A refinement and validation of the MARKOR scale

  • Ken Matsuno
  • John T. Mentzer
  • Joseph O. Rentz
Research Note


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.


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Copyright information

© Academy of Marketing Science 2000

Authors and Affiliations

  • Ken Matsuno
    • 1
  • John T. Mentzer
    • 2
  • Joseph O. Rentz
    • 2
  1. 1.Babson CollegeBabson ParkUSA
  2. 2.University of TennesseeKnoxville

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