Mason, Katy, Doyle, Peter and Wong, Veronica (2006) Market orientation and quasi-integration: Adding value through relationships. Industrial Marketing Management, 35 (2). pp. 140-155. ISSN 0019-8501

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Abstract

This 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.

Item Type:	Article
Schools and Departments:	University of Sussex Business School > Business and Management
Depositing User:	Veronica Wong
Date Deposited:	06 Feb 2012 21:05
Last Modified:	25 Apr 2012 13:50
URI:	http://sro.sussex.ac.uk/id/eprint/29421

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