TY - JOUR
T1 - A cross-national validation of the Narver and Slater market orientation scale
AU - Ward, Steven
AU - Girardi, Antonia
AU - Lewandowska, Aleksandra
PY - 2006/3
Y1 - 2006/3
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=33749392757&partnerID=8YFLogxK
U2 - 10.2753/MTP1069-6679140205
DO - 10.2753/MTP1069-6679140205
M3 - Article
AN - SCOPUS:33749392757
SN - 1069-6679
VL - 14
SP - 155
EP - 167
JO - Journal of Marketing Theory and Practice
JF - Journal of Marketing Theory and Practice
IS - 2
ER -