... validity of the scale. Originality/value The study develops a valid measure of MO with a major focus on market intelligence. The study proposes MO as a function of customer orientation, competitor orientation, inter-functional coordination and market intelligence which was largely ignored...

... impact is more significant in firms adopting a cost-leadership strategy but is reduced in those firms adopting a differentiation strategy (Duanmu et al., 2018). The study therefore hypothesises that: H1c. The level of competitor orientation of tourism business at the tourism...