Measuring market orientation in the manufacturing sector using the MORTN scale

Kenneth W. Green and Jr.

International Journal of Innovation and Learning, 2007, vol. 4, issue 3, 209-223

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.

Keywords: market orientation measurement; MORTN; scale assessment; manufacturing sector; innovation; customer-focus; needs assessment; learning; US manufacturers; USA; United States. (search for similar items in EconPapers)
Date: 2007
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=12378 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijilea:v:4:y:2007:i:3:p:209-223

Access Statistics for this article

More articles in International Journal of Innovation and Learning from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().