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Conceptualization and Measurement of Market Orientation: A Review with a Roadmap for Future Research

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  • Turkan Dursun
  • Ceyhan Kilic

Abstract

The purpose of this study is to review the existing research on the definition, conceptualization and measurement of market orientation and to provide guidance on the direction of future research in this area. Even though the number of research studies on market orientation has increased substantially, there is still no agreement among scholars regarding how to define market orientation, how broad its scope is, and how to measure it. Although the number of market orientation measurement scales has increased over the years, there is still limited research on how to differentiate between the various measures of market orientation. It is hoped that this review will provide researchers a deeper understanding of the scope of market orientation, help them select a suitable market orientation scale for their studies, and guide them in a more productive research path on the definition and measurement of market orientation.

Suggested Citation

  • Turkan Dursun & Ceyhan Kilic, 2017. "Conceptualization and Measurement of Market Orientation: A Review with a Roadmap for Future Research," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(3), pages 1-1, February.
    • Handle: RePEc:ibn:ijbmjn:v:12:y:2017:i:3:p:1
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    References listed on IDEAS

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    1. Gordon E. Greenley, 1995. "Forms Of Market Orientation In Uk Companies," Journal of Management Studies, Wiley Blackwell, vol. 32(1), pages 47-66, January.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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