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Handbook of Management Scales/Intelligence generation

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Intelligence generation (alpha = 0.65)

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Description

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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.

Items

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  • We poll end users at least once a year to assess the quality of our products and services.
  • In our business unit, intelligence on our competitors is generated independently by several departments.
  • We periodically review the likely effect of changes in our business environment (e.g., regulation) on customers.
  • In this business unit, we frequently collect and evaluate general macro-economic information (e.g., interest rate, exchange rate, GDP, industry growth rate, inflation rate).
  • In this business unit, we maintain contacts with officials of government and regulatory bodies (e.g., Department of Agriculture, FDA, FTC, Congress) in order to collect and evaluate pertinent information.
  • In this business unit, we collect and evaluate information concerning general social trends (e.g., environmental consciousness, emerging lifestyles) that might affect our business.
  • In the business unit, we spend time with our suppliers to learn more about various aspects of their business (e.g., manufacturing process, industry practices, clientele).
  • In our business unit, only a few people are collecting competitor information. (reverse coded)

Source

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Comments

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Cronbach's alpha is too low.

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