Measuring Market Orientation : Are There Differences Between Business Marketers and Consumer Marketers ?

Abstract

The paper investigates issues of scale equivalence and generalisability across different populations. This area of research is important because it allows for valid comparisons to be made when studies investigate the same constructs across qualitatively distinct populations. The study investigates the generalisability of the Narver and Slater (1990) and the… (More)

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