Market orientation in the transition economies of central Europe: Tests ofthe Narver and Slater market orientation scales

The Narver and Slater (Narver, J.C., and Slater, S.F.: The Effect of Market ing Orientation on Business Profitability. Journal of Marketing 54 (1990): 20-35.) market orientation scale is tested in the context of the transition economies of central Europe and found to be both valid and reliable. Relat ionships between market orientation and both marketing strategy and perform ance broadly follow predictions from the Western literature indicating that the adoption of a market orientation is equally applicable in transition a s in Western economies. A number of different approaches, however, are evid ent in the transition economies suggesting that other business orientations may coexist with a market orientation creating a richer and more complex s et or organizational drivers. (C) 2000 Elsevier Science Inc. All rights res erved.