Market Orientation as Inter-firm Cooperation:: An International Study of the Grocery Sector

Ulf Elg

European Management Journal, 2007, vol. 25, issue 4, 283-297

Abstract: Previous research shows that a firm's market orientation is influenced by external relationships, but few regard market orientation as an inter-firm phenomenon, i.e. as a part of cooperative inter-firm activities. The paper suggests inter-firm market orientation as an approach for its conceptualization. [Kohli, Ajay K. and Jaworski, Bernard J. (1990) Market orientation: The construct, research propositions and managerial implications. Journal of Marketing 54(April), 1-18] original components are adapted to the interorganizational setting and four dimensions, especially relevant in order to characterize inter-firm market orientation, are identified, including indicators that can be used to study them further. The results are based on qualitative case studies on supplier-retailer relationships in Sweden, Italy and the UK.

Keywords: Market; orientation; Inter-firm; relationships; Qualitative; approach; Distribution; channels; Grocery; sector; Retail (search for similar items in EconPapers)
Date: 2007
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