The full text of this article
Measuring market orientation in the manufacturing sector using the MORTN scale
by Kenneth W. Green, Jr., R. Anthony Inman
International Journal of Innovation and Learning (IJIL), Vol. 4, No. 3, 2007
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.
Online publication date: Fri, 09-Feb-2007
is only available to individual subscribers or to users at subscribing institutions.
Go to Inderscience Online Journals to access the Full Text of this article.
Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.
Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Innovation and Learning (IJIL):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable).
See our Orders page to subscribe.
If you still need assistance, please email email@example.com