Title: A survey on the responsive and proactive market orientation (2005-2015)

Authors: Ngatno

Addresses: Doctoral Program of Social Science, Diponegoro University, Semarang, Central Java, Indonesia

Abstract: In 2004 the market orientation of the second generation was introduced; it consists of the responsive market orientation (RMO) and the proactive market orientation (PMO). Since then, the RMO and the PMO have received a great deal of attention in the marketing literature. This study provides useful preliminary information to facilitate a good understanding of the RMO and the PMO. This study is intended to help researchers and practitioners to access the RMO and the PMO, and it includes definitions, applications, and problem domains. This study is expected to contribute to the provision of a means to conceptualise and operate the coverage of the RMO and the PMO. The study also found several common variables related to the performance, mediators, and moderators within manufacture and service industries. Finally, this study is expected to provide a framework to organise the results.

Keywords: responsive market orientation; RMO; proactive market orientation; PMO; performance; antecedent; consequence.

DOI: 10.1504/IJBG.2019.102463

International Journal of Business and Globalisation, 2019 Vol.23 No.2, pp.193 - 209

Received: 24 Jan 2017
Accepted: 03 Oct 2017

Published online: 27 Sep 2019 *

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