{"doi":"10.2307/1251854","title":"Market Orientation: Antecedents and Consequences","abstract":"<jats:p> This research addresses three questions: (1) Why are some organizations more market-oriented than others? (2) What effect does a market orientation have on employees and business performance? (3) Does the linkage between a market orientation and business performance depend on the environmental context? The findings from two national samples suggest that a market orientation is related to top management emphasis on the orientation, risk aversion of top managers, interdepartmental conflict and connectedness, centralization, and reward system orientation. Furthermore, the findings suggest that a market orientation is related to overall (judgmental) business performance (but not market share), employees’ organizational commitment, and esprit de corps. Finally, the linkage between a market orientation and performance appears to be robust across environmental contexts that are characterized by varying degrees of market turbulence, competitive intensity, and technological turbulence. </jats:p>","journal":"Journal of Marketing","year":1993,"id":11899,"datarank":16.223974021841556,"base_score":9.457044187699406,"endowment":9.457044187699406,"self_citation_contribution":1.4185566281549111,"citation_network_contribution":14.805417393686646,"self_endowment_contribution":1.4185566281549111,"citer_contribution":14.805417393686646,"corpus_percentile":96.1,"corpus_rank":518,"citation_count":12797,"citer_count":198,"citers_with_citation_signal":198,"citers_with_endowment":198,"datacite_reuse_total":0,"is_dataset":false,"is_oa":false,"file_count":0,"downloads":0,"has_version_chain":false,"published_date":"1993-07-01","authors":[{"id":90042,"name":"Ajay K. Kohli","orcid":null,"position":1,"is_corresponding":false},{"id":90043,"name":"Bernard J. Jaworski","orcid":"0000-0001-7800-9556","position":0,"is_corresponding":true}],"reference_count":54,"raw_metadata":{"citation_network_status":"fetched"},"created_at":"2026-03-01T18:20:47.508186Z","pmid":null,"pmcid":null,"fwci":null,"citation_percentile":null,"influential_citations":0,"oa_status":null,"license":null,"views":0,"total_file_size_bytes":0,"version_count":0,"clinical_trials":[],"software_tools":[],"db_accessions":[],"linked_datasets":[],"topics":[]}