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Market orientation and quasi-integration: Adding value through relationships
journal contribution
posted on 2023-06-08, 08:43 authored by Katy Mason, Peter Doyle, Veronica WongThis study explores and describes the rationales and approaches of a market orientated supply chain - labeled the "demand chain". The objective is to develop theory by providing grounded insights into how and why managers design and implement a market orientated supply chain. Analysis of twenty field interviews uncovered three main rationales for demand chain configuration. Further, a continuum of integration typologies is presented and three key responses explored and described. These findings are discussed and implications for theory and practice are offered.
History
Publication status
- Published
Journal
Industrial Marketing ManagementISSN
0019-8501Publisher
ElsevierExternal DOI
Issue
2Volume
35Page range
140-155Department affiliated with
- Business and Management Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2012-02-06Usage metrics
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