The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Agentic Orientation of the Company (High)
Using nine-point unipolar items, the scale measures the degree to which a company is considered to be organized, effective, and decisive in its interactions with customers. Two versions of the scale are described: one with three items and another with nine.
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