Variable Roles and Impact Mechanisms in Market Orientation Studies

Abstract

This study aims to systematically examine the multifaceted role of market orientation in the literature. To this end, a total of 79 academic studies indexed in the Web of Science, which position market orientation within analytical models, were analyzed. The review provides a comprehensive evaluation of the variables influenced by market orientation, the factors affecting it, and the relationships in which it serves as a mediating factor. Within this framework, dispersed findings in the literature were synthesized to present the role of the concept and the interrelationships among variables in a systematic and comparable manner.