Title: Measuring market orientation in the manufacturing sector using the MORTN scale

Authors: Kenneth W. Green, Jr., R. Anthony Inman

Addresses: School of Business, Henderson State University, Box 7762, Arkadelphia, AR 71999, USA. ' College of Administration and Business, P.O. Box 10318, Louisiana Tech University, Ruston, LA 71272, USA

Abstract: Deshpande and Farley (1998) developed the MORTN market orientation scale as a |more parsimonious and managerially oriented| alternative to previously developed measures of market orientation. They assessed the MORTN for content validity and reliability. Using data from a sample of 177 manufacturers, an independent assessment of the scale|s unidimensionality, reliability, and validity is presented. Two dimensions (customer-focus and needs-assessment) were identified and verified. With minor re-specification, each dimension was determined to be unidimensional and reliable and to exhibit discriminant, convergent and predictive validity. These results support use of the MORTN as a viable alternative for measuring the market orientation construct.

Keywords: market orientation measurement; MORTN; scale assessment; manufacturing sector; innovation; customer-focus; needs assessment; learning; US manufacturers; USA; United States.

DOI: 10.1504/IJIL.2007.012378

International Journal of Innovation and Learning, 2007 Vol.4 No.3, pp.209 - 223

Published online: 09 Feb 2007 *

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