Effects of Supplier Market Orientation on Distributor Market Orientation and the Channel Relationship: The Distributor Perspective
A strategy for easing the tensions facing suppliers and distributors in their channel relationships may be the adoption of market-oriented behaviors. The authors develop a model of likely effects and empirically examine the consequences of a supplier's market orientation on the distributor's market orientation and other channel relationship factors. Results indicate that a supplier's market-oriented behaviors directly or indirectly affect all the channel relationship factors examined from the distributor's perspective, specifically the distributor's market orientation, trust, cooperative norms, commitment, and satisfaction with financial performance.
Siguaw, J. A., Simpson, P. M., & Baker, T. L. (1998). Effects of Supplier Market Orientation on Distributor Market Orientation and the Channel Relationship: The Distributor Perspective. Journal of Marketing, 62(3), 99-111. https://doi.org/10.1177/002224299806200307
Journal of Marketing