The Current Methods of Measurement of Market Orientation

Ing. Eva Tomaskova
European Research Studies Journal, Volume XII, Issue 3, 135-150, 2009
DOI: 10.35808/ersj/236


The article deals with the new trends in measurement of market orientation. Market orientation is one of the most investigated methods founded on marketing conception. Market orientation comes back in 90th of 20th century by workers Kohli and Jaworski and Narver and Slater. It is described as a method to contribute better managing of company by many researchers. These research studies involved definition of market orientation, impact market orientation on business performance, methods for measurement of market orientation and implementation the market orientation into managing of companies. After publication the two different methods for measurement of market orientation, some authors had shortcomings to these methods. Many methods have been declared in the previous years, but lot of these methods includes the knowledge by Kohli and Jaworski (MARKOR) and Narver and Slater (MKTOR). There are described twenty-six methods used to measure market orientation. The main advantages and disadvantages of each method are written. Goal of this article is to show the all methods that are described as the methods to measure market orientation and to find the best one. Description, analysis, comparison and synthesis are the methods used to write this article. Shortly, the results from the analysis say that all methods include only a few components of market orientation, the most often mentioned components are orientation on customers, orientation on competition and interfunctional cooperation. The other components of market orientation are usually missed out. Some methods of market orientation include the items connected with business performance, but business performance is not the item of market orientation, it is the component influenced by market orientation. It is defined by only one method fulfilling these shortcomings; the methodological requests are fulfilled at this method too. To measure market orientation is recommended to use this method. The paper is a part of grant project (GA 402/07/1493).

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