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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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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: Kirca, Ahmet H.
Jayachandran, Satish
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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Market Orientation: A Meta-Analytic Review and Assessment of its Antecedents and Impact on Performance

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