Handbook of Management Scales/Intelligence generation

Intelligence generation (alpha = 0.65) 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 We poll end users at least once a year to assess the quality of our products and services. In our business unit, intelligence on our competitors is generated independently by several departments. We periodically review the likely effect of changes in our business environment (e.g., regulation) on customers. In this business unit, we frequently collect and evaluate general macro-economic information (e.g., interest rate, exchange rate, GDP, industry growth rate, inflation rate). In this business unit, we maintain contacts with officials of government and regulatory bodies (e.g., Department of Agriculture, FDA, FTC, Congress) in order to collect and evaluate pertinent information. In this business unit, we collect and evaluate information concerning general social trends (e.g., environmental consciousness, emerging lifestyles) that might affect our business. In the business unit, we spend time with our suppliers to learn more about various aspects of their business (e.g., manufacturing process, industry practices, clientele). In our business unit, only a few people are collecting competitor information. (reverse coded) 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 Comments Cronbach's alpha is too low.