Measurement of market-driving behavior in emerging firms
This chapter is designed to provide an operationalization of the market-driving behavior concept introduced in Chapter 3 and to present the questionnaire which is used in the empirical study that forms part of this thesis. It begins with a brief literature review on the existing approaches to measuring market-driving behavior. Subsequently the survey instrument for this thesis is elaborated following the process Churchill (1979) suggested for the development of marketing measures.
KeywordsDistribution Channel Business Unit Intelligence Generation Marketing Plan Behavior Construct
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