The relationships between market orientation and alternative strategic orientations: A meta-analysis

European Journal of Marketing

Volumn 42, Issue 1-2, 2008, Pages 115-134

  Grinstein, Amir ^a  

^a BEN GURION UNIVERSITY OF THE NEGEV   (Israel)

Author keywords

Business performance; Market orientation; Statistical analysis; Strategic marketing

Indexed keywords

EID: 38949190636     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560810840934     Document Type: Article

References (115)

1. Agarwal, S., Erramilli, K. and Dev, C. (2003), "Market orientation and performance in service firms: role of innovation", Journal of Services Marketing, Vol. 17 No. 1, pp. 68-82.
2. Appiah-Adu, K. (1997), "Market orientation and performance: do the findings established in large firms hold in the small business sector?", Journal of Euro-marketing, Vol. 6 No. 3, pp. 1-26.
3. Atuahene-Gima, K. (1995), "An exploratory analysis of the impact of market orientation on new product performance", Journal of Product Innovation Management, Vol. 12, pp. 275-93.
4. Atuahene-Gima, K. (1996), "Market orientation and innovation", Journal of Business Research, Vol. 35, pp. 93-103.
5. Atuahene-Gima, K. and Ko, A. (2001), "An empirical investigation of the effect of market orientation and entrepreneurship orientation alignment on product innovation", Organization Science, Vol. 12 No. 1, pp. 54-74.
6. Baker, W. and Sinkula, J. (1999a), "The synergistic effect of market orientation on organizational performance", Journal of the Academy of Marketing Science, Vol. 27 No. 4, pp. 411-27.
7. Baker, W. and Sinkula, J. (1999b), "Learning orientation, market orientation, and innovation: Integrating and extending models of organizational performance", Journal of Market Focused Management, Vol. 4 No. 4, pp. 295-308.
8. Bamberger, P., Kluger, A. and Suchard, R. (1999), "The antecedents and consequences of union commitment: a meta-analysis", Academy of Management Journal, Vol. 42 No. 3, pp. 304-17.
9. Barrett, H. and Weinstein, A. (1998), "The effect of market orientation and organizational flexibility on corporate entrepreneurship", Entrepreneurship Theory and Practice, Vol. 23 No. 1, pp. 57-70.
10. Becherer, R. and Maurer, J. (1997), "The moderating effect of environmental variables on the entrepreneurial and marketing orientation of entrepreneur-led firms", Entrepreneurship Theory and Practice, Vol. 22 No. 1, pp. 47-58.
11. Bhuian, S. and Abdul-Gader, A. (1997), "Market orientation in the hospital industry", Marketing Health Services, Winter, pp. 37-45.
12. Bhuian, S., Menguc, B. and Bell, S. (2005), "Just entrepreneurial enough: the moderating effect of entrepreneurship on the relationship between market orientation and performance", Journal of Business Research, Vol. 58, pp. 9-17.
13. Cadogan, J., Sundqvist, S., Salminen, R. and Puumalainen, K. (2002), "Market-oriented behavior: comparing service with product exporters", European Journal of Marketing, Vol. 36 Nos 9/10, pp. 1076-102.
14. Calantone, R., Garcia, R. and Droge, C. (2003), "The effects of environment turbulence on new product development and strategy planning", Journal of Product Innovation Management, Vol. 20 No. 2, pp. 90-103.
15. Campbell-Hunt, C. (2000), "What have we learned about generic competitive strategy? A meta-analysis", Strategic Management Journal, Vol. 21, pp. 127-54.
16. Cano, C., Carrillat, F. and Jaramillo, F. (2004), "A meta-analysis of the relationship between market orientation and business performance: evidence from five continents", International Journal of Research in Marketing, Vol. 21, pp. 179-200.
17. Caruana, A., Ramaseshan, B. and Ewing, M. (1999), "Market orientation and performance in the public sector: the role of organizational commitment", Journal of Global Marketing, Vol. 12 No. 3, pp. 59-79.
18. Cervera, A., Molla, A. and Sanchez, M. (2001), "Antecedents and consequences of market orientation in public organizations", European Journal of Marketing, Vol. 35 Nos 11/12, pp. 1259-87.
19. Christensen, C. (1997), The Innovator's Dilemma, Harvard Business School Press, Boston, MA.
20. Connor, T. (1999), "Customer-led and market-oriented: a matter of balance", Strategic Management Journal, Vol. 20, pp. 1157-63.
21. Cortina, J. (2003), "Apples and oranges (and pears, oh my): the search for moderators in meta-analysis", Organizational Research Methods, Vol. 6 No. 4, pp. 415-39.
22. Damanpour, F. (1991), "Organizational innovation: a meta-analysis of effects of determinants and moderators", Academy of Management Journal, Vol. 34 No. 3, pp. 555-90.
23. Day, G. (1994), "The capabilities of market-driven organization", Journal of Marketing, Vol. 58, pp. 37-52.
24. Deshpandé, R. and Farley, J. (1998), "Measuring market orientation: generalization and synthesis", Journal of Market Focused Management, Vol. 2, pp. 213-32.
25. Deshpandé, R. and Farley, J. (1999), "Corporate culture and market orientation: comparing Indian and Japanese firms", Journal of International Marketing, Vol. 7 No. 4, pp. 111-27.
26. Deshpandé, R., Farley, J. and Webster, F. (1993), "Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis", Journal of Marketing, Vol. 57 No. 1, pp. 23-38.
27. Farrell, M. (2000), "Developing a market-oriented learning organization", Australian Journal of Management, Vol. 25 No. 2, pp. 201-22.
28. Field, A. (2001), "Meta-analysis of correlation coefficients: a Monte Carlo comparison of fixed and random-effects methods", Psychological Methods, Vol. 6 No. 2, pp. 161-80.
29. Frambach, R., Prabhu, J. and Verhallen, T. (2003), "The influence of business strategy on new product activity: the role of market orientation", International Journal of Research in Marketing, Vol. 20, pp. 377-97.
30. Fritz, W. (1996), "Market orientation and corporate success: findings from Germany", European Journal of Marketing, Vol. 30 No. 8, pp. 59-74.
31. Gatignon, H. and Xuereb, J.M. (1997), "Strategic orientation of the firm and new product performance", Journal of Marketing Research, Vol. 34, pp. 77-90.
32. Han, J., Kim, N. and Srivastava, R. (1998), "Market orientation and organizational performance: is innovation a missing link?", Journal of Marketing, Vol. 62 No. 4, pp. 30-45.
33. Harris, L. and Ogbonna, E. (2000), "The responses of front-line employees to market-oriented culture change", European Journal of Marketing, Vol. 34 Nos 3/4, pp. 318-40.
34. Harris, L. and Ogbonna, E. (2001), "Strategic human resource management, market orientation, and organizational performance", Journal of Business Research, Vol. 51 No. 2, pp. 157-66.
35. Hartline, M., Maxham, J. and McKee, D. (2000), "Corridors of influence in the dissemination of customer-oriented strategy to customer contact service employees", Journal of Marketing, Vol. 64 No. 2, pp. 35-50.
36. Hedges, L. and Olkin, I. (1985), Statistical Methods for Meta-Analysis, Academic Press, Orlando, FL.
37. Hitt, M., Dacin, T., Tyler, B. and Park, D. (1997), "Understanding the differences in Korean and US executives' strategic orientations", Strategic Management Journal, Vol. 18 No. 2, pp. 159-67.
38. Houston, F. (1986), "The marketing concept: what it is and what it is not", Journal of Marketing, Vol. 50 No. 2, pp. 81-7.
39. Hult, T. and Ketchen, D. (2001), "Does market orientation matter? A test of the relationship between positional advantage and performance", Strategic Management Journal, Vol. 22, pp. 899-906.
40. Hult, T., Hurley, R. and Knight, G. (2004), "Innovativeness: its antecedents and impact on business performance", Industrial Marketing Management, Vol. 33, pp. 429-38.
41. Hult, T., Snow, C. and Kandemir, D. (2003), "The role of entrepreneurship in building cultural competitiveness in different organizational types", Journal of Management, Vol. 29 No. 3, pp. 401-26.
42. Hunter, J. and Schmidt, F. (1990), Methods of Meta-analysis: Correcting Error and Bias in Research Findings, Sage, Newbury Park, CA.
43. Hurley, R. and Hult, T. (1998), "Innovation, market orientation, and organizational learning: an integration and empirical examination", Journal of Marketing, Vol. 62, July, pp. 42-54.
44. Im, S. and Workman, J. (2004), "Market orientation, creativity, and new product performance in high-technology firms", Journal of Marketing, Vol. 68 No. 2, pp. 114-32.
45. Jaworski, B. and Kohli, A. (1993), "Market orientation: antecedents and consequences", Journal of Marketing, Vol. 57 No. 3, pp. 53-70.
46. Jones, E., Busch, P. and Dacin, P. (2003), "Firm market orientation and salesperson customer orientation: interpersonal and intrapersonal influences on customer service and retention in business-to-business buyer-seller relationships", Journal of Business Research, Vol. 56, pp. 323-40.
47. King, D., Dalton, D., Daily, C. and Covin, J. (2004), "Meta-analysis of post-acquisition performance: indicators of unidentified moderators", Strategic Management Journal, Vol. 25, pp. 187-200.
48. Kluger, A., Siegfried, Z. and Ebstein, R. (2002), "A meta-analysis of the association between DRD4 polymorphism and novelty seeking", Molecular Psychiatry, Vol. 7, pp. 712-7.
49. Kohli, A. and Jaworski, B. (1990), "Market orientation: the construct, research propositions and managerial implications", Journal of Marketing, Vol. 54, pp. 1-18.
50. Kumar, K., Subramanian, R. and Yauger, C. (1998), "Examining the market orientation-performance relationship: a context specific study", Journal of Management, Vol. 24 No. 2, pp. 201-33.
51. Kyriakopoulos, K. and Moorman, C. (2004), "Tradeoffs in marketing exploitation and exploration strategies: the overlooked role of market orientation", International Journal of Research in Marketing, Vol. 21 No. 3, pp. 219-40.
52. Lado, N. and Maydeu-Olivares, A. (2001), "Exploring the link between market orientation and innovation in the European and US insurance markets", International Marketing Review, Vol. 18 No. 2, pp. 130-44.
53. Lai, K.H. (2004), "Market orientation in quality-oriented organizations and its impact on their performance", International Journal of Production Economics, Vol. 84, pp. 17-34.
54. Langerak, F. (2001), "Effects of market orientation on the behaviors of salespersons and purchasers, channel relationships, and performance of manufacturers", International Journal of Research in Marketing, Vol. 18 No. 3, pp. 221-34.
55. Langerak, F. (2003), "The effect of market orientation on positional advantage and organizational performance", Journal of Strategic Marketing, Vol. 11 No. 2, pp. 93-115.
56. Langerak, F., Hultink, J.E. and Robben, H. (2000), "The mediating effect of NPD-activities and NPD-performance on the relationship between market orientation and organizational performance", No. ERS-2000-50-MKT, Report Series Research in Management, Erasmus Research Institute of Management, Rotterdam, pp. 1-46.
57. Langerak, F., Hultink, J.E. and Robben, H. (2004a), "The role of predevelopment activities in the relationship between market orientation and performance", R&D Management, Vol. 34 No. 3, pp. 295-309.
58. Langerak, F., Hultink, J.E. and Robben, H. (2004b), "The impact of market orientation, product advantage, and launch proficiency on new product performance and organizational performance", Journal of Product Innovation Management, Vol. 21 No. 2, pp. 79-94.
59. Liu, S., Luo, X. and Shi, Y.Z. (2002), "Integrating customer orientation, corporate entrepreneurship, and learning orientation in organizations-in-transition: an empirical study", International Journal of Research in Marketing, Vol. 19, pp. 367-82.
60. Liu, S., Luo, X. and Shi, Y.Z. (2003), "Market-oriented organizations in an emerging economy: a study of missing links", Journal of Business Research, Vol. 56, pp. 481-91.
61. Lukas, B. and Ferrell, O. (2000), "The effect of market orientation on product innovation", Journal of the Academy of Marketing Science, Vol. 28 No. 2, pp. 239-47.
62. Luo, X., Sivakumar, K. and Liu, S. (2005b), "Globalization, marketing resources, and performance: evidence from China", Journal of the Academy of Marketing Science, Vol. 33 No. 1, pp. 50-65.
63. Luo, X., Zhou, L. and Liu, S. (2005a), "Entrepreneurial firms in the context of China's transition economy: an integrative framework and empirical examination", Journal of Business Research, Vol. 58, pp. 277-84.
64. MacDonald, S. (1995), "Too close too comfort? The strategic implications of getting close to the customer", California Management Review, Vol. 37 No. 4, pp. 8-27.
65. Maignan, I. and Ferrell, O. (2001), "Antecedents and benefits of corporate citizenship: an investigation of French businesses", Journal of Business Research, Vol. 51, pp. 37-51.
66. Maignan, I., Ferrell, O. and Hult, T. (1999), "Corporate citizenship: cultural antecedents and business benefits", Journal of the Academy of Marketing Science, Vol. 27 No. 4, pp. 455-69.
67. Martin, J., Martin, B. and Grbac, B. (1998), "Employee involvement and market orientation in a transition economy: importance, problems and a solution", Journal of Managerial Issues, Vol. 10 No. 4, pp. 485-502.
68. Matsuno, K. and Mentzer, J. (2000), "The effects of strategy type on the market orientation-performance relationship", Journal of Marketing, Vol. 64 No. 4, pp. 1-16.
69. Matsuno, K., Mentzer, J. and Rentz, J. (2000), "A refinement and validation of the MARKOR scale", Journal of the Academy of Marketing Science, Vol. 28 No. 4, pp. 527-39.
70. Matsuno, K., Mentzer, J. and Ozsomer, A. (2002), "The effects of entrepreneurial proclivity and market orientation on business performance", Journal of Marketing, Vol. 66 No. 3, pp. 18-32.
71. Matsuno, M. (2002), "The effect of customer orientation and intra-organizational competition on innovativeness: generating creative conflict", Conference Proceedings: The Third European Conference on Knowledge, Learning and Capabilities, pp. 1-24.
72. Mavondo, F. (1999a), "Market orientation: scale invariance and relationship to generic strategies across two countries", Journal of Market Focused Management, Vol. 4, pp. 125-42.
73. Mavondo, F. (1999b), "Environment and strategy as antecedents for marketing effectiveness and organizational performance", Journal of Strategic Marketing, Vol. 7, pp. 237-50.
74. Maydeu-Olivares, A. and Lado, N. (2003), "Market orientation and business economic performance: a mediated model", European Journal of Marketing, Vol. 14 No. 3, pp. 284-309.
75. Menguc, B. (1996), "The influence of the market orientation of the firm on sales force behavior and attitudes: further empirical results", International Journal of Research in Marketing, Vol. 13, pp. 277-91.
76. Miles, R. and Snow, C. (1978), Organizational Strategy, Structure, and Process, McGraw-Hill, New York, NY.
77. Moorman, C. and Rust, R. (1999), "The role of marketing", Journal of Marketing, Vol. 63, pp. 180-97.
78. Morgan, R. and Turnell, C. (2003), "Market-based organizational learning and market performance gains", British Journal of Management, Vol. 14, pp. 255-74.
79. Narver, J. and Slater, S. (1990), "The effect of a market orientation on business profitability", Journal of Marketing, Vol. 54 No. 4, pp. 20-35.
80. Narver, J., Slater, S. and MacLachlan, D. (2004), "Responsive and proactive market orientation and new product success", Journal of Product Innovation Management, Vol. 21 No. 5, pp. 334-44.
81. Noble, C., Sinha, R. and Kumar, A. (2002), "Market orientation and alternative strategic orientations: a longitudinal assessment of performance implications", Journal of Marketing, Vol. 66, pp. 25-39.
82. Pelham, A. (1997a), "Mediating influences on the relationship between market orientation and profitability in small industrial firms", Journal of Marketing Theory and Practice, Vol. 5 No. 3, pp. 55-76.
83. Pelham, A. (1997b), "Market orientation and performance: the moderating effects of product and customer differentiation", The Journal of Business and Industrial Marketing, Vol. 12 No. 5, pp. 276-96.
84. Pelham, A. (1999), "Influence of environment, strategy, and market orientation on performance in small manufacturing firms", Journal of Business Research, Vol. 45, pp. 33-46.
85. Pelham, A. and Wilson, D. (1996), "A longitudinal study of the impact of market structure, firm structure, strategy, and market orientation culture on dimensions of small firms' performance", Journal of the Academy of Marketing Science, Vol. 24 No. 1, pp. 27-43.
86. Pfeffer, J. and Veiga, J. (1999), "Putting people first for organizational success", The Academy of Management Executives, Vol. 13 No. 2, pp. 37-48.
87. Piercy, N., Harris, L. and Lane, N. (2002), "Market orientation and retail operatives' expectations", Journal of Business Research, Vol. 55, pp. 261-73.
88. Porter, M. (1980), Competitive Strategy, The Free Press, New York, NY.
89. Raju, P. and Lonial, S. (2002), "The impact of service quality and marketing on financial performance in the hospital industry: an empirical examination", Journal of Retailing and Consumer Services, Vol. 9 No. 6, pp. 335-48.
90. Raju, P., Lonial, S. and Gupta, Y. (1995), "Market orientation and performance in the hospital industry", Journal of Health Care Marketing, Vol. 15 No. 4, pp. 34-41.
91. Ramaseshan, B., Caruana, A. and Pang, L.S. (2002), "The effect of market orientation on new product performance: a study among Singaporean firms", Journal of Product & Brand Management, Vol. 11 No. 6, pp. 399-409.
92. Ruekert, R. (1992), "Developing a market orientation: an organizational strategy perspective", International Journal of Research in Marketing, Vol. 9 No. 3, pp. 225-45.
93. Sandvik, I. and Sandvik, K. (2003), "The impact of market orientation on product innovativeness and business performance", International Journal of Research in Marketing, Vol. 20, pp. 355-76.
94. Selnes, F., Jaworski, B. and Kohli, A. (1996), "Market orientation in United States and Scandinavian companies: a cross-culture study", Scandinavian Journal of Management, Vol. 12 No. 2, pp. 139-57.
95. Shoam, A. and Rose, G. (2001), "Market-orientation: a replication, cross-cultural comparison, and extension", Journal of Global Marketing, Vol. 14 No. 4, pp. 5-26.
96. Shoham, A., Rose, G. and Kropp, F. (2005), "Market orientation and performance: a meta-analysis", Marketing Intelligence and Planning, Vol. 23 Nos 4/5, pp. 435-54.
97. Siguaw, J. and Honeycutt, E. (1995), "An examination of gender differences in selling behaviors and job attitudes", Industrial Marketing Management, Vol. 24 No. 1, pp. 45-52.
98. Siguaw, J., Brown, G. and Widing, R. (1994), "The influence of the market orientation of the firm on sales force behaviour and attitudes", Journal of Marketing Research, Vol. 31, February, pp. 106-16.
99. Slater, S. and Narver, J. (1994), "Does competitive environment moderate the market orientation-performance relationship?", Journal of Marketing, Vol. 58, pp. 46-55.
100. Slater, S. and Narver, J. (1995), "Market orientation and the learning organization", Journal of Marketing, Vol. 59, pp. 63-74.
101. Subramanian, R. and Gopalakrishna, P. (2001), "The market orientation-performance relationship in the context of a developing economy: an empirical analysis", Journal of Business Research, Vol. 53 No. 1, pp. 1-13.
102. Vazquez, R., Santos, M. and Alvarez, L. (2001), "Market orientation, innovation and competitive strategies in industrial firms", Journal of Strategic Marketing, Vol. 9, pp. 69-90.
103. Vorhies, D. and Harker, M. (2000), "The capabilities and performance advantages of market-driven firms: an empirical investigation", Australian Journal of Management, Vol. 25 No. 2, pp. 145-71.
104. Vorhies, D., Harker, M. and Rao, C. (1999), "The capabilities and performance advantages of market-driven firms", European Journal of Marketing, Vol. 33 Nos 11/12, pp. 1171-202.
105. Wei, Y. and Morgan, N. (2004), "Supportiveness of organizational climate, market orientation, and new product performance in Chinese firms", Journal of Product Innovation Management, Vol. 21, pp. 375-88.
106. Wood, V., Bhuian, S. and Kiecker, P. (2000), "Market orientation and organizational performance in not-for-profit hospitals", Journal of Business Research, Vol. 48 No. 3, pp. 213-26.
107. Wright, P., Kroll, M., Pray, B. and Lado, A. (1995), "Strategic orientations, competitive advantage, and business performance", Journal of Business Research, Vol. 33 No. 2, pp. 143-51.
108. Zhou, K., Li, J. and Zhou, N. (2004), "Employee's perceptions of market orientation in a transitional economy: China as an example", Journal of Global Marketing, Vol. 17 No. 4, pp. 5-22.
109. Zhou, Z.K., Yim, K.C. and Tse, D. (2005), "The effects of strategic orientations on technology- and market-based breakthrough innovations", Journal of Marketing, Vol. 69 No. 1, pp. 42-60.
110. Geyskens, I., Steenkamp, J.B. and Kumar, N. (1998), "Generalizations about trust in marketing channel relationships using meta-analysis", International Journal of Research in Marketing, Vol. 15, pp. 223-48.
111. Gounaris, S. and Avlonitis, G. (2001), "Market orientation development: a comparison of industrial vs consumer goods companies", The Journal of Business and Industrial Marketing, Vol. 16 No. 5, pp. 354-81.
112. Grewal, R. and Tansuhaj, P. (2001), "Building organizational capabilities for managing economic crisis: the role of market orientation and strategic flexibility", Journal of Marketing, Vol. 65 No. 2, pp. 67-80.
113. Haveman, H. (1993), "Follow the leader: mimetic isomorphism and entry into new markets", Administrative Science Quarterly, Vol. 38 No. 4, pp. 593-627.
114. Kohli, A., Jaworski, B. and Kumar, A. (1993), "MARKOR: a measure of market orientation", Journal of Marketing Research, Vol. 30 No. 4, pp. 467-77.
115. Szymanski, D. and Henard, D. (2001), "Customer satisfaction: a meta-analysis of the empirical evidence", Journal of the Academy of Marketing Science, Vol. 29 No. 1, pp. 16-35.