“…Market orientation has been theorized to have a significant and positive effect on performance (Hussain, Syah, & Akhtar, 2016;Hidayat, Suryana, Afif, & Cahyandito, 2016;Long, Kara, & Spillan, 2016;Rodriguez & Morant, 2016;Zainul, Astuti, & Arifin, 2016;Njeru & Kibera, 2014). On the other hand, the results of other studies on how market orientation influences performance are not so conclusive, suggesting that market orientation does not directly influence firm performance but rather impacts performance via other mediating variables (Sin et al 2005;Singh, 2009).…”