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Market Orientation in Vertical Business Networks

Lookup NU author(s): Professor Markus Blut

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Abstract

This research addresses three questions: (1) Why are some business network firms more market orientated than others? (2) What effect does the environmental uncertainty have on the network performance impact of market orientation activities performed by a network firm? (3) Does network embeddedness influence the effectiveness of a firm's market orientation activities? The findings from a study on a vertical grocery network suggest that the performance impact of market orientation activities depends on the network identity of the network firm. Network embeddedness of a network firm is found to enhance this performance link. Finally, uncertain market environments favor down-stream allocation of market orientation activities in our sample.

Publication metadata

Author(s): Grzeskowiak S, Blut M, Kenning P

Publication type: Article

Publication status: Published

Journal: Journal of Marketing Channels

Year: 2007

Volume: 14

Issue: 3

Pages: 31-50

Print publication date: 01/01/2007

ISSN (print): 1046-669X

ISSN (electronic): 1540-7039

Publisher: Routledge

URL: http://dx.doi.org/10.1300/J049v14n03_03

DOI: 10.1300/J049v14n03_03

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