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The MORTN market orientation instrument - an empirical analysis
conference contribution
posted on 2004-01-01, 00:00 authored by M Pont, Robin ShawThis 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).
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Title of proceedings
International business trends contemporary readings 2004 EditionEvent
Academy of Business Administration. Conference (2004: London, England)Pagination
269 - 276Publisher
Academy of Business AdministrationLocation
London, EnglandPlace of publication
[London, England]Start date
2004-07-21End date
2004-07-25ISBN-13
9781887676229ISBN-10
1887676228Language
engPublication classification
E1 Full written paper - refereed; E Conference publicationEditor/Contributor(s)
S Fullerton, D MooreUsage metrics
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