IDEAS home Printed from https://ideas.repec.org/a/ibn/ijbmjn/v12y2017i3p1.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/download/65549/36064
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/view/65549
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Micheels, Eric T., 2014. "Experience and learning in beef production: Results from a cluster analysis," International Journal of Agricultural Management, Institute of Agricultural Management, vol. 3(3), pages 1-10.
    2. Elissaveta Zaharieva & Matthew Gorton & John Lingard, 2004. "An evaluation of marketing practices and market orientation in the Bulgarian wine industry," Post-Communist Economies, Taylor & Francis Journals, vol. 16(2), pages 229-243.
    3. repec:dgr:rugsom:02b13 is not listed on IDEAS
    4. Sora Lee & Jaewon Yoo, 2021. "Determinants of a Firm’s Sustainable Competitive Advantages: Focused on Korean Small Enterprises," Sustainability, MDPI, vol. 13(1), pages 1-16, January.
    5. Lado, Nora & Rivera Camino, Jaime Eduardo, 1996. "Forms of market strategies in the European insurance sector," DEE - Working Papers. Business Economics. WB 7061, Universidad Carlos III de Madrid. Departamento de Economía de la Empresa.
    6. Kok, Robert A.W. & Hillebrand, Bas & Biemans, Wim G., 2002. "Market-oriented product development as an organizational learning capability: findings from two cases," Research Report 02B13, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    7. Kozielski Robert, 2016. "Determinants of Business Success – Theoretical Model and Empirical Verification," Folia Oeconomica Stetinensia, Sciendo, vol. 16(1), pages 274-285, December.
    8. Schoenherr, Tobias & Wagner, Stephan M., 2016. "Supplier involvement in the fuzzy front end of new product development: An investigation of homophily, benevolence and market turbulence," International Journal of Production Economics, Elsevier, vol. 180(C), pages 101-113.
    9. Richard C. Becherer & John G. Maurer, 1997. "The Moderating Effect of Environmental Variables on the Entrepreneurial and Marketing Orientation of Entrepreneur-led Firms," Entrepreneurship Theory and Practice, , vol. 22(1), pages 47-58, October.
    10. Frambach, R.T. & Prabhu, J.C. & Verhallen, T.M.M., 1998. "The influence of business strategy on market orientation and new product activity," Other publications TiSEM 0d7ebd65-ed06-4482-a6b8-e, Tilburg University, School of Economics and Management.
    11. Antonio CORREIA de BARROS & Hortensia BARANDAS & Paulo Alexandre PIRES, 2009. "Applying Artificial Neural Networks to Evaluate Export Performance: A Relational Approach," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 10(4), pages 713-734, October.
    12. repec:mgs:ijoied:v:1:y:2015:i:1:p:17-26 is not listed on IDEAS
    13. Linda Tay & Neil Morgan, 2002. "Antecedents and consequences of market orientation in chartered surveying firms," Construction Management and Economics, Taylor & Francis Journals, vol. 20(4), pages 331-341.
    14. Song, Jing & Wei, Yinghong (Susan) & Wang, Rui, 2015. "Market orientation and innovation performance: The moderating roles of firm ownership structures," International Journal of Research in Marketing, Elsevier, vol. 32(3), pages 319-331.
    15. Chen, Shu-Ching & Quester, Pascale G., 2009. "A value-based perspective of market orientation and customer service," Journal of Retailing and Consumer Services, Elsevier, vol. 16(3), pages 197-206.
    16. Azuela Flores José Ignacio & Jiménez Torres Nadia H., 2014. "El estado del arte de la orientación al mercado en las organizaciones culturales," Contaduría y Administración, Accounting and Management, vol. 59(1), pages 259-282, enero-mar.
    17. Chen, Chien-Wei & Lien, Nai-Hwa, 2013. "Technological opportunism and firm performance: Moderating contexts," Journal of Business Research, Elsevier, vol. 66(11), pages 2218-2225.
    18. Elg, Ulf, 2005. "A study of inter-firm market orientation dimensions in Swedish, British and Italian supplier-retailer relationships," Working Paper Series 2005/6, Lund University, Institute of Economic Research.
    19. Gainer, Brenda & Padanyi, Paulette, 2005. "The relationship between market-oriented activities and market-oriented culture: implications for the development of market orientation in nonprofit service organizations," Journal of Business Research, Elsevier, vol. 58(6), pages 854-862, June.
    20. Hooley, Graham & Cox, Tony & Fahy, John & Shipley, David & Beracs, Jozsef & Fonfara, Krzysztof & Snoj, Boris, 2000. "Market Orientation in the Transition Economies of Central Europe:: Tests of the Narver and Slater Market Orientation Scales," Journal of Business Research, Elsevier, vol. 50(3), pages 273-285, December.
    21. Martino, Fernando & Tregear, Angela, 2001. "Market Orientation In A Sample Of Chilean Agrifood Processing Firms," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 4(3), pages 1-17.
    22. Harmsen, Hanne & Jensen, Bjarne, 2004. "Identifying the determinants of value creation in the market: A competence-based approach," Journal of Business Research, Elsevier, vol. 57(5), pages 533-547, May.

    More about this item

    JEL classification:

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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijbmjn:v:12:y:2017:i:3:p:1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.