Les recherches consacrées à l'orientation marché se sont multipliées depuis les travaux fondateurs de Kohli et Jaworski (1990) et de Narver et Slater (1990). Elles se sont essentiellement structurées autour du thème de la relation entre orientation marché et performance organisationnelle, la question étant en grande partie résolue par la publication de trois méta-analyses (Rodriguez Cano, Carrillat et Jaramillo, 2004; Kirca, Jayachandran et Bearden, 2005; Ellis, 2006). Deux questions restent sous-explorées: celle de la définition du concept, et celle de sa mise en œuvre. En regard du premier thème, cet article propose une intégration des approches existantes de l'orientation marché, aujourd'hui éparses, qui, au-delà d'une définition plus complète et d'une meilleure structuration du concept, conduit à mieux comprendre ses liens avec la performance organisationnelle. En regard du second thème, il propose une revue critique des méthodes existantes, ce qui fonde la proposition de pistes de recherche.
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