MKTOR — Market Orientation Scale

What it measures

Measures market orientation — the organisational culture that places highest priority on creating superior customer value — across three behavioural components. Customer Orientation captures understanding of target buyers and ability to create continuous superior value. Competitor Orientation captures understanding of the short- and long-term capabilities and strategies of key competitors. Interfunctional Coordination captures the coordinated utilisation of company resources in creating superior customer value. One of the most cited papers in Journal of Marketing history, MKTOR established the empirical link between market orientation and firm performance. Widely used in B2B, B2C, services, and non-profit marketing strategy research across industries and countries.

Representative items

• Our business objectives are driven primarily by customer satisfaction. (Customer Orientation)
• We rapidly respond to competitive actions that threaten us. (Competitor Orientation)
• Top managers regularly discuss competitors' strengths and strategies. (Competitor Orientation)
• Our business functions are integrated in serving the needs of our target markets. (Interfunctional Coordination)
• We freely communicate information about our successful and unsuccessful customer experiences across all business functions. (Interfunctional Coordination)

Citation

Narver, J.C., & Slater, S.F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20–35.