Developing Measures of Market Orientation: The Case of Ethiopian Seed Producer Cooperatives

Dawit Tsegaye Sisay, Frans J. H. M. Verhees and Hans C. M. van Trijp

Journal of African Business, 2022, vol. 23, issue 2, 531-548

Abstract: The purpose of this study is to develop and illustrate a generally applicable approach on how scales for marketing constructs can adequately be developed for application in diverse cultural contexts, and to illustrate the approach in the development of market orientation measurement for seed producer cooperatives (SPCs) context in Ethiopia. Both cross-context comparable items and context-specific items are included. Results show that an instrument for measuring market orientation in the specific context combines both general and context-specific items. Market orientation in the context is a multidimensional construct consisting of four dimensions: customer, competitor and supplier orientation, and interfunctional coordination. SPCs and organizations that aim to support SPCs can use the market orientation measure to monitor the progress of SPCs toward successful commercial enterprises.

Date: 2022
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hdl.handle.net/10.1080/15228916.2021.1889870 (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:taf:wjabxx:v:23:y:2022:i:2:p:531-548

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/wjab20

DOI: 10.1080/15228916.2021.1889870

Access Statistics for this article

Journal of African Business is currently edited by Samuel Bonsu

More articles in Journal of African Business from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().