KOREASCHOLAR

VALIDATING DART MODEL WITH DATA FROM THE SURVEY OF POLISH MANUFACTURING AND SERVICE COMPANIES

Jolanta Mazur, Piotr Zaborek
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271777
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.2038-2055
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The article aims to quantitatively test the DART model, so far studied mostly with qualitative methods. A multiple measurement scale was employed in interviewing managers. The statistical evidence for adequacy of the model was obtained through CFA. The findings suggest that DART may not accurately reflect firms’ co-creation practices.

Keyword
Network-oriented behaviourBusiness-to-business marketsStructural equation modellingLatent interactionDART model
Author
  • Jolanta Mazur(Warsaw School of Economics)
  • Piotr Zaborek(Warsaw School of Economics)