haku: @author Deshpande, R. / yhteensä: 20
viite: 4 / 20
| Tekijä: | Steinman, C. Deshpande, R. Parley, J. U. |
| Otsikko: | Beyond Market Orientation When Customers and Suppliers Disagree |
| Lehti: | Journal of the Academy of Marketing Science
2000 : VOL. 28:1, p. 109-119 |
| Asiasana: | CUSTOMERS SUPPLIERS MARKET ORIENTATION |
| Kieli: | eng |
| Tiivistelmä: | The essence of market orientation is the successful management of a relationship between suppliers and customers. During the past 15 years, a body of scholarship on antecedents and consequences of market orientation has emerged. This article answers the questions what the appropriate level of market orientation is, and what happens when customers and suppliers disagree about the appropriate level of a supplier's market orientation, to what extent such disagreement concerning market orientation affects the customer-supplier relationship, whether answers to these questions vary by country. The authors examine these issues using data from a survey of leading Japanese and U.S. business firms and their key customers that employed a unique matched supplier-customer sampling methodology. The authors report several interesting results. |
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