Abstract
Although the topic of a market orientation has attracted considerable research attention, there still is no clear consensus on its definition and on how to measure it. The authors attempt to improve market orientation conceptualization and measurement by conceptually and empirically comparing three different scales of market orientation, the scales of Kohli and Jaworski, Narver and Slater and a newly developed extended market orientation (EMO) scale. Implications of the results and a future research agenda are also offered.
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