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An Appraisal of Research on the Predictive Power of Market Orientation

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  • Langerak, Fred

Abstract

The majority of studies on market orientation claim compelling evidence exists that market orientation has a positive effect on business performance. This study takes a closer look at 51 studies which have addressed the relationship between market orientation and business performance between 1990 and 2002. The results show that there is no unequivocal evidence as to if and when market orientation has a positive impact on business performance. There is however some unequivocal proof, albeit limited, on how market orientation influences business performance. These findings are unsettling for academics and managers because market orientation is the foundation of marketing strategy.

Suggested Citation

  • Langerak, Fred, 2003. "An Appraisal of Research on the Predictive Power of Market Orientation," European Management Journal, Elsevier, vol. 21(4), pages 447-464, August.
    • Handle: RePEc:eee:eurman:v:21:y:2003:i:4:p:447-464
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    Citations

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    Cited by:

    1. Lin Song & Li Jing, 2017. "Strategic orientation and performance of new ventures: empirical studies based on entrepreneurial activities in China," International Entrepreneurship and Management Journal, Springer, vol. 13(4), pages 989-1012, December.
    2. Robert E. Morgan & Pierre Berthon, 2008. "Market Orientation, Generative Learning, Innovation Strategy and Business Performance Inter‐Relationships in Bioscience Firms," Journal of Management Studies, Wiley Blackwell, vol. 45(8), pages 1329-1353, December.
    3. Rahul Kumar Sett, 2018. "Market orientation − firm performance link in a dynamic environment: looking inside the black box," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 163-179, December.
    4. Voola, Ranjit & Casimir, Gian & Carlson, Jamie & Anushree Agnihotri, M., 2012. "The effects of market orientation, technological opportunism, and e-business adoption on performance: A moderated mediation analysis," Australasian marketing journal, Elsevier, vol. 20(2), pages 136-146.
    5. Yuan Jing, 2022. "The Relationship Between Business Model Innovation and Operational Performance of Incubator Enterprise," International Journal of Science and Business, IJSAB International, vol. 16(1), pages 153-191.
    6. Lin Song & Li Jing, 0. "Strategic orientation and performance of new ventures: empirical studies based on entrepreneurial activities in China," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-24.
    7. Liu Hailiang & Sara Ravan Ramzani & Hou Cheng Long, 2020. "Antecedents of Firm’s Performance: A Conceptual Model," International Journal of Emerging Trends in Social Sciences, Scientific Publishing Institute, vol. 8(1), pages 25-32.
    8. Lettice, Fiona & Tschida, Markus & Forstenlechner, Ingo, 2014. "Managing in an economic crisis: The role of market orientation in an international law firm," Journal of Business Research, Elsevier, vol. 67(1), pages 2693-2700.
    9. Theoharakis, Vasilis & Hooley, Graham, 2008. "Customer orientation and innovativeness: Differing roles in New and Old Europe," International Journal of Research in Marketing, Elsevier, vol. 25(1), pages 69-79.
    10. Schlosser, Francine K. & McNaughton, Rod B., 2007. "Individual-level antecedents to market-oriented actions," Journal of Business Research, Elsevier, vol. 60(5), pages 438-446, May.
    11. Lect. Emoke-Szidónia Feder Ph. D., 2015. "Proactive And Reactive Foreign Market Oriented International Ventures: A Comparative Analysis On Performance," Revista Tinerilor Economisti (The Young Economists Journal), University of Craiova, Faculty of Economics and Business Administration, vol. 1(24), pages 123-136, APRIL.
    12. Che-Ha, Norbani & Mavondo, Felix T. & Mohd-Said, Saad, 2014. "Performance or learning goal orientation: Implications for business performance," Journal of Business Research, Elsevier, vol. 67(1), pages 2811-2820.
    13. Coltman, Tim & Devinney, Timothy M. & Midgley, David F. & Venaik, Sunil, 2008. "Formative versus reflective measurement models: Two applications of formative measurement," Journal of Business Research, Elsevier, vol. 61(12), pages 1250-1262, December.
    14. Gonzalez-Benito, Oscar & Gonzalez-Benito, Javier, 2008. "Implications of market orientation on the environmental transformation of industrial firms," Ecological Economics, Elsevier, vol. 64(4), pages 752-762, February.

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