engleski

Using Supply Chain Management to Leverage a Firm's Market Orientation

An increasing focus of Supply Chain Management is the coordination of activities with suppliers through building strong supplier relationships. Supplier relationships tend to be stronger in firms where there is cross-functional sharing of information. Strong supplier relationships tend to impact the firm's performance, in part, because they can improve the company's ability to respond to customer needs. Market orientation focuses on collecting, cross-functional sharing, and responding to market information to positively impact the performance of the firm. This study explored whether the effectiveness of supplier relationships can be enhanced in market oriented firms. Results support the notion that supplier relationships are one way of leveraging a firm's market orientation through improved customer and competitor responsiveness. Cross-functional sharing of information appears to be the link that ties both processes together.

supply chain management; market orientation

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