Market orientation in Ivory Coast: measurement validity and organizational antecedents in a sub‐Saharan African economy

Abstract

Despite renewed interest in the cross‐national implementation of market orientation, there is hardly any consideration of this practice in sub‐Saharan Africa. The present study examines the validity of two widely used market orientation scales from Kholi and Jaworski and Narver and Slater, in Ivory Coast, and the ability of both scales developed from explained market orientation practices among Ivorian firms. The results of this study confirm the transferability of both scales, although Narver and Slater’s were found to perform better. In addition, several related organizational antecedents recommended in the extant literature were found to predict market orientation in this sub‐Saharan African country. Several managerial recommendations and implications for further research are also discussed.

Citation

Chelariu, C., Ouattarra, A. and Dadzie, K.Q. (2002), "Market orientation in Ivory Coast: measurement validity and organizational antecedents in a sub‐Saharan African economy", Journal of Business & Industrial Marketing, Vol. 17 No. 6, pp. 456-470. https://doi.org/10.1108/08858620210442811