5 Measuring Market Orientation: Are There Differences Between Business Marketers and Consumer Marketers?

Felix T. Mavondo, Mark A. Farrell

Research output: Contribution to journalArticleResearchpeer-review

46 Citations (Scopus)

Abstract

The paper investigates issues of scale equivalence and generalisability across different populations. This area of research is important because it allows for valid comparisons to be made when studies investigate the same constructs across qualitatively distinct populations. The study investigates the generalisability of the Narver and Slater (1990) and the Kholi, Jaworski and Kumar (1993) models of market orientation. Results indicate that the Narver and Slater model of market orientation is understood equivalently across different populations (i.e. it is more generalisable). Thus, on the basis of our results, researchers undertaking cross‐cultural, cross‐country, cross‐group or cross‐industry comparisons of market orientation would choose the Narver and Slater approach.

Original languageEnglish
Pages (from-to)223-244
Number of pages22
JournalAustralian Journal of Management
Volume25
Issue number2
DOIs
Publication statusPublished - 1 Jan 2000

Keywords

  • BUSINESS MARKETERS
  • CONSUMER
  • MARKET ORIENTATION
  • MEASURE INVARIANCE

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