A Comprehensive Review of International Research on Market Orientation and Providing an Applied Model

Abstract

the aim of the present study was to conduct a comprehensive review of the literature on market orientation and to provide an applied model. Thus, a mixed research method that involved quantitative and qualitative measures was adopted. To this end, a systematic review was carried out on the international articles about market orientation and performance indexed in the Web of Science (WoS)database during 1900-2020. The quality of the articles was assessed by the CASP checklist. Then, to analyze and map the scientific literature in the field of market orientation, theVOSviewer software was used. In the second stage, through the content analysis with the NVIVOsoftware, the key variables and criteria related to market orientation were extracted from the research articles in the field. Accordingly, a model was developed based on the grounded theory approach. Interpretive structural modeling (ISM) was carried out using the MICMAC software to assess the constitutive variables of the model and identify the interrelationship of the variables. Theresults showed that market orientation may be improved in conjunction with learning orientation, entrepreneurship orientation, strategic human resource management, innovation capability, marketing capability, information and communication capability, organizational structure, dynamism of organizational units, total quality management, competitive structure, and business strategy