Further comment on “market orientation”

This further commentary article presents a C-OAR-SE-based critique of the six articles discussing ‘‘market

orientation’’ – hereafter often abbreviated as MO – in the August 2011 issue of this journal (Rong and

Wilkinson, 2011; Uncles, 2011; Wensley, 2011; Wiley, 2011; Woodside, 2011; and Young, 2011). The

main conclusion is that the MO construct should be abandoned. It should be replaced by two entirely

different constructs, briefly labeled as managerial strategy beliefs and market intelligence usage (these

new constructs, respectively, refine the thinking of the original MO theorists Narver and Slater, 1990,

and Kohli and Jaworski, 1990). Appropriate measures of the two new constructs are outlined.