Handbook of Management Scales/Marketing synergy

Marketing synergy (alpha = 0.97)

Description

Although certain items of some scales were developed specifically for the Japanese context, many were derived from existing validated scales. Respondents answered all questions using a Likert-type scale ranging from 0 to 10; field research suggested that an 11-point scale was appropriate for studying Japanese management practices because a 100 percent grading system is used in most Japanese schools.

Definition

Marketing synergy refers to the project's fit with the available market research, sales force, distribution, and advertising and promotion skills and resources.

Items

To what extent does each statement listed below correctly describe this selected successful project? (0 = strongly disagree, 10 = strongly agree)

• Our company's marketing research skills were more than adequate for this project. (0.63)
• Our company's salesforce skills were more than adequate for this project. (0.58)
• Our company's distribution skills were more than adequate for this project. (1.00)
• Our company's advertising/promotion skills were more than adequate for this project. (0.62)
• Our company's marketing research resources were more than adequate for this project. (0.63)
• Our company's salesforce resources were more than adequate for this project. (0.63)
• Our company's distribution resources were more than adequate for this project. (0.99)
• Our company's advertising/promotion resources were more than adequate for this project. (0.63)

Source

• Song/Montoya-Weiss (2001): The Effect of Perceived Technological Uncertainty on Japanese New Product Development. Academy of Management Journal, Vol. 44, No. 1, pp. 61-80.

Comments

Some items have low factor loadings.

Related Scales

• Technical synergy