A Review on the Market Orientation Evolution

As a significant contribution to a firm's long-term success, market orientation has burst as a major antecedent of organizational performance. Numerous academic reports on market orientation studies resulted in hardship of its real antecedents and outcomes identification of among managers and academics. In this study the market orientation literature will be reviewed and furnished, theoretically, followed by posing discussions on different aspect of market orientation. A review on the marketing concepts commences in advance, and afterwards, an overview of different approaches in implications of the market orientation literature will be provided. The paper finds that the literature offers a comprehensive, yet fragmented, picture of market orientation meaning and its improvement ways.