Competitor-Related Responsiveness Scale

What it measures

Parallel form of CRR (1850) measuring the extent to which an organisation responds quickly to competitor-related changes. Items cover rapidity of response to important competitor developments, speed of implementing planned competitor activities, agility in adjusting underperforming competitor-related activities, and responsiveness to fundamental competitive changes. Competitor-related responsiveness was more strongly driven by the cognitive than the affective organisational system.

Response format

7-point scale (1 = strongly disagree, 7 = strongly agree)

Scale items

• We respond rapidly if something important happens with regard to our competitors.
• We quickly implement our planned activities with regard to competitors.
• If our competitor-related activities do not lead to the desired effects, we are fast at changing them.
• We quickly react to fundamental changes with regard to our competitors.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Composite reliability = .92; average variance extracted = .73. Parallel form to CRR (1850). Competitor-related responsiveness was more strongly driven by CoCS (cognitive system, γ = .56) than CoAS (affective system, γ = .24)—the reverse pattern to customer-related responsiveness. Validated in cross-industry study (n = 280 business units).

Recommended companion scales

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.

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