Market Orientation and Performance: A Meta‐Analysis and Cross‐National Comparisons*
通过对28个国家56项研究的元分析，发现市场导向是企业绩效的普遍决定因素，但其效果受市场规模、成熟度、测量量表及文化距离的影响。
abstract Quantitative evidence drawn from a meta‐analysis of 56 studies (58 samples) conducted in 28 countries reveals that market orientation is a generic determinant of firm performance. However, stronger effects were found for studies set in large, mature markets and when market orientation was measured using Kohli, Jaworski and Kumar's (1993 ) MARKOR scale. The meta‐analysis also revealed that the value of a market orientation weakens in proportion to the cultural distance separating the home market from the USA. This study thus extends previous research by: (1) providing evidence of measurement moderators that inhibit the generalization of results obtained from studies using different scales and performance variables; (2) establishing benchmark effect sizes for specific regions around the world; and (3) revealing that the managerial value of a market orientation is significantly affected by the cultural and economic characteristics of the host country.