From ’90s many researchers was interested in a new concept: market orientation. First academics, which studied this concept was Kohli and Jaworski (1990), Narver and Slater (1990). Beginning whit their theories, many others academics and practitioners show a growing interest for this concept and for how the implementation of this concept can improve the performance. Marketing literature contains many definitions of the concept some of them being divergent concerning whit what is market orientation and how could be implemented in the organization. This proves the complexity of the market orientation concept. Beginning from the most important researches from the field, through this article, we propose to emphasis the most important element that show the interdisciplinary and complexity of the concept.

market orientation, marketing concept, interdisciplinary approach