Market orientation: A replication, cross-national comparison, and extension

The business-performance-consequences of market orientation are a central topic in marketing. However, previous research outside of North America has utilized a wide variety of operational and conceptual definitions of performance, producing an equivocal set of findings. In this study, we propose a four dimensional framework for business performance, theoretically integrate the findings from past studies within this framework, empirically establish a relation between market orientation and business performance in a non-North American context: Israel, and discuss potential similarities and differences across nations. Thus, this paper replicates and extends the seminal work of previous examinations of market orientation.