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| Author: | Elg, U. |
| Title: | Inter-firm Market Orientation: Its Significance and Antecedents in Distribution Networks |
| Journal: | Journal of Marketing Management
2002 : SEP, VOL. 18:7-8, p. 633-656 |
| Index terms: | MARKET ORIENTATION NETWORKS DISTRIBUTION CHANNELS CO-OPERATION |
| Language: | eng |
| Abstract: | It is often argued that competition takes place between networks or value chains, rather than between individual companies. This means that market orientation needs to be recognised at this level, in order to understand how an inter-firm network can become more competitive and effective in serving its final market. Still, market orientation has been analysed only as a property of individual companies. This paper stresses the importance of recognizing market orientation on a network level and as an inter-firm phenomenon. The notion of inter-firm market orientation, i.e. joint activities by firms that make a network more sensitive to market demands, is thus suggested. |
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