ESGIN - Comunicações em encontros científicos e técnicos
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- Market orientation and business performance: Finding past, present and future trendsPublication . Sampaio, Carlos; Sebastião, João Renato; Régio, MónicaThe positive relationship between Market orientation and business performance has been widely reported in market orientation literature. However, there are mixed evidences about the effects of environmental factors such as market, economic or technologic turbulence and competitive intensity in this relationships. The current worldwide constrains in supply chains due to COVID-19 pandemic and the war in Ukraine are causing severe effects in economies around the world. This study uses bibliometric methods, specifically an analysis to the co-citation network and a thematic analysis to market orientation published literature, to understand the current state-of-the-art of the research field. It also advices managers on how to create superior value to customers and superior business performance and proposes a set of future research lines.