e-space
Manchester Metropolitan University's Research Repository

Scale development for the inter-firm market orientation concept

Francescucci, A and Henneberg, SC and Naude, P (2018) Scale development for the inter-firm market orientation concept. Journal of Business and Industrial Marketing, 33 (3). pp. 253-264. ISSN 0885-8624

[img]
Preview

Download (889kB) | Preview

Abstract

Purpose: The objective of this paper is to develop and validate a scale for inter-firm market orientation (IMO) based on an original conceptualization by Elg (2008). Building on the MARKOR scale development work, the inter-firm market orientation (IMO) scale is introduced in order to better understand the market orientation efforts that occur within business relationships. Design/methodology/approach: After establishing a conceptualization of IMO, an initial list of scale items was developed by adapting the original MARKOR scale. Several phases of qualitative pre-tests were conducted with both academic experts and several manufacturer and reseller partner executives in order to assess the applicability and clarity of the instrument. Using a quantitative survey design, the survey instrument was validated with relationship partner managers in a combination of both manufacturer and reseller companies. Findings: The results of the analysis reveal that IMO is a second-order formative construct consisting of two first-order reflective constructs labelled joint intelligence cooperation and joint customer responsiveness. Practical implications: The operationalization of IMO suggests to manufacturers and their partners that the market intelligence cooperation efforts between them should be more focused on intelligence about the end-users, and less on the general market trends. Furthermore, the customer responsiveness efforts between the partners tend to be more reactive in nature, unlike the proactive stance in intra-firm market orientation. 2 Originality/value: The paper extends the notion of focal firm market orientation to IMO, which exists between partners in business relationships, and does so by developing a conceptualization and measurement items for IMO. This newly developed construct and scale can be used in future research to explore in greater depth the interplay between IMO and firm performance.

Impact and Reach

Statistics

Downloads
Activity Overview
113Downloads
207Hits

Additional statistics for this dataset are available via IRStats2.

Altmetric

Actions (login required)

Edit Item Edit Item