Title: Market orientation and business-to-business (B2B): a meta-analysis perspective

Authors: Wen-Jung Chang

Addresses: Leisure Business Management, De Lin Institute of Technology, 1, Lane 380, Qing-Yun Rd., Tucheng Dist., New Taipei City 23654, Taiwan

Abstract: Market orientation (MO) has received considerable attention from researchers since 1990, but few of them facilitate good understandings of MO within B2B organisations. This paper aims to help beginner researchers or practitioners to have access to MO from different perspectives and to link research on MO in the field of B2B while the majority of marketers prefer B2C than B2B. 212 B2B articles retrieved from the electronic journal were examined to find the B2B research domains to date. Incorporating MO and B2B, an integrated framework of MO-B2B relationship was presented. The exploration of B2B and the presentation of integrated framework of MO-B2B relationship appear to be new and interesting in contrast to previous studies. The former briefly describes the tendency of B2B to date and the latter highlights the strategic position of MO and B2B separately.

Keywords: market orientation; business-to-business; B2B; meta-analysis; literature review; research map; framework.

DOI: 10.1504/IJSTM.2014.063569

International Journal of Services Technology and Management, 2014 Vol.20 No.1/2/3, pp.123 - 148

Received: 06 Apr 2013
Accepted: 18 Nov 2013

Published online: 29 Jul 2014 *

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