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Market Orientation as Inter-firm Cooperation:: An International Study of the Grocery Sector

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  • Elg, Ulf

Abstract

Previous research shows that a firm's market orientation is influenced by external relationships, but few regard market orientation as an inter-firm phenomenon, i.e. as a part of cooperative inter-firm activities. The paper suggests inter-firm market orientation as an approach for its conceptualization. [Kohli, Ajay K. and Jaworski, Bernard J. (1990) Market orientation: The construct, research propositions and managerial implications. Journal of Marketing 54(April), 1-18] original components are adapted to the interorganizational setting and four dimensions, especially relevant in order to characterize inter-firm market orientation, are identified, including indicators that can be used to study them further. The results are based on qualitative case studies on supplier-retailer relationships in Sweden, Italy and the UK.

Suggested Citation

  • Elg, Ulf, 2007. "Market Orientation as Inter-firm Cooperation:: An International Study of the Grocery Sector," European Management Journal, Elsevier, vol. 25(4), pages 283-297, August.
    • Handle: RePEc:eee:eurman:v:25:y:2007:i:4:p:283-297
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