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.