African Journal of Marketing Management
Subscribe to AJMM
Full Name*
Email Address*

Article Number - DBD441C1876

Vol.1(2), pp. 043-049 , May 2009

ISSN: 2141-2421


A synthesis model of market orientation constructs toward building customer value: A theoretical perspective

Wail Alhakimi* and Rohaizat Baharun

Management Department, Faculty of Management and Human Resources Development Universiti, Teknologi, Malaysia.


 Published: 05 May 2009

Copyright © 2009 Author(s) retain the copyright of this article.
This article is published under the terms of the Creative Commons Attribution License 4.0


This paper aims to develop a synthesis model for integrating the main perspectives of market orientation constructs. A critical review of the related literature was done. As a result, a synthesis model was proposed. A lack of empirical research exists in developing and less-developed countries. Future research need to address this research gap by examining the proposed synthesis model of market orientation in different environments especially in Asian countries. A review of the literature is not enough to validate a model. Future quantitative and qualitative studies must be conducted in order to validate the proposed model. The integration of cultural perspective (customer and competitor orientation) and behavioral perspective (intelligence processing) of market orientation will improve the firm’s business performance through building customer value. There is a separate focus on measuring market orientation as culture and behavior. Recently, a call has emerged in the literature to integrate these perspectives. Therefore, the main contribution of this paper is the comprehensive model it proposed.


Key words: Marketing concept, market orientation, customer value, intelligence processing, interfunctional coordination.


Becker J, Homburg C (1999). "Market-oriented management: A systems-based perspective", J. Mark. Focused Manage. 4(1): 17-41.
Bigne E, Blesa A (2003). "Market orientation, trust and satisfaction in dyadic relationships: A manufacturer–retailer analysis", Int. J. Retail and Dist. Manage. 31(11): 574–590.
Bigne E, Kuster I, Toran F (2003). "Market orientation and industrial salesforce: Diverse measure instruments", J. Bus. Ind. Mark. 18(1): 59-81.
Cadogan JW, Diamantopoulos A (1995). "Narver and Slater, Kohli and Jaworski and the market orientation construct: Integration and inter-nationalization", J. Strateg. Mark. 3: 41-60.
Carr J, Lopez T (2007). "Examining market orientation as both culture and conduct: Modeling the relationships between market orientation and employees responses", J. Mark. Theory Pract. 15(2): 113-124.
Castro CB, Armario EM, Río MES (2005). "Consequences of market orientation for customers and employees", Eur. J. Mark. 39(5/6): 646.
Chen S, Quester P (2009). "A value-based perspective of market orient-tation and customer service", J. Retailing Consum. Serv. Article in press.
Darroch J, Miles MP, Jardine A, Cooke EF (2004). "The AMA definition of marketing and its relationship to a market orientation: An extension of Cooke, Rayburn and Abercrombie (1992)". J. Mark. Theory Pract. 12(4): 29-38.
Day GS, Wensley R (1988). "Assessing advantage: A framework for diagnosing competitive superiority", J. Mark. 52: 1-20.
Deng S, Dart J (1994). "Measuring market orientation: A multi-factor, multi-item approach", J. Mark. Manage. 10: 725-742.
Deshpande R, Webster FE Jr. (1989). "Organizational culture and marketing: Defining the research agenda", J. Mark. 53(1): 3–15.
Deshpande R, Farley JU (1998). "Measuring market orientation: Gene-ralization and synthesis", J. Mark. Focused Manage. 2(3): 213-232.
Deshpande R, Farley JU (1999). 'Understanding market orientation: A perceptively designed meta-analysis of the three market orientation scales in developing a market orientation", Thousand Oaks, CA pp. 217-235.
Deshpande R, Farley JU, Webster FE Jr (1993). "Corporate culture, customer orientation, and innovativeness in Japanese firms: A quadrad analysis", J. Mark. 57(1): 23-37.
Diamantopoulos A, Hart S (1993). "Linking market orientation and company performance: preliminary evidence on Kohli and Jarworski's framework", J. Strateg. Mark. 1: 93-121.
Fritz W (1996). "Market orientation and corporate success: Findings from Germany", Eur. J. Mark. 8: 59-74.
Gonzalez-Benito O, Gonzalez-Benito J (2005). "Cultural vs. operational market orientation and objective vs. subjective performance: perspective of production and operations", Ind. Mark. Manage. 34(8): 797-829.
Gotteland D, Haon C, Gauthier C (2007). "Market orientation: synthesis and new theoretical directions", Recherche et Appl. en Mark. 22(1): 45-59.
Gounaris SP, Avlonitis GJ (2001). "Market orientation development: a comparison of industrial vs consumer goods companies", J. Bus. Ind. Mark. 16(5): 354-381.
Harrison PJ, Shaw RN (2004). "Intra-organisational marketing culture and market orientation: A case study of the implementation of the marketing concept in a public library", Libr. Manage. 25(8/9): 391-398.
Helfert G, Ritter T Walter A (2002). "Redefining market orientation from a relationship perspective", Eur. J. Mark. 36(9/10): 1119–1139.
Hsieh Y, Chiu H, HsuY (2008). "Supplier market orientation and accom-modation of the customer in different relationship phases", Ind. Mark. Manage. 37: 380–393.
Hu MY (1986). "An experimental study of managers' and researchers' use of consumer market research", J. Acad. Mark. Sci. 14: 44-51.
Hunt SD, Morgan RM (1995). "The comparative advantage theory of competition", J. Mark. 59: 1-15.
Hurley RF, Hult GTM (1998). "Innovation, market orientation, organiza-tional learning: An integration and empirical examination', J. Mark. 62: 42-54.
Jaworski BJ, Kohli AK (1993). "Market orientation: antecedents and consequences", J. Mark. 57: 53–70.
Kaynak E, Kara A (2004). "Market orientation and organizational perfor-mance: A comparison of industrial versus consumer companies in Mainland China using market orientation scale (MARKOR)", Ind. Mark. Manage. 33(5): 743-753.
Kohli AK, Jaworski BJ (1990). "Market orientation: The construct, rese-arch propositions, and managerial implications", J. Mark. 54: 1-18.
Kohli AK, Jaworski BJ, Kumar A (1993). 'MARKOR: A measure of market orientation", J. Mark. Res. 30: 467-477.
Kotler P, Armstrong G, Hamid AB, Baharun R, Shamsuddin AS (2008). "Principles of Mark.", Malaysia: Prentice-Hall.
Liu H (1995). "Market orientation and firm size: An empirical examination in UK firms", Eur. J. Mark. 29(1): 57-71.
Maltz E, Kohli A (1996). "Market intelligence dissemination across functional boundaries", J. Mark. Res. 33(1): 47-61.
Meziou F (1991). "Areas of strength and weakness in the adoption of the marketing", J. Small Bus. Manage. 29: 72-78.
Nakata C, Sivakumar K (2001). "Instituting the marketing concept in a multinational setting: The role of national culture", J. the Acad. Mark. Sci. 29(3): 255-275.
Narver J, Slater S (1990). "The effect of a market orientation on business profitability", J. Mark. 54: 20-35.
Osuagwu L (2006). "Market orientation in Nigerian companies", Mark. Intell. Plann. 24(6): 608-631.
Rogers EM (1983). "Diffusion of innovations", (3rd ed.), New York: The Free Press.
Saxe R, Weitz BA (1982). "The SOCO scale: a measure of the customer orientation of salespeople", J. Mark. Res. 19(3): 343-351.
Shapiro BP (1988). "What the hell is 'Market Oriented'?", Harv. Bus. Rev. 66: 119-125.
Sittimalakorn W, Hart S (2004). "Marketing orientation versus quality orientation: Sources of superior business performance", J. Strateg. Mark. 12(4): 243-253.
Slater S, Narver J (1994a). "Does competitive environment moderate the market orientation?", J. Mark. 58: 46-55.
Tuominen M, Moller K, Rajala A (1997). "Marketing capability: a nexus of learning-based resources and a prerequisite for market orient-tation", Proc. Annu. Conf. Euro. Mark. Acad. May, pp. 1220-1240.
Turner G, Spencer B (1997). "Understanding the marketing concept as organizational culture", Eur. J. Mark. 31( 2): 110-121.
Vázquez R, Álvarez L, Santos M (2002). "Market orientation and social services in private non-profit organizations", Eur. J. Mark. 36 (9/10): 1022-1046.
Webster FE (1994). "Defining the new marketing concept (part1)", Mark. Manage. 2(4): 22-30.
Zebal MA (2003). "A synthesis model of market orientation for a developing country – the case of Bangladesh", Doctor of Philosophy, Victoria University.


APA (2009). A synthesis model of market orientation constructs toward building customer value: A theoretical perspective. African Journal of Marketing Management, 1(2), 043-049.
Chicago Wail Alhakimi and Rohaizat Baharun. "A synthesis model of market orientation constructs toward building customer value: A theoretical perspective." African Journal of Marketing Management 1, no. 2 (2009): 043-049.
MLA Wail Alhakimi and Rohaizat Baharun. "A synthesis model of market orientation constructs toward building customer value: A theoretical perspective." African Journal of Marketing Management 1.2 (2009): 043-049.

Subscription Form