Market Knowledge Depth Scale

What it measures

Measures the depth of a firm's market knowledge — the level of sophistication and complexity with which the firm understands customers and competitors, including the ability to connect unique and interdependent relationships among market factors. Captures the vertical dimension of market knowledge (vs. breadth as horizontal). Uses 5-point semantic differential anchors.

Representative items

• Compared to major competitors, our firm's knowledge about competitors' strategies is: shallow vs. deep.
• Compared to major competitors, our firm's knowledge about this firm's customers is: basic vs. advanced.

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.