Marketing routines
Strategy1 sample item
About this scale
To measure the construct, the authors relied on scale items previously used by Kohli et al. (1993), and Pothukuchi et al. (2002).
Sample item(s)
“The firm/partner uses technically oriented people for sales tasks. (0.85; 0.69)”
Notes
The second alpha value is lower than 0.7 and, thus, too low. In some items, the relationship to marketing remains a bit unclear.
Source & citation
Lavie et al. (2012): Organizational Differences, Relational Mechanisms, and Alliance Performance. Strategic Management Journal, Vol. 33, No. 13, pp. 1453–1479
Source & licence. This scale entry is compiled from the Wikibooks Handbook of Management Scales, used under the CC BY-SA 3.0 licence. Always consult the original publication (cited above) for the complete item set and permission to use.
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