Using supply chain management to leverage a firm ’ s market orientation

@inproceedings{Martina2015UsingSC,
  title={Using supply chain management to leverage a firm ’ s market orientation},
  author={James H. Martina and Bruno Grbacb},
  year={2015}
}
  • James H. Martina, Bruno Grbacb
  • Published 2015
Building supplier relationships and becoming more market oriented have similar building blocks and have similar effects. Strong supplier relationships tend to impact the firm’s performance, in part, because the firm can respond to customer needs in a more timely fashion. Supplier relationships tend to be stronger in firms where there is cross-functional sharing of supplier and customer information. Market orientation is an organizational culture that focuses the company on generating market… CONTINUE READING

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