A Critical Literature Review to Propose a New Conceptual Model of Market Orientation in a Digital World

Abstract

Market orientation concept has attracted many marketing researchers attention since initially introduced in 1990. It has a critical consequence of firm performance, as can be reflected by financial performance and positive responses from the customers. It has been almost three decades from its first time been proposed. Currently, market orientation expanded to the new phase, that is a digital world. The aim of this conceptual paper is to propose a new conceptual model of market orientation in a digital world, through a set of rigor and critical literature review. Based on the synthesized model, there’s a new conceptual model of market orientation in a digital world, been proposed. This conceptual model has a strong theoretical building to empirically tested in further research.

Keyword: Market orientation, Digital world, Firm performance, Conceptual model, Critical literature review