2005/03/16 by Ahmet H. Kirca, Satish Jayachandran, William O. Bearden · 2,170 citations
Business, Management and Accounting · #Bivariate analysis #Business #Customer Service Quality and Loyalty #Econometrics #Economics #Empirical research #Environmental Sustainability in Business #Individualism #Innovation and Knowledge Management #Market orientation #Marketing #Orientation (vector space) #Regression analysis #Service (business) #Statistics #Uncertainty avoidance
paper · doi:10.1509/jmkg.69.2.24.60761
published in Journal of Marketing 69(2), 24-41 (SAGE Publishing)
openalex publication_date 2005/03/16 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/31
The authors conduct a meta-analysis that aggregates empirical findings from the market orientation literature. First, the study provides a quantitative summary of the bivariate findings regarding the antecedents and the consequences of market orientation. Second, the authors use multivariate analyses of aggregate study effects to identify significant antecedents of market orientation and the process variables that mediate the relationship between market orientation and performance. In addition, using regression analysis, the authors find that the market orientation–performance relationship is stronger in samples of manufacturing firms, in low power-distance and uncertainty-avoidance cultures, and in studies that use subjective measures of performance. The authors also find that the market orientation–performance correlation is stronger for both cost-based and revenue-based performance measures in manufacturing firms than in service firms. On the basis of the findings, the authors conclude with a discussion of the implications for practice and further research.