Although the merits of maintaining a market orientation have been extensively discussed in the literature, studies examining the empirical link between market orientation and performance have shown mi

The gap

Consensus across the literature

Supporting evidence — 8 representative gaps

• Marketer creative innovation and consumer purchase intention: mediating market orientation–empirical evidence from SMEs in the tourism sector (2026) · doi

  However, there is still a gap in the literature, especially studies on market orientation as a guideline that provides clarity of marketing direction that bridges the relationship between marketers’ creative innovation and consumer purchase intention for SME products in tourism areas.

  Keywords: there still literature especially market orientation guideline provides clarity marketing direction bridges relationship marketers creative
• Market Orientation and Alternative Strategic Orientations: A Longitudinal Assessment of Performance Implications (2002) · doi

  Although the merits of maintaining a market orientation have been extensively discussed in the literature, studies examining the empirical link between market orientation and performance have shown mixed results.

  Keywords: market orientation merits maintaining extensively discussed literature examining empirical link performance mixed
• Developing Market Orientation: An Exploration of Differences in Management Approaches (2002) · doi

  With the exception of a limited number of management prescriptions and an even smaller number of conceptual contributions, little is known of the different approaches, strategies or tactics management employ to improve market orientation.

  Keywords: number management exception limited prescriptions even smaller conceptual contributions little known different approaches strategies tactics
• The implementation of a market orientation (2008) · doi

  Research limitations/implications The paper identifies a conceptual gap in the literature between market orientation and customer value generation and offers a model to bridge this gap that can serve as a guide for future theory development and empirical research.

  Keywords: limitations implications identifies conceptual literature market orientation customer value generation offers model bridge serve guide
• Effects of size, market and strategic orientation on innovation in non‐high‐tech manufacturing SMEs (2009) · doi

  Originality/value This paper addresses a gap in the literature by that showing size, strategic orientation and market orientation are interrelated and, that customer orientation has a direct impact on innovation the most.

  Keywords: orientation originality value addresses literature showing size strategic market interrelated customer direct impact innovation
• TECHNO-RESONANCE INNOVATION CAPABILITY FOR ENHANCING MARKETING PERFORMANCE: A PERSPECTIVE OF RA-THEORY (2020) · doi

  The current study is conducted to fill up the research gap on the inconsistent findings of the ability of market orientation in enhancing marketing performance through inserting the techno-resonance innovation capability and product innovativeness as factors to leverage marketing performance.

  Keywords: marketing performance current conducted fill inconsistent ability market orientation enhancing inserting techno resonance innovation capability
• PREEMPTIVE MARKET EXPLOITABILITY: RESOURCE ADVANTAGE THEORY OF COMPETITION PERSPECTIVE (2024) · doi

  The current study aims to elucidate the critical importance of preemptive market exploitability as a bridging concept for solving the inconsistent findings on the role of entrepreneurial orientation in enhanced marketing performance.

  Keywords: current aims elucidate critical importance preemptive market exploitability bridging concept solving inconsistent role entrepreneurial orientation
• Marketing orientation and its determinants: an empirical analysis (1999) · doi

  While a strong association between Marketing Orientation development and company performance has been established, the understanding of the Marketing Orientation remains unclear since some studies have suggested a philosophical nature for Marketing Orientation and some other studies concluded that Marketing Orientation represents a behavioural notion.

  Keywords: marketing orientation strong association development company performance established understanding remains unclear philosophical nature concluded represents