Francescucci, Anthony; Henneberg, Stephan C.; Naudé, Peter - In: Journal of Business & Industrial Marketing 33 (2018) 3, pp. 253-264
Purpose: The purpose of this paper is to develop and validate a scale for inter-firm market orientation (IMO) based on an original conceptualization by Elg (2008). Building on the MARKOR scale, the IMO scale is introduced to better understand the market orientation efforts that occur within...
