A conceptual and empirical comparison of three market orientation scales

By Ken Matsuno, J. Mentzer, Joseph O. Rentz. 2005

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Market orientation, international business relationships and perceived export performance (2007, background): “Although there is a large number of empirical studies on market orientation, a consensus on the definition of market orientation has not been reached ( Matsuno et al. , 2005”
The Implementation of a Market Orientation: A Review and Integration of the Contributions to Date (2008, unknown): “Previous integrations have noted that managers should be “responsive” to market intelligence and take “coordinated action” without providing a more detailed causal path from market intelligence to performance (Homburg and Pflesser, 2000; Lafferty and Hult, 2001; Matsuno et al., 2005).”
Why competitors matter for market orientation (2009, unknown): “As indicated in Jaworski and Kohli (1996), as well as more recent research, e.g. Siguaw et al. (1998), Matsuno and Mentzer (2000), and Matsuno et al. (2005), the market orientation construct has evolved to incorporate a multitude of objects (or dimensions) of orientations, such as suppliers,…”