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The goal of this paper is to report the development of a multi-item measure of environmental uncertainty to be used in a variety of marketing contexts. This measure evaluates the uncertainty within six critical environmental sectors or components: supply environment, competitive environment, demand environment, financial/capital environment, labor environment and regulatory environment. Evidence for the reliability and validity of this operationalization of environmental uncertainty was provided by an empirical test conducted in the US lodging industry.


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© Taylor & Francis. Final version published as: Dev, C. S., & Brown, J. R. (1995). Measuring environmental uncertainty. The International Review of Retail, Distribution and Consumer Research, 5(2), 219-247. Reprinted with permission. All rights reserved.