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Further comment on “market orientation”

Journal Article


Abstract


  • 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.

Publication Date


  • 2012

Citation


  • Rossiter, J. R. (2012). Further comment on “market orientation”. Australasian Marketing Journal, 20 (1), 108-112.

Scopus Eid


  • 2-s2.0-84855212047

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/145

Has Global Citation Frequency


Number Of Pages


  • 4

Start Page


  • 108

End Page


  • 112

Volume


  • 20

Issue


  • 1

Place Of Publication


  • United Kingdom

Abstract


  • 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.

Publication Date


  • 2012

Citation


  • Rossiter, J. R. (2012). Further comment on “market orientation”. Australasian Marketing Journal, 20 (1), 108-112.

Scopus Eid


  • 2-s2.0-84855212047

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/145

Has Global Citation Frequency


Number Of Pages


  • 4

Start Page


  • 108

End Page


  • 112

Volume


  • 20

Issue


  • 1

Place Of Publication


  • United Kingdom