Modelling market orientanon: a structural equation approach

Alberto Maydeu Olivares and Jaime Eduardo Rivera Camino
Authors registered in the RePEc Author Service: Alberto Maydeu-Olivares ()

DEE - Working Papers. Business Economics. WB from Universidad Carlos III de Madrid. Departamento de Economía de la Empresa

Abstract: Most researchers have studied economic performance linked to market orientation, while a lesser interest has been shown in validating this construct's measure. We present a study of market orientation designed to obtain a valid measure of the market orientation construct. After presenting a theoretical model of market orientation, it is applied to investigate the usefulness of this construct in insurance companies of two European countries. Key features ofthe research methodology include several rounds of pretesting, multiple informant assessment, and a covariance structure procedure to show the structural validity of a measure of market orientation. The results show that the measure proposed is represented by a factorial structure that can be interpreted as an overall market orientation factor in both populations and a country specific additional factor.

Keywords: Market; orientation; Insurances; sector; Strategy; Factor; analysis; LISREL (search for similar items in EconPapers)
Date: 1996-05
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Citations: View citations in EconPapers (1)

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