The majority of studies on market orientation claim that compelling
evidence exists that market orientation has a positive effect on
business performance. This study takes a closer look at forty studies
that have addressed the relationship between market orientation and
business performance in the past thirteen years. The results show that
there is no unequivocal evidence as to if and when market orientation
has a positive impact on business performance. There is however some
unequivocal proof, albeit limited, on how market orientation
influences business performance. These findings are unsettling for
academics and managers because market orientation is the foundation of
marketing strategy
