Market orientation and quasi-integration: Adding value through relationships

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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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
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