Developing Measures of Market Orientation

The Case of Ethiopian Seed Producer Cooperatives

Bibliographic Data

ID21737603
AuthorsDawit Tsegaye Sisay (0000-0003-1829-4214, GIZ/Ethiopia, Addis Ababa, Ethiopia, corresponding author), F J H M Verhees (0000-0002-3250-396X, Wageningen University & Research), Hans C M Van Trijp (Marketing and Consumer Behaviour Group, Wageningen University & Research, Wageningen, The Netherlands), J C M Van Trijp (0000-0003-2323-4064, Wageningen University & Research)
Year2022
Volume23
Issue2
Pages531-548
Publication date2022-04-03
Open AccessNo
TypeARTICLE
VenueJournal of African Business (JOURNAL)
Journal identifiersISSN: 1522-8916 • E-ISSN: 1522-9076
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/15228916.2021.1889870
OpenAlexW3133527970
LanguageEN
Citations received1
References cited44

The purpose of this study is to develop and illustrate a generally applicable approach on how scales for marketing constructs can adequately be developed for application in diverse cultural contexts, and to illustrate the approach in the development of market orientation measurement for seed producer cooperatives (SPCs) context in Ethiopia. Both cross-context comparable items and context-specific items are included. Results show that an instrument for measuring market orientation in the specific context combines both general and context-specific items. Market orientation in the context is a multidimensional construct consisting of four dimensions: customer, competitor and supplier orientation, and interfunctional coordination. SPCs and organizations that aim to support SPCs can use the market orientation measure to monitor the progress of SPCs toward successful commercial enterprises

Business · Customer orientation · Industrial organization · Market Orientation · Computer Science · Family Business Performance and Succession · Innovation and Socioeconomic Development · Mathematics · Organic Food and Agriculture · Marketing

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