Dion, John F.; Assimakopoulos, Dimitris - In: Prometheus 31 (2013) 3, pp. 205-228
<italic>Prior research has shown a correlation between market orientation and business performance as measured through new product success. Market orientation has traditionally been measured through the MKTOR and MARKOR scales developed by Narver and Slater and Kohli et al., respectively. We examine...</italic>