ABSTRACT
Market orientation constructs have been examined by a number of studies in marketing literature. In general, these studies demonstrate a favorable connection between market orientation, innovation, and firm performance. This article specifically examines market orientation in the context of manufacturing firms in Malaysia. A thorough examination of the existing literature is used to create a conceptual framework by investigating the main antecedents, the relationship between market orientation and performance, as well as innovation as moderator in that connection. This article further explores a number of studies of Malaysian manufacturing firms in different ways and provides recommendations for future research to gain an understanding of how market orientation affects manufacturing sector efficiency.
