A refinement and validation of the MARKOR scale

In this article, the authors attempt to develop an improved market orientat ion scale built on Kohli, Jaworski, and Kumar's market orientation scale (M ARKOR). The modified scale is then compared with the MARKOR scale in a vali dation study. The authors argue that the scale improves operationalization of the market orientation construct, and the results indicate that the psyc hometric properties of the new scale are superior to those of the MARKOR sc ale. Implications of the results are discussed, and a future research agend a is offered.