Market Orientation: Synthesis and New Theoretical Directions

Abstract

The research devoted to market orientation has multiplied since the seminal works of Kohli and Jaworski (1990) and of Narver and Slater (1990). These were primarily structured around the question of the relation between market orientation and organizational performance, which was largely resolved with the publication of three meta-analyses (Rodriguez Cano, Carrillat and Jaramillo, 2004; Kirca, Jayachandran and Bearden, 2005; Ellis, 2006). Two questions remain under-explored: that of the definition of the concept, and that of its implementation. In relation to the first topic, this article proposes integrating existing approaches to market orientation, currently few in number. As well as providing a more complete definition and a better structuring of the concept, this approach leads to a better understanding of its links with organizational performance. In terms of the second topic, the article offers an assessment of the existing methods, as a basis for future directions of research.

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