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| Tekijä: | Sanzo, M.J. (et al.) |
| Otsikko: | The effect of market orientation on buyer-seller relationship satisfaction |
| Lehti: | Industrial Marketing Management
2003 : MAY, VOL 32:4, p. 327-345 |
| Asiasana: | MARKET ORIENTATION COMMUNICATION TRUST CONFLICT CAUSALITY EMPIRICAL RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | Lately a lot of marketing scientific community´s interest is concentrated towards the study of the market orientation concept. This article verifies a model in which a firm´s cultural market orientation serves as an antecedent for its degree of satisfaction with its main supplier. Empirical data is from 174 Spanish industrial firms. |
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