The relationship between customer and supplier perceptions of the manufacturer's market orientation and it's business performance

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26 Citations (Scopus)

Abstract

A study is designed to test the relationship between the manufacturer's downstream (upstream) market orientation and the manufacturer's business performance, using self-reports and customer (supplier) reports of the manufacturer's downstream (upstream) market-oriented behaviors. The findings from a sample of 72 matched sets of suppliers, manufacturers and customers in the Netherlands reveal that the manufacturer's downstream (upstream) market orientation has a positive effect on its business performance, regardless of whether self-reports or customer (supplier) reports are used. The results also reveal that customer reports and self-reports of the manufacturer's downstream market-oriented behaviors are consistent. However, the results show a discrepancy between supplier reports and self-reports of the manufacturer's upstream market-oriented efforts. Of interest to marketers is to what extent this discrepancy affects the manufacturer's long-term business performance.
Original languageEnglish
Pages (from-to)43-62
JournalInternational Journal of Market Research
Volume43
Issue number1
Publication statusPublished - 2001
Externally publishedYes

Bibliographical note

Winner of Market Research Society Silver Medal Award for best paper

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