Market Knowledge Breadth Scale

What it measures

Measures the breadth of a firm's market knowledge — the extent to which the firm has understanding of a wide range of diverse customer and competitor types. Captures the horizontal dimension of market knowledge. Uses 5-point semantic differential anchors. Higher scores indicate broader market knowledge.

Representative items

• Compared to major competitors, our firm's knowledge of competitors' strategies is: narrow vs. broad.
• Compared to major competitors, our firm's knowledge of our customers is: limited vs. wide ranging.

Citation

De Luca, L.M. & Atuahene-Gima, K. (2007). Market knowledge dimensions and cross-functional collaboration: Examining the different routes to product innovation performance. Journal of Marketing, 71(1), 95–112.