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Review of Managerial Science
Published in: Review of Managerial Science 4/2019

20-11-2017 | Review Paper

Market orientation research: a qualitative synthesis and future research agenda

Authors: Vishal K. Gupta, Gizem Atav, Dev K. Dutta

Published in: Review of Managerial Science | Issue 4/2019

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Abstract

The prominence of market orientation as a core organizational concept, as well as recent discussions about its contributions and shortcomings, suggest that it is time to assess the large and expanding body of research surrounding the construct. Our research takes a systematic qualitative approach to assessing extant research on market orientation, identifying problems, patterns, and paradoxes in the literature. Specifically, we provide an integration of the burgeoning empirical research on market orientation, based on a thorough synthesis of articles published over more than 25 years of inquiry. Bringing together the different strands of inquiry that have guided knowledge accumulation on market orientation, we are able to identify major theoretical gaps and omissions in the literature. We also find that while market orientation research has made considerable strides over the years, much work still needs to be done as voids remain that need to be addressed in future investigations.
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Metadata
Title
Market orientation research: a qualitative synthesis and future research agenda
Authors
Vishal K. Gupta
Gizem Atav
Dev K. Dutta
Publication date
20-11-2017
Publisher
Springer Berlin Heidelberg
Published in
Review of Managerial Science / Issue 4/2019
Print ISSN: 1863-6683
Electronic ISSN: 1863-6691
DOI
https://doi.org/10.1007/s11846-017-0262-z

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