Effects of market orientation on the behaviors of salespersons and purchasers, channel relationships, and performance of manufacturers

This study uses data from matched sets of suppliers, manufacturers and customers to examine the influence of the manufacturer's market orientation on the behaviors of salespersons and purchasers, the impact of these behaviors on relationships with customers and suppliers, and the effect of these relationships on the manufacturer's financial performance. The results show that market orientation positively influences customer-oriented behaviors of...