Handbook of Management Scales/Marketing routines

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Marketing routines (alpha = 0.71; 0,65)[edit | edit source]

Description[edit | edit source]

To measure the construct, the authors relied on scale items previously used by Kohli et al. (1993), and Pothukuchi et al. (2002).

Definition[edit | edit source]

Marketing routines are the procedures for learning about customer needs, devising plans for serving those needs and implementing such plans (Kohli & Jaworski, 1990).

Items[edit | edit source]

  • The firm/partner uses technically oriented people for sales tasks. (0.85; 0.69)
  • The firm/partner is proactive rather than reactive with customers (e.g., has a hungry sales force, goes public with information about products under development). (0.73; 0.59)
  • The firm/partner objectively presents alternative competing solutions that can best serve customers’ needs rather than force-fitting its own solutions. (0.56; 0.74)
  • The firm/partner incorporates the best products, solutions or platforms available to the industry instead of simply pushing proprietary technology, solutions, or products. (0.76; 0.75)

Source[edit | edit source]

Comments[edit | edit source]

The second alpha value is lower than 0.7 and, thus, too low. In some items, the relationship to marketing remains a bit unclear.