Metaanálisis de la relación entre la orientación al mercado y los resultados de la empresa

The purpose of this article is to assess quantitatively, with a meta-analysis, the impact of the world crisis in 2008 on the relationship between market orientation and company performance. Likewise, the impact of moderators of measure and context are reviewed under the new economic conditions. The meta-analysis shows a positive relationship between market orientation and company performance in all studies. The empirical studies performed after 2008 show a stronger relationship, but there is not a significant difference among studies before and after 2008. The degree of country development is the only moderator that shows different results compared to previous meta-analysis. In less developed countries a higher relationship between market orientation and company performance is found.