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Many researchers have studied market orientation over the last two decades and have argued its impact on firm performance. Much of the work has focused on the intra-firm market orientation of firms, namely manufacturers or suppliers and their own firm's performance. Some have also considered the impact of market orientation in distribution or value networks. However, many of the researches have taken a monadic approach to the study of market orientation. Given the importance of business relationships, this study extends the construct of market orientation to introduce the role of inter-firm market orientation and its impact on both relationship and individual firm performance, with the business relationship as the unit of analysis.
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