M.Comm. (Marketing Management) / In recent years there has been renewed interest from academics and practitioners regarding the marketing concept and marketing orientation. With the emphasis that is placed on the importance of marketing orientation, one would expect the existence of a clear description of the concept, as well as many theories and measurement instruments, together with related empirical findings regarding the concept of marketing orientation. However, there are few valid theories or models of measurement to conceptualize and evaluate marketing orientation. The result is that any organisation wishing to implement a marketing orientation has no specific guidelines on what marketing orientation is and how to make it measurable. The purpose of this study is to develop a reliable, valid and generally acceptable multi-item measurement model for conceptualizing and evaluating the marketing orientation of an individual organisation. The measurement model was developed on the basis of the following two aspects: 1) A literature study of various secondary sources to provide a conceptual framework of marketing orientation. 2) An exploratory research study to generate and purify all the possible dimensions and variables of marketing orientation. The dimensions and variables were generated from the perspective of business management. The methods used to generate the dimensions and variables were an analysis of secondary sources, focus group interviews with experts in the field of marketing, and a questionnaire survey among managers of various profit-oriented organisations in the PWV area. In the exploratory study, 15 provisional dimensions and 304 variables of marketing orientation were generated. The variables represent the potential item pool for the composition of the measurement instrument. Although much insight and ideas were evident in the exploratory study, an attempt was made to summarize the information in the most important dimensions, which also have the most potential for stimulating further research.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uj/uj:3646 |
| Date | 05 February 2014 |
| Creators | Nel, Marianne |
| Source Sets | South African National ETD Portal |
| Detected Language | English |
| Type | Thesis |
| Rights | University of Johannesburg |
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