Examining the linkage between strategic orientations and firm performance: a meta-analysis on the role of marketing capabilities and cultural and environmental contingencies

Purpose This study aims to investigate the impact of strategic orientation, namely, market orientation and entrepreneurial orientation, on marketing capabilities and firm performance. Strategic orientation and marketing capabilities are crucial for firm success, yet questions remain regarding their antecedent relationships, the mediating role of marketing capabilities in firm performance and contextual contingencies. Design/methodology/approach The authors conducted a meta-analysis using meta-analytic structural equation modeling of 78 independent samples representing 23,711 companies in 31 countries. Findings The findings reveal: (1) market and entrepreneurial orientations contribute to the development of marketing capabilities and (2) marketing capabilities significantly mediate the relationship between strategic orientations (market and entrepreneurial) and firm performance, and the effect varies across industries, cultures and economic development. Research limitations/implications This study contributes to the body of knowledge on the relationships between strategic orientation, marketing capabilities and firm performance by integrating previous empirical research to develop a contingent perspective on marketing capabilities. Practical implications The findings of this study could be used by firms to understand the importance of strategic orientation and marketing capabilities in achieving better performance outcomes in different industries, countries and cultural contexts. This knowledge could be used to inform the development of marketing strategies that are tailored to each market. Originality/value This study uniquely integrates empirical research through a meta-analysis, revealing how market and entrepreneurial orientations influence marketing capabilities and firm performance. It highlights the mediating role of marketing capabilities and their varying impacts across different industries and cultural contexts.