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Market Orientation and Performance: A Meta-Analysis and Cross-National Comparisons


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  • Paul D. Ellis
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    Quantitative evidence drawn from a meta-analysis of 56 studies (58 samples) conducted in 28 countries reveals that market orientation is a generic determinant of firm performance. However, stronger effects were found for studies set in large, mature markets and when market orientation was measured using Kohli, Jaworski and Kumar's (1993) MARKOR scale. The meta-analysis also revealed that the value of a market orientation weakens in proportion to the cultural distance separating the home market from the USA. This study thus extends previous research by: (1) providing evidence of measurement moderators that inhibit the generalization of results obtained from studies using different scales and performance variables; (2) establishing benchmark effect sizes for specific regions around the world; and (3) revealing that the managerial value of a market orientation is significantly affected by the cultural and economic characteristics of the host country. Copyright Blackwell Publishing Ltd 2006.

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    Article provided by Wiley Blackwell in its journal Journal of Management Studies.

    Volume (Year): 43 (2006)
    Issue (Month): 5 (07)
    Pages: 1089-1107

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    Handle: RePEc:bla:jomstd:v:43:y:2006:i:5:p:1089-1107

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    Cited by:
    1. 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.
    2. Ellis, Paul D., 2010. "International trade intermediaries and the transfer of marketing knowledge in transition economies," International Business Review, Elsevier, vol. 19(1), pages 16-33, February.
    3. Abebe, Michael A. & Angriawan, Arifin, 2014. "Organizational and competitive influences of exploration and exploitation activities in small firms," Journal of Business Research, Elsevier, vol. 67(3), pages 339-345.
    4. 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.
    5. Dibrell, Clay & Craig, Justin B. & Hansen, Eric N., 2011. "How managerial attitudes toward the natural environment affect market orientation and innovation," Journal of Business Research, Elsevier, vol. 64(4), pages 401-407, April.
    6. Tindara Abbate & Fabrizio Cesaroni, 2014. "Market orientation and academic spin-off firms," Business Economics Working Papers id-14-01, Universidad Carlos III, Instituto sobre Desarrollo Empresarial "Carmen Vidal Ballester".
    7. Hau, Le Nguyen & Evangelista, Felicitas & Thuy, Pham Ngoc, 2013. "Does it pay for firms in Asia's emerging markets to be market oriented? Evidence from Vietnam," Journal of Business Research, Elsevier, vol. 66(12), pages 2412-2417.
    8. He, Xinming & Wei, Yingqi, 2011. "Linking market orientation to international market selection and international performance," International Business Review, Elsevier, vol. 20(5), pages 535-546, October.
    9. Wang, Cheng Lu & Chung, Henry F.L., 2013. "The moderating role of managerial ties in market orientation and innovation: An Asian perspective," Journal of Business Research, Elsevier, vol. 66(12), pages 2431-2437.
    10. Ahmet H., Kirca, 2011. "The effects of market orientation on subsidiary performance: Empirical evidence from MNCs in Turkey," Journal of World Business, Elsevier, vol. 46(4), pages 447-454, October.
    11. Mohammad RAOOFI, 2012. "Moderating Role Of E-Marketing On The Consequences Of Market Orientation In Iranian Firms," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 301-316, November.
    12. Wong, Hiu-Kan & Ellis, Paul D., 2007. "Is market orientation affected by the product life cycle?," Journal of World Business, Elsevier, vol. 42(2), pages 145-156, June.
    13. Kirca, Ahmet H. & Yaprak, Attila, 2010. "The use of meta-analysis in international business research: Its current status and suggestions for better practice," International Business Review, Elsevier, vol. 19(3), pages 306-314, June.
    14. Raju, P.S. & Lonial, Subhash C. & Crum, Michael D., 2011. "Market orientation in the context of SMEs: A conceptual framework," Journal of Business Research, Elsevier, vol. 64(12), pages 1320-1326.


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