The Relationship Between Customer and Supplier Perceptions of the Manufacturers Market Orientation and Its Business Performance
Fred Langerak Erasmus University Rotterdam
INTRODUCTION
Market orientation is a business culture that fundamentally establishes tenets of organisational behaviour with respect to the firms stakeholders (i.e. customers, suppliers and internal functions). These behaviours are posited to be prerequisites if the firm is to create superior products that respond to customer needs (Jaworski & Kohli 1993; Slater & Narver 1994). Moreover, Hunt & Morgan (1995) state that marketoriented firms are more likely to enjoy a position of sustainable competitive advantage...