No such thing as market orientation ‐ a call for no more papers

Since Shapiro’s vexed question, “What the hell is market‐orientated?” several marketing scholars have revamped their concepts and found empirical evidence to demonstrate the superior performance of firms closest to their new prescriptions. This paper questions the ontology of market orientation and the evidence used to support it. It also challenges supporters of market orientation to show why it would be in the social interests to adopt it, even if their arugments concerning its efficacy were to be accepted.