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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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    References listed on IDEAS

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    1. Eric von Hippel, 1994. ""Sticky Information" and the Locus of Problem Solving: Implications for Innovation," Management Science, INFORMS, pages 429-439.
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    Cited by:

    1. 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.
    2. repec:spr:intemj:v:13:y:2017:i:4:d:10.1007_s11365-017-0433-z is not listed on IDEAS
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. 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.
    8. 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.

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