Measuring market orientation in the manufacturing sector using the MORTN scale Online publication date: Fri, 09-Feb-2007
by Kenneth W. Green, Jr., R. Anthony Inman
International Journal of Innovation and Learning (IJIL), Vol. 4, No. 3, 2007
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.
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