Measuring market orientation of Muscle Pharm Corp. (MSLP:US) May 2014 | Page 20

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3 APPENDIX - MEASURING MARKET ORIENTATION OF MSLP

Pitt and Boshoff (2010) describe the MARKOR SCALE which was created by Ajay Kohli and Bernie
Jaworski as a tool for managers to measure the degree of market orientation within the firm.
However, due to the complexity of the MARKOR scale, Pitt and Boshoff (2010) made some
adjustment compared to the original version in order to simplify the framework for manager’s use
but the content does not materially differ from the original version. The market orientation as an
ideology concludes three main aspects customer orientation which outlines that a company needs to
understand the customers’ needs and actions. Secondly, integration of effort which describes the
level of integration within the marketing mix and how well a firm is organised in general as a whole
to serve the clients. Last but not least, the fixing of organisational targets and KPI’s within the
marketing concept in order to meet clients wants and meeting of the goals and profit set (Pitt &
Boshoff, 2010).

3.1 METHODOLOGY AND MARKOR SCALE IN ACTION
In order to assess the degree of MSLP’s market orientation is to measure the firm on each of
following statements and indicate the magnitude of agreement where level 7 is strongly agree and
level 1 is strongly disagree.
The scoring is divided into three parts:
-

Intelligence generation - How well the firm creates agility(Average rating items 1 through 6)

-

Intelligence dissemination - How well this agility is dispersed throughout the firm(Average
rating items 7 through 11)

-

Responsiveness- How well the firm behaves to shifts in the market and in the
environment(Average rating items 12 through 20)

Consequently, the recommendations to improve MSLP’s market orientation in chapter four will be
focused within the three areas described above.

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