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Measuring market orientation in the manufacturing sector using the MORTN scale

Author

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  • Kenneth W. Green
  • Jr.

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.

Suggested Citation

  • Kenneth W. Green & Jr., 2007. "Measuring market orientation in the manufacturing sector using the MORTN scale," International Journal of Innovation and Learning, Inderscience Enterprises Ltd, vol. 4(3), pages 209-223.
    • Handle: RePEc:ids:ijilea:v:4:y:2007:i:3:p:209-223
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