A Meta Analysis Of Market Orientation’s Direct Effect On Organizational Performance

The concept "market orientation" and its effect on organizational performance has been an fundamental research issue since its appearance in the marketing literatue, and yet after over a half century’s study, the "market orientation-organization performance" relation still generates contradictory findings and thus making such an essential topic controversial. This srudy adopts a quantitive meta-analysis methodoly and collects6719data from28studies in27researches in the field of foreign studies of market orientaion’s direct effect on organizational performance. After computing and converting r-family coeffiencies and conducting a meta analysis, this study confirms the direct positive impact of market orientation on organization performance. This study also finds different performance measuring scales moderate the above effect with marketing indicators showing a more significant impact on MO-OP relation than finance indicators. Nontheless the propose industry distinction does moderates the MO-OP relation as well, but contrary to the common consensus, MO-OP are proved more siginificant in manufacturing firms compared with service companies.