The impact of suppliers' perceptions of reseller market orientation on key relationship constructs
Thomas L. Baker, Penny M. Simpson, Judy A. Siguaw
Journal of the Academy of Marketing Science · 1999 · Volume 27 · Issue 1
Abstract
A number of researchers have reported the positive benefits of creating and maintaining a market orientation. This study is one of the first to explicitly investigate the effects of market orientation within a channel context. It is proposed that a supplier's perceptions of a reseller's market orientation will positively affect the supplier's perceptions of certain key relationship marketing constructs. Data collected from 380 suppliers were used to test the hypotheses. All hypotheses were supported.
Keywords
Market Research, Market Orientation, Customer Orientation, Relationship Marketing, Channel Relationship
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