Mapping the Literature on influence of Market Orientation & Marketing Practices on the Performance of SMEs: A Bibliometric review


  • Sonal Muluk
  • Dr. Rajesh Pahurkar


Market Orientation, Customer Orientation, Marketing Practices in SMEs, Bibliometric Analysis, Small and Medium Enterprises


The focus of this research is to provide a critical analysis of the marketing orientation and marketing practices in small and medium-sized businesses (SMEs). Bibliometric review is selected for the study to understand the most significant countries engaging in the marketing orientation research between 1996 and 2022. This study includes 474 papers from Scopus listed journals during stated time. Study focuses on the citations and publication details of the articles and research papers based on marketing orientation and marketing practices in SMEs. In this study a Bibliometrix, an open source ‘R’ software used as a mapping and visualization tool to perform intricate bibliometric analyses. It has been observed that maximum research papers are published with Journal of Small Business Management and Journal of Business Research. Research author Gilmore A and O’Dwyer M has published maximum documents 11 and 10 respectively. It has been observed that after 2012 till 2020 more number of publications done in this area.


• Alpkan, L., Yilmaz, C., & Kaya, N. (2007). Market Orientation and Planning Flexibility in SMEs: Performance Implications and an Empirical Investigation. International Small Business Journal, 25(2), 152–172.

• Armario, J.M., Ruiz, D.M. and Armario, E.M. (2008), Market Orientation and Internationalization in Small and Medium-Sized Enterprises. Journal of Small Business Management, 46: 485-511.

• Aziz, N. N. A., & Samad, S. (2016). Innovation and Competitive Advantage: Moderating Effects of Firm Age in Foods Manufacturing SMEs in Malaysia. Procedia Economics and Finance, 35, 256–266.

• Bylon Abeeku Bamfo & Jerry Jay Kraa | (2019) Market orientation and performance of small and medium enterprises in Ghana: The mediating role of innovation, CogentBusiness & Management, 6:1, 1605703, DOI: 10.1080/23311975.2019.1605703

• Demirbag, M., Lenny Koh, S.C., Tatoglu, E. and Zaim, S. (2006), "TQM and market orientation's impact on SMEs' performance", Industrial Management & Data Systems, Vol. 106 No. 8, pp. 1206-1228.

• Gaur, S.S., Vasudevan, H. and Gaur, A.S. (2011), "Market orientation and manufacturing performance of Indian SMEs: Moderating role of firm resources and environmental factors", European Journal of Marketing, Vol. 45 No. 7/8, pp. 1172-1193.

• Gilmore, A., Carson, D. and Grant, K. (2001), "SME marketing in practice", Marketing Intelligence & Planning, Vol. 19 No. 1, pp. 6-11.

• Gray, B., Matear, S., Boshoff, C., and P. Matheson. (1998), “Developing a Better Measure of Market Orientation,” European Journal of Marketing, 32, 9-10, 884-903.

• Jaworski, B.J. and Kohli, K.A. (1993). Market orientation: antecedents and consequences. Journal of Marketing, 57, pp. 53–70.

• Keskin, H. (2006), "Market orientation, learning orientation, and innovation capabilities in SMEs: An extended model", European Journal of Innovation Management, Vol. 9 No. 4, pp. 396-417.

• Kohli, A.K. and Jaworski, B.J. (1990). Market orientation: the construct, research propositions, and managerial implications. Journal of Marketing, 54(2), pp. 1–18.

• Kohli, A.K., Jaworski, B.J. and Kumar, A. (1993). MARKOR: a measure of market orientation, Journal of Marketing Research, 30, pp. 467−477

• Lado, N., Maydeu-Olivares, A., & Rivera, J. (1998). Measuring market orientation in several populations: A structural equations model. European Journal of Marketing, 32, 23-39.

• Lopez-Bonilla, J.M. and Lopez-Bonilla, L.M. (2020), “Leading disciplines in tourism and hospitality research: a bibliometric analysis in Spain”, Current Issues in Tourism, p. 17

• Martinez-Lopez, F.J., Merigo, J.M., Gazquez-Abad, J.C. and Ruiz-Real, J.L. (2020), “Industrial marketing management: Bibliometric overview since its foundation”, Industrial Marketing Management, Vol. 84, pp. 19-38. No

• MSME Sector Contributes Significantly to Indian Economy (

• Naidoo, V. (2010). Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy. Industrial Marketing Management, 39(8), 1311–1320. doi:10.1016/j.indmarman.2010.02.005

• Narver, J.C. and Slater, S.F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), pp. 20–35.

• Romano, C. and Ratnatunga, J. (1995). The role of marketing: its impact on small enterprise research. European Journal of Marketing, 29, pp. 9–30.

• Solano Acosta, A., Herrero Crespo, Á., & Collado Agudo, J. (2018). Effect of market orientation, network capability and entrepreneurial orientation on international performance of small and medium enterprises (SMEs). International Business Review. doi:10.1016/j.ibusrev.2018.04.004




How to Cite

Muluk, S. ., & Pahurkar, D. R. . (2022). Mapping the Literature on influence of Market Orientation & Marketing Practices on the Performance of SMEs: A Bibliometric review. The Journal of Contemporary Issues in Business and Government, 28(4), 1547–1558. Retrieved from