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The impact of suppliers' perceptions of reseller market orientation on key relationship constructs

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Abstract

A number of researchers have reported the positive benefits of creating and maintaining a market orientation. This study is one of the first to explicitly investigate the effects of market orientation within a channel context. It is proposed that a supplier's perceptions of a reseller's market orientation will positively affect the supplier's perceptions of certain key relationship marketing constructs. Data collected from 380 suppliers were used to test the hypotheses. All hypotheses were supported.

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Authors and Affiliations

  1. University of North Carolina at Wilmington, Wilmington, USA

    Thomas L. Baker

  2. Northwestern State University of Louisiana, Louisiana, USA

    Penny M. Simpson

  3. Cornell University, New York, USA

    Judy A. Siguaw

Authors
  1. Thomas L. Baker
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  2. Penny M. Simpson
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  3. Judy A. Siguaw
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Additional information

Thomas L. Baker is an associate professor of marketing in the Cameron School of Business at the University of North Carolina at Wilmington. He was awarded his doctorate in 1990 from Florida State University. His research has been published in theJournal of Marketing, Journal of Retailing, Journal of Personal Selling and Sales Management, Journal of Business Research, and other journals as well as international, national, and regional proceedings.

Penny M. Simpson is an associate professor of marketing and the David D. Morgan Professor of Marketing at Northwestern State University of Louisiana. She was awarded her doctorate in 1991 from Louisiana Tech University. Her research interests include channel relationships, market orientation, and advertising effectiveness. Her articles have been published in theJournal of Marketing, Journal of Academy of Marketing Science, Journal of Health Care Marketing, Journal of Business Ethics, Psychological Reports, and other journals and proceedings.

Judy A. Siguaw is an associate professor of marketing at Cornell University, School of Hotel Administration. She was awarded her doctorate in 1991 from Louisiana Tech University. She has published in numerous journals, including theJournal of Marketing, Journal of Marketing Research, Journal of Strategic Marketing, Journal of Business Ethics, andIndustrial Marketing Management. She has also published many conference proceedings, including those for the Academy of Marketing Science, the American Marketing Association, and the European Marketing Academy.

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Baker, T.L., Simpson, P.M. & Siguaw, J.A. The impact of suppliers' perceptions of reseller market orientation on key relationship constructs. J. of the Acad. Mark. Sci. 27, 50–57 (1999). https://doi.org/10.1177/0092070399271004

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