mixed material bibliography 1998

p. 93-121 This paper report on an intergrative, cross-national study which synthesizes and retests work of three separate groups of researchers who in the late 1980's developed measurements of a firm's Market Orientation. The projects resulted in three different but syntactically similar Market Orientation scales which, along with other measures, were used to support substantive conclusion, particularly those involving firm Performance. Based on a new study of 82 managers in 27 European and U.S. companies, we show that all three sacles are reliable and valid. These scales are also seem to generalize well international, both in term of realibility and prediction of Performance. We also show that the scales are similar to one another in terms of various validity measures and in the terms of correlations with Performance measures. Finally, we synthesize a 10-item scale based on a more parsimonious definition of Market Orientation as: " the set of cross-functional processes and activities directed at creating and satisfying customers throught conditinous needs-assessement." Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen 26137 2008-01-11 00:00:00 2008-01-11 00:00:00 machine generated