What is the Predictive Power of Market Orientation?

Fred Langerak

ERIM Report Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam

Abstract: The majority of studies on market orientation claim that compelling evidence exists that market orientation has a positive effect on business performance. This study takes a closer look at forty studies that have addressed the relationship between market orientation and business performance in the past thirteen years. 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.

Keywords: business performance; market orientation; predictive validity (search for similar items in EconPapers)
JEL-codes: C44 M M31 M38 (search for similar items in EconPapers)
Date: 2002-10-18
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Citations: View citations in EconPapers (1)

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