There is still a gap in the literature, especially
Research gap analysis derived from 3 economics papers in our local library.
The gap
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
Evidence profile
Stated in the abstract section of the source papers, classified as general, drawn from work published between 1999 and 2026, spanning 3 journals. Those papers have been cited 164 times in total.
Research trend
Established — well-defined area with open sub-problems.
Supporting evidence — 3 representative gaps
- Marketer creative innovation and consumer purchase intention: mediating market orientation–empirical evidence from SMEs in the tourism sector (2026) · Management & Marketing · 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.
generalstated in abstractevidence 5/5Keywords: there still literature especially market orientation guideline provides clarity marketing direction bridges relationship marketers creative - TECHNO-RESONANCE INNOVATION CAPABILITY FOR ENHANCING MARKETING PERFORMANCE: A PERSPECTIVE OF RA-THEORY (2020) · Verslas teorija ir praktika · cited 9× · 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.
generalstated in abstractevidence 4/5Keywords: marketing performance current conducted fill inconsistent ability market orientation enhancing inserting techno resonance innovation capability - Marketing orientation and its determinants: an empirical analysis (1999) · European Journal of Marketing · cited 155× · 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.
generalstated in abstractevidence 3/5Keywords: marketing orientation strong association development company performance established understanding remains unclear philosophical nature concluded represents
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