The Role of Market Orientation In Business Dyadic Relationships: Testing an Integrator Model

@inproceedings{Sanzo2003TheRO,
  title={The Role of Market Orientation In Business Dyadic Relationships: Testing an Integrator Model},
  author={Ma Jos{\'e} Sanzo and Ma Leticia Santos and Rodolfo Garc{\'i}a V{\'a}zquez and Luis Ignacio {\'A}lvarez},
  year={2003}
}
Over the last decade market orientation and relationship marketing have been huo of the most outstanding fields of research within Marketing discipline. However, little at tention has been devoted towards the investigation of the interface existing between both concepts. The aim of this study is to overcome this deficiency. Thus, the paper begins with a review of the existing literature into relationship marketing and market orientation as well as their main constructs. The result of this… CONTINUE READING

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