What is the Predictive Power of Market Orientation?

34 Pages Posted: 20 Jan 2003

See all articles by Fred Langerak

Fred Langerak

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM); Erasmus Research Institute of Management (ERIM)

Date Written: 18 2002, 10

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: market orientation, predictive validity, business performance

JEL Classification: M, M31, C44, M38

Suggested Citation

Langerak, Fred, What is the Predictive Power of Market Orientation? (18 2002, 10). Available at SSRN: https://ssrn.com/abstract=371031

Fred Langerak (Contact Author)

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands

Erasmus Research Institute of Management (ERIM)

P.O. Box 1738
3000 DR Rotterdam
Netherlands

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