The Relationship Between Customer and Supplier Perceptions of the Manufacturer's Market Orientation and It's Business Performance

This study is designed to test the relationship between the manufacturer's downstream (upstream) market orientation and the manufacturer's business performance, using self-reports and customer (supplier) reports of the manufacturer's downstream (upstream) market-oriented behaviours.
  

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...

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