Journal of African Business Pub Date : 2021-02-24 , DOI: 10.1080/15228916.2021.1889870 Dawit Tsegaye Sisay 1 , Frans J. H. M. Verhees 2 , Hans C. M. van Trijp 2
ABSTRACT
The purpose of this study is to develop and illustrate a generally applicable approach on how scales for marketing constructs can adequately be developed for application in diverse cultural contexts, and to illustrate the approach in the development of market orientation measurement for seed producer cooperatives (SPCs) context in Ethiopia. Both cross-context comparable items and context-specific items are included. Results show that an instrument for measuring market orientation in the specific context combines both general and context-specific items. Market orientation in the context is a multidimensional construct consisting of four dimensions: customer, competitor and supplier orientation, and interfunctional coordination. SPCs and organizations that aim to support SPCs can use the market orientation measure to monitor the progress of SPCs toward successful commercial enterprises.
中文翻译:
市场化发展措施:以埃塞俄比亚种子生产合作社为例
摘要
本研究的目的是开发和说明一种普遍适用的方法,说明如何充分开发营销结构的规模以适用于不同的文化背景,并说明开发种子生产者合作社 (SPC) 市场导向测量的方法埃塞俄比亚的背景。包括跨上下文可比项目和特定于上下文的项目。结果表明,在特定背景下衡量市场导向的工具结合了一般项目和特定背景项目。上下文中的市场导向是一个多维结构,由四个维度组成:客户导向、竞争者和供应商导向以及跨职能协调。