Narver and Slater, Kohli and Jaworski and the market orientation construct: integration and internationalization

Recent developments in marketing theory have resulted in two conceptualizations of the market orientation construct and preliminary evidence provides support for the often assumed relationship between market orientation and company performance. However, there is hardly any research regarding the potential consequences of market orientation for internationally active organizations. Current measures of the construct are biased towards domestic operations and do not explicitly consider factors specific to an international context. The present study proposes a framework integrating the two dominant conceptualizations of market orientation and introduces an international dimension to its study. The framework enables the specification of an expanded market orientation construct which, it is hoped, will be both valid and of practical use to organizations operating at an international level.