Measuring market orientation: further evidence on Narver and Slater's three-component scale.

A mail survey of a national random sample of 2,000 marketing managers was conducted. The data provided by 222 respondents were analyzed to assess the dimensionality of Narver and Slater's 15-item measure of market orientation. A confirmatory factor analysis, using LISREL 8.

An evaluation of the Organizational Learning Survey.

A mail survey of a national random sample of 2,000 marketing managers was conducted. The data provided by 221 respondents were analyzed to assess the unidimensionaliry of the 21-item 1997 Organizational Learning Survey developed by Goh and Richards. A confirmatory factor analysis using LISREL 8.