market orientation research paper

Market orientation: Review, refinement, and roadmap

• Published: June 1996
• Volume 1 , pages 119–135, ( 1996 )

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• Bernard J. Jaworski 1 &
• Ajay K. Kohli 2  

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Over the past ten years, significant progress has been made in the market orientation area. Scholarly attention has focused on the definition, measurement, and impact of a market orientation. Attention has also focused on organizational drivers of market orientation and its enhancement. Despite progress, several research challenges remain and rich opportunities exist for further work in the area. This paper critically reviews the “state-of-the-art” and offers a roadmap for future work in the area. The review primarily focuses on (1) the meaning of market orientation, (2) its relationship with several emerging topics/themes in the literature (e.g., market information processing, organizational learning, knowledge use, industry foresight and driving markets), (3) the quality of market-oriented behaviors, (4) impact of market orientation, and (5) issues in enhancing market orientation. We conclude with a conceptual synthesis and methodological suggestions.

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Department of Marketing, University of Southern California, 90089, Los Angles, CA, USA

Bernard J. Jaworski

Department of Marketing, University of Texas, 78712, Austin, TX, USA

Ajay K. Kohli

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Jaworski, B.J., Kohli, A.K. Market orientation: Review, refinement, and roadmap. J Market-Focused Manage 1 , 119–135 (1996). https://doi.org/10.1007/BF00128686

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Issue Date : June 1996

DOI : https://doi.org/10.1007/BF00128686

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European Journal of Marketing

ISSN : 0309-0566

Article publication date: 14 November 2008

The purpose of this paper is to review the market orientation literature from a managerial perspective and to discuss and integrate the implementation lessons that can be drawn from it.

Design/methodology/approach

The paper starts with a review of the managerial implications of the market orientation literature. It then provides an overview of nine implementation approaches. It draws on an integrative model of marketing orientation to organize the implementation lessons from the literature into an actionable approach to implementing a market orientation.

The paper finds that the literature offers a rich, yet fragmented, picture of what market orientation is, and how it can be improved.

Research limitations/implications

The paper identifies a conceptual gap in the literature between market orientation and customer value generation and offers a model to bridge this gap that can serve as a guide for future theory development and empirical research.

Practical implications

The paper identifies four design enablers and three development enablers that can guide managerial action to improve market orientation and offers practitioners a structured way to go about the implementation of a market orientation.

Originality/value

Despite significant advances in the development of market orientation theory, there is still a void in the literature with respect to the implementation of a market orientation. This paper is the first to review the market orientation literature from a managerial perspective, to provide an overview of the implementation approaches published to date, and to integrate the managerial implications of the market orientation literature.

• Market orientation
• Marketing management
• Performance management

van Raaij, E.M. and Stoelhorst, J.W. (2008), "The implementation of a market orientation: A review and integration of the contributions to date", European Journal of Marketing , Vol. 42 No. 11/12, pp. 1265-1293. https://doi.org/10.1108/03090560810903673

Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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Building consumer trust in secondhand fashion: A signaling theory perspective on how consumer orientation and environmental awareness shape engagement

• Negash, Yeneneh Tamirat
• Akhbar, Taufik

The secondhand fashion market suffers from information asymmetry, creating consumer distrust and limited engagement in secondhand fashion (ESHF). The existing research on how sellers and product signals can mitigate this distrust is limited and produces conflicting results. This is particularly true in terms of understanding how signaling interacts with consumer-specific factors such as orientation and environmental awareness. Thus, this study contributes to understanding the factors driving consumer trust (CT) and ESHF through signaling theory and the nuanced role of consumer orientation and environmental awareness. Structural equation modeling, including multigroup analysis, is employed to test the proposed hypotheses with a sample of 203 Indonesian consumers from a secondhand market platform. The findings indicate that signals such as seller reputation, product history, and refurbishment details significantly enhance CT, with seller reputation being the most influential of the factors. The effectiveness of these signals varies by consumer orientation: functionality-oriented consumers respond more to remarketing information, whereas newness-conscious consumers are influenced more by refurbishment details. Additionally, consumer environmental awareness significantly strengthens the positive relationship between CT and ESHF, highlighting the importance of aligning environmental values with trust-building measures to enhance consumer ESHF. These insights enrich the theoretical understanding of signaling in secondhand markets and offer practical guidance for addressing the challenges associated with CT and ESHF.

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