Handbook of Management Scales/Intelligence dissemination

Intelligence dissemination (alpha = 0.75) Description In order to improve operationalization and psychometric properties, a market orientation scale (MARKOR) taken from Kohli et al. (1993) is modified. The resulting market orientation scale (MO) has three dimensions: intelligence generation, intelligence dissemination, and responsiveness. Items Marketing personnel in our business unit spend time discussing customers' future needs with other functional departments. Our business unit periodically circulates documents (e.g., reports, newsletters) that provide information on our customers. We have cross-functional meetings very often to discuss market trends and developments (e.g., customers, competition, suppliers). We regularly have interdepartmental meetings to update our knowledge of regulatory requirements. Technical people in the business unit spend a lot of time sharing information about technology for new products with other departments. Market information spreads quickly through all levels in this business unit. Source Matsuno et al. (2000): A refinement and validation of the MARKOR scale. Journal of the Academy of Marketing Science, Vol. 28, No. 4, pp. 527-539