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| Author: | Perin, M. G. Sampaio, C. H. |
| Title: | Re-Evaluation of the MARKOR Scale Dimensions in the Brazilian Context |
| Journal: | Latin American Business Review
2002 : VOL. 3:3, p. 27-48 |
| Index terms: | MARKETING MARKET ORIENTATION BRAZIL ANALYTICAL REVIEW |
| Language: | eng |
| Abstract: | In Brazil, despite the common utilization of the MARKOR scales of market orientation, few studies have questioned specifically its validity or proposed revisions in the scales. For this purpose, this article presents the details of a research which had the objective of validating the MARKOR scale as well as making a critical analysis of the proposed structure of its theoretical dimensions using, as a base, the Brazilian retail apparel and the electrical electronic industries. Results of the exploratory and confirmatory factor analyses pointed to a unidimensionality of the market orientation construct indicating the necessity of re-evaluating the theoretical structure subdivision of the construct dimensions. |
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