Research Productivity and Conceptual Structure of Market Orientation and Competitive Advantage: A Bibliometric Analysis

Abstract

This study examines market orientation (MO) and competitive advantage (CA) publication patterns, most active authors, influential papers, and emerging research concerns. Bibliometric analysis of 420 Scopus publications from 1998 to 2024 revealed research output, key contributors, highly cited works, and conceptual structures. Both Harzing's Publish or Perish and VOSviewer were used for performance and keyword co-occurrence analysis. Overall research output increased in 2013, 2020, and 2024, demonstrating MO's expanding role in CA. Citation analysis identifies notable works, whereas performance analysis highlights prominent authors, institutions, and journals The keyword co-occurrence analysis identified seven thematic clusters: firm performance and innovation capabilities, strategic and entrepreneurial orientations, MO and CA linkages, innovation and market expansion, knowledge and sustainability strategies, organizational culture and SME marketing, and strategic marketing for competitive advantage These clusters demonstrate the field's intellectual structure and how MO, dynamic capabilities, innovation, and strategic alignment maintain competitiveness. Report: MO and CA help firms adapt to difficult environments, innovate, and perform successfully. To compete in dynamic markets, policymakers must combine capability development, information transfer, and sustainability-driven policies.