Table 8 Items of managerial orientation scales and scale reliabilities
From: Competitive strategies among Ontario farms marketing direct to consumers
Measurement scale | Mean | Std. deviation | Item-to-total correlation |
|---|---|---|---|
Market orientation [Alpha = 0.938; AVE = 0.516] | |||
 The business objectives on our farm operation are driven by customer satisfaction. | 5.28 | 1.598 | 0.627 |
 We continually monitor our level of commitment to serving customers’ needs. | 4.79 | 1.636 | 0.765 |
 Our strategy for competitive advantage is based on our understanding of customer needs. | 5.19 | 1.484 | 0.756 |
 Our strategies are driven by our beliefs about how we can create greater value for our customers. | 5.15 | 1.555 | 0.763 |
 We measure customer satisfaction regularly. | 4.98 | 1.762 | 0.744 |
 We pay close attention to our customers, even after the sale is made. | 5.30 | 1.646 | 0.744 |
 We share information with our employees concerning competitors’ strategies. | 3.98 | 1.852 | 0.592 |
 We are quick to respond to competitive actions that threaten us. | 4.46 | 1.657 | 0.658 |
 We target customers and customer groups where we have, or can develop, a competitive advantage. | 4.79 | 1.603 | 0.717 |
 We regularly discuss competitors’ strengths and strategies. | 4.17 | 1.756 | 0.619 |
 We regularly visit current customers to see how our products and/or services are meeting their needs. | 4.39 | 1.859 | 0.741 |
 We discuss reasons for successful and unsuccessful customer experiences on a regular basis. | 4.72 | 1.652 | 0.817 |
 We coordinate all of our business functions (from buying to producing, selling and accounting) in order to better serve the needs of our target markets. | 4.62 | 1.784 | 0.770 |
 We understand how everyone in our company can contribute to creating customer value. | 5.06 | 1.599 | 0.654 |
Entrepreneurial orientation [Alpha = 0.824; AVE = 0.352] | |||
 A strong emphasis on the use of tried and true products or services for our farm operation. | 3.86 | 1.691 | 0.431 |
 No new lines of products or services. | 3.59 | 1.786 | 0.501 |
 Changes in product or service lines have been mostly of a minor nature. | 3.41 | 1.790 | 0.553 |
 Typically responds to actions which competitors initiate. | 3.84 | 1.286 | 0.386 |
 Typically seeks to avoid clashes with competitors, preferring a live-and-let-live attitude. | 3.52 | 1.446 | 0.549 |
 Tend to focus on low-risk investment projects (with normal and certain rates of return). | 3.26 | 1.476 | 0.658 |
 Owing to the nature of the business environment, it is best to explore our options gradually via cautious, incremental behaviour. | 3.25 | 1.440 | 0.664 |
 Typically adopt a cautious wait and see attitude in order to minimize the probability of making costly decision. | 3.29 | 1.469 | 0.666 |