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Earlier research concerning market orientation-related issues focuses on conceptualization of market orientation and its ingredients; various antecedents of market orientation; and impact of market orientation on firm's entrepreneurial orientation, strategies, innovativeness and performance. This article is a descriptive and qualitative review of earlier research concerning all these issues. It also discusses the mediators and moderators that affect relationship between market orientation and firm's performance. This article provides the holistic picture of what it means to be market oriented, what needs to be done to be better in market orientation and how market orientation affects firm's performance. The article summarizes the propositions that emerged from the extensive review of literature, followed by the presentation of a proposed integrated framework of antecedents and effects of market orientation with its likely implications. These propositions and the proposed integrated framework provide a concrete base for carrying out future research studies. Thus, this article is significant value addition to the body of knowledge. Review of earlier research established that there exists a positive, significant and robust link between market orientation and firm performance. The review also indicates that market orientation has positive associations with an organization's innovativeness and orientation mediated by innovation creates superior performance of a firm. The review also states that in earlier research, it has been found that there exists a close association between market orientation and entrepreneurial orientation as well as between market orientation and marketing planning/operational marketing strategies. Developing and improving on a firm's market orientation may make a firm's capabilities become more distinctive over the long run, resulting in sustainable competitive advantage.

AbstractBackgroundThe rehabilitation of maxillectomy defects is a challenging endeavour that necessitates customizing the procedure for each patient. The successful treatment for these patients requires a combined conventional and contemporary treatment options. The high‐tech prosthodontic treatment option for these defects and distal extension cases are combining fixed and removable partial dentures with precision/semi‐precision attachments. It will enhance retention, stability, esthetics and functional ability of the prosthesis.MethodsThree post‐Covid Mucormycosis patients reported after localised debridement and partial maxillectomy for definitive rehabilitation. For partial Maxillectomy patients, DMLS designed cast partial denture along with semi‐precision attachments (Preci‐vertix and OT strategy Rhein For patient with localized defect, DMLS designed cast partial denture was planned. For both patients the defect area was kept as hollow cavity (Closed or Open), in order to reduce the weight of the prosthesis.Results and ConclusionThe prosthodontic rehabilitation of these patient can be a simple and economical treatment options and it improves the stomatognathic functions and quality of life of the patient. The major hurdles during rehabilitation are retention and stability as there is no basal seat and hard tissue support. Hence, we tried a combined conventional and digital techniques in order to provide prosthesis with precise fit and accuracy as well as reducing the treatment time and visits of the patients.