Market knowledge acquisition and sustaining firm performance: an approach towards business excellence

At present, managing and sustaining performance has become a challenge for organisations, where environment forces (enabling and restraining) are continuously interacting and results as dynamic, uncertain and unforeseen contexts. Knowledge optimisation plays a significant role in managing and synchronising core business practices which can be ensured by linking its source and deployment to sustain long-term business performance. The present study aims to explore the linkage among market knowledge acquisition, firm innovation and performance. Theoretical pieces of evidence, relevant research work and arguments have been retraced from e-database/sources such as Google Scholar, EBSCOHost, ScienceDirect, ProQuest, etc. using a systematic review method. This study adds value to knowledge literature, by offering insights into the knowledge sourcing aspect and exploring how it enhances innovation practices to sustain organisational performance. This study inferences, limitations, and future opportunities have also been discussed.