The DOI matches its Crossref record; 14 of the 14 references it cites were found in a registry or an index.
Measuring Market Orientation: Generalization and Synthesis
Open accessAbstract
This paper reports on an integrative, cross-nationalstudy which synthesizes and retests work of three separate groupsof researchers who in the late 1980‘s developed measurementsof a firm's Market Orientation. The projects resulted in threedifferent but syntactically similar Market Orientation scaleswhich, along with other measures, were used to support substantiveconclusions, particularly those involving firm Performance. Basedon a new study of 82 managers in 27 European and U.S. companies,we show that all three scales are reliable and valid. The scalesalso seem to generalize well internationally, both in terms ofreliability and prediction of Performance. We also show thatthe scales are similar to one another in terms of various validitymeasures and in terms of correlations with Performance measures.Finally, we synthesize a 10-item scale based on a more parsimoniousdefinition of Market Orientation as: ’’the set of cross-functionalprocesses and activities directed at creating and satisfyingcustomers through continuous needs-assessment.‘‘
Overview
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Integrity signals
Registry
Cites
Statistics
Verification
Claims the paper makes
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Self-check
Percentages, sums and reported differences re-computed from the paper’s own numbers.
The self-check needs the paper’s full text.
Citations
Cites
The Effect of a Market Orientation on Business Profitability
Narver, J. C., & Slater, S. F. (1990) · Journal of Marketing · doi:10.1177/002224299005400403 · Cited by 7,947
The Capabilities of Market-Driven Organizations
Day, G. S. (1994) · Journal of Marketing · doi:10.1177/002224299405800404 · Cited by 6,510
Market Orientation: The Construct, Research Propositions, and Managerial Implications
Kohli, A. K., & Jaworski, B. J. (1990) · Journal of Marketing · doi:10.1177/002224299005400201 · Cited by 4,107
Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis
Deshpandé, R., Farley, J. U., & Webster, F. E. (1993) · Journal of Marketing · doi:10.1177/002224299305700102 · Cited by 3,861
Self-citationDoes Competitive Environment Moderate the Market Orientation-Performance Relationship?
Slater, S. F., & Narver, J. C. (1994) · Journal of Marketing · doi:10.1177/002224299405800104 · Cited by 2,620
Markor: A Measure of Market Orientation
Kohli, A. K., Jaworski, B. J., & Kumar, A. (1993) · Journal of Marketing Research · doi:10.1177/002224379303000406 · Cited by 2,351
Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis
Deshpande, R., Farley, J. U., & Webster, F. E. (1993) · Journal of Marketing · doi:10.2307/1252055 · Cited by 1,823
Self-citationOrganizational Culture and Marketing: Defining the Research Agenda
Deshpande, R., & Webster, F. E. (1989) · Journal of Marketing · doi:10.1177/002224298905300102 · Cited by 1,803
Rediscovering the marketing concept
Webster, F. E. (1988) · Marketing Science Institute eBooks · Cited by 235
Competitive strategy in the market-focused business
Slater, S. F., & Narver, J. C. (1996) · Journal of Market-Focused Management · doi:10.1007/bf00128688 · Cited by 173
Cited by
Understanding the Marketing Department's Influence within the Firm
Verhoef, P. C., & Leeflang, P. S. H. (2009) · Journal of Marketing · doi:10.1509/jmkg.73.2.14 · Cited by 587
Deshpandé, R., & Farley, J. U. (2004) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2003.04.002 · Cited by 573
Self-citationHair Jr., J. F., Gabriel, M. L. D. D. S., & Patel, V. K. (2014) · Revista Brasileira de Marketing · doi:10.5585/remark.v13i2.2718 · Cited by 565
Corporate Governance and Tobin's Q as a Measure of Organizational Performance
Singh, S., Tabassum, N., Darwish, T. K., & Batsakis, G. (2018) · British Journal of Management · doi:10.1111/1467-8551.12237 · Cited by 308
Instituting the Marketing Concept in a Multinational Setting: The Role of National Culture
Nakata, C., & Sivakumar, K. (2001) · Journal of the Academy of Marketing Science · doi:10.1177/03079459994623 · Cited by 265
Metadata
- Authors
- Deshpandé, R., & Farley, J. U.
- Venue
- Journal of Market-Focused Management
- Published
- 1998-09
- Volume
- 2
- Issue
- 3
- Pages
- 213-232
- ISSN
- 1382-3019 (ISSN-L)
- 1572-8846
- OpenAlex
- W1553199121
- Cited by
- 721
- References
- 14
- FWCI
- 66.86
- Type
- journal article
- Language
- en
- Open access
- green
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
Are you an author, or do you see a problem with this page? Request a review
How to cite
Cite CoChat for the checks on this page, and the paper for its own findings.
- This page
- CoChat. (2026). Citation check: Measuring Market Orientation: Generalization and Synthesis. https://app.cochat.ai/papers/10.1023/a:1009719615327
- The paper
- Deshpandé, R., & Farley, J. U. (1998). Measuring Market Orientation: Generalization and Synthesis. Journal of Market-Focused Management. https://doi.org/10.1023/a%3A1009719615327
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
