A cross-national validation of the Narver and Slater market orientation scale

Steven Ward*, Antonia Girardi, Aleksandra Lewandowska

*Corresponding author for this work

Research output: Contribution to journalArticle

18 Citations (Scopus)

Abstract

Although widely used, the Narver and Slater (1990) measure of market orientation has not yet been validated by structural equation modeling (SEM). Results of SEM suggest a nine-item, three-dimensional model of the components or subscales of market orientation: customer, competitor orientation, and interfunctional coordination. Covariances between the three dimensions in the final model, however, suggest that the measures customer, competitor orientation, and interfunctional coordination can be considered as independent. A preliminary invariance test suggests that the three dimensions are robust across varying country groupings and organizational types. Implications for further research into market orientation are discussed.

Original languageEnglish
Pages (from-to)155-167
Number of pages13
JournalJournal of Marketing Theory and Practice
Volume14
Issue number2
DOIs
Publication statusPublished - Mar 2006

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