The MORTN market orientation instrument - an empirical analysis

Pont, Marcin and Shaw, Robin N. 2004, The MORTN market orientation instrument - an empirical analysis, in International business trends contemporary readings 2004 Edition, Academy of Business Administration, [London, England], pp. 269-276.

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Title The MORTN market orientation instrument - an empirical analysis
Author(s) Pont, Marcin
Shaw, Robin N.
Conference name Academy of Business Administration. Conference (2004: London, England)
Conference location London, England
Conference dates 21-25 July 2004
Title of proceedings International business trends contemporary readings 2004 Edition
Editor(s) Fullerton, Sam
Moore, David
Publication date 2004
Start page 269
End page 276
Publisher Academy of Business Administration
Place of publication [London, England]
Summary This paper focuses on Deshpande and Farley's (1998) MORTN market orientation instrument. Specifically, the paper investigates empirically the factor structure and reliability of the supposedly unidimensional instrument. When the MORTN instrument was tested utilising Australian organisations, a two-dimensional factor structure was found to fit the data more acceptably then the unidimensional structure proposed by Deshpande and Farley. These dimensions may be characterised as being Customer/Market Intelligence (Dimension One) and Customer Service (Dimension Two).
ISBN 1887676228
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
ERA Research output type E Conference publication
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Document type: Conference Paper
Collections: Faculty of Business and Law
Deakin Business School
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