Local Retail Innovativeness Scale

What it measures

Three-item store manager-rated scale measuring the extent to which competitors in a retailer’s local trading area adopt new merchandising or service ideas. Items capture volume of innovation adoption (relative to other areas), speed of adoption, and consistency of adoption over time. Based on the concept of organisational innovativeness applied to a competitive local market environment.

Response format

5-point Likert scale (1 = strongly disagree, 5 = strongly agree)

Scale items

• In general, the retailers in my trading area adopt a lot of new merchandising or services ideas relative to other areas of the country.
• In general, the retailers in my trading area adopt new merchandising or services ideas more quickly than retailers in other areas of the country.
• In general, the retailers in my trading area consistently adopt new merchandising or services ideas over time relative to other areas of the country.

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

Usage notes & scoring

Composite reliability = .86. Manager-rated perceptual measure of the local competitive environment. Validated across U.S. and German clothing and furniture retailers (n = 411) with configural and partial metric equivalence confirmed. Significant positive antecedent of service-oriented business strategy (β = .09, p ≤ .05).

Recommended companion scales

Citation

Homburg, C., Hoyer, W. D., & Fassnacht, M. (2002). Service orientation of a retailer’s business strategy: Dimensions, antecedents, and performance outcomes. Journal of Marketing, 66(4), 86–101.

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