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

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.