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Market orientation has emerged as a significant antecedent of organizational performance and is presumed to contribute to the long-term success of a firm. The growing number of academic studies on market orientation and the mixed findings they have reported complicate the efforts among managers and academics to identify the real antecedents and outcomes of this construct. We have conducted a Brazilian meta-analysis, aggregating a sample size of 4,537 in 27 papers. The findings suggest that the relationship between market orientation and business performance is positive and strong (r = .39). We have also conducted an international mega-analysis, aggregating a sample size of seven meta-analyses on market orientation. The results show that there is a positive, strong and consistent international relationship between market orientation and performance across countries (r = .33).

Antecedents and Consequences of market orientation: a brazilian meta-analysis and an international mega-analysis