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Media type:
E-Article
Title:
Effects of Supplier Market Orientation on Distributor Market Orientation and the Channel Relationship: The Distributor Perspective
Contributor:
Siguaw, Judy A.;
Simpson, Penny M.;
Baker, Thomas L.
imprint:
SAGE Publications, 1998
Published in:Journal of Marketing
Language:
English
DOI:
10.1177/002224299806200307
ISSN:
0022-2429;
1547-7185
Origination:
Footnote:
Description:
<jats:p>A strategy for easing the tensions facing suppliers and distributors in their channel relationships may be the adoption of market-oriented behaviors. The authors develop a model of likely effects and empirically examine the consequences of a supplier's market orientation on the distributor's market orientation and other channel relationship factors. Results indicate that a supplier's market-oriented behaviors directly or indirectly affect all the channel relationship factors examined from the distributor's perspective, specifically the distributor's market orientation, trust, cooperative norms, commitment, and satisfaction with financial performance.</jats:p>