Lado, Nora; Maydeu‐Olivares, Albert; Rivera, Jaime - In: European Journal of Marketing 32 (1998) 1/2, pp. 23-39
Most researchers have studied economic performance linked to market orientation, while a lesser interest has been shown … in validating this construct’s measure. We present a study of market orientation designed to obtain a valid measure of … the market orientation construct. After presenting a theoretical model of market orientation, it is applied to investigate …