Open AccessMarket orientation: importance, evolution, and emerging approaches using scientometric analysis
Author(s) -
Gersson Torres,
Sebastián Robledo,
Sandra Patricia Rojas Berrío
Publication year - 2022
Publication title -
revista criterio libre/criterio libre
Language(s) - English
Resource type - Journals
eISSN - 2323-0886
pISSN - 1900-0642
DOI - 10.18041/1900-0642/criteriolibre.2021v19n35.8371
Subject(s) - scopus , market orientation , citation , orientation (vector space) , computer science , data science , citation analysis , product (mathematics) , management science , marketing , business , political science , engineering , mathematics , medline , world wide web , geometry , law
The purpose of this review is to explore the importance, evolution, and emerging approaches to market orientation. The method had three steps: irstly, the importance of the topic was analyzed through the main scientometric metrics such as the number of publications per year; secondly, tree of science algorithm was applied to understand evolution. And thirdly, a citation analysis was performed to generate the approaches. The results show three approaches: product innovation, organization performance, and internal market orientation. This study used only one dataset to find the relevant literature; future studies could perform analysis with Scopus and Dimensions. Subsequent studies could identify different perspectives through qualitative methods with case studies to validate the findings of the present investigation.