Responsiveness (alpha = 0.81)Edit
In order to improve operationalization and psychometric properties, a market orientation scale (MARKOR) taken from Kohli et al. (1993) is modified. The resulting market orientation scale (MO) has three dimensions: intelligence generation, intelligence dissemination, and responsiveness.
- For one reason or another, we tend to ignore changes in our customers' product or service needs. (reverse-coded)
- The product lines we sell depend more on internal politics than real market needs. (reverse-coded)
- We are slow to start business with new suppliers even though we think they are better than existing ones. (reverse-coded)
- If a major competitor were to launch an intensive campaign targeted at our customers, we would implement a response immediately.
- The activities of the different departments in this business unit are well coordinated.
- Even if we came up with a great marketing plan, we probably would not be able to implement it in a timely fashion. (reverse-coded)
- If a special interest group (e.g., consumer group, environmental group) were to publicly accuse us of harmful business practices, we would respond to the criticism immediately.
- We tend to take longer than our competitors to respond to a change in regulatory policy.
- Matsuno et al. (2000): A Refinement and Validation of the MARKOR Scale. Journal of the Academy of Marketing Science, Vol. 28, No. 4, pp. 527-539