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| Author: | Langerak, F. |
| Title: | Effect of customers' and suppliers' perceptions of the market orientation of manufacturing firms on channel relationships and financial performance |
| Journal: | Journal of Business-to-Business Marketing
2001 : VOL. 8:2, p. 35-63 |
| Index terms: | Market orientation Marketing channels Manufacturing industry Performance appraisal |
| Language: | eng |
| Abstract: | The author investigates the effect of customers' and suppliers' perceptions of the market orientation of manufacturing firms on customers' and suppliers' trust in, cooperative norms in, and satisfaction with the relationship with the manufacturing firm. The results reveal that customers' and suppliers' cooperative norms in the relationship positively influence the manufacturing firm's financial performance. |
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