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

Aviv Shoham, Gregory M. Rose

Research output: Contribution to journalArticlepeer-review


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.

Original languageEnglish
Pages (from-to)5-25
Number of pages21
JournalJournal of Global Marketing
Issue number4
StatePublished - 2001
Externally publishedYes


  • Cross-national comparison
  • Israel
  • Market orientation
  • North America

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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