Susana Morales

2013

Market orientation is one of the most popular subjects in the marketing literature in the last years. Various scales have been developed to measure market orientation, which were proven to be valid and reliable and used in different studies in different market settings. Market orientation in high tech markets, however, is still a hotly debated topic without an exact consensus as to whether achieving a market orientation is viable in high tech markets. In this study, after an extensive literature review, a new scale to measure market orientation in high tech markets is introduced, to address the lack of scales aimed at measuring market orientation in these markets. This scale is then shown to possess substantial validity.