Abstract
While much empirical work has centered on market orientation, an investigation of the psychometric properties of Market Orientation (MO) scale items as adapted from Kholi and Jaworski,(1993), in the Botswana context has been under researched. A reliable scale with demonstrated content and convergent validity is developed in this empirical study and the impact of market orientation efficiency on economic and noneconomic performance of service firms is evaluated based on key informant data drawn from sampled service firms in Botswana. Top management emphasis, centralization, market turbulence, intelligence generation, dissemination and responsiveness, business performance, customer satisfaction, technological turbulence, market based reward system, and overall market orientation were found to be reliable and valid antecedents and consequences of market orientation. The study results using factor analysis approach, therefore offer one more robustness in the applicability of MO scale items among Botswana’s small service firms by ensuring that managers use psychometrically valid scale items to generate, disseminate and respond to information with a view to improving performance of small service firms.
Highlights
The development of coherent, robust and generalizable theory requires a base of well defined constructs (Summers, 2001)
A reliable scale with demonstrated content and convergent validity is developed in this empirical study and the impact of market orientation efficiency on economic and noneconomic performance of service firms is evaluated based on key informant data drawn from sampled service firms in Botswana
This study has examined the psychometric properties and the stability of the factor structure of Market Orientation (MO) scale items in Botswana among small service firms
Summary
The development of coherent, robust and generalizable theory requires a base of well defined constructs (Summers, 2001). While much empirical work has centered on market orientation, an investigation of the psychometric properties of MO scale items as adopted from Kholi and Jaworski, (1993), in the Botswana context has been under researched. This study intends to investigate the reliability and validity of market orientation framework in Botswana. A reliable scale with demonstrated content and convergent validity is developed and the impact of market orientation efficiency on economic and noneconomic performance of service firms is evaluated based on key informant data drawn from sampled service firms in Botswana. Gilliam and Voss, (2013) postulated that if researchers expend the necessary resources to properly define constructs during early stages of research projects, this foundation will be strong and able to support expansive theories. A reliable scale with demonstrated content and convergent validity is developed and the impact of market orientation efficiency on economic and noneconomic performance of service firms is evaluated based on key informant data drawn from sampled service firms in Botswana. Gilliam and Voss, (2013) postulated that if researchers expend the necessary resources to properly define constructs during early stages of research projects, this foundation will be strong and able to support expansive theories. Gilliam and Voss,(2013) concluded that construct definitions prevent scientific discussion from devolving into babel the process of construct definition is a critically important and complex task facing marketing researchers in developed world, and in the developing economy
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