Market Orientation: The Construct, Antecedents, and Consequences

摘要

What are the pressing inconsistencies and future research opportunities in the Market Orientation literature? Synthesizing the extant literature, we developed a conceptual framework that entailed 15 propositions and delineates the construct of market orientation (MO), its antecedents, its outcomes, and all the factors which play a moderating/mediating role in between. Furthermore, our extensive review of the literature revealed the following limitations of previous studies that indicate an opportunity for future research: Measurement of firm performance in extant literature. Despite the well-documented problems associated with using sales (for being a short-term measurement of performance) and market share (Buzzell and Gale 1975; Majaro 1977) these variables, along with profitability, have frequently been used as measurements of the influence of MO on firm performance. Moreover, although sales and profit generally have been used interchangeably, it's reasonable to argue that MO has a stronger effect on profit compared to sales (Kumar et al. 2011). Therefore, to draw any conclusions about the relationship between MO and firm performance, we recommend future scholars to use the long-term measurements of firm performance.