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• W2024374089 abstract "The marketing literature reflects remarkable inconsistency in defining two of its most frequently used terms, “the marketing concept” and “market orientation”. Through a critical review of the marketing literature and an empirical analysis of data collected from 248 Canadian firms, the authors established a four‐component measure of “market orientation”. The resulting multi‐factor, multi‐item instrument provides a foundation for future studies." @default.
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• W2024374089 date "1994-11-01" @default.
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• W2024374089 title "Measuring market orientation: A multi‐factor, multi‐item approach" @default.
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• W2024374089 doi "https://doi.org/10.1080/0267257x.1994.9964318" @default.
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