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

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