Authors: Arto Rajala; Kristian Möller; Matti Tuominen
Recent research on market orientation and close customer relationships addresses how firms create market intelligence and adapt to their environments. However, our understanding ofmarket-oriented firms is incomplete because it does not fully incorporate with cultural linkages and collaboration in buyer-seller relationships. Actually, it has been neither investigated nor understood well the interplay between market orientation and close customer relationships, and, further, whether the interplay is affected by a firm’s internal cultural postures. The authors present a conceptual framework for examining the interplay betweenthe key constructs in industrial context. Our results indicate a strong positive association between market orientation and customer intimacy, and, further, this interplay is influenced by our cultural factors – market focus and industry recipe – adopted.
Journal: ( – )
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Publish Year: 2002
Conference: Perth, Australia (2002)