Metaanálisis de la relación entre la orientación al mercado y los resultados de la empresa
DOI:
https://doi.org/10.1016/j.estger.2016.10.006Palabras clave:
Orientación al mercado, Desempeño organizacional, MetaanálisisResumen
El objetivo de este artículo es evaluar cuantitativamente con un metaanálisis el impacto de la crisis económica mundial del 2008 en la relación entre la orientación al mercado y los resultados de la empresa. Asimismo, se revisa el impacto de moderadores de medición y contexto dadas las nuevas condiciones económicas en la relación. El resultado del metaanálisis muestra una relación positiva entre la orientación al mercado y los resultados de la empresa en todos los estudios. Los estudios efectuados luego del 2008 muestran una mayor relación positiva, aunque no hay una diferencia significativa entre los estudios anteriores y posteriores al 2008. El grado de desarrollo del país es el único moderador que muestra resultados diferentes a metaanálisis anteriores. En los países menos desarrollados la relación entre la orientación al mercado y los resultados de la empresa es mayor.Descargas
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Referencias
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Aziz, N. A. y Yassin, N. M. (2010). How will market orientation and external environment influence the performance among SMEs in the agro–food sector in Malaysia? International Business Research, 3(3), 154–164.
Baker, W. E. y Sinkula, J. M. (1999). Learning orientation, market orientation, and innovation: Integrating and extending models of organizational performance. Journal of Market – Focused Management, 4(4), 295–308.
Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120.
Barney, J. B. (1996). The resource–based theory of the firm. Organization Science, 7(5), 469.
Barney, J. B. (2001). Resource–based theories of competitive advantage: A tenyear retrospective on the resource–based view. Journal of Management, 27(6), 643–650.
Bhuian, S. N. (1998). An empirical examination of market orientation in Saudi Arabian manufacturing companies. Journal of Business Research, 43(1), 13–25.
Borenstein, M., Hedges, L. y Rothstein, H. (2009). Introduction to Meta–Analysis. Chichester, UK: John Wiley and Sons.
Carbonell, P., Rodríguez–Escudero, A. I. y Pujari, D. (2012). Performance effects of involving lead users and close customers in new service development. The Journal of Services Marketing, 26(7), 497–509.
Caruana, A., Ramaseshan, B. y Ewing, M. T. (1997). Market orientation and organizational commitment in the Australian public sector. The International Journal of Public Sector Management, 10(4), 294–303.
Caruana, A., Ramaseshan, B. y Ewing, M. T. (1998). The market orientationperformance link: Some evidence from the public sector and universities. Journal of Nonprofit & Public Sector Marketing, 6(1), 63–82.
Caruana, A., Ramaseshan, B. y Ewing, M. T. (1999). Market orientation and performance in the public sector: The role of organizational commitment. Journal of Global Marketing, 12(3), 59–79.
Deshpande, R. y Farley, J. U. (1998). The market orientation construct: Correlations, culture, and comprehensiveness. Journal of Market–Focused Management, 2, 237–239.
Ellis, P. D. (2005). Market orientation and marketing practice in a developing economy. European Journal of Marketing, 39(5/6), 629–645.
Ellis, P. D. (2006). Market orientation and performance: A meta–analysis and crossnational comparisons. Journal of Management Studies, 43(5), 1089–1107.
Farrell, M. A. (2000). Developing a market–oriented learning organisation. Australian Journal of Management, 25(2), 201–222.
González–Benito, O. y González–Benito, J. (2005). Cultural vs. operational market orientation and objective vs. subjective performance: Perspective of production and operations. Industrial Marketing Management, 34(8), 797–829.
Gray, B. J. y Hooley, G. J. (2002). Market orientation and service firm performance – a research agenda. European Journal of Marketing, 36(9/10), 980–988.
Gray, B. J., Matear, S., Boshoff, C. y Matheson, P. (1998). Developing a better measure of market orientation. European Journal of Marketing, 32(9/10), 884–903.
Gray, B. J., Matear, S. M. y Matheson, P. K. (2000). Improving the performance of hospitality firms. International Journal of Contemporary Hospitality Management, 12(3), 149–155.
Greenley, G. E. (1995). Market orientation and company performance: Empirical evidence from UK companies. British Journal of Management, 6(1), 1–13.
Greenley, G. E., Hooley, G. J. y Rudd, J. M. (2005). Market orientation in a multiple stakeholder orientation context: Implications for marketing capabilities and assets. Journal of Business Research, 58(11), 1483–1494.
Han, J. K., Kim, N. y Srivastava, R. K. (1998). Market orientation and organizational performance: Is innovation a missing link? Journal of Marketing, 62(4), 30–45.
Harris, L. C. y Ogbonna, E. (2001). Strategic human resource management, market orientation, and organizational performance. Journal of Business Research, 51(2), 157–166.
Homburg, C. y Pflesser, C. (2000). A multiple–layer model of market–oriented organizational culture: Measurement issues and performance outcomes. JMR, Journal of Marketing Research, 37(4), 449–462.
Hooley, G., Cox, T., Fahy, J., Shipley, D., Beracs, J., Fonfara, K., et al. (2000). Market orientation in the transition economies of Central Europe: Tests of the Narver and Slater Market Orientation Scales. Journal of Business Research, 50(3), 273–285.
Hult, G. T. M. (2011). Market–focused sustainability: Market orientation plus. Journal of the Academy of Marketing Science, 39(1), 1–6.
Hult, G. T. M. y Ketchen, D. J., Jr. (2001). Does market orientation matter? A test of the relationship between positional advantage and performance. Strategic Management Journal, 22(9), 899–906.
Jaiyeoba, O. O. (2013). Performance outcome of market orientation behaviour among Botswanas' small service firms. Journal of Management Research, 6(1), 52–69.
Jaworski, B. J. y Kohli, A. K. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57(3), 53–70.
Kirca, A. H., Jayachandran, S. y Bearden, W. O. (2005). Market orientation: A metaanalytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69(2), 24–41.
Kohli, A. K. y Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. The Journal of Marketing, 54, 1–18.
Kohli, A. K., Jaworski, B. J. y Kumar, A. (1993). MARKOR: A measure of market orientation. JMR, Journal of Marketing Research, 30(4), 467–477.
Kotler, P. y Amstrong, G. (2013). Fundamentos de Marketing (11.a ed.). Naucalpan de Juárez, México: Pearson Educación.
Lado, N., Maydeu–Olivares, A. y Rivera, J. (1998). Measuring market orientation in several populations: A structural equations model. European Journal of Marketing, 32(1/2), 23–39.
Langerak, F. (2001). Effects of market orientation on the behaviors of salespersons and purchasers, channel relationships, and performance of manufacturers. International Journal of Research in Marketing, 18(3), 221–234.
Langerak, F. y Commandeur, H. R. (1998). The influence of market orientation on positional advantage and performance of industrial businesses. American Marketing Association. Conference Proceedings, 9, 61–62.
Langerak, F., Hultink, E. J. y Robben, H. S. J. (2004). The impact of market orientation, product advantage, and launch proficiency on new product performance and organizational performance. The Journal of Product Innovation Management, 21(2), 79–93.
Lipsey, M. W. y Wilson, D. B. (2001). Practical Meta–analysis (49) Thousand Oaks, CA: Sage Publications.
Mavondo, F. T. (1999). Environment and strategy as antecedents for marketing effectiveness and organizational performance. Journal of Strategic Marketing, 7(4), 237–250.
Mavondo, F. T. y Farrell, M. A. (2000). Measuring market orientation: Are there differences between business marketers and consumer marketers? Australian Journal of Management, 25(2), 223–244.
Miles, R. E., Snow, C. C., Meyer, A. D. y Coleman, H. J. (1978). Organizational strategy, structure, and process. Academy of Management Review, 3(3), 546–562.
Narver, J. C. y Slater, S. F. (1990). The effect of a market orientation on business profitability. The Journal of Marketing, 54(4), 20–35.
Pelham, A. M. (1997a). Market orientation and performance: The moderating effects of product and customer differentiation. The Journal of Business & Industrial Marketing, 12(5), 276–296.
Pelham, A. M. (1997b). Mediating influences on the relationship between market orientation and profitability in small industrial firms. Journal of Marketing Theory and Practice, 5(3), 55–76.
Pelham, A. M. (2000). Market orientation and other potential influences on performance in small and medium–sized manufacturing firms. Journal of Small Business Management, 38(1), 48–67.
PNUD (2015). Human Development Report 2015, Work for Human Development [consultado 6 Jul 2016]. Disponible en: http://hdr.undp.org/en/indicators/137506
Polo–Peña, A. I., Frías–Jamilena, D. M. y Rodríguez–Molina, M. A. (2011). Impact of market orientation and ICT on the performance of rural smaller service enterprises. Journal of Small Business Management, 49(3), 331–360.
Porter, M. E. (1991). Towards a dynamic theory of strategy. Strategic Management Journal, 12(S2), 95–117.
Porter, M. E. (2008a). Competitive advantage: Creating and sustaining superior performance. New York, NY: Simon and Schuster.
Porter, M. E. (2008b). Competitive strategy: Techniques for analyzing industries and competitors. New York, NY: Simon and Schuster.
Rego, L. L., Billett, M. T. y Morgan, N. A. (2009). Consumer–based brand equity and firm risk. Journal of Marketing, 73(6), 47–60.
Rodríguez–Cano, C., Carrillat, F. A. y Jaramillo, F. (2004). A meta–analysis of the relationship between market orientation and business performance: Evidence from five continents. International Journal of Research in Marketing, 21(2), 179–200.
Ruekert, R. W. (1992). Developing a market orientation: An organizational strategy perspective. International Journal of Research in Marketing, 9(3), 225–245.
Sanchez–Hernandez, M. I. y Miranda, F. J. (2011). Linking internal market orientation and new service performance. European Journal of Innovation Management, 14(2), 207–226.
Scherer, F. M. y Ross, D. (1990). Industrial Market Structure and Economic Performance. University of Illinois at Urbana–Champaign's Academy for Entrepreneurial Leadership Historical Research Reference in Entrepreneurship.
Shoham, A., Rose, G. M. y Kropp, F. (2005). Market orientation and performance: A meta–analysis. Marketing Intelligence & Planning, 23(4/5), 435–454.
Soehadi, A. W., Hart, S. y Tagg, S. (2001). Measuring market orientation in the Indonesian retail context. Journal of Strategic Marketing, 9(4), 285–299.
Wernerfelt, B. (1984). A resource–based view of the firm. Strategic Management Journal, 5(2), 171–180.
Wernerfelt, B. (1995). The resource–based view of the firm: Ten years after. Strategic Management Journal, 16(3), 171–174.
Yung–Chul, K. (2010). Market orientation of Korean MNC subsidiaries and their performance in the Chinese and Indian markets. International Marketing Review, 27(2), 179–199.
Zaman, K., Javaid, N., Arshad, A. y Bibi, S. (2012). Impact of internal marketing on market orientation and business performance. International Journal of Business and Social Science, 3(12), 76–87.
Zhou, K. Z., Li, J. J., Zhou, N. y Su, C. (2008). Market orientation, job satisfaction, product quality, and firm performance: Evidence from China. Strategic Management Journal, 29(9), 985.
Aziz, N. A. y Yassin, N. M. (2010). How will market orientation and external environment influence the performance among SMEs in the agro–food sector in Malaysia? International Business Research, 3(3), 154–164.
Baker, W. E. y Sinkula, J. M. (1999). Learning orientation, market orientation, and innovation: Integrating and extending models of organizational performance. Journal of Market – Focused Management, 4(4), 295–308.
Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120.
Barney, J. B. (1996). The resource–based theory of the firm. Organization Science, 7(5), 469.
Barney, J. B. (2001). Resource–based theories of competitive advantage: A tenyear retrospective on the resource–based view. Journal of Management, 27(6), 643–650.
Bhuian, S. N. (1998). An empirical examination of market orientation in Saudi Arabian manufacturing companies. Journal of Business Research, 43(1), 13–25.
Borenstein, M., Hedges, L. y Rothstein, H. (2009). Introduction to Meta–Analysis. Chichester, UK: John Wiley and Sons.
Carbonell, P., Rodríguez–Escudero, A. I. y Pujari, D. (2012). Performance effects of involving lead users and close customers in new service development. The Journal of Services Marketing, 26(7), 497–509.
Caruana, A., Ramaseshan, B. y Ewing, M. T. (1997). Market orientation and organizational commitment in the Australian public sector. The International Journal of Public Sector Management, 10(4), 294–303.
Caruana, A., Ramaseshan, B. y Ewing, M. T. (1998). The market orientationperformance link: Some evidence from the public sector and universities. Journal of Nonprofit & Public Sector Marketing, 6(1), 63–82.
Caruana, A., Ramaseshan, B. y Ewing, M. T. (1999). Market orientation and performance in the public sector: The role of organizational commitment. Journal of Global Marketing, 12(3), 59–79.
Deshpande, R. y Farley, J. U. (1998). The market orientation construct: Correlations, culture, and comprehensiveness. Journal of Market–Focused Management, 2, 237–239.
Ellis, P. D. (2005). Market orientation and marketing practice in a developing economy. European Journal of Marketing, 39(5/6), 629–645.
Ellis, P. D. (2006). Market orientation and performance: A meta–analysis and crossnational comparisons. Journal of Management Studies, 43(5), 1089–1107.
Farrell, M. A. (2000). Developing a market–oriented learning organisation. Australian Journal of Management, 25(2), 201–222.
González–Benito, O. y González–Benito, J. (2005). Cultural vs. operational market orientation and objective vs. subjective performance: Perspective of production and operations. Industrial Marketing Management, 34(8), 797–829.
Gray, B. J. y Hooley, G. J. (2002). Market orientation and service firm performance – a research agenda. European Journal of Marketing, 36(9/10), 980–988.
Gray, B. J., Matear, S., Boshoff, C. y Matheson, P. (1998). Developing a better measure of market orientation. European Journal of Marketing, 32(9/10), 884–903.
Gray, B. J., Matear, S. M. y Matheson, P. K. (2000). Improving the performance of hospitality firms. International Journal of Contemporary Hospitality Management, 12(3), 149–155.
Greenley, G. E. (1995). Market orientation and company performance: Empirical evidence from UK companies. British Journal of Management, 6(1), 1–13.
Greenley, G. E., Hooley, G. J. y Rudd, J. M. (2005). Market orientation in a multiple stakeholder orientation context: Implications for marketing capabilities and assets. Journal of Business Research, 58(11), 1483–1494.
Han, J. K., Kim, N. y Srivastava, R. K. (1998). Market orientation and organizational performance: Is innovation a missing link? Journal of Marketing, 62(4), 30–45.
Harris, L. C. y Ogbonna, E. (2001). Strategic human resource management, market orientation, and organizational performance. Journal of Business Research, 51(2), 157–166.
Homburg, C. y Pflesser, C. (2000). A multiple–layer model of market–oriented organizational culture: Measurement issues and performance outcomes. JMR, Journal of Marketing Research, 37(4), 449–462.
Hooley, G., Cox, T., Fahy, J., Shipley, D., Beracs, J., Fonfara, K., et al. (2000). Market orientation in the transition economies of Central Europe: Tests of the Narver and Slater Market Orientation Scales. Journal of Business Research, 50(3), 273–285.
Hult, G. T. M. (2011). Market–focused sustainability: Market orientation plus. Journal of the Academy of Marketing Science, 39(1), 1–6.
Hult, G. T. M. y Ketchen, D. J., Jr. (2001). Does market orientation matter? A test of the relationship between positional advantage and performance. Strategic Management Journal, 22(9), 899–906.
Jaiyeoba, O. O. (2013). Performance outcome of market orientation behaviour among Botswanas' small service firms. Journal of Management Research, 6(1), 52–69.
Jaworski, B. J. y Kohli, A. K. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57(3), 53–70.
Kirca, A. H., Jayachandran, S. y Bearden, W. O. (2005). Market orientation: A metaanalytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69(2), 24–41.
Kohli, A. K. y Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. The Journal of Marketing, 54, 1–18.
Kohli, A. K., Jaworski, B. J. y Kumar, A. (1993). MARKOR: A measure of market orientation. JMR, Journal of Marketing Research, 30(4), 467–477.
Kotler, P. y Amstrong, G. (2013). Fundamentos de Marketing (11.a ed.). Naucalpan de Juárez, México: Pearson Educación.
Lado, N., Maydeu–Olivares, A. y Rivera, J. (1998). Measuring market orientation in several populations: A structural equations model. European Journal of Marketing, 32(1/2), 23–39.
Langerak, F. (2001). Effects of market orientation on the behaviors of salespersons and purchasers, channel relationships, and performance of manufacturers. International Journal of Research in Marketing, 18(3), 221–234.
Langerak, F. y Commandeur, H. R. (1998). The influence of market orientation on positional advantage and performance of industrial businesses. American Marketing Association. Conference Proceedings, 9, 61–62.
Langerak, F., Hultink, E. J. y Robben, H. S. J. (2004). The impact of market orientation, product advantage, and launch proficiency on new product performance and organizational performance. The Journal of Product Innovation Management, 21(2), 79–93.
Lipsey, M. W. y Wilson, D. B. (2001). Practical Meta–analysis (49) Thousand Oaks, CA: Sage Publications.
Mavondo, F. T. (1999). Environment and strategy as antecedents for marketing effectiveness and organizational performance. Journal of Strategic Marketing, 7(4), 237–250.
Mavondo, F. T. y Farrell, M. A. (2000). Measuring market orientation: Are there differences between business marketers and consumer marketers? Australian Journal of Management, 25(2), 223–244.
Miles, R. E., Snow, C. C., Meyer, A. D. y Coleman, H. J. (1978). Organizational strategy, structure, and process. Academy of Management Review, 3(3), 546–562.
Narver, J. C. y Slater, S. F. (1990). The effect of a market orientation on business profitability. The Journal of Marketing, 54(4), 20–35.
Pelham, A. M. (1997a). Market orientation and performance: The moderating effects of product and customer differentiation. The Journal of Business & Industrial Marketing, 12(5), 276–296.
Pelham, A. M. (1997b). Mediating influences on the relationship between market orientation and profitability in small industrial firms. Journal of Marketing Theory and Practice, 5(3), 55–76.
Pelham, A. M. (2000). Market orientation and other potential influences on performance in small and medium–sized manufacturing firms. Journal of Small Business Management, 38(1), 48–67.
PNUD (2015). Human Development Report 2015, Work for Human Development [consultado 6 Jul 2016]. Disponible en: http://hdr.undp.org/en/indicators/137506
Polo–Peña, A. I., Frías–Jamilena, D. M. y Rodríguez–Molina, M. A. (2011). Impact of market orientation and ICT on the performance of rural smaller service enterprises. Journal of Small Business Management, 49(3), 331–360.
Porter, M. E. (1991). Towards a dynamic theory of strategy. Strategic Management Journal, 12(S2), 95–117.
Porter, M. E. (2008a). Competitive advantage: Creating and sustaining superior performance. New York, NY: Simon and Schuster.
Porter, M. E. (2008b). Competitive strategy: Techniques for analyzing industries and competitors. New York, NY: Simon and Schuster.
Rego, L. L., Billett, M. T. y Morgan, N. A. (2009). Consumer–based brand equity and firm risk. Journal of Marketing, 73(6), 47–60.
Rodríguez–Cano, C., Carrillat, F. A. y Jaramillo, F. (2004). A meta–analysis of the relationship between market orientation and business performance: Evidence from five continents. International Journal of Research in Marketing, 21(2), 179–200.
Ruekert, R. W. (1992). Developing a market orientation: An organizational strategy perspective. International Journal of Research in Marketing, 9(3), 225–245.
Sanchez–Hernandez, M. I. y Miranda, F. J. (2011). Linking internal market orientation and new service performance. European Journal of Innovation Management, 14(2), 207–226.
Scherer, F. M. y Ross, D. (1990). Industrial Market Structure and Economic Performance. University of Illinois at Urbana–Champaign's Academy for Entrepreneurial Leadership Historical Research Reference in Entrepreneurship.
Shoham, A., Rose, G. M. y Kropp, F. (2005). Market orientation and performance: A meta–analysis. Marketing Intelligence & Planning, 23(4/5), 435–454.
Soehadi, A. W., Hart, S. y Tagg, S. (2001). Measuring market orientation in the Indonesian retail context. Journal of Strategic Marketing, 9(4), 285–299.
Wernerfelt, B. (1984). A resource–based view of the firm. Strategic Management Journal, 5(2), 171–180.
Wernerfelt, B. (1995). The resource–based view of the firm: Ten years after. Strategic Management Journal, 16(3), 171–174.
Yung–Chul, K. (2010). Market orientation of Korean MNC subsidiaries and their performance in the Chinese and Indian markets. International Marketing Review, 27(2), 179–199.
Zaman, K., Javaid, N., Arshad, A. y Bibi, S. (2012). Impact of internal marketing on market orientation and business performance. International Journal of Business and Social Science, 3(12), 76–87.
Zhou, K. Z., Li, J. J., Zhou, N. y Su, C. (2008). Market orientation, job satisfaction, product quality, and firm performance: Evidence from China. Strategic Management Journal, 29(9), 985.
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2017-03-24
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Cómo citar
Metaanálisis de la relación entre la orientación al mercado y los resultados de la empresa. (2017). Estudios Gerenciales, 33(142), 87-94. https://doi.org/10.1016/j.estger.2016.10.006
