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• W2030638841 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." @default.
• W2030638841 created "2016-06-24" @default.
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• W2030638841 date "2007-01-01" @default.
• W2030638841 modified "2023-09-23" @default.
• W2030638841 title "Measuring market orientation in the manufacturing sector using the MORTN scale" @default.
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• W2030638841 doi "https://doi.org/10.1504/ijil.2007.012378" @default.
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