search query: @indexterm SUPPLY AND DEMAND / total: 253
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| Author: | Martin, J. H. Grbac, B. |
| Title: | Using supply chain management to leverage a firm's market orientation |
| Journal: | Industrial Marketing Management
2003 : JAN, VOL. 32:1, p. 25-38 |
| Index terms: | Market orientation Supply and demand Company performance Customers |
| Language: | eng |
| Abstract: | Market orientation is an organizational culture that focuses the company on generating market information, cross-functionally sharing that marketinformation, and rapidly responding to that market information to positively impact the performance of the firm. The authors explored whether the positive effects of strong suppliers relationships are enhanced in market-oriented firms. Results support the notion that supplier relationships are one way of levering a firm's market orientation through improved customer responsiveness. Cross-functional sharing of information appears to be the link that ties market orientation and stronger supplier relationship together. |
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