Marketing Strategy & Innovation Scales
28 validated scales · all free to use
Scales for measuring strategy, innovation and organisational capability at the firm level. The domain covers market orientation and competitor orientation, market knowledge (breadth, depth, tacitness and specificity), strategic change capability and strategic flexibility, organisational slack, new product development and innovation performance, and marketing performance measurement systems. Newer additions include sustainability marketing commitment and customer orientation in organisational cognition. These scales are generally completed by managers and suit research linking marketing capabilities to competitive advantage and financial performance. Related firm-level measures, including the MKTOR market orientation scale, appear in Consumer Decision Making and B2B Marketing & Sales.
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All Marketing Strategy & Innovation scales (A–Z)
- Championing the Organisational Goal of Product Leadership (COPLG)Joshi, A. W., & Sharma, S. · 2004 · 3 items · α 0.82
- Competitor Orientation of Affective Organizational System Scale (CoAS)Homburg, C., Grozdanovic, M., & Klarmann, M. · 2007 · 7 items · α 0.89
- Competitor Orientation of Cognitive Organizational System Scale (CoCS)Homburg, C., Grozdanovic, M., & Klarmann, M. · 2007 · 13 items · α 0.88
- Competitor-Related Responsiveness Scale (CORR)Homburg, C., Grozdanovic, M., & Klarmann, M. · 2007 · 4 items · α 0.92
- Cross-Functional New Product Development Teams (CFNPDT)Joshi, A. W., & Sharma, S. · 2004 · 4 items · α 0.86
- Crowdfunding Exploitation Framing PerceptionZhang, Y., DeCarlo, T. E., Manikas, A. S., & Bhattacharya, A. · 2023 · 5 items · α 0.78 (Study 2); 0.82 (Study 3)
- Crowdfunding Exploration Framing PerceptionZhang, Y., DeCarlo, T. E., Manikas, A. S., & Bhattacharya, A. · 2023 · 5 items · α 0.80 (Study 2); 0.81 (Study 3)
- Customer Knowledge Development (CKD)Joshi, A. W., & Sharma, S. · 2004 · 5 items · α 0.89
- Customer Orientation of Affective Organizational System Scale (COAS)Homburg, C., Grozdanovic, M., & Klarmann, M. · 2007 · 7 items · α 0.91
- Customer Orientation of Cognitive Organizational System Scale (COCS)Homburg, C., Grozdanovic, M., & Klarmann, M. · 2007 · 13 items · α 0.85
- Customer-Related Responsiveness Scale (CRR)Homburg, C., Grozdanovic, M., & Klarmann, M. · 2007 · 4 items · α 0.88
- Market Knowledge Breadth Scale (MKB)De Luca, L.M. & Atuahene-Gima, K. · 2007 · 4 items · α .81
- Market Knowledge Depth Scale (MKD)De Luca, L.M. & Atuahene-Gima, K. · 2007 · 4 items · α .82
- Market Knowledge Scale (MKTK)Homburg, C., Artz, M., & Wieseke, J. · 2012 · 4 items · α Not separately reported; AVE = 0.69 (implied CR ≈ 0.90)
- Market Knowledge Specificity Scale (MKS)De Luca, L.M. & Atuahene-Gima, K. · 2007 · 3 items · α .81
- Market Knowledge Tacitness Scale (MKT)De Luca, L.M. & Atuahene-Gima, K. · 2007 · 4 items · α .86
- Market Performance Scale (Responsiveness Context) (MP-ORS)Homburg, C., Grozdanovic, M., & Klarmann, M. · 2007 · 3 items · α 0.90
- MPMS Breadth Scale (MPMS-B)Homburg, C., Artz, M., & Wieseke, J. · 2012 · 5 items · α 0.81
- MPMS Cause-and-Effect Relationships Scale (MPMS-CER)Homburg, C., Artz, M., & Wieseke, J. · 2012 · 3 items · α 0.84
- MPMS Strategy Fit Scale (MPMS-SF)Homburg, C., Artz, M., & Wieseke, J. · 2012 · 2 items · α 0.89
- Strategic Change Capability Scale (SCC)Bekos, G.S., Chari, S., Jaakkola, M. & Evanschitzky, H. · 2025 · 20 items · α CR > .80 (all dims)
- Sustainability Marketing Commitment Scale (SMCS)Thu, N.N.Q., Kadirov, D., Fam, K-S., & Tho, N.D. · 2023 · 7 items · α CR = .89; AVE = .52