Further comment on “market orientation”

This further commentary article presents a C-OAR-SE-based critique of the six articles discussing ‘‘market orientation’’ – hereafter often abbreviated as MO – in the August 2011 issue of this journal (Rong and Wilkinson, 2011, Uncles, 2011, Wensley, 2011, Wiley, 2011, Woodside, 2011 and Young, 2011). The main conclusion is that the MO construct should be abandoned. It should be replaced by two entirely different constructs, briefly labeled as managerial strategy beliefs and market intelligence usage (these new constructs, respectively, refine the thinking of the original MO theorists Narver and Slater, 1990, and Kohli and Jaworski, 1990). Appropriate measures of the two new constructs are outlined.