Abstract
In 2004 the market orientation of the second generation was introduced; it consists of the responsive market orientation (RMO) and the proactive market orientation (PMO). Since then, the RMO and the PMO have received a great deal of attention in the marketing literature. This study provides useful preliminary information to facilitate a good understanding of the RMO and the PMO. This study is intended to help researchers and practitioners to access the RMO and the PMO, and it includes definitions, applications, and problem domains. This study is expected to contribute to the provision of a means to conceptualise and operate the coverage of the RMO and the PMO. The study also found several common variables related to the performance, mediators, and moderators within manufacture and service industries. Finally, this study is expected to provide a framework to organise the results.
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