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dc.contributor.authorTomaskova, Eva-
dc.date.accessioned2018-07-24T18:28:32Z-
dc.date.available2018-07-24T18:28:32Z-
dc.date.issued2009-
dc.identifier.citationTomaskova, E. (2009). The current methods of measurement of market orientation. European Research Studies Journal, 12(3), 135-150.en_GB
dc.identifier.issn11082976-
dc.identifier.urihttps://www.um.edu.mt/library/oar//handle/123456789/32162-
dc.description.abstractThe 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).en_GB
dc.language.isoenen_GB
dc.publisherUniversity of Piraeus. International Strategic Management Associationen_GB
dc.rightsinfo:eu-repo/semantics/openAccessen_GB
dc.subjectBusiness enterprises -- Marketing -- Evaluationen_GB
dc.subjectMarketing -- Mathematical modelsen_GB
dc.subjectOrganizational effectiveness -- Marketing -- Measurementen_GB
dc.titleThe current methods of measurement of market orientationen_GB
dc.typearticleen_GB
dc.rights.holderThe copyright of this work belongs to the author(s)/publisher. The rights of this work are as defined by the appropriate Copyright Legislation or as modified by any successive legislation. Users may access this work and can make use of the information contained in accordance with the Copyright Legislation provided that the author must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the prior permission of the copyright holder.en_GB
dc.description.reviewedpeer-revieweden_GB
dc.publication.titleEuropean Research Studies Journalen_GB
Appears in Collections:European Research Studies Journal, Volume 12, Issue 3

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