Journal
INDUSTRIAL MARKETING MANAGEMENT
Volume 38, Issue 2, Pages 166-172Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.indmarman.2008.12.004
Keywords
Market orientation; Relationship learning; Relationship performance; Relationship quality
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From dyadic perspectives, this study explores the effect of market orientation on relationship learning and relationship performance and the moderating effect of relationship quality in Taiwan manufacturing industry. The results reveal that: (1) both customer market orientation and supplier market orientation are positively related to relationship learning; (2) relationship learning is positively related to relationship performance; (3) both customer and supplier market orientation has positively interaction effect on shared information and negatively interaction effect on sense-making activities; and (4) trust of relationship quality has moderating effect on the relationship between customer market orientation and relationship learning. (C) 2008 Elsevier Inc. All rights reserved.
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