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Cited by 2,182Innovation and Knowledge ManagementMarketing and Advertising StrategiesEmployee Performance and Motivation

Market Orientation: A Meta-Analytic Review and Assessment of its Antecedents and Impact on Performance

Kirca, Ahmet H., Jayachandran, Satish, Bearden, William O.·2005·Journal of Marketing
DOI 10.1509/jmkg.69.2.24.60761
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Abstract

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.

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Crossref · 10.1509/jmkg.69.2.24.60761

Cites

98 of 98 references verified0 citation errors · 0 not checkable

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  • When studies used single-item measures or did not report reliabilities, the mean reliability for the respective construct across all studies was used as an approximation.

    “Some studies used single-item measures or did not report on reliabilities. In such cases, the mean reliability for the respective construct across all studies was used as an approximation (Kirca, Jayachandran, and Bearden 2005).”

    From A Meta-Analysis of Organizational Complaint Handling and Customer Responses (2011) · cites this paper as Kirca, Jayachandran, and Bearden 2005

  • The inclusion rate of 61.3% was comparable with the rates reported in other meta-analyses in marketing.

    “The inclusion rate of 61.3 % was comparable with the rates reported in other meta-analyses in marketing (e.g., Kirca, Jayachandran, and Bearden 2005; Szymanski and Henard 2001).”

    From A Meta-Analysis of Organizational Complaint Handling and Customer Responses (2011) · cites this paper as Kirca, Jayachandran, and Bearden 2005

  • Heterogeneous effect sizes are common in marketing meta-analyses.

    “Heterogeneous effect sizes are common in marketing metaanalyses (e.g., Kirca, Jayachandran, and Bearden 2005; Palmatier et al. 2006)”

    From A Meta-Analysis of Organizational Complaint Handling and Customer Responses (2011) · cites this paper as Kirca, Jayachandran, and Bearden 2005

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Related

Authors
Kirca, A. H., Jayachandran, S., & Bearden, W. O.
Affiliations
  • George Washington University (US)
  • University of South Carolina (US)
Corresponding author
  • Kirca, Ahmet H.
  • Jayachandran, Satish
  • Bearden, William O.
ORCID
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
2005-04
Volume
69
Issue
2
Pages
24-41
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1509/jmkg.69.2.24.60761
OpenAlex
W2072429707
Cited by
2,182
References
102
Citations by year
2026: 47 · 2025: 45 · 2024: 77 · 2023: 92 · 2022: 100 · 2021: 120 · 2020: 125 · 2019: 139 · 2018: 115 · 2017: 129 · 2016: 149 · 2015: 132 · 2014: 143 · 2013: 151 · 2012: 132
FWCI
199.82
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
Journal of Marketing (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Innovation and Knowledge Management
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Employee Performance and Motivation
Keywords
market orientation, antecedents of market orientation, firm performance, mediators, manufacturing companies, service companies, cultural dimensions, power distance, uncertainty avoidance, subjective performance measures

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