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The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including those from the School of Psychological Sciences & Health - but also papers by researchers based within the Faculties of Science, Engineering, Humanities & Social Sciences, and from the Strathclyde Business School.

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Measuring market orientation in the Indonesian retail context

Hart, Susan and Soehadi, A.W. and Tagg, S.K. (2001) Measuring market orientation in the Indonesian retail context. Journal of Strategic Marketing, 9 (4). pp. 285-299. ISSN 0965-254X

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Abstract

The marketing literature reveals little agreement on the generalizability of two market orientation scales that were developed in earlier works. In this study, a market orientation scale was developed for a specific context,namely retailing and then assessed for reliability and validity. The data were collected from Indonesian retail firms. Three alternative models of the dimension structure of the market orientation construct were tested using confirmatory factor analysis. This procedure was then followed by a purifying process in order to investigate the stability of the items in the final MARKOR scale.The findings suggested that the four multi-item scales developed showed evidence of reliability and validity in this sample. Further, the findings showed that market orientation has positive effects on both supplier partnership and retail performance.