Template-Type: ReDIF-Paper 1.0
Author-Name: Langerak, F.
Author-Name-Last: Langerak
Author-Name-First: Fred
Title: What is the Predictive Power of Market Orientation?
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.
Creation-Date: 2002-10-18
File-URL: https://repub.eur.nl/pub/235/erimrs20021018160627.pdf
File-Format: application/pdf
Series: RePEc:ems:eureri
Number: ERS-2002-88-MKT
Classification-JEL: C44, M, M31, M38
Keywords: business performance, market orientation, predictive validity
Handle: RePEc:ems:eureri:235