Does Small Retailer Market Orientation Matter for Long-Term Oriented Relationships with Suppliers?
研究小型零售商的市场导向如何影响供应商的专项投资和角色表现，进而影响零售商对供应商的长期导向，基于102家美国小型独立服装店的数据。
This study examines the influences of small retailer market orientation on supplier transaction‐specific investment and supplier role performance and the roles of supplier transaction‐specific investment and supplier role performance in determining small retailer long‐term orientation. Data were collected from 102 small independent apparel stores in the nited tates The results show that small retailer market orientation positively influences supplier transaction‐specific investment, which in turn influences supplier role performance. Supplier transaction‐specific investment and role performance influence small retailer trust, but only supplier transaction‐specific investment positively affects small retailer dependence. Small retailer trust and supplier transaction‐specific investment influence small retailer long‐term orientation.