Synthesis Market Orientation: Antecedents, Performance Linkage and Research Propositions

This paper explores the antecedents and consequences of synthesis market orientation. For this purpose, a conceptual framework has been proposed which identifies internal and external factors as antecedents/determinants and, economic and non-economic performance as consequences, of synthesis market orientation. on the basis of literature review, this paper also develops a series of research propositions for future statistical examination.