The dynamics and contingencies of marketing and business performance relationship: A meta-analysis

Marketing is a broad concept that is measured differently across empirical studies. Based on a literature review, we classify marketing into five dimensions: (i) customer-oriented marketing, (ii) capabilities (operational), (iii) relationship marketing, (iv) technology/digital marketing, and (v) strategic marketing. Drawing on the contingency theory and dynamic capability view, we conducted a meta-analysis of 83 empirical studies to examine how these dimensions, along with contingent factors (firm size, economic classification, and industry focus), influence business performance. Subgroup analyses identified which marketing dimensions improve specific performance outcomes. The results show that customer-oriented marketing positively affects customer performance, while relationship marketing is more strongly associated with operational performance. Moreover, marketing capabilities enhance financial and innovation performance, and technology/digital marketing positively affects financial outcomes. Strategic marketing demonstrates broad benefits across customer, financial, and operational performance. This study organizes marketing constructs into five dimensions and demonstrates their distinct effects on business performance. Unlike prior meta-analyses that treat marketing generically, this study proposes a refined dimensional framework, incorporates underexplored areas such as digital marketing, and examines contextual subgroup effects across marketing dimensions and performance metrics.