptulizations of market orientation are those given by Kohli and Jaworski (1990)and Narver and Slater (1990). While Kohli and
Jaworski (1990) considers market orientation as the implementation of the
marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
concept, Narver and Slater (1990) considers it as an organisational culture.
Kohli and Jaworski (1990) defined market orientation as "the organization-wide generation of market intelligence, dissemniation of the inteligence across departments and organization-wide responsiveness to it"
According to them, the marketing concept is a business philosophy, whereas the term market orientation refers to the actual implementation of the marketing concept. They added that "a market orientation appears to provide a unifying focus for the efforts and projects of individuals and departments within the organization."
On the other hand, Narver and Slater (1990) consider market orientation as an organisational culture consisting of three behavioral components, namely, i) customer orientation, ii) competitor orientation and iii) interfunctional coordination.
Market orientation measurement scales
In order to measure market orientation, the two most widely used scales are MARKOR andMKTOR
The mktor scale is a 15-item, 7-point Likert-type scale, with all points specified. In this measure, market orientation is conceptualised as a one dimensional construct, with three components, namely: customer orientation, competitor orientation, and interfunctional coordination. The simple average of the scores of the three components is the market orientation score.
On the other hand, the markor scale is a 20-item, 5-point Likert scale, with only the ends of the scale specified. Here market orientation is again composed of three components as well, namely: intelligence generation, intelligence dissemination, and responsiveness.