Handbook of Management Scales/Responsiveness

Responsiveness (alpha = 0.81) 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 For one reason or another, we tend to ignore changes in our customers' product or service needs. (reverse-coded) The product lines we sell depend more on internal politics than real market needs. (reverse-coded) We are slow to start business with new suppliers even though we think they are better than existing ones. (reverse-coded) If a major competitor were to launch an intensive campaign targeted at our customers, we would implement a response immediately. The activities of the different departments in this business unit are well coordinated. Even if we came up with a great marketing plan, we probably would not be able to implement it in a timely fashion. (reverse-coded) If a special interest group (e.g., consumer group, environmental group) were to publicly accuse us of harmful business practices, we would respond to the criticism immediately. We tend to take longer than our competitors to respond to a change in regulatory policy. 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 Related Scales Organizational responsiveness