Journal of the Academy of Marketing Science

, 28:527

A refinement and validation of the MARKOR scale


  • Ken Matsuno
    • Babson College
  • John T. Mentzer
    • University of Tennessee
  • Joseph O. Rentz
    • University of Tennessee
Research Note

DOI: 10.1177/0092070300284005

Cite this article as:
Matsuno, K., Mentzer, J.T. & Rentz, J.O. J. of the Acad. Mark. Sci. (2000) 28: 527. doi:10.1177/0092070300284005


In this article, the authors attempt to develop an improved market orientation scale built on Kohli, Jaworski, and Kumar’s market orientation scale (MARKOR). The modified scale is then compared with the MARKOR scale in a validation study. The authors argue that the scale improves operationalization of the market orientation construct, and the results indicate that the psychometric properties of the new scale are superior to those of the MARKOR scale. Implications of the results are discussed, and a future research agenda is offered.

Copyright information

© Academy of Marketing Science 2000