[Show abstract][Hide abstract] ABSTRACT: The marketing literature reflects remarkable inconsistency in defining two of its most frequently used terms, “the marketing concept” and “market orientation”. Through a critical review of the marketing literature and an empirical analysis of data collected from 248 Canadian firms, the authors established a four‐component measure of “market orientation”. The resulting multi‐factor, multi‐item instrument provides a foundation for future studies.
Journal of Marketing Management 11/1994; 10(8):725-742.
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