Publication:
Modelling market orientanon : a structural equation approach

Loading...
Thumbnail Image
Identifiers
Publication date
1996-05
Defense date
Advisors
Tutors
Journal Title
Journal ISSN
Volume Title
Publisher
Impact
Google Scholar
Export
Research Projects
Organizational Units
Journal Issue
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.
Description
Keywords
Market orientation, Insurances sector, Strategy, Factor analysis, LISREL
Bibliographic citation