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Abstract
The debate concerning the importance of adopting a market orientation in collaboration with market positioning strategies has gone on for years. Nevertheless, on their own, market orientation and market positioning do not guarantee profitable firm performance unless marketers employ and integrate both on a long-term basis. Achieving this synergy is somewhat problematic owing to focus on short-term operational exigency, as well as the lack of research identifying the relationship between the two concepts. This review fills the gap in the literature by answering two questions: What is the relationship between firm market orientation capability and firm market positioning strategies? How does this relationship impact the performance of organisations? The article sheds light on these issues and contributes to the debate by proposing relationships between positioning strategy and market orientation. Furthermore, the researchers propose how positioning mediates the relationship between market orientation and business benefits.