An appraisal of research on the predictive power of market orientation

The majority of studies on market orientation claim compelling evidence exists that market orientation has a positive effect on business performance. This study takes a closer look at 51 studies which have addressed the relationship between market orientation and business performance between 1990 and 2002. 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.