Untangling the market orientation and customer orientation continuum: Proposing independent conceptualizations

Abstract

This study explores the distinctive characteristics of and interconnections between market orientation (MO) and customer orientation (CO), delving into their conceptualizations and measurement scales. The primary objective is to disentangle the relationship between these constructs, identifying diverse theoretical approaches along the MO and CO continuum and presenting new integrative conceptualizations of both constructs. Through a comprehensive search of the literature, we amass 155 articles from sources in the Web of Science and cross references, each of which we thoroughly examine and categorize, enabling analysis of the field and derivation of conclusions. Critically, we map the evolution of conceptualizations and scales for both constructs, highlighting ambiguity in the literature. We also characterize MO and CO along cultural vs. behavioral and individual vs. organizational dimensions. Additionally, our research identifies three primary streams addressing the relationship between MO and CO: (1) treating the concepts as synonymous, (2) viewing CO as part of MO, and (3) conceptualizing MO and CO as independent constructs. Our major contribution is the development of integrative conceptualizations of MO and CO, grounded in the key characterizations uncovered. Finally, we propose a research agenda for the further development of our findings and theoretical perspectives.