Most researchers have studied economic performance linked to market orientation, while a lesser interest has been shown in validating this construct’s measure. We present a study of market orientation designed to obtain a valid measure of the market orientation construct. After presenting a...

Purpose – This paper seeks to propose Albert Hirschman's theory of “exit, voice and loyalty” as a complementary conceptual framework to Hofstede's cultural dimensions and use them in conjunction to compare consumer satisfaction with services across cultures. Design/methodology/approach –...