A meta-analysis of the relationship between market orientation and business performance: evidence from five continents

Abstract

Market orientation has emerged as a significant antecedent of performance and is presumed to contribute to long-term success. To investigate the impact of this predictor, a meta-analysis was conducted and findings suggest that the relationship between market orientation and business performance is positive and consistent worldwide. One of the unique contributions of this research is a sample that includes studies conducted in 23 countries spanning five continents. The moderating effects of business objective (profit, not-for-profit), industry type (manufacturing, service), socioeconomic development [gross domestic product (GDP) per capita, Human Development Index (HDI)), and Hofstede's individualism cultural dimension] are examined. Stronger correlations between market orientation and business performance were found for not-for-profit compared to profit firms and service compared to manufacturing firms.