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Market, technology, entrepreneurial and learning orientations have attracted major scholarly interest within their specific streams of literature for some decades. These strategic orientations are seen as principles that direct and influence the activities of a firm and generate the behaviours intended to ensure its viability and performance. Prior studies have argued that firms should develop and use multiple orientations, yet the relationship between different orientations has received only fragmented attention. This paper presents a systematic review of this literature, covering 67 scholarly articles published between 1987 and 2010 which investigate multiple orientations. The paper contributes first by summarizing the current state of knowledge on the interplay between these orientations. Many of these relationships have not been studied to any great degree, and there are research gaps in the information available on …