Testing the content validity of the Narver & Slater market orientation scale in transition economies

Jeroen Kraaijenbrink, Mariska Roersen, Aard Groen

    Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

    1 Citation (Scopus)


    The Narver & Slater scale has been accepted in the literature as a dominant scale to measure market orientation. However, few studies have tested its content validity, especially in transition economy context. In this study, we triangulate the scale with in-depth interviews with directors of ten Russian high-tech SMEs. Our results show that the firms attain high scores, but that these scores are accompanied by behaviors that do not belong to a high market orientation. In this paper we aim to explain this anomaly and provide suggestions as to how market orientation should be measured in economies that are not yet fully familiar with the market mechanism.
    Original languageEnglish
    Title of host publicationAcademy of Management 2009 Annual Meeting
    Subtitle of host publicationGreen Management Matters
    PublisherAssociation for Computing Machinery (ACM)
    Number of pages6
    Publication statusPublished - 7 Aug 2009
    Event69th Academy of Management Annual Meeting 2009: Green Management Matters - Chicago, United States
    Duration: 7 Aug 200911 Aug 2009
    Conference number: 69

    Publication series

    NameAcademy of Management Proceedings
    PublisherAcademy of Management
    ISSN (Print)0065-0668
    ISSN (Electronic)2151-6561


    Conference69th Academy of Management Annual Meeting 2009
    CountryUnited States

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