Competitor Orientation of Affective Organizational System Scale

What it measures

Parallel form of COAS (1847) measuring the extent to which competitor orientation is embedded in an organisation’s values, beliefs, and norms. Items tap awareness of competitors’ importance, emphasis on competitor-related activities, competitor-oriented culture, competitors as a focal point, competitor-based strategy, awareness of competitive market shifts, and intent to track competitor activities.

Representative items

• We have a competitor-oriented culture.
• Our competitors are a focal point of our activities.
• We have a strategy that is based on the understanding of competitors.

Citation

Homburg, C., Grozdanovic, M., & Klarmann, M. (2007). Responsiveness to customers and competitors: The role of affective and cognitive organizational systems. Journal of Marketing, 71(3), 18–38.